Spotify Billboard Visualization – UX Prototype Testing

Role: User Researcher
Organization: HCDE, University of Washington
Client: Internal Academic Project

Project Overview

This UX research project aimed to evaluate and improve a data visualization tool designed to help users explore musical trends in Spotify Top 50 Billboard chart data. Spanning the years 2012 to 2017, the chart integrates popularity based on streaming volume, airplay, album sales, and social engagement. The core focus of the visualization was to enable filtering of songs by four Spotify-specific metrics: danceability, valence, energy, and acousticness.

Goals
Our goal was twofold:

1. Evaluative: Assess the usability of the current data visualization prototype.

2. Generative: Explore opportunities to enhance understanding of song characteristics and inform future iterations of the design.

The prototype was developed at medium fidelity using paper-based interactive screens. It allowed users to filter top songs from each year based on metric values, displayed on a 0–1 percentage scale.

Research Objectives

1. Do users understand how to filter metrics like danceability or energy?

2. Can users locate and use the year dropdown menu?

3. How intuitive is the sorting of songs before and after applying filters?

4. Are the Spotify metrics meaningful to users in understanding or exploring music?

5. How might these metrics enhance music discovery behaviors?

Methods

1. Think-Aloud Protocol: Participants completed tasks while verbalizing their thought process.

2. Task-Based Testing: Participants were guided through a series of focused usability tasks.

3. Post-Test Evaluation: Participants provided feedback on usability and usefulness of the tool.

Study Environment & Tools

• Sessions were conducted in-person across three locations on the University of Washington campus.

• Medium-fidelity paper prototypes were used to simulate interaction.

• Observations were captured manually by facilitators, with thematic synthesis applied during analysis.

Key Findings

1. Participants struggled with visibility and labels for filter controls

2. The year dropdown menu lacked clarity and prominence

3. Users found the music metrics interesting, but terminology needed more context

4. Ranking interactions were inconsistently understood

Result

The study uncovered key usability friction points around filter labeling, dropdown menu visibility, and metric comprehension. Participant feedback also emphasized the potential value of these metrics for enhancing playlist creation and discovery experiences.

Findings were consolidated into a UX report including usability themes, improvement recommendations, and next-step design considerations.

Interactive Data Vis

Allows users to select any song from Spotify and retrieve its attributes. See below to navigate to tool.