Spotify Thailand Free→Premium Conversion
Mixed-method UX research project investigating why Thai users aged 18–35 don't upgrade from Free to Premium — 6 methods, 5 insight themes, 3 personas, 15 HMW statements.
The Beginning
This was the running case study for my Front End UI/UX Development course at Woolf University (via Westride Institute of Technology). The brief was deceptively simple: Spotify Thailand has a large Free user base, but the conversion rate to Premium — especially among users aged 18–35 — is low. Why? And what design moves could narrow the gap?
Challenges Faced
The hardest part was not collecting data, but reconciling six different methods — User Interviews, Tree Test, Card Sort, Usability Testing, Diary Study, and a quantitative Survey — into a single coherent story. Each method answered a slightly different question, and recruiting Thai participants across the student / early-career / mid-career bands forced me to think carefully about sample composition before I synthesized anything.
Research Methods
Participants per method (qualitative only — Survey omitted)
Research Activities
This is the work behind every insight above — each activity I ran across the project, ordered by Double Diamond (Discover → Define → Develop → Deliver). The same 10 participants (Seg A: 5 students + Seg B: 5 PromptNow colleagues) flowed through every method, which let insights echo between methods and made cross-method triangulation more trustworthy than any single method on its own.
Discover
Understand the problem in real context
Provisional Personas
Method · Hypothesis-driven personas before data collection
Sample · 3 provisional personas — Thanat, Phitcha, Kitti
Before any real research, I wrote 3 Provisional Personas to make my own assumptions visible — Seg A students (Thanat, 18–24; Phitcha, 22–28 Creative Freelancer) and Seg B working professionals (Kitti, 30–40, executive). Every page carried a ⚠ Pre-Research banner to remind me — and any reader — that these were hypotheses, not conclusions. All three were later validated and refined into Panitan / Mintra / Wichai after the Interviews and Survey.
Provisional Personas — Pre-Research: these personas were drafted from initial hypotheses, not yet validated against real research data. All content here is predicted and will be tested in the upcoming Interview and Survey phases.
A student using their smartphone to listen to Spotify on the BTS or during class breaks. Income comes from family allowance and part-time work, so the budget is tight. Cares about price and value-for-money more than any specific feature.
Hypothesised goals
• Listen to music without ad interruptions
• Download tracks to listen offline on the commute
• Use Spotify at a price that fits a student budget
Hypothesised pain points
• Frequent ad interruptions — really annoying while studying
• Premium price too high for a student budget
• Doesn't know a discounted Student Plan exists
Hypothesised behaviours
• Uses Spotify 2–3 hours/day on the BTS morning and evening
• Searches for promo codes or discounts before any subscription
• Shares playlists with friends on social media
• Decisions influenced by social proof from Premium-using friends
"If there were a decent student discount I'd subscribe — for now I'll just put up with the ads."
Assumption note: built on the hypothesis that Thai students aged 18–24 are Spotify Free Thailand's main Segment. Pricing, behaviour, and pain points still need validation via User Interviews and Survey.
Works in a creative field and uses music as part of the work process. Keeps Spotify open for several hours every day. Needs Audio Quality and specific features like Equalizer to do their job well.
Hypothesised goals
• A work playlist that plays continuously without ads breaking flow
• Access to podcasts about design and the creative industry
• Use advanced audio features like Equalizer and Crossfade
Hypothesised pain points
• Ads destroy creative flow and break work focus
• Crossfade and Equalizer are locked behind Premium
• Some target podcasts aren't accessible on Free Plan
Hypothesised behaviours
• Keeps Spotify open 4–6 hours/day while working
• Builds separate playlists by mood or work type
• Prioritises audio quality when using high-end professional headphones
• Willing to pay for Premium if the value matches the features received
"Music is a huge part of how my creativity flows — but ads ruin all of it."
Assumption note: built on the hypothesis that Creative Professionals have different needs from typical students, prioritising productivity over price. Podcast usage, Equalizer demand, and daily listening hours all need validation via research.
Has stable income and already spends on multiple digital subscriptions. Uses Spotify across diverse contexts — exercising, driving, working. Premium price isn't a barrier; convenience and quality are what matter.
Hypothesised goals
• Listen to high-quality music without ads getting in the way
• Use Spotify smoothly across every device
• Manage playlists and Offline Mode without friction
Hypothesised pain points
• Ads disrupt focus during meetings or work
• Free Plan audio quality isn't enough for high-end speakers or pro headphones
• Wants to share costs with family via a Family Plan
Hypothesised behaviours
• Listens to Spotify across many activities daily — gym, car, office
• Uses across multiple devices — phone, CarPlay, smart speaker
• Occasionally compares Spotify with Apple Music
• Price isn't the main barrier — wants a seamless experience
"Price isn't an issue for me — I just want something easy to use, no fuss."
Assumption note: built on the hypothesis that Segment B (stable income) prioritises Convenience and Quality over Price. Family Plan interest, multi-device usage patterns, and audio quality requirements still need validation via research.
