Spotify insights page for artists
Spotify for Artists gives musicians real-time data on how their music is performing. But as more metrics got added, streams, saves, skips, playlist placements, demographics, the page didn't keep up. Numbers were scattered across tabs with no way to see the full picture, and artists were spending more time connecting insights than acting on them (Like "stream growth" vs "playlist adds").
So, I did a 3-day solo design sprint to fix this with research, interviews, and iteration into a redesigned Insights page that puts everything artists need in one place.
Video Preview
What Spotify for Artists Already Has
Performance Metrics
Tracks Total streams
Monthly listeners
Top tracks
Real-time streams (on release day)
Audience Insights
Demographics: Country, city, age, gender
Source of streaming : Playlists, libraries, searches,
Top tracks
Active vs passive listeners
Growth Tracking
Follower count over time
Save rate
Playlist placements
Growth Tracking
Integration with Merch bar for merch
Artist pick and profile customization
Canvas preview
My initial personal insights
Cognitive Load is Too High: Artists have to connect too many different metrics by themselves like "stream growth" vs "playlist adds".
No Prioritization: The problem isn't that Spotify for Artists has too many tabs. It's that nothing across those tabs is connected or prioritized, which creates clutter instead of clarity.
No Customization: Artists should be able to prioritize/organize/hide information based on their needs.
Interviews Insights
Antonio Cardozo
Age : 22
Profession : Pianist and composer
Experience : 10 years piano experience
and 5 years in music production
Findings
Wants to be a professional composer and producer in the industry
Wants to upskill himself working in music
Aims to secure more high-profile gigs and collaborations
Wants skip rate by listener type, worried casuals skip more than fans, affecting listener conversion.
Wants tools to compare different versions of a release based on saves, skips, and shares, to fine-tune his music releases.
Feels it’ll be nice if he got notified when critical events happen ( like spikes in saves or sudden drops in streams.)
Wishes Spotify would show deeper local behaviors, what local fans listen most and which songs trigger shares, to help him better engage his strongest personal markets.
Overall, satisfied with the existing Spotify for Artists features, but craves more data and insights.
Mark Aimond
Age : 28
Profession : Producer, Auto-Tune Engineer
Experience : 13 years music production
Background
Works with multiple bands & Celebrity artists
Plays the Keyboard & Bass Guitar Uses DistroKid to distribute his music
Findings
Wants a overview to assess key performance metrics without switching between tabs
Wants faster mental connections between different insights
Aims to spend less time analyzing and more time producing
Wants real-time notifications to act immediately on critical shifts in fan engagement
Does not like metrics being scattered in different tabs and wishes they were all in a page ie, an overview page
Takes him a few minutes to connect the insights from different metrics, especially with info scattered in different tabs
Needs deeper behavior insights, especially how local fans react differently to new releases
Wants better event-based notifications for critical shifts (spikes in saves, drops in streams)
Feels current platforms provide raw data first instead of a summary
Given the timeline, I ran two in-depth interviews rather than a broader survey.
Challenges discovered
High cognitive load
Too many tabs
No Customization
Wants skip rate by listener type
Need for Critical event notifications
Wants tools to compare songs/versions of releases
Wants deeper local fan behavior data
Generally satisfied but craves more
What Spotify for Artists Already Has
Performance Metrics
Tracks Total streams
Monthly listeners
Top tracks
Real-time streams (on release day)
Audience Insights
Demographics: Country, city, age, gender
Source of streaming : Playlists, libraries, searches,
Top tracks
Active vs passive listeners
Growth Tracking
Follower count over time
Save rate
Playlist placements
Growth Tracking
Integration with Merch bar for merch
Artist pick and profile customization
Canvas preview
My initial personal insights
Cognitive Load is Too High: Artists have to connect too many different metrics by themselves like "stream growth" vs "playlist adds".
No Prioritization: The problem isn't that Spotify for Artists has too many tabs. It's that nothing across those tabs is connected or prioritized, which creates clutter instead of clarity.
No Customization: Artists should be able to prioritize/organize/hide information based on their needs.
