End client: Spotify | Consultancy: Rehab | Role: Senior UX Designer

Summary

I was called in to assist the development of an innovative, AI-powered microsite for Spotify Kids, designed to engage parents and demonstrate the app's unique value proposition. By utilizing emojis as a visual language, the microsite offered a playful and intuitive way for children to explore music and connect it with their emotions. This approach allowed parents to experience the benefits of the Spotify Kids app firsthand, even without a Premium Family subscription, effectively serving as a powerful marketing tool driving subscriptions to the platform.

Essentially, Spotify aimed to increase adoption of their Spotify Kids app, which is locked behind a Spotify Premium Family paywall. To achieve this, we conceptualised and delivered a microsite that allowed non-subscribers to experience the app's key feature: an emotion-based music discovery tool using emojis. This strategy cleverly showcased the app's value and encouraged parents to upgrade to access the full experience.

Process & Results

• User Research: Conducted research with children and parents to understand their needs and preferences regarding music discovery and app interaction.

• Ideation & Concept Development: Explored various interactive concepts, with a focus on children-friendly design principles and the use of emojis as a core interaction element.

• Prototyping & Usability Testing: Developed interactive prototypes of the microsite and conducted usability testing with target users (children and parents) to gather feedback and iterate on the design. I decided to use Proto.io prototyping tool for a quick turn around on this, as it allowed music and video integration, thus created a richer prototyoe experience.

• AI Integration: Collaborate with developers to integrate AI algorithms for personalized music recommendations based on emoji selections.

• Visual Design & Branding: Worked closely with visual and brand designers to create a visually appealing and engaging interface, aligning with Spotify Kids' brand guidelines.

• Accessibility Considerations: Ensure the microsite is accessible to children with varying needs and abilities.

• Improved understanding and engagement of the Spotify Kids app's value proposition among parents.

• Higher conversion rates from free users to Spotify Premium Family subscribers.

• Positive user feedback on the microsite's usability and appeal.

• Enhanced brand perception of Spotify Kids as an innovative and child-friendly platform.

Putting kids in charge.

Satisfaction goes up when kids are in the driving seat. We’re empowering children to take the reins of music discovery.

Keeping things simple.

We know that ease of use is key. The tool enables the frictionless unlocking of a world of audio discovery.

Ensuring safety in exploration.

A safe space – not only free from explicit or inappropriate content, but also somewhere to express emotion without judgement.