User Interviews
Method · Semi-structured · 39 min avg · 12-question Interview Guide
Sample · 10 participants · Seg A 5 + Seg B 5
The Interview Guide was designed to map directly onto the 5 research themes — Q3–Q4 surfaced Pain/Barriers, Q5 surfaced Feature Awareness, Q6 surfaced price attitudes, Q10 surfaced Social Proof. All 10/10 participants named ads as Pain Point #1, but in work contexts (video calls, sprint planning, driving) ads escalated from "annoying" to a matter of Professionalism and Safety. Price was not a barrier for Seg B at all — the real blockers to conversion were Sign-up Friction and the HiFi gap compared to Apple Music.
1. Ads are Pain Point #1 (10/10)
Every participant raised ads as an issue — in some cases a Safety concern (driving), in others a professionalism hit at work (video calls, sprint planning).
2. Price isn't a barrier for Segment B
P07 and P08 see ฿179 as very cheap, but haven't subscribed — missing a trigger, or the sign-up flow is too fiddly.
3. Student / Employee Benefit as a Conversion Lever
4/5 of student interns and 3/5 of PromptNow employees would subscribe immediately if a Student Plan or Corporate Benefit existed.
4. Subscription Fatigue in Segment A
Student interns already have Netflix, iCloud, or YouTube Premium — Spotify has to compete with other subscriptions for share of wallet.
5. Duo / Family Plan demand is clear
6/10 mentioned Duo or Family Plan would make the decision easier — especially shared with an intern friend or a partner.
6. Sign-up Friction for the already-ready
P07 and P08 have very high intent but still haven't subscribed because "no time" — pointing straight at UX friction in the conversion flow.
7. Workplace Context amplifies pain severity
Using Spotify in work contexts (meetings, coding, presentations) turns ads into a Professionalism issue, not just an inconvenience.
8. HiFi Audio is a weakness vs. Apple Music
P09 and P10 use Hi-Fi headphones / speakers and feel Spotify Free doesn't do their gear justice — Apple Music becomes the more attractive option.
Some ads are like 3× louder than the music — I jump every time, and when I'm coding I nearly fall out of my chair.
— P01, Software Dev Intern (Seg A)
I just want to play a BTS album in track order — but I can't? I end up back on YouTube. So what's Spotify even for?
— P02, Marketing Intern (Seg A)
Same ads on loop — every 3 songs. I've memorised the whole script. My head's full of ad copy now; zero room left to think about actual work.
— P03, UX Design Intern (Seg A)
Mid video call with my seniors and an ad just blares out. There goes my professional image.
— P04, Business Admin Intern (Seg A)
Just slipping into Deep Work mode and BOOM — ad attack. Takes forever to claw focus back.
— P05, IT / Data Intern (Seg A)
Sometimes I forget my earphones but still want to play music quietly on the BTS — then an ad fires off, loud, the person next to me whips around. Mortifying.
— P06, HR & People Operations (Seg B)
Mid-drive and an ad hits — startled me so badly my hand came off the wheel. Not safe at all. When I think about it like that... fine, I'll subscribe.
— P07, Business Development (Seg B)
฿179 a month? Daily Starbucks costs me more than that. I still have no idea why I haven't subscribed.
— P08, Product Management (Seg B)
10 years as an engineer, music on while I code every day. Trust me — ads haunt you worse than any bug.
— P09, Engineering, Backend (Seg B)
Real talk — Spotify's algorithm is way ahead of the competition. But I just want to listen to music? If they keep refusing to ship HiFi or Lossless, maybe I should just move to Apple Music.
— P10, Marketing & Growth (Seg B)
Survey
Method · Online Survey 15 questions · Multiple Choice + Likert + open-ended
Sample · 25 respondents · 52% aged 18–25
Covered Demographics, Usage, Pain Points, Premium Consideration, Pricing, and open-ended responses. 88% picked "ads that interrupt too often and are too loud" as their #1 Pain Point — perfectly matching the interview 10/10. Student Plan + Duo Plan combined made up 48% of preferred plans, and 60% wanted a price below ฿149. Most interesting: 16% said they were "ready to subscribe immediately" — a Quick Win cohort that marketing could target first.
52% fall in the 18–25 band — aligns with Segment A.
Private-sector employees are the largest group (56%).
72% use it daily — a dense base with high conversion potential.
72% rate ads 4–5 — ads are a critical-level pain point.
88% picked "ads" — a pain point that spans both Segments cleanly.
16% ready to subscribe now — a clearly defined Quick Win cohort.
Subscription fatigue (40%) and price (52%) are twin barriers — addressable with Duo/Family Plan and Student Plan.
48% picked "no ads" as #1 — matches the Interview findings.
60% want a price below ฿149 — the current ฿179 sits above the sweet spot.
Student Plan + Duo Plan together = 48% — aligns cleanly with the Interview findings.
Discounted Student Plan — the most frequent keyword in Q14 responses (7 people).
Duo Plan — 5 people said they'd subscribe immediately if the Duo price felt reasonable.
Employee / Corporate Benefit — 4 people from Segment B said they'd subscribe if their company paid.
Telecom Bundle (AIS / True / DTAC) — 3 people want a bundle with their mobile carrier.
HiFi / Lossless Audio — 3 people from Segment B want a HiFi tier to compete with Apple Music.