Interviews Insights
Antonio Cardozo
Age : 22
Profession : Pianist and composer
Experience : 10 years piano experience
and 5 years in music production
Findings
Wants to be a professional composer and producer in the industry
Wants to upskill himself working in music
Aims to secure more high-profile gigs and collaborations
Wants skip rate by listener type, worried casuals skip more than fans, affecting listener conversion.
Wants tools to compare different versions of a release based on saves, skips, and shares, to fine-tune his music releases.
Feels it’ll be nice if he got notified when critical events happen ( like spikes in saves or sudden drops in streams.)
Wishes Spotify would show deeper local behaviors, what local fans listen most and which songs trigger shares, to help him better engage his strongest personal markets.
Overall, satisfied with the existing Spotify for Artists features, but craves more data and insights.
Mark Aimond
Age : 28
Profession : Producer, Auto-Tune Engineer
Experience : 13 years music production
Background
Works with multiple bands & Celebrity artists
Plays the Keyboard & Bass Guitar Uses DistroKid to distribute his music
Findings
Wants a overview to assess key performance metrics without switching between tabs
Wants faster mental connections between different insights
Aims to spend less time analyzing and more time producing
Wants real-time notifications to act immediately on critical shifts in fan engagement
Does not like metrics being scattered in different tabs and wishes they were all in a page ie, an overview page
Takes him a few minutes to connect the insights from different metrics, especially with info scattered in different tabs
Needs deeper behavior insights, especially how local fans react differently to new releases
Wants better event-based notifications for critical shifts (spikes in saves, drops in streams)
Feels current platforms provide raw data first instead of a summary
Given the timeline, I ran two in-depth interviews rather than a broader survey.
Challenges discovered
High cognitive load
Too many tabs
No Customization
Wants skip rate by listener type
Need for Critical event notifications
Wants tools to compare songs/versions of releases
Wants deeper local fan behavior data
Generally satisfied but craves more
High fidelity UI
Solution proposed
High cognitive load
Having connecting key metrics: Like "Your playlist adds boosted your streams by 18% this week." so connecting the insights from different metrics is much easier
Too many tabs
Making a overview Dashboard: All important metrics in one scrollable page. Grouped into sections, Prioritized based of user needs.
No customization
Having the option to customize: Drag and drop modules. Pinning favorite insights on top and ‘Hide option’ to hide sections not needed for that specific user.
Wants skip rate by listener type
Visualizing skip rate separately for Casual listeners and Followers.
Wants tools to compare songs/versions of releases
Comparing different song versions: (Song A vs Song B) show saves, skips, shares per version.
Need for critical event notifications
A notification surfaces when something critical happens like a spike in saves or a sudden drop in streams since it's event-based.
Generally Satisfied but Craves More
Overview dashboard provides all crucial information at a glance, with additional tabs offering deeper and more detailed insights.
Prioritization was based on advice from the musicians and research.
Having a priority order is necessary because it guides artists to their most critical insights first and helps artists focus on what matters most without feeling overwhelmed, making the experience better (important for both newcomers and busy accomplished artists).
That said, this is based on limited primary and secondary research as it is a sprint. I wouldn't treat this prioritization as final. With more research and real usage data, I'd iterate it more further to a more Data-informed iteration. (View prioritization)
Prioritization was based on advice from the musicians and research.
Having a priority order is necessary because it guides artists to their most critical insights first and helps artists focus on what matters most without feeling overwhelmed, making the experience better (important for both newcomers and busy accomplished artists).
That said, this is based on limited primary and secondary research as it is a sprint. I wouldn't treat this prioritization as final. With more research and real usage data, I'd iterate it more further to a more Data-informed iteration. (View prioritization)
The redesigned Insights page pulls together streams, saves, skips, and audience data into one connected view, so artists spend less time hunting for numbers and more time acting on them.
This isn't a finished product. It's based on two in-depth interviews and a 4-day timeline, so the prioritization and features here are a starting point, not a final answer. With more research and real usage data, I'd expect this to keep iterating, especially around customization, notifications, and goal-setting for newer artists, which came up in research but didn't make it into the sprint.
