When designing for everyone you are designing for noone. In this design focused presentation I and Björn tell you how we do insights driven development at Spotify focusing on the navigation example.

1. .

4. An autonomous, full
stacked group of people
Squad

5. Several squads working on
similar features
Tribe
Squad Squad Squad Squad

6. A group of people with the same
skills lead by a chapter lead
Chapter
Squad Squad Squad Squad

7. Several tribes responsible
for the same core metric
Alliance
Squad Squad Squad Squad Squad Squad Squad Squad
Tribe Tribe

8. Playlist Your Library Playback Social ?

15. 01. Visibility of system status
02. Match between system and the
real world
03. User control and freedom
04. Consistency and standards
05. Error prevention
06. Recognition rather than recall
07. Flexibility and efficiency of use
08. Aesthetic and minimalist design
09. Help users recognize, diagnose,
and recover from errors
10. Help and documentation
https://www.nngroup.com/articles/ten-usability-heuristics/

16. Material is the metaphor Bold, graphic, intentional Motion provides meaning
https://www.nngroup.com/articles/ten-usability-heuristics/https://material.google.com

17. Design principles

27. Tools

30. Illustration courtesy of Sharon Chen

31. Time /
Effort
Power /
Flexibility

32. and I guess we have to use these for a while longer...

36. “The time to acquire a target is a function of the distance to and size of the target"
Fitts’s law

37. Consider the context

40. Discover Define Develop Deliver
Double
Diamond
Generalproblemstatement
Specific
problem
Specificsolution
Research Insights Ideation Prototype

43. Illustration courtesy of Dan McKinley

47. 3 9 12
25%
75%

51. Illustration courtesy of Dan McKinley

54. change

57. New experience
Old experience
Old experience

60. control + change
difference = effect
control

74. Illustration courtesy of Dan McKinley

81. .

83. Test 1
Test Control

84. Test 1
Test Control
Test2
TestControl