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Spotify Wrapped Clones are worthless

 1 year ago
source link: https://uxplanet.org/spotify-wrapped-clones-are-worthless-b1d598ad8b5d
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Spotify Wrapped Clones are worthless

Spotify Wrapped clones don’t make the users feel special

It’s that time of the year. Apps are busy publishing their version of Spotify Wrapped or year in review. But most of them are clones of one another and the users already know about it. When a feature is a clone or has a half-baked implementation, the users come to know about it instantly. They won’t be able to point it out clearly, but they sense it subconsciously. It’s time product companies come up with more engaging gamification frameworks than releasing a year in-review that no one cares about.

In this post, I will share a few reasons why Spotify’s Wrapped version works and how product companies need to think about their year-in-review stats. They should consider whether publishing a year-in-review is worth the extra effort, will the users care, do we have enough data, and much more.

For a year-in-review like Spotify Wrapped to work, there need to be a few ingredients in the final output —

  1. Companies need to treat it like a product and not just a marketing effort. Developing a solution like Wrapped demands substantial time, exuberance, and talent.
  2. The experience needs to be mobile-first and goes well in terms of the DNA of the product design.
  3. It needs to present complex data pieces into an emotionally stitched experience. At its core, Wrapped forms a content loop that plays along with user psychology.
  4. The end-user experience should be all about the user and not about the product. It needs to highlight the user’s activity, and then drive the product forward from that. It’s not about making it work for marketing. Throughout the entire experience, Spotify never talked about its premium subscription plan, so no it’s not about marketing.
  5. The product should be capable of boiling down the entire app and its mechanics into various value propositions and then carve out an experience that drives all of them forward.
  6. If a product attempts it for a year, then the team has to make it work every year. Doing it just for a year and then discontinuing will make the company’s image look bad. But you could call it out that it is a BETA attempt and might not return the next year.

Final Recipe

Your product needs to be sticky, not every product will be. But based on the above list, the final year-in-review or Wrapped product should have the following ingredients —

  • The product needs to have all four — design, data, value props, and product mechanics. For all these to work, we’ll also need a major level of resource and energy investment.
  • The product needs to make the entire experience about the users and their stats. Nothing else matters.
  • The product needs to strike the chord of millennials and bring them bragging rights.

Before we begin with the design discovery we need to ask if the user likes your product, how much data you have on the user and their activities, what can you do to make the experience look special, which value props metrics can the product drive, and ultimately can it gain social validation from the masses?

Hint: Even Apple Replay ’22 failed at getting social validation from the masses.

That’s the end of this short yet hopefully insightful read. Thanks for making it to the end. I hope you gained something from it. If you want to read more about the design hypotheses based on practical examples for Spotify then here are some links you can inspect further —

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