No-card Free Trial — 3 people worry about auto-renewal and want a risk-free trial.
Ads (88%) are a cross-segment pain point — addressable immediately with sharper Premium promotion.
16% ready to subscribe right now (Quick Win) — reducing Sign-up Flow friction will convert this group fast.
Student Plan + Duo Plan = 48% of preferred plans — high-ROI investment to ship these two packages.
Corporate Benefit is an untapped channel — partnerships with Thai SMEs open Segment B directly.
HiFi / Lossless — without shipping this feature, Power Users will defect to Apple Music.
If there were a student promo at ฿69 verified by university email, I'd take it right away.
— Q14 open-ended response
Diary Study
Method · 7-day Diary Study · in-context capture · BTS, MRT, gym, WFH
Sample · 5 participants (subset) · 35 entries
Ad Disruption appeared in 28/35 entries (80% of diary entries mentioned ads). More interesting still: P07 had a clear Emotion Arc — irritated on day 1 → ready to upgrade by day 7 → froze at the credit-card screen. P06 ran the opposite direction — subscribed on day 7 because of an Exclusive Podcast lock. The take-away: each person's trigger is entirely different and doesn't depend on price alone.
All 5 participants logged frustration with ads across the 7 days, especially when they needed focus (working: P02, P07) or were working out (P07). Ads firing in a social setting also triggered embarrassment (P02, P10).
"6 ad clips in the first hour. So fed up." — P07 (Gym)
"30-second ad while I was deep in important work — broke my concentration." — P02 (WFH)
P04 and P10, both regular MRT commuters, logged daily signal-drop pain. Offline Download came up most often as the feature that would push them to subscribe.
"Song froze again… so over it." — P04 (MRT)
"I'd love to download it and just listen on the way." — P10 (Commute)
P06 listens to Exclusive Podcasts daily and finally subscribed on Day 7 — showing Podcasts as a powerful conversion driver for the Seg B group.
"I can see the Exclusive Podcast I want, locked. If I want to listen, I just have to subscribe." — P06 (Lunch break)
"Decided to subscribe Premium specifically for the Podcast." — P06 (Day 7)
P10 was triggered by comparison to Premium-using friends and by Group Session experiences interrupted by ads. The decision to go in on a Duo Plan together came from talking with friends, not from marketing.
"All my friends were complaining about ads — so we agreed to subscribe to Premium." — P10 (Party)
"Friends use Premium with no ads — meanwhile I'm getting hit with ads." — P10 (Lunch)
Several participants opened the Premium page but didn't subscribe — hesitating over price (P02, P04), some stopped at the Credit Card step (P07). Awareness and desire are both there; the friction is in the payment flow.
"Tapped 'Try Premium for free' — but had to cancel in the end because they wanted credit card details." — P07 (Day 5)
"Opened the Premium page to check pricing again — a free trial would be ideal." — P02 (Day 4)
Notice P07 and P06 — both ran a clear arc from "Frustrated" → "Ready to upgrade" inside 7 days.
Reduce Sign-up Friction
Add PromptPay / TrueMoney Wallet as Payment options to address the credit-card blocker P07 hit.
Use Ad Frequency as a Conversion Trigger
Show "You've heard X ads today — try Premium free for 1 month" after the 3rd ad clip of the day.
Make Exclusive Podcasts More Visible
Add a Lock Icon + 30-second Preview on Exclusive Episodes to create FOMO for Podcast-first users like P06.
Promote Duo / Family Plan via Social Context
Show "Your friend uses Premium — split a Duo Plan and save" when ads interrupt a Group Session.
Improve the Commute Experience
Surface a "Download before you go" banner on Home during 07:00–08:30 for users with a morning-commute usage pattern.
I tapped 'Try Premium for free' — but in the end I had to cancel because they wanted my credit card details.
— P07, day 5
Perceptual Mapping
Method · 2-axis competitive map · Affordable↔Expensive × Lower↔Higher Quality
Sample · Conceptual artifact
An artifact for framing the competitive context — placing Spotify Premium Pro, Premium Lite (newly proposed), Free, Apple Music, YouTube Music, ad-ware apps, and local platforms onto a 2-axis map. Used to answer the question: if Spotify shipped a new Premium tier in Thailand, where would it sit? → centre-right (moderately priced × higher quality) is the gap currently owned by Apple Music, and Spotify has no SKU answering it.
Brighter spots = competitor platforms positioned by perceived price and quality. The centre-right zone (moderately priced × higher quality) is currently owned by Apple Music — the gap Spotify Premium Lite is proposed to close.
Define
Synthesize insights into a direction
Empathy Maps
Method · SAYS / THINKS / DOES / FEELS / PAINS / GAINS template
Sample · 3 personas
Panitan's FEELS column was dominated by "FOMO when friends listen ad-free" and "embarrassment when an ad blares in the library or on the BTS" → Social Proof and Embarrassment are dual levers marketing can pull. Wichai's FEELS: "worried that if cancellation is hard, I'll get charged forever" → a Seg B Trust Issue that needs a transparent cancellation flow. Mintra's DOES: "switches over to YouTube Music when the ads get too heavy" — a tangible churn risk.
