Spotify Workouts Case Study

Problem

“Children and adolescents should do 60 minutes or more of physical activity each day.” – Choose my Plate (part of USDA)

Concept

Since children should participate in at least 60 min of physical activity per day, it is beneficial to make working out more enjoyable with a digital advertising campaign.

Goals

Create a fitness-themed campaign for Spotify to incentivize the public to workout and reach 60 min of activity per day while promoting health, wellness, & fun.

Challenges

How can we track users through devices to see how much a user is working out?
Should Spotify Workouts be different stylistically compared to the Spotify app?

Personas

I directed the app and campaign to a younger demographic that would appreciate free music because they cannot afford Spotify Premium.

Sofia, 13

Middle School student
Obsessed with her phone
Plays Soccer and appreciates music when she’s training

Kyle, 20

College student
Not much money, cannot afford Spotify Premium
Wants to lose the weight he gained from Freshman year

How the App Works

Users will receive seven one-hour sessions of Spotify Premium a week as long as they move and remain active for that hour. They can plug their phone into a treadmill, use an apple watch, or use their phones motion sensor to have their movement tracked. If the user doesn’t move enough, the trial will end and the user must restart.

Information Architecture

During the initial stages of designing my information architecture, I realized most users would not download a separate Spotify Workout app.

Therefore, I came up with the solution that Spotify Workouts is not a separate entity, but rather another area within the main Spotify app.

Wireframes

Since I decided that Spotify Workouts should be a new section within the Spotify app, I added a “Switch to Spotify Workouts” button at the top and based my designs off the current Spotify application.