Spotify had recently gone through a rebranding project and were looking to bring the new look and feel to their apps through a new ‘Global User Experience Language’ (internally referred to as ‘GLUE’). They’ve asked us to help them assess the impact the newly created design language concepts have on their existing and potential customers, as well as identify areas to improve usability.
What we did
We worked together with the Spotify team to define a qualitative UX framework that guided our research across four areas: usefulness, usability, emotional response and brand value fit. We used it to evaluate the performance of the new design language. We used a modified version of our user-centered branding approach to assess how aligned the new user experience design language is with Spotify’s core brand values.
In the second part of the project we focused on understanding how best to convey the results of our research so it can be used internally to communicate the impact the design team is making.