"If a decent student discount existed I'd subscribe to Premium right now — ads are seriously annoying."
SAYS
• "Ads are really annoying, especially on the BTS."
• "If there were a student discount, I'd sign up."
• "฿179 a month is too much."
• "Friends say Premium is way better."
THINKS
• Is Premium worth it on my budget?
• Does a Student Plan really exist? Am I eligible?
• Everyone uses Premium but I still haven't.
• Signal on the BTS is bad — can I listen offline?
DOES
• Listens to Spotify daily on the BTS / MRT.
• Stops listening the moment an ad starts.
• Compares Netflix and Spotify Premium prices.
• Asks friends about splitting a Duo Plan.
FEELS
• Frustrated when ads interrupt music.
• Embarrassed when an ad blares in the library or BTS.
• FOMO when friends listen ad-free.
• Hesitant — wants to subscribe but it costs money.
PAINS
• ฿179/month is steep for a student.
• Doesn't know a Student Plan exists.
• Unstable BTS data, no Offline option.
GAINS
• Uninterrupted music without ads.
• Offline Download for the commute.
• A Student Plan that fits a student income.
"Listening to music while I work really helps me think — but the moment an ad hits, it wrecks the flow."
SAYS
• "Ads kill my ideas mid-flow — completely ruins my mood."
• "Audio Quality matters a lot with my monitor headphones."
• "I can't find Audio Quality settings anywhere — where is it?"
• "Want to try AI DJ and see if it builds a Playlist worth it."
THINKS
• Premium is an investment in my work, not just entertainment.
• If ads break my focus every 15 min, I can't think creatively.
• Is Premium's Audio Quality really that much better?
• Why isn't Audio Quality in normal Settings?
DOES
• Keeps Spotify open while freelancing late at night.
• Switches Playlists often by Mood and project type.
• Searches for Audio Quality settings but can't find them.
• Defects to YouTube Music when ads pile up.
FEELS
• Frustrated when ads break Creative Flow at night.
• Confused and irritated that Audio Quality is hidden.
• Willing to invest in tools that help her work.
• Flows more easily when the music perfectly fits the work context.
PAINS
• Ads break Creative Flow on critical late-night work.
• Audio Quality Settings can't be found — confusing IA.
• Income isn't yet high enough to subscribe without thinking.
GAINS
• Uninterrupted music preserves Creative Flow.
• High Audio Quality for professional headphones.
• AI DJ builds Playlists by Mood and work type.
"Ads blast at the gym — annoying as hell. I have to stop and take the earphones off every time."
SAYS
• "Loud ads while I'm working out — really annoying."
• "Why is cancelling a Subscription this hard?"
• "Audio Quality should be in normal Settings, not buried in Premium."
• "Family Plan with my family is definitely worth it."
THINKS
• I already pay for Netflix and YouTube Premium — is Spotify Premium worth adding?
• If cancellation is this hard, I'd rather just not subscribe.
• Audio Quality should live in normal Settings, not hidden inside Premium.
• Can I really share Family Plan with my family? Worth it then.
DOES
• Listens to Spotify during morning gym sessions.
• Uses Spotify while driving to work.
• Searches for Audio Quality, can't find it, doesn't expect it elsewhere.
• Compares Family Plan against paying for multiple individual accounts.
FEELS
• Hugely frustrated when ads hit during peak workout moments.
• Annoyed by a UI he doesn't feel at home in.
• Worried that if cancellation is hard, he'll get charged forever.
• Wants clear information so he can decide with confidence.
PAINS
• Ads disrupt both workouts and work focus.
• Audio Quality Settings are in the wrong place — IA doesn't match mental model.
• Cancel Subscription is complex — erodes trust.
GAINS
• High Quality audio with no interruptions.
• Family Plan is cheaper than paying for separate accounts.
• An easy-to-use app where things are where you expect them.
User Personas
Method · Research-validated personas (refined from provisional)
Sample · 3 personas · PC, MS, WR
PC Panitan Charoensuk — 21, business student (Seg A) — pain: ฿179 is over budget, no Offline; trigger: Student Plan + Duo with friends. MS Mintra Suwannaphum — 24, Junior Graphic Designer (Seg A) — pain: ads destroy creative flow, Crossfade / Equalizer locked behind Premium; trigger: framing Premium as an investment in her work. WR Wichai Rattanaporn — 34, Marketing Manager (Seg B, Sathorn) — pain: HiFi over Bluetooth speaker, cross-device handoff; trigger: Family Plan, price not the blocker. Tech Savviness: PC 70%, MS 70%, WR 55%.
A 3rd-year business student at a private Bangkok university. Lives mostly on his smartphone and listens to Spotify daily on the BTS. Income from family allowance + part-time work, so entertainment budget is tight — but he values smooth, uninterrupted digital experiences.
