Project Overview

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This case study looks at Spotify’s AI DJ through a new lens: not just a voice delivering tracks, but a feature that can listen, adapt, and grow alongside the user.

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The Problem

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The DJ sparks curiosity but quickly feels repetitive and shallow. Users want more agency and context, not just a passive stream.

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The Goal

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Turn Spotify’s DJ into a true conversational companion, one that listens back, adapts to context, and builds emotional memory.

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My Role

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Product & Conversational Designer, framed the problem, synthesized research, wrote the DJ’s voice, designed flows, prototyped UI, and defined success metrics.

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Responsibilities

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Research synthesis, hypothesis framing, stakeholder mapping, conversational flow design, prototyping, and design guardrails for voice, accessibility, and privacy.

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Timeline

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This project was developed over two weeks, from research to initial prototyping, and is currently being expanded with interactive flows in v0.

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Dj_Spoty.png

Insights

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Research shows users appreciate the human voice , but expect more than narration. What they want is a DJ that listens back, adapts, and earns their trust over time. Frustration grows when they feel ignored, tracked without clarity, or trapped in repetitive loops.

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“I like the DJ I just wish I could talk back and be heard.”

Reddit user

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Key Points

Research snapshot Sources: Spotify blog, App/Play Store reviews, selected Reddit threads. Markets: ES/EN. Synthesis: affinity mapping → 4 key insights that informed design decisions.

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“The DJ feels like a personal music companion…but if it doesn’t evolve with me, it ends up just being noise.”

User Review

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Strategic Hypotheses

What would make users stay, return, and upgrade? These 4 hypotheses guided the design.

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