Product Insights Manager Ali Fradin and her team needed to combine and more efficiently leverage multiple user data streams to sharpen two critical product offerings: Only You and Wrapped. Using dscout Recruit and Diary, Ali's team added context and depth, allowing her to better support teams like Brand, Marketing, and Product. Here's how...
Like any data-rich company, Spotify focuses on quality, not quantity, of insights. Ali Fradin and her team had access to varied streams of data related to two important products but wanted to triangulate and make the best decision—so they leveraged dscout to add contextual data to clarify. Multiple stakeholders were not only consulting these various data streams, but had questions flowing from them. Ali needed a nimble way to add and answer, not distract and dilute.
More generally, Ali wanted her team involved throughout the product development lifecycle, from pre-launch generative work to concept testing, all the way through post-launch refinement. In this way, the data streams would be more useful to all Spotify teams.
Ali combined moderated user interviews for foundational projects and rapid, iterative diary studies for the post-launch refinement work. This offered her team more inputs while still being nimble to react and adapt as needed.
Using dscout Recruit and Diary, Ali captured attitudinal, perceptual, and app-focused usability data for the Only You and Wrapped programs. They started in a single market to get a pulse check, then refined the design and launched in more markets (Brazil, U.S., France, and Japan) to add international scale and insight rigor.
Ben is the product evangelist at dscout, where he spreads the “good news” of contextual research, helps customers understand how to get the most from dscout, and impersonates everyone in the office. He has a doctorate in communication studies from Arizona State University, studying “nonverbal courtship signals”, a.k.a. flirting. No, he doesn’t have dating advice for you.