spotify wrapped
How does a simple year-end recap become a viral sensation? This case study explores the design choices behind one of Spotify's most engaging features.
intro
Spotify Wrapped turns music data into a personalized recap
Let's explore why it goes viral every year
home
People get so excited about it throughout the year
When it finally arrives ... it's an event
anticipation
Each December, Spotify users eagerly await the release of their Spotify Wrapped
The sense of excitement Wrapped creates stems from its ability to transform data into an anticipated experience, tapping into users' mental models about year-end summaries and self-reflection.
variable reward
People especially enjoy unexpected rewards
Not knowing who your top artists and songs are, is one of the key ingredients in Spotify Wrapped's success.
wrapped
What better way to capture user's attention than telling stories?
Spotify does this with carefully crafted hooks to introduce each new section
storytelling
User's statistics are transformed into a cohesive story, adhering to narrative design principles
Each slide of Wrapped builds anticipation, keeps users engaged, and presents their year in music as a personal journey.
narrative design
Narrative design transforms data into a story, creating a captivating emotional arc
Wrapped takes users on a step-by-step journey through their music habits, building anticipation with each reveal, from top songs to favorite artists.
wrapped
Spotify Wrapped goes beyond data
It taps into pride and nostalgia using emotional design to boost engagement
emotion
Wrapped evokes pride, nostalgia, and curiosity, using emotional design to boost engagement.
Wrapped transforms data into a meaningful celebration that resonates emotionally, encouraging deeper interaction.
don norman's theory
According to Don Norman's emotional design theory...
Successful design must consider three levels: visceral, behavioral, and reflective. Wrapped engages users on all three levels.
wrapped
With social sharing Wrapped creates a sense of community
Wrapped becomes not just a personal reflection but a celebration of their year in music
the viral factor
Wrapped's shareability plays a huge role in its success
The design encourages users to share their results on social media, leveraging social proof to extend Spotify's brand presence.
persuasion theory
People are more likely to engage with something if they see others doing it too
Wrapped turns users into brand advocates by encouraging them to share their stories, creating a viral loop as people compare results and join the communal experience.