Interactive Story by Growth.Design
Let's jump back right where we left off...
build growth experiments based on user feedback
avoid retention deal breakers
use the power of the tribe to engage users
this new episode is a bit different... it focuses on concrete tips to build better products and more specifically on how to:
If you're pressed for time. Instead of feeling rushed while trying to enjoy the story,, and come back for the full story later!
If you're comfortable... Enjoy!
hmm... new podcasts are available? But I haven't been notified...
if I never get notified when there's a new release... it could be a deal breaker! 💔
On the opposite, apple squeezes more information in one screen, which makes it harder to scan rapidly.
however, they both fail to provide the "add to queue" option...
That's the first action I need to do when I see a new compelling podcast!
in any case, both screens are making it really easy to download the episode. Which is precisely what I need for my flight!
anyhow! Let's download a few now!
When you have multiple elements on a page, make sure to give extra visual weight to your most important action.
In the Spotify screen, each podcast takes up more space, which makes the information easier to scan.
💎 Pro tip: Apple uses colorful thumbnails and high contrast to make the screen "attractive." However, be careful not to derail the user attention in the process.
clearly, new shows have been released...
oh well! moving on...
I Love the timestamp separators... My brain can easily categorize the information without effort.
This one looks pretty interesting. let's see if I can find it!
"10 inspiring podcasts..."
that sounds perfect!
oh, wait... I know the trick now!
hide the keyboard!
Again, all results are music focus...
which slowly starts to answer the question: Do Podcasts belong in the music world?
quickly found it on apple podcast...
but wait... it seems like there's one that could be interesting here... Let's check it out!
The worst is... I'm still surprised.
I've been so used to finding all the music I want in spotify, that not finding my podcasts is kind of shocking...
We have a greater recall of the unpleasant over the positive.
Unfortunately, negative experiences largely outweigh positive ones in our minds.
💎 Pro tip: Reducing the number of errors when the user tries your product for the first few times can lead to a significant boost in conversion.
hmm... there are no followers?
no rating? or Number of views on each episode?
How do I know this is worth investing my time?
unless they've put it inside those (...)?
on apple's side, shows can have a ton of social proofing that reassures me...
We tend to follow the patterns of others in new or unfamiliar situations.
Social proofing is mandatory in this context. If you want to convince people to take action, make sure to let them know how other people have done it and if they liked it or not.
💎 Pro tip: Ratings and followers are nice, but you can get creative too. What if one of your close friends listens to the same podcast and loves it? Wouldn't you want to know?
I'm a bit lost honestly... should I start episode 039?
The Top Episode feature in apple is one of the ways to make sure you at least spend time on the best show!
...you don't start a podcast like you would try a new song...
it's a bigger commitment that needs a lot of psych!! and mine is slowly fading away...
hmm... That's not enough to convince me to invest 43 minutes of my time... let's go back...
hmm... these notes are very minimalist!
Compare to what Apple is offering.
There's a real opportunity to improve the listener's experience here.
If a creator mentions another show, it would be great to have a direct link to that show.
It would increase the discoverability, and creators could, therefore, reach new audiences more efficiently.
but... the algorithm doesn't seem to understand what seeking wisdom is producing...
These look more like life coaching stuff...
The recommendation feature is spotify's core strength...
let's search for the episode they were referring to...
Apple does a slightly better job, giving you the chance to search within your library.
No results for seeking wisdom... if only there was a way to search within a podcast...
I guess I can do this with the "share" button... ?
Great quote from DC, how can I save this?
Imagine if I could have a direct link to the moment I paused!
The goal of a signifier is to illustrate what the object can do before you interact with it.
When designing icons, navigation elements or options, ask yourself this simple question:
Here, clicking the share button is simply an educated guess from past experiences (Familiarity Bias)!
hmm... I could do "copy link," but that would be a bit long... let's try "More"?!?
Nice! There you go!
Let's find a home for this great wisdom...
Adjust deep- linking...
hmm... There's a link here... but I'm not really sure what it is...
I know that's Apple... but "save" on the top right? shouldn't they just swap with the bottom menu...
1) choose where you want to save it 2) write 3) save, all in order!... Anyhow that's out of scope ;)
in short, don't get disconnected from the people who actually use your product.
You have to get out and talk to people to really understand what the DATA really means...💡
hmm... that's meta, but what David Cancel (CEO @ DRIFT) just shared on the podcast is too good not to share it with you...
my notes with Apple look a lot sharper compared to Spotify's repeated gray blocks.
still no timestamp though...
This brings me to an interesting experiment...
Adding notes directly in Spotify could be a great way to understand which podcasts are more engaging and promote those podcasts to increase chances of retention. (assuming podcast listeners take notes... !)
That will create new opportunities to re-engage listeners in creative ways, e.g., send users notes they took a while back, share notes with friends, engage in conversations.
oh, david cancel just asked for a 6 ⭐️ review...
A Brand new category, "Your top podcasts," just showed up in the home screen!
it's a start! except it's really a summary of what I'm already listening too...
I'm still waiting for that Core discovery engine to suggest new podcasts!
imagine if they made lists like "Podcasts Made for you" or "popular podcasts."💡
That's how Spotify will slowly make the switch from a music company to an audio first company!🚀
time to get all the key insights that you just learned!
Learn more about how to use them for your work!🎉
I understood why I hadn't used Spotify's podcasts... when I realized they weren't sending notifications for new podcasts.
The mechanics of downloading podcasts for my flight was straightforward, except...
it was hard to commit to any new discovery because of the absence of social proofing.
Then, recommendations which are the core business of Spotify seemed to be a bit off...
Taking notes was a bit easier than I thought it would be! however, there are still low hanging fruits to make it better!
but... Apple still wins!
First, DG's tweet about an exclusive podcast got me into Spotify. I was really excited!
A small missed opportunity at the end of the podcast where I could have rated it or get a recommendation.
nonetheless a solid overall listening experience.
Finding out that I had followed other podcasts before... Clearly, the retention didn't work then!
Can't seem to find any podcast that I want to listen to... I got a bit unlucky, but my psych took a big hit here...
Finally, a few changes to the home screen reassured me that their algorithm will slowly find the balance between music and other audio formats including; audiobooks, meditations, courses, etc.
Recap -Episode 1
Case Study Philosophy: We understand that companies subject to case studies have time and resource constraints that we do not. We also acknowledge that they do their maximum to provide the best experience possible to their customers. The goal is to share our knowledge not only to our audience but with those companies so that they can also benefit from outside expertise. Some of our comments might be things that you already tested that didn't work, or maybe you already made the conscious decisions not to take action due to many factors that we can't know, and we genuinely respect that. We also come from the product world!
- The Team
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