Chapter 1: Localization as a Key Strategy

In 2020, India boasted over 749 million internet users, making it essential for Spotify to create a localized experience tailored to this market. Brands that adapt their offerings to fit local cultures often forge deeper connections with consumers, eventually gaining a more local presence. Notable examples in India include Cadbury, Hyundai, Bata, and Maggi, which, despite their foreign origins, have successfully resonated with Indian audiences.

Spotify's approach for Diwali included a streamlined vertical scrolling page where all Diwali-related content was easily accessible. To ensure users wouldn't overlook anything, they incorporated hyperlinked elements throughout various app pages. Below is a brief outline of this structure.

Section 1.1: Engaging with Stories

Spotify implemented a feature called "Stories," allowing users to interact with short, tappable content. This UI design is reminiscent of popular social media platforms like Snapchat and Instagram.

While stories are frequently used by social brands, Spotify's choice to reserve them for special occasions made their implementation stand out. The layout featured a 50/50 split with visuals at the bottom and text on top, but some users noted the absence of calls to action or experiences akin to Spotify Wrapped. The app utilized a distinctive illustration style that evoked a sense of local culture, reminiscent of popular sticker packs.

Section 1.2: Spotlight on Artists

Artists featured on Spotify receive royalties based on the frequency their songs are streamed. During Diwali, Spotify introduced "Artist Shorts," a variant of stories that promoted artists’ music and highlighted their availability on the platform. These shorts linked to the artists' profiles and showcased a blend of popular and new tracks from Bollywood and Indian independent artists.

Chapter 2: The IKEA Effect in Action

To enhance user engagement during the festive season, Spotify launched a series of Diwali Blend Playlists while also promoting the option for users to create their own playlists. This strategy leverages the IKEA Effect, which suggests that people tend to value items more if they have a hand in creating them. By allowing users to curate playlists, Spotify not only increased the perceived value of these playlists but also encouraged collaboration among friends through existing Spotify connections or messaging platforms like Telegram and WhatsApp. This feature has the potential to attract more users to the platform.

In addition to user-generated playlists, Spotify curated a selection of popular songs and devotional music likely to resonate during Diwali, a significant five-day festival in India. Diwali celebrates Lord Ram's return to Ayodhya after 14 years of exile, symbolizing the victory of good over evil through the lighting of diyas and fireworks.

Conclusion

This brief analysis aims to provide insight into Spotify's user experience strategies during Diwali.

If you're interested in more explorations of Spotify's UX design, consider these topics:

• Why Spotify offers a Premium Mini Subscription
• 9 frictions in freemium music apps
• 3 ways Spotify is inching toward a valuable content database
• Breakdown: Spotify Wrapped Clones were everywhere!

Thank you for reading! I hope you found this summary helpful. Feel free to connect with me on LinkedIn, Twitter, Figma, Dribbble, and Substack to share your thoughts or initiate a conversation!