Limit access to other parts of the phone.This app is designed to be used by 3–6 year olds so the interface must be simple enough for them to use and interact with. Advertising to children is illegal and strictly prohibited. The app must have parental gates to prevent kids from accessing any outbound links or transactions involving real money. Provide parents with the control that gives them peace of mind. The app must ban or filter out any music that is explicit and contains adult content (e.g. The Spotify Kids experience should meet the following criteria: Drawn to apps that help remove frustration in everyday activities with kids (e.g at hairdressers, commuting to school or at the supermarket etc.)įrom these insights, I went ahead and fleshed out the key product requirements.Seek educational apps that help early learning and facilitate bonding time.Want control over their child’s digital experience.Safety and appropriateness of content is #1 priority.Don’t have dexterity and muscular control of their hands/fingers so need limited and clearly defined interactions.

Avoid information overload, use progressive disclosure.Require feedback to understand that their action is doing something.Cannot read, require UI with simple shapes and clear colours.We created Spotify Kids, an app that parents could trust and allows 3–6 year olds to select and stream songs so that they can easily access and enjoy listening to their favourite music. Spotify is looking to diversify their proposition and explore an untapped market that offers an unbundled, unique kids music experience for young children. In my case study, I focussed on communicating the positioning of the Spotify Kids brand in relation to the main Spotify product:Ī brand for Spotify’s boisterous little cousin. Are there existing solutions out there and if so, what are the gaps?.How big of a problem or opportunity is this?.Is this a user or business driven problem?.It’s important to describe the context of the problem and its significance in a few sentences. Don’t be afraid to ask your interviewer clarifying questions to understand what their expectations are and what you should be aiming for. Focus on the Spotify native app only - your choice on either iOS or Android.3īefore you jump into solution mode, take a moment to understand your goal. The starting point is the music player UX. The taskĪs part of the Spotify product design team, you are leading the design team to create the best music app for kids. Spotify Kids wants to be the best music app for kids. Spotify want to explore the same space - an unbundled, unique kids music experience. YouTube has a standalone experience for kids. It feels like the Spotify experience is aimed at grown-ups chilling out and rocking out not for kids who like to have fun, dance and goof around. Artists like The Wiggles, Peppa Pig and Yo Gabba Gabba are all missing out on customer engagement and revenue.

Internal research has shown that kids between the ages of 3–6 years old either don’t have any access to Spotify or have to ask their parents to play their favourite music. However, Spotify have left one segment out of the mix - children. Their product design is clean, clear, steps back and lets the artists shine. Spotify has captured a majority of the music streaming market.

Spotify design font kit