Spotify
AUDIENCE RESEARCH · UX STRATEGY
Academic Project · Team Project · Graduate · Fall 2025
Project Overview
As team lead for a UX evaluation of Spotify, I researched the platform’s audience, market position, competitive landscape, and opportunities for improving the user experience. My research informed the development of a Gen Z Lifestyle user persona and provided an audience-centered foundation for the team’s broader evaluation and recommendations.
My Contributions
Researched Spotify’s audience and developed a target user persona: Analyzed demographic and behavioral data to identify Gen Z Lifestyle listeners as a key user segment, then translated those findings into a detailed persona reflecting listening behaviors, motivations, pain points, preferences, and device use.
Evaluated the market and competitive landscape: Researched Spotify’s market need, positioning, and major competitors to identify opportunities for differentiation through personalization, music discovery, social listening, playlist organization, and context-aware experiences.
Led project coordination and research development: Served as team lead, divided project responsibilities, coordinated team communication and Zoom meetings, and contributed research on Spotify’s strengths and opportunities to support the team’s UX evaluation and final recommendations.
Key Deliverables
Audience Persona
Research-based Gen Z Spotify user persona synthesizing audience behaviors, motivations, needs, and pain points.
Competitive & Opportunity Assessment
Analysis of Spotify’s market position, competitors, user needs, and areas where the platform experience could be strengthened.
Strategic Recommendations
Research-informed recommendations connecting identified audience needs and opportunities to potential improvements in Spotify’s user experience.
SKILLS DEMONSTRATED
Audience Research
Persona Development
Competitive Analysis
Insight Synthesis
UX Strategy