Goals
• Listen to favourite tracks without ad breaks
• Download tracks for offline listening on the commute
• Discover new music matching his taste
• Manage Playlists freely from anywhere
Pain Points
• Frequent ad interruptions break his study flow
• Can't freely skip tracks he doesn't like
• No offline listening — burns mobile data
• Premium price feels too high for a student budget
Behaviours
• Uses Spotify 2–3 hrs/day, mostly mornings + evenings on the BTS
• Searches for Promo Codes or Student Discounts before any sign-up
• Shares Playlists with friends via social media
• Frequently tries Free Trials of various streaming services
Motivations
• Saving money while still getting a good experience
• Uninterrupted listening helps him focus while studying
• Would upgrade immediately for a discounted Student Plan
• Friend group uses Premium — wants to try too
"If a student discount existed, I'd subscribe to Premium right now — ads are just really annoying."
Fluent with smartphones and everyday apps. Picks up new digital features quickly, but not deep on the technical layer.
Recently graduated with a degree in visual communication design and has been at a small agency for about a year. Uses Spotify as a companion during freelance work at home in the evenings. Music stimulates her creativity. Income isn't huge yet, but she's willing to invest in tools that improve her work.
Goals
• A work Playlist with no ad breaks
• Listen to design and creative-industry Podcasts
• Discover new Lo-fi and Ambient tracks
• Use Spotify Connect to seamlessly switch devices while working
Pain Points
• Ads break her focus while designing
• Crossfade and Equalizer locked behind Premium
• Can't download tracks — has to be online constantly
• Some Podcasts are Premium-only and out of reach
Behaviours
• Keeps Spotify open 4–6 hours while working
• Builds Mood Boards alongside project-matched Playlists
• Follows favourite artists and waits for new releases on Release Radar
• Recommends tracks to friends via Spotify Share Links
Motivations
• Music is part of her creative process
• Wants Equalizer to match the headphones she invested in
• Needs uninterrupted music to maintain Flow
• Sees Premium as worth it if it fits her monthly budget
"I'd design way better if my music weren't cut off by ads — they completely destroy the Flow."
Comfortable with digital tools and Creative software. Cares about customising her experience.
8 years in Marketing at a multinational FMCG company. Has stable income and already spends on multiple Digital Subscriptions. Uses Spotify while exercising, driving, and working in the office. Cares more about audio quality and convenience than about price.
Goals
• Enjoy high-quality music without interruptions
• Use Spotify seamlessly on every device (phone, car, smart speaker)
• Discover Jazz and Classical tracks that fit his work mood
• Full control over Playlists, including ordering and Offline Mode
Pain Points
• Free-Plan ads disrupt focus during meetings or work
• Free-Plan audio quality isn't enough for his high-end Bluetooth speaker
• Can't directly select tracks on mobile in Free
• Wants to share a Family Plan but hasn't researched pricing yet
Behaviours
• Listens to Spotify during his 6–7 AM morning workout, every day
• Plays Spotify via Apple CarPlay on the drive to the office
• Uses a Smart Speaker at home for background music while working
• Occasionally compares Spotify against Apple Music
Motivations
• Wants a seamless cross-device experience with no re-setup
• Premium price isn't a barrier if the quality is worth it
• Family Plan would make it even better value
• Wants to stop falling back on YouTube for tracks Spotify Free doesn't have
"I'll happily pay for something good — just don't make me jump through hoops to use it."
Comfortable with smartphones and Smart Devices, but not interested in deep technical features. Wants simple and reliable.
User Journey Maps
Method · Awareness → Daily Use → Frustration Peak → Consideration → Decision → Upgrade
Sample · 3 journeys · ~17 touchpoints total
The Frustration Peak had a different context for every persona — PC: "ad blares in the library — for f's sake"; MS: IA Confusion ("why isn't Audio Quality under Settings, huh?"); WR: "gym frustration" where the Bluetooth speaker forces constant device switching. The Opportunity column on almost every journey converged on "Streamline Student Verification" and "add PromptPay / TrueMoney as Payment Options" — accumulating evidence that the bridge that's broken is payment friction.
Awareness
เริ่มใช้งาน
Actions
• Downloads Spotify after a friend
• Listens to Free on the BTS
Thoughts
"Free app — let's try it"
"Solid catalogue actually"
Emotion
Pains
• Doesn't know Free's limits yet
Opportunities
+ Surface Premium benefit from first onboarding
Daily Use
ใช้งานประจำวัน
Actions
• Plays Spotify on the BTS daily
• Builds personal Playlists
Thoughts
"Music's good, but the ads…"
"Ads break every 15–20 minutes"
Emotion
Pains
• Ads interrupt too often
• BTS signal causes buffering
Opportunities
+ "Continue ad-free with Premium" prompt after each ad
Frustration Peak
จุดพีคของความหงุดหงิด
Actions
• Ad blares in the library — for f's sake
• Googles "Spotify Premium price"
Thoughts
"Tempted to subscribe but ฿179 is steep"
"Does a Student Plan exist?"
Emotion
Pains
• Doesn't know about Student Plan
• Tight student budget
Opportunities
+ Show a Student Plan popup when ages 18–24 search Premium
Consideration
พิจารณา
Actions
• Asks friends about Duo Plan
• Reopens the Premium page repeatedly
Thoughts
"Can I share Duo Plan with a friend?"
