With the help of the usability test plan, I decided how I was going to conduct the testing. Consider having the Album covers under "Friends Currently Streaming" as additional CTA to open up the song that friends are live streaming.Consider activating the friend's icon CTA under the Following/Followers screens, or change the icons to Follow/Following CTA buttons.Consider adding a clear switch icon under the stream tab to add a 3rd option to turn "Live Stream" on, or rename the tab to lessen confusion.Liking a friend's stream could be expanded to have more screens to allow more paths.Following friends is feasible, with more functionality on the prototype it would be a full win.This area could be improved with additional interactions on the Home screen and restructuring the "Stream" tab in the Profile screen. 2 out of 7 participants had Direct Success in finding how to turn "Live Streaming" on.Recommending a song to a friend worked but could be easier with more elements working.Reviewing a friend recommendation was a 100% direct success.Users were able to find the activity section on the Profile screen easily.While 3.6% is a hypothetical 1.2% decrease if the social feature existed. ** 4.8% is Spotify’s worldwide subscriber churn rate that amounted in Q4 of 2019, defining the number of trialists that did not convert to subscribers according to Statista. While 80% is a hypothetical 6% increase if the social feature existed. The goal was to: study the user’s behavior (in: how they listen to music, what prompts them to want to share on social media, how they share it with their network, and the range of importance in knowing what their friends are listening to) to build a social feature for Spotify that can increase it’s 6-month customer retention rate from 72% to 80% * and decrease churn rate from 4.8% to 3.6%.** * 72% is the average number of subscribers that remain 3 months after subscribing from 2018 Q3 to 2019 Q3, according to Measurable AI. I conducted 3 user interviews and surveyed 11 participants that listened to Spotify. To validate the problem statements I needed to hear from the listeners themselves.
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