Why Spotify Wrapped is a beautifully designed piece of UX

First, there is no way I could correctly describe Spotify Wrapped. Simply, it needs to be directly experienced. So, if you have an account, please do it.

UX exemplary designed.

Perfect UI.

Use of data for a real human-centric experience. The right way to use data is to personalise the experience at a single customer level. In this case, I can have a unique experience of my own personal Top Songs, Artists, and Sounds.

Data are communicated through storytelling, e.g. “In 2023, your sound changed with the seasons.”

The interaction is Multi-sensorial. Of course, while navigating your wrapped year, you are listening to the actual music you love. Simple. Satisfying.

The “World Citizen” feature is a pleasant, positive little piece of communication against the contemporary divisive/divided world. And due to the global appeal of Spotify, that becomes an asset of the brand proposition, a value to stand for.

It thanks you for being a Premium customer. The customer is the hero.

It’s a brilliant piece of marketing for the Spotify Premium product. While telling you what music you discovered during the past year, it’s describing Spotify's real business differentiator: its powerful algorithm.

I love it, and I’m more than happy to keep my Premium account.

Well done, Spotify.