At Spotify, I designed a low-data music streaming experience for users in emerging markets — conducting field research in Brazilian favelas, and launching a feature that reduced data usage by 99%.
Client
Spotify
Duration
4 months (Mar-Jun 2017)
Team
Product owners, developers in Stockholm
Role
Senior Product Design Consultant
In Brazil and other emerging markets, high data costs were the single biggest barrier to Spotify adoption. Many users still downloaded music the old-fashioned way because they couldn't trust streaming on the go. Spotify needed a way to remove that fear without removing the magic of on-demand music.
Designed a distinct 'Data Saver' mode with a dark-blue theme that made the data-saving state visually clear. The feature allowed users to play four on-demand playlists using just 1% of normal data. Conducted field research and live user testing in Brazil — adapting the design in real time based on what we saw.
After A/B testing, the Data Saver feature stood out as a game-changer. It made streaming feel safe and accessible even without Wi-Fi. Increased adoption in target markets and measurably improved retention among users who previously downloaded music only.
Spent two weeks in Brazil conducting field interviews and usability testing on-site — including in favelas where data costs had the most impact. We tested ideas in people's homes, adapting our approach in real time. This kind of hands-on, immersive research was rare even at Spotify's scale, and it shaped everything that followed.
Designed a dark-blue visual mode to create a clear, confident feeling of being in 'data-safe mode'. The UI made data consumption visible and controllable, so users felt in charge rather than anxious. The feature let users access four on-demand playlists using only 1% of their normal data allowance.
After extensive A/B testing — which the team described as 'nail-biting' — Data Saver came out as the clear winner. The feature launched globally for emerging markets, and the results showed measurable improvements in user retention and confidence in streaming outside of Wi-Fi zones.
Users felt confident using Spotify while on the move. It was a game-changer, making streaming on Spotify feel a whole lot safer and more accessible, even when Wi-Fi was out of reach.
Internal User Research
Spotify Brazil Team
Next Project
Länsförsäkringar - Digital Design System