"Split two ways: ฿89 each"
Emotion
Pains
• Student Plan sign-up flow unclear
• Has to verify student status
Opportunities
+ Clear CTA "Invite a friend to Duo Plan" with shareable link
Decision & Upgrade
ตัดสินใจอัพเกรด
Actions
• Subscribes to Student Plan after friend shares link
• First ad-free Spotify session
Thoughts
"This price is so worth it — should've subscribed sooner!"
"Offline Download is huge — no more MRT buffering"
Emotion
Pains
• Student verification had more steps than expected
Opportunities
+ Streamline Student Verification into a single screen
Work Companion
เริ่มใช้งานเพื่อทำงาน
Actions
• Opens Spotify during late-night freelance work
• Builds a Work Playlist
Thoughts
"Music helps me think creatively"
"This app is easy to use"
Emotion
Pains
• Doesn't yet know Free's Audio Quality limits
Opportunities
+ Surface a "Focus Mode" for Creative Users from the start
Flow Disruption
โฆษณาทำลาย Creative Flow
Actions
• Mid-brainstorm — ad interrupts
• Closes the app and defects to YouTube Music
Thoughts
"I'm right in the zone and an ad hits — seriously?"
"My brain's flowing — Creative work needs no interruptions"
Emotion
Pains
• Ads break Creative Flow every time
• Wastes time refocusing after each ad
Opportunities
+ "Focus Mode" — suppress ads for 1 hour
IA Confusion
สับสนกับ IA
Actions
• Searches for Audio Quality settings
• Tries every Menu — can't find it
Thoughts
"Why isn't Audio Quality under Settings, huh?"
"Don't tell me it's in Premium — seriously?"
Emotion
Pains
• Audio Quality lives in Premium — doesn't match mental model
• Wasted a lot of time finding it
Opportunities
+ Move Audio Quality to main Account Settings + Premium upsell
Value Discovery
แผน Premium คุ้มขนาดนี้!
Actions
• Designer friend demos AI DJ
• Tries Crossfade in a Demo
Thoughts
"Premium has features that actually help my work!"
"AI DJ is an investment in the work"
Emotion
Pains
• Not sure the investment will pay off
• Worried Cancel will be hard once subscribed
Opportunities
+ Messaging: "Premium = an investment in Creative work" — not just entertainment
Decision & Upgrade
ตัดสินใจอัพเกรด
Actions
• Subscribes to Premium Monthly
• Tries Audio Quality and AI DJ
Thoughts
"This is an investment in the work, not just entertainment"
"Should've subscribed ages ago"
Emotion
Pains
• Needs a credit card — still a hassle
Opportunities
+ Add PromptPay / TrueMoney as Payment Options
Established Free User
ผู้ใช้ Free ที่มีประสบการณ์
Actions
• Plays Spotify every morning at the gym
• Uses Spotify while driving to work
Thoughts
"Spotify Free is OK, but the ads…"
"I already pay for Netflix — Spotify Premium needs to be more compelling"
Emotion
Pains
• Ads disrupt the workout
• Free Plan audio quality isn't good enough
Opportunities
+ Surface "Premium Workout Experience" on Gym Playlists
Gym Frustration
หัวร้อนที่ฟิตเนส
Actions
• Loud ad mid-workout — has to stop and take earphones off
• Types "Spotify Premium" on his phone
Thoughts
"Done. Let me see what Premium offers"
"6 ads in an hour — too much"
Emotion
Pains
• Ads disrupt workout focus
• Has to stop exercising to deal with ads
Opportunities
+ In-ad Upsell: "Upgrade Premium now — uninterrupted, no ads"
IA Navigation
หา Audio Quality Settings
Actions
• Searches for Audio Quality under Account Settings
• Can't find it — tries other menus
Thoughts
"Audio Quality should live in normal Settings, not buried in Premium"
"This app's UI is confusing"
Emotion
Pains
• Audio Quality Settings in the wrong place — doesn't match mental model
• Wasted time searching unnecessarily
Opportunities
+ Move Audio Quality into Account Settings with a Premium lock badge
Family Plan Research
หาข้อมูล Family Plan
Actions
• Researches Spotify Family Plan
• Opens the Cancel Policy page
Thoughts
"This is a lot of friction — if Cancel is this hard, maybe I won't subscribe"
"Can I share Family Plan with the family?"
Emotion
Pains
• Cancel Subscription is complex — erodes trust
• Family Plan invite flow is unclear
Opportunities
+ State Cancel Policy clearly: "Cancel anytime, no penalty"
Decision & Upgrade
ตัดสินใจอัพเกรด
Actions
• Subscribes to Family Plan
• Invites family into the Plan
Thoughts
"Cheaper than separate accounts"
"Right call. Heh."
Emotion
Pains
• Family Invite Flow still unclear — multiple attempts
Opportunities
+ Make family adds simple — send via LINE / WhatsApp link
Card Sort
Method · Open Card Sort · 30 cards → emergent clusters
Sample · 10 participants
5 emergent clusters: Premium Listening (90% agreement), Music Discovery (83%), Social (70%), Podcast (93%), Plans & Account (88%). The Podcast cluster scored highest agreement → users hold a mental model that clearly separates Podcast from music. 6 ambiguous cards (Canvas, Group Session, Lyrics) bounced between Social / Discovery / Premium → users group features by "what they do", not "what plan tier they sit on".
Highest-consensus cluster — every participant kept these cards together (group names varied). C26 (Spotify Connect) was placed in Plans by P03 because they saw it as an account feature.
9/10 participants grouped these together. C30 (Artist Notifications) was placed in Social by P05 — interpreted as "following an artist".
Most ambiguous cluster. C13 placed in Premium by P09, C17 placed in Discovery by P06, and C25 (Friend Activity) placed in Discovery by P07.
Highest consensus by ratio (93%) — almost everyone separated Podcast and Audiobooks into one group. C29 placed in Discovery by P10.
Every participant separated plan / pricing cards from feature cards. P03 pulled in C26 (Spotify Connect) and P04 pulled in C20 (Cross-Device Sync).
Podcast separates the most clearly (93%) — all 10 participants always grouped Podcast Downloads and Exclusive Podcasts together; the mental model clearly separates Podcast from music.
Premium features have high consensus (90%) — Ad-Free, Unlimited Skips, Offline, Audio Quality were grouped together by nearly every participant.
Canvas and Group Session are ambiguous — some users saw them as Social, others as Premium or Discovery. Mental model doesn't match current IA.
Users separate Plans from feature usage — plan/pricing cards (C21–C24) were sorted into their own group by every participant. Users see pricing as a "process," not a "feature."
Discovery and Social have fuzzy borders — Lyrics, Blend, Canvas bounced between the two, especially within Seg A.
Create a dedicated Podcast section in the main navigation. Every user has a mental model that separates Podcast from music — IA should mirror it.
Regroup Canvas — consider moving it out of Social or adding a cross-link to Discovery to accommodate diverse mental models.
Group Session should live in Premium — users who understand the Premium gating saw it as Exclusive, not Social. Surface in the Premium landing page.
Separate "Plans & Pricing" from "Account Settings" — users see Subscription as a distinct concern. Give it its own entry point.
Revisit Lyrics, Blend, Wrapped grouping — these cards were interpreted differently across Segments. Add Labels or Tooltips to reduce ambiguity.
Tree Test
Method · 6 tasks · Success / FCC / Time
Sample · 10 participants
The IA tree was tested unmoderated with 10 PromptNow colleagues across two segments (Seg A · interns, Seg B · senior colleagues). Overall task success landed at 97% — which looks great — but the task-level numbers exposed the real problem. T2 (change Audio Quality) failed 20% with First-Click Accuracy at 50%, because users expected it under Account > Settings, not Premium. T4 (Cancel Subscription) had the lowest FCC at 40% — users always started in Premium first. T5/T6 (Podcast, Library) hit 90% FCC, so those branches don't need restructuring. The IA problem is localised to the Settings and Cancellation flows.
Homeหน้าหลัก
Searchค้นหา
Your Libraryไลบรารี
Premium
Plansแพ็กเกจ
Accountบัญชี
Settingsการตั้งค่า
Success Rate
Accuracy (avg)
Completion Time
(T2, Audio Quality)
| ID | Task | Success | 1st Click | Avg Time | D · I · F |
|---|---|---|---|---|---|
| T1 | Find Family Premium plan and monthly price | 100% | 70% | 39.5s | 7 · 3 · 0 |
| T2 | Adjust Audio Quality to ‘Very High’ | 80% | 50% | 52.8s | 5 · 3 · 2 |
| T3 | Enable offline download for a playlist | 100% | 60% | 40.2s | 6 · 4 · 0 |
| T4 | Find the subscription cancellation option | 100% | 40% | 56.2s | 5 · 5 · 0 |
| T5 | Locate a Podcast episode in Search | 100% | 90% | 21.4s | 9 · 1 · 0 |
| T6 | Create a new playlist in Your Library | 100% | 90% | 19.2s | 9 · 1 · 0 |
D Direct (no backtracking) · I Indirect (succeeded after backtracking) · F Failed
Navigation & Library (T5, T6) scored 100% success and 90% first-click accuracy — users find the structure here intuitive and fast (avg < 22s).
Audio Quality (T2) was the only failing task (2/10) — users expected it under Account > Settings, not Premium. This naming-vs-mental-model mismatch had the highest impact.
Cancel Subscription (T4) had no failures but the lowest first-click accuracy (40%). All 5 indirect-successes started in Premium or Home first — the path is findable but not obvious.
Family Plan (T1) hit 100% success but 30% needed one backtrack — suggests the Premium section label could be more prominent.
Offline Download (T3) all participants succeeded, but 40% explored Search first before finding the option in Library.
Rename or surface "Audio Quality" higher up — consider exposing it in both Premium and Account > Settings to match the user mental model.
Add a "Manage Subscription" shortcut on the Premium landing page so users can cancel without navigating to Account.
Strengthen the "Premium" label — add a short descriptor like "Plans & Pricing" to reduce the 30% backtrack rate in T1.
Add a "Download" shortcut visible from Search or the persistent bottom bar — 40% of T3 users started in Search first.
Search (T5) and Library (T6) have good labels already — no restructuring needed in these branches.
