Optimizing Spotify’s sign-up form

Summary:

[This was a personal project for my UX Writing course.]

Client: Spotify – a digital music, podcast, and video streaming service that gives you access to millions of songs and other content from artists all over the world.

Problem: Create the microcopy for a form or modify an existing one. I chose to work on the Spotify sign-up form for this exercise.

Role:
UX Writer

Timeline: 1 week

The Process:

As an avid music fan, I chose Spotify as my client for this particular assignment. Prior to looking for forms, I decided to do some background research on the company. After perusing the Branding Guidelines, Partner Guidelines, and the website itself, I noticed that Spotify’s tone is very upbeat and informal and their copy is written in 2nd person. Some examples include:

  • Last call: 3 months of Premium for free; Don’t hit snooze on ad-free music, unlimited skips, and offline listening.

  • There are millions of tracks and episodes on Spotify. So whether you’re behind the wheel, working out, partying or relaxing, the right music or podcast is always at your fingertips. Choose what you want to listen to, or let Spotify surprise you.

  • Soundtrack your life with Spotify.

Although I would most likely not be writing content of that nature for this exercise, I still felt that it was important to have a solid understanding of Spotify’s voice and tone first. I decided to propose changes to the microcopy on the following sign-up form:

 

 

Spotify sign-up form (August 2020)

The current sign-up is too long and can be condensed. I created a copy document that outlines the current copy, my proposed copy, and my reasoning behind the proposed copy. One of the recommendations that I made to make the form more accessible was to get rid of all placeholders.

 

Screenshot of Copy Doc for Spotify sign-up form

Since the existing form is quite long, I decided to divide the sign-up process into two parts. The first part is about how you want to sign up (with FB, Google, Apple, or email) and you also have the option to log in if you already have an account. I would design this part to be similar to Airbnb’s sign up process with the change that “Country/Region” and “Phone number” would not be placeholders, they would be titles.

 

Part 1 of Airbnb’s sign-up process

After selecting the “Continue with email” option, they would be presented with the final form that I created (see below).

Results & Takeaways:

 

Before and after of Spotify sign-up form.

The main takeaways from this assignment:

  • Only ask for information that is essential – One such example that I mentioned in the copy doc was that I didn’t understand why Spotify needed to know the gender of the user. I assume with that information they would suggest “relevant” gender-specific music, playlists, and artists, but that is introducing bias. I also feel like the profile name is something that could wait until after sign-up or could be a step 2 after the important information had been filled out first.

  • Get rid of placeholders – In my UX Writing class, I learned just how inaccessible placeholders are. I decided to get rid of them in order to make my designs more inclusive.

  • Use familiar language – It’s nice that Spotify uses questions and statements to ask for the information, but it is more common for users to see “date of birth, first name, last name, address, etc.” My changes take this into account.

  • Add explicative copy only when necessary – Users who are registering for Spotify may not know that you need to be 18 years old. To my knowledge, you are also not able to change your profile name. Therefore, it is worth mentioning that during the sign-up process so that the user gives it some thought before hitting “submit”.