3 Insightful Strategy I Learned From Spotify UX

As someone who has been using the Spotify app for several years, I can confidently say that it has won my heart with its excellent music listening experiences. The app’s ability to implement insightful user experience research strategies, which I will outline below, is a significant contributing factor.

I drop off an app easily

The primary function of Spotify is its music recommendation feature. One such feature is “Discover Weekly,” which suggests new songs and is prominently displayed at the top of the app. As someone who enjoys diverse music, I am always searching for new listening experiences. However, like many other users, I tend to exit a playlist if a few songs do not appeal to me.

1. Spotify personalizes each user

What could be more personal than my profile picture being the cover photo for a suggested Discover Weekly playlist. It’s a playlist based on my needs, and just for me. But it doesn’t mean I’m going to stay on the playlist unless they give me something else. I am going to talk about it below.

2. Creating the familiarity 

To keep users engaged, Spotify uses a clever psychological tactic by including songs of the same genre that I frequently listen to in their suggestions. This approach creates a sense of familiarity, making me feel that the playlist is reliable. I found myself thinking, “If I continue listening to this playlist, I might discover new songs that I’ll enjoy!

3. Go viral on social media

Wrapped” 2022

Spotify’s “Wrapped” strategy has become incredibly popular on social media, as millions of users share summaries of their favorite artists at the end of each year with the artistic designs and animations.

The campaign has even assigned an identity of Music Listening Personality, such as The Nomad (ENLU) or The Voyage (ENLC), etc that very similar to the Myers-Briggs Personality Test (MBTI – 16 personality types test). Brilliant! Who would not want to know more about themselves as a music lover?

By offering these personalized experiences, Spotify has encouraged users to engage with their platform and share their music listening experiences on social media. 

In fact, the campaign generated an impressive 425 million tweets in just the first three days (Sproutsocial). 


To sum up, while I am not certain about the exact user research methods of  Spotify,  I assure the success of their marketing campaigns can be attributed to their understanding of user behavior through various surveys and usability tests. Their efforts are focused on tackling the issue of users dropping the app and they solved it completely great.

So, what kind of music listener are you?