Event Farm partnership with Spotify 2017

Business Goals & Motivation:

• Implement an interactive audio experience for attendees while they wait for and enjoy their alcoholic beverages.

• Increase brand loyalty, customer trust, and create a unique lasting impression to retain and acquire new listeners through IRL Spotify experiences.

Discover & Define: 

• Researched the event product business goals including new product integrations, venue traffic strategy, and Spotify App KPIs - retention, popular features, customers satisfaction, navigational pain points, etc. 

• Analyzed & implemented the Brand Guidelines for Spotify to construct the best interactive experience with the proper assets focused on promoting a new audio experience for event attendees.

Design Process:

• Built a UX concept centered around the IRL pain points of ordering drinks at a bar, getting the bartenders attention, waiting for a cocktail, crowd noise, navigational motor skills, selection paralysis, cognitive load, all the while listening to music.

• Collaborated with key stakeholders, implementing feedback focused on leveraging a order first listen after experience. The goal was to deliver attendees an interactive experience that responds to their drink of choice and moods, helping them get their beverage while vibing out to the beverage themed playlist.

Design Process:

• A few examples of the many iterations and variations of user flows - initiation, cocktail selection, playback selection, etc. - and backgrounds of the product experience. The Spotify team approved the azure and pink color theme feeling it captured the event direction best.

Mood Selection - Selection of the curated playlist

Develop & Deliver:

The interactive Audio Bar Experience

• Leveraging the creative guidelines I delivered an on brand experience blending interactive ordering with playlist navigation.

• The final deliverables included a unique Spotify experience where attendees select a mood - Beach Vibes, Dark & Stormy, Wild & Free, Creativity Boost, etc. - and a signature cocktail themed on that mood. After showing their selection to the bartender, drinks are queued and prepared to serve. Attendees can listen to the curated playlist and vibe out while they wait and while they drink.

“Tell us your mood, order a cocktail, and let the Spotify tunes take over.”

Audio Bar - Welcome Screen

Audio Bar - Attendee Experience

Validation & Feedback:

Spotify Audio Bar Experience - “Listen & Lounge” 2017

• Listen & Lounge was a successful event for Spotify. With reported 70%, engagement attendees enjoyed listening to music based on their cocktail choice, feeing it was unique and authentic.

• The audio world began to shift around this time as AirPods and personal audio experiences were nascent. This has been a great inspiration to music and audio companies resonating today with more personal theme and environmental audio experiences - (Spatial Audio, Jam sessions, etc.)

I enjoyed creating something ahead of its time to deliver unique customer experiences.