Before diving into design, I read transcripts from a handful of interviews with podcast creators and developed a v1 messaging guide. In it, I outlined how we adjust the Spotify voice and tone to speak directly to podcast creators. I also identified core terminology and definitions based on words and phrases podcast creators themselves were using. I then used this document to align our product messaging strategy with that of our product marketing and customer support teams.
Once the team identified the baseline requirements for an MVP podcast submission flow, I worked with my design partner to craft a content strategy document that outlines the key steps in the flow, the user’s goals, Spotify’s goals, and what we need to communicate when.
From this content strategy skeleton, we were able to sketch and then wireframe the podcast submissions happy path and edge cases. Together, my design pal and I whittled down the interactions and messaging to be as clear, simple, and intuitive as possible.
For instance, the flow initially combined multiple steps in one page, but because the rest of the process hinges on the podcast creator submitting a valid RSS feed, we decided to separate them. At the same time, we wanted people to know what the full process would entail, and that it won’t take very long—enter the “stepper” component at the top of the page.
We were also careful to account for error states along the way, and I worked closely with our engineers to identify exactly what would trigger the errors, and what steps the user could take to resolve them.
LAUNCH AND TEST
Before we released v1 of the podcast submission flow into the wild, I worked with Product Marketing and Customer Support to once again align on messaging and terminology. I met with our PMM to establish our key value propositions for the landing page and email messaging, and helped CS update our FAQ articles.
Now, we’re in the process of running usability tests to gather insights from podcast creators and further improve the podcast submission flow. But already, we’ve seen a bunch of positive feedback coming in through our social and support channels. Even better, our self-serve tool has significantly increased the number of podcasts on Spotify.