![]() Three things this feature IS NOT, and three it IS It is NOT:ġ. To dive in, let’s discuss some things that this feature IS, and those which it is Not. In short, I think it’s a pretty cool way of meeting this core user need at the center of Spotify’s product model. Refining the job to be done by the user as firstly music discovery has driven much of Spotify’s advancements in features, interface, and overall technology - which has culminated thus far in this newest rollout. You may think, “that’s easy it’s to listen to music!” But according to Spotify Co-President Gustav Söderström in a recent interview with The Verge’s Alex Heath, user research shows that people’s primary goal with Spotify is to discover music. A focus on music discoveryīut that all comes down to what Spotify sees as the main goal of the user. Playlists and radio stations within Spotify customize the content for the user so that there is less need to actively search, sort, filter, and find.Īt face value, it may seem at odds with this core passive function for Spotify to introduce a feature that pushes the user more toward active engagement. Spotify’s own advancements in personalization have helped boost this exact type of use of the Spotify app. Music is, at its core, an activity that requires passive engagement. In the days after, skepticism spread across the internet. At Spotify’s recent annual Stream On event, they announced a redesign to the app interface, which introduces a TikTok-like video feed to aid users in discovering new music (and podcast, audiobooks).
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