**Project Overview**
As part of a Product Management competition, I tackled a case study focused on enhancing Spotify’s user experience by addressing a key challenge: the lack of meaningful social interactions within the platform. While Spotify excels in music streaming with its personalized recommendations and expansive library, the problem statement highlighted a critical gap—users desired deeper social connections tied to their music experiences.
Our mission was clear: transform Spotify from a purely algorithmic recommendation engine to a social music platform where users could share, collaborate, and connect through their music tastes.
**The Challenge**
Through extensive user research—including surveys with diverse respondents of various music listening habits—we identified several pain points that were limiting the social potential of the platform:
These challenges were particularly pronounced among younger users (Gen Z and Millennials), who viewed music as a core part of their social identity. Our data showed that 50% of users on music platforms enjoy collaborative features, especially younger users looking to build social bonds through music.
**Market Overview**
Before diving into solutions, we needed to understand the competitive landscape: