Prompt
Design a new music streaming discovery site (think Spotify) that optimizes for creating communities around shared music tastes.
Concept
Can music and discovering new music help facilitate community and social connection?
Role
Solo Product Designer (owned research, design, and testing)
Problem
Streaming platforms don’t support connection or community
Music is personal, but discovery is algorithmic and impersonal
Finding new music through platforms is often clunky or buried
Opportunity
Build community around shared music tastes
Help users discover new music through social and contextual signals
Deepen users’ connection with music they already love
Research and Discovery
Users won’t leave their existing streaming platforms
People want community around shared music tastes
Music discovery often happens through friends or recommendations—not the platform itself
Music Streaming Services
• Spotify
• Pandora
• Sirius Radio
• iTunes
• YouTube Music
• Pandora
• Sirius Radio
• iTunes
• YouTube Music
Social Media
• MySpace
• Reddit
• Facebook
• Twitter
• Instagram
Process and Exploration
Interviewed users to uncover desired formats and features
Outline user journey flows (happy path) and information architecture
Create wireframes
Review with users and revise
Create hi-fi designs
Test prototype with users
Experience Flow Happy Path
Further Questions and Hypothesis
Homepage
What would users want to see on a homepage?
People want to see content that will help them find new music and engage in communities/content for liked music.
People want to see content that will help them find new music and engage in communities/content for liked music.
What do streaming services and social media have on their home pages?
People have information based on who you follow and what you listen to.
People have information based on who you follow and what you listen to.
What are the main actions and value proposition(s) of the product?
Communities of like minded individuals people can connect with, and the ability to find new music and deepen their love of existing music.
Communities of like minded individuals people can connect with, and the ability to find new music and deepen their love of existing music.
Artist and Genre Pages
What do people want to know about artists and genres they like?
How to deepen a connection to that music via community, story, etc., and similar music to find and explore.
How to deepen a connection to that music via community, story, etc., and similar music to find and explore.
What do streaming services do already? What are they missing?
Spotify's annual usage reports are great. Most track and suggest music well. They’re primarily missing the communication and community element in their platforms.
Spotify's annual usage reports are great. Most track and suggest music well. They’re primarily missing the communication and community element in their platforms.
What would encourage people to communicate and connect to others with similar music taste?
Would having users as moderators and content creators encourage participation and engagement? Think Reddit model.
Participation at concerts.
Would having users as moderators and content creators encourage participation and engagement? Think Reddit model.
Participation at concerts.
Profile Page
What do people want to say about themselves when it comes to their music taste?
People will want their page to reflect their current music taste and their all time favorites. People also love to create and share playlists.
People will want their page to reflect their current music taste and their all time favorites. People also love to create and share playlists.
Will people want information of their usage for their own reflection and/or for presentation to others? What information specifically is interesting or helpful to people?
People like to share their favorites with others. People like information similar to Spotifies annual wrap-up. Tops of all time and of each year help people see personal trends develop. What information can we collect and display?
People like to share their favorites with others. People like information similar to Spotifies annual wrap-up. Tops of all time and of each year help people see personal trends develop. What information can we collect and display?
What would make users want to connect with someone of similar music taste? How would they want to connect?
The ability to make new friends and find new music are the main benefits of connecting with people who like similar music. Following people and engaging in public forums is likely peoples comfort level of connecting with strangers over the internet. Would they be more comfortable and honest if it were anonymous? Are they looking for concert companions?
The ability to make new friends and find new music are the main benefits of connecting with people who like similar music. Following people and engaging in public forums is likely peoples comfort level of connecting with strangers over the internet. Would they be more comfortable and honest if it were anonymous? Are they looking for concert companions?
Page Features
Wireframes
Homepage
Artist Page
Genre Page
Profile Page
High Fidelity Mockups
Designed a concept that connects to users’ existing streaming and social media platforms.
Gave users a way to showcase favorite songs, artists, and playlists.
Enabled discovery through genres, similar artists, followed friends’ listening, and algorithmic suggestions.
Built social features to follow, chat, and share with users who have similar music tastes.
Highlighted music events users are attending or interested in, and showed which friends were going.
Homepage
Search
Artist Page
Genre Page
Profile Page
Project Value & Takeaways
Lessons:Learned the importance of clarity and hierarchy in info-dense layouts.
Realized anyone can be a user or stakeholder—made design decisions through informal testing and iteration with friends.
Demonstrated ability to explore complex, human-centered design challenges independently.
Applied user research to shape concept, strategy, and interface decisions.
Balanced vision with practicality—designs are scoped for real-world feasibility and user integration.
Reinforced my belief that even digital tools can build authentic, emotionally resonant connection.
Challenges:
No real-world product owner, stakeholders, or data to shape priorities.
Future Improvements...
1. Build out search functionality.
2. Create or join a band.
3. Offer a memorabilia marketplace.
