Playlist Creation.
There are billions of user-created playlists on Spotify, but many contain just one song, or none at all.
Scope
Company
Duration
Year
Encourage listeners to create more meaningful playlists.
The previous creation flow emphasized naming before curation. After naming, listeners landed in an empty playlist—an uninspiring dead end that halted momentum and often prevented curation from happening at all. Our aim in this project was to encourage listeners to create more meaningful playlists that they continue to invest in and engage with over time.
Lead with curation
A playlist creation experience powered by LLMs that lets listeners turn their thoughts, feelings, and ideas into playlists—unlocking unexpected music discoveries faster and more effortlessly than ever.
Manual playlist wins
This shift led to a higher proportion of playlists containing multiple tracks and a greater propensity for listeners to return to them over time. We saw, however, that listeners were twice as likely to create a new manual playlist in the next month than they were to return and make another AI Playlist. Uses of AI Playlist were most often guided by specific, in-the-moment needs rather than long-term listening motivations.
A curated selection of projects that reflect our commitment to simplicity and purposeful design.
