Spotify - User Personas
This project was all about getting a better understanding of how people actually use Spotify - what they need, what motivates them, what frustrates them, and where they’re running into problems.
By digging into user research and building realistic, relatable personas, we were able to highlight some of the key challenges users face.
These insights give us a clearer picture of what’s working, what’s not, and how we can make the Spotify experience even better.
Reviews
1 review
Hello Vanina,
Your user personas are very well structured and visually clear — it’s easy to see that you put a lot of effort into connecting research insights with user needs. I really like how you highlighted not just demographics but also goals and pain points, making the personas feel realistic and useful for the design process.
They are not overloaded with information, which makes them easy to read and to share with the team — this is a great balance. The visual design of the persona cards is also very professional and helps bring each user to life.
If I could suggest one small improvement, it would be to connect each persona even more directly with design opportunities (for example: “this user needs better discovery of music for focus → opportunity for contextual playlists”). That would make them even more actionable for product decisions.
Overall, it’s a very strong job — clear, thoughtful, and ready to be used by the team! 👏
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