Spotify insights page for artists
Spotify for Artists gives musicians real-time data on how their music is performing. But as more metrics got added, streams, saves, skips, playlist placements, demographics, the page didn't keep up. Numbers were scattered across tabs with no way to see the full picture, and artists were spending more time connecting insights than acting on them (Like "stream growth" vs "playlist adds").
So, I did a 3-day solo design sprint to fix this with research, interviews, and iteration into a redesigned Insights page that puts everything artists need in one place.
Video Preview
What Spotify for Artists Already Has
Performance Metrics
Tracks Total streams
Monthly listeners
Top tracks
Real-time streams (on release day)
Audience Insights
Demographics: Country, city, age, gender
Source of streaming : Playlists, libraries, searches,
Top tracks
Active vs passive listeners
Growth Tracking
Follower count over time
Save rate
Playlist placements
Growth Tracking
Integration with Merch bar for merch
Artist pick and profile customization
Canvas preview
My initial personal insights
Cognitive Load is Too High: Artists have to connect too many different metrics by themselves like "stream growth" vs "playlist adds".
No Prioritization: The problem isn't that Spotify for Artists has too many tabs. It's that nothing across those tabs is connected or prioritized, which creates clutter instead of clarity.
No Customization: Artists should be able to prioritize/organize/hide information based on their needs.
Interviews Insights
Antonio Cardozo
Age : 22
Profession : Pianist and composer
Experience : 10 years piano experience
and 5 years in music production
Findings
Wants to be a professional composer and producer in the industry
Wants to upskill himself working in music
Aims to secure more high-profile gigs and collaborations
Wants skip rate by listener type, worried casuals skip more than fans, affecting listener conversion.
Wants tools to compare different versions of a release based on saves, skips, and shares, to fine-tune his music releases.
Feels it’ll be nice if he got notified when critical events happen ( like spikes in saves or sudden drops in streams.)
Wishes Spotify would show deeper local behaviors, what local fans listen most and which songs trigger shares, to help him better engage his strongest personal markets.
Overall, satisfied with the existing Spotify for Artists features, but craves more data and insights.
Mark Aimond
Age : 28
Profession : Producer, Auto-Tune Engineer
Experience : 13 years music production
Background
Works with multiple bands & Celebrity artists
Plays the Keyboard & Bass Guitar Uses DistroKid to distribute his music
Findings
Wants a overview to assess key performance metrics without switching between tabs
Wants faster mental connections between different insights
Aims to spend less time analyzing and more time producing
Wants real-time notifications to act immediately on critical shifts in fan engagement
Does not like metrics being scattered in different tabs and wishes they were all in a page ie, an overview page
Takes him a few minutes to connect the insights from different metrics, especially with info scattered in different tabs
Needs deeper behavior insights, especially how local fans react differently to new releases
Wants better event-based notifications for critical shifts (spikes in saves, drops in streams)
Feels current platforms provide raw data first instead of a summary
Given the timeline, I ran two in-depth interviews rather than a broader survey.
Challenges discovered
High cognitive load
Too many tabs
No Customization
Wants skip rate by listener type
Need for Critical event notifications
Wants tools to compare songs/versions of releases
Wants deeper local fan behavior data
Generally satisfied but craves more
What Spotify for Artists Already Has
Performance Metrics
Tracks Total streams
Monthly listeners
Top tracks
Real-time streams (on release day)
Audience Insights
Demographics: Country, city, age, gender
Source of streaming : Playlists, libraries, searches,
Top tracks
Active vs passive listeners
Growth Tracking
Follower count over time
Save rate
Playlist placements
Growth Tracking
Integration with Merch bar for merch
Artist pick and profile customization
Canvas preview
My initial personal insights
Cognitive Load is Too High: Artists have to connect too many different metrics by themselves like "stream growth" vs "playlist adds".
No Prioritization: The problem isn't that Spotify for Artists has too many tabs. It's that nothing across those tabs is connected or prioritized, which creates clutter instead of clarity.
No Customization: Artists should be able to prioritize/organize/hide information based on their needs.
