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Prioritizing New Features for Spotify Premium

Feature Prioritization · intermediate

Imagine you're the PM for Spotify's Premium Individual plan. Your team has identified three potential new features: 'Shared Listening Sessions with Friends,' 'Enhanced Audio Quality (Lossless),' and 'Personalized Workout Mixes.' You only have capacity to launch one in the next quarter. How would you prioritize?

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Community approaches

Pavlo’s approach

I would clarify what are the short and long terms goals for the product. Assuming, we need to increase LTV.

The RICE scoring can be applied to support the analysis: Shared Listening Sessions with Friends:

  • Reach: medium
  • Impact: medium (can lift up engagement and support social factor)
  • Confidence: 60% (not sure how many users will adopt the feature) Enhanced Audio Quality:
  • Reach: high
  • Impact: low (most of the users listen to music in a noisy environment or through medium quality sound devices)
  • Confidence: 90% Personalized Workout Mixes:
  • Reach: medium
  • Impact: high (users who listen to music during workouts are looking for workout mixes often based on the search quires, personalized feature should lead to their satisfaction)
  • Confidence: 70%

Rationale:

  • Personalized mixes feature aligns good with the individual plan, emphasizing the personal tuning for users needs.
  • Social listening would be better as a free feature to attract new users and increase their engagement.
  • Improved audio quality is good as a competitive advantage or a supplementary feature for paid users.

Recommendation: Personalized mixes should increase engagement and support individual paid plan for many users which align with the overall goal to increase LTV.