Interviews Insights
Antonio Cardozo
Age : 22
Profession : Pianist and composer
Experience : 10 years piano experience
and 5 years in music production
Findings
Wants to be a professional composer and producer in the industry
Wants to upskill himself working in music
Aims to secure more high-profile gigs and collaborations
Wants skip rate by listener type, worried casuals skip more than fans, affecting listener conversion.
Wants tools to compare different versions of a release based on saves, skips, and shares, to fine-tune his music releases.
Feels it’ll be nice if he got notified when critical events happen ( like spikes in saves or sudden drops in streams.)
Wishes Spotify would show deeper local behaviors, what local fans listen most and which songs trigger shares, to help him better engage his strongest personal markets.
Overall, satisfied with the existing Spotify for Artists features, but craves more data and insights.
Mark Aimond
Age : 28
Profession : Producer, Auto-Tune Engineer
Experience : 13 years music production
Background
Works with multiple bands & Celebrity artists
Plays the Keyboard & Bass Guitar Uses DistroKid to distribute his music
Findings
Wants a overview to assess key performance metrics without switching between tabs
Wants faster mental connections between different insights
Aims to spend less time analyzing and more time producing
Wants real-time notifications to act immediately on critical shifts in fan engagement
Does not like metrics being scattered in different tabs and wishes they were all in a page ie, an overview page
Takes him a few minutes to connect the insights from different metrics, especially with info scattered in different tabs
Needs deeper behavior insights, especially how local fans react differently to new releases
Wants better event-based notifications for critical shifts (spikes in saves, drops in streams)
Feels current platforms provide raw data first instead of a summary
Given the timeline, I ran two in-depth interviews rather than a broader survey.
Challenges discovered
High cognitive load
Too many tabs
No Customization
Wants skip rate by listener type
Need for Critical event notifications
Wants tools to compare songs/versions of releases
Wants deeper local fan behavior data
Generally satisfied but craves more
High fidelity UI
Solution proposed
High cognitive load
Having connecting key metrics: Like "Your playlist adds boosted your streams by 18% this week." so connecting the insights from different metrics is much easier
Too many tabs
Making a overview Dashboard: All important metrics in one scrollable page. Grouped into sections, Prioritized based of user needs.
No customization
Having the option to customize: Drag and drop modules. Pinning favorite insights on top and ‘Hide option’ to hide sections not needed for that specific user.
Wants skip rate by listener type
Visualizing skip rate separately for Casual listeners and Followers.
Wants tools to compare songs/versions of releases
Comparing different song versions: (Song A vs Song B) show saves, skips, shares per version.
Need for critical event notifications
A notification surfaces when something critical happens like a spike in saves or a sudden drop in streams since it's event-based.
Generally Satisfied but Craves More
Overview dashboard provides all crucial information at a glance, with additional tabs offering deeper and more detailed insights.
Prioritization was based on advice from the musicians and research.
Having a priority order is necessary because it guides artists to their most critical insights first and helps artists focus on what matters most without feeling overwhelmed, making the experience better (important for both newcomers and busy accomplished artists).
That said, this is based on limited primary and secondary research as it is a sprint. I wouldn't treat this prioritization as final. With more research and real usage data, I'd iterate it more further to a more Data-informed iteration. (View prioritization)
Prioritization was based on advice from the musicians and research.
Having a priority order is necessary because it guides artists to their most critical insights first and helps artists focus on what matters most without feeling overwhelmed, making the experience better (important for both newcomers and busy accomplished artists).
That said, this is based on limited primary and secondary research as it is a sprint. I wouldn't treat this prioritization as final. With more research and real usage data, I'd iterate it more further to a more Data-informed iteration. (View prioritization)
The redesigned Insights page pulls together streams, saves, skips, and audience data into one connected view, so artists spend less time hunting for numbers and more time acting on them.
This isn't a finished product. It's based on two in-depth interviews and a 4-day timeline, so the prioritization and features here are a starting point, not a final answer. With more research and real usage data, I'd expect this to keep iterating, especially around customization, notifications, and goal-setting for newer artists, which came up in research but didn't make it into the sprint.