Problem Statements (15 HMWs)
Method · Synthesis · 5 themes × 3 HMW = 15 statements
Sample · Base: all 6 methods combined
5 themes (Ads / Navigation / Premium Value / Price Friction / Social Influence), each with 3 HMW statements that chain method-evidence chips back to the raw data — HMW 04 moves Audio Quality, HMW 10 reduces Payment Friction, HMW 11 builds Student Plan awareness, HMW 13–15 leverage Social Proof and Group Session moments.
Research Insight
77% of survey respondents reported ads disrupted their listening experience. Every interview participant agreed that ads were the primary issue interrupting their listening — at work, while exercising, and at other times.
HMW 01
How might we let Free users listen uninterrupted during focus-heavy moments like work or exercise?
HMW 02
How might we reduce the embarrassment caused by loud ads in public spaces or during Group Sessions?
HMW 03
How might we turn ad-induced frustration into motivation to consider subscribing to Premium?
Research Insight
Tree Test and Usability Testing revealed worrying navigation problems: 80% of users looked for Audio Quality in Account Settings, not Premium; Cancel Subscription had the lowest first-click correctness at 40%; and there's persistent confusion between Podcast and music.
HMW 04
How might we restructure the IA so Audio Quality lives where users look — instead of being buried inside Premium?
HMW 05
How might we make Cancel Subscription easier to find without making users feel blocked from doing it?
HMW 06
How might we separate Podcast navigation clearly from music to match the Mental Model of Podcast-First users?
Research Insight
68% rated Offline Download as the most-wanted feature, and 54% said Podcast is the main reason to upgrade. But 42% of users didn't know all the Premium features — Crossfade, Spotify Connect, and AI DJ are still unfamiliar to many.
HMW 07
How might we sell Offline Download to users who commute on the MRT or in low-signal areas as worth upgrading for?
HMW 08
How might we help Free users discover Premium features they don't realise exist — AI DJ, Canvas, Crossfade?
HMW 09
How might we use locked Exclusive Podcasts to create FOMO strong enough to push users to the upgrade page at the right moment?
Research Insight
61% of users said price was a primary barrier, 38% don't have a credit card or don't trust online payment, and the Student Plan is still not widely known among university students.
HMW 10
How might we reduce payment-step friction for users without credit cards or concerns about online payment safety?
HMW 11
How might we get the Student Plan in front of the many eligible students who don't realise they qualify?
HMW 12
How might we get users hesitant about ฿179 to compare Premium's value to their everyday expenses?
Research Insight
Social Proof from friends has more decision-making impact than ads do. The frustration of ads breaking listening is a trigger that brings the consideration into close-friend conversations — 45% would upgrade to a Duo / Family Plan if they could find someone to share with.
HMW 13
How might we use Social Proof from Premium-using friends to motivate users who are still on the fence about upgrading?
HMW 14
How might we make signing up for a Duo or Family Plan together with other people simple, so the shared-decision step isn't a blocker?
HMW 15
How might we turn the moment a Group Session is interrupted by an ad into the trigger for that group to collectively decide to upgrade to Premium?
Develop
Turn insights into ideas
SCAMPER
Method · 7 lenses × 3 ideas = 21 design ideas · each lens tied to an HMW
Sample · ideation tool
3 High-Impact ideas attacked the Conversion Friction theme directly — (S) Substitute: replace credit card with PromptPay / TrueMoney QR. (C) Combine: merge Sign Up + Plan Selection onto a single page. (E) Eliminate: drop the mandatory card field from the Free Trial. The most creative idea: repurpose Spotify Wrapped as a Premium Value Report showing time lost to ads (reframing it from celebration → conversion lever).
Use Group Session Interruption as the trigger — when an ad cuts into a Group Session, surface "Upgrade to Duo Plan ฿149/month — everyone in the group keeps listening, ad-free".
Summary & Prioritisation
Top Ideas by Impact vs Effort
Quick Wins — Ship Now (High Impact · Low Effort)
S — PromptPay Payment: add PromptPay / TrueMoney to checkout — matches the Survey finding that 20% don't have a credit card.
M — Student Plan Visibility: move the Student Plan card to the top of the Premium page — addresses the 70% of students who didn't know a Student Plan exists.
E — Remove Forced Card on Trial: drop the mandatory credit-card field before Trial — matches the Diary Study where P07 stopped at exactly this point.
Storyboard
Method · 6-panel before / after storyboard
Sample · DK as proxy persona Seg A
The tone is intentionally informal and playful (exclamations like "AARGH!", "I'VE HAD ENOUGH!", "PURE PREMIUMMMM!", "PURE BLISS! >.<") — deliberately not formal, because I wanted this piece to land as an emotional / narrative artifact for a pitch, not as a research artifact. The Before panel's breaking point: "A 3-MINUTE AD FOR 4 CLIPS?! ARE YOU SERIOUS?!" → smashes the subscribe button with a "BAM!". The After panel closes with "DK IS FULL ENERGY!" and "Welcome to the New Normal!!"
That's it! I've had enough! Premium, let's do it!
Deliver
Test and ship
Usability Testing
Method · Think-Aloud · 6 tasks · SUS questionnaire · Thai-language moderator script
Sample · 10 participants (same pool)
Overall success 95%, SUS avg 72.2 (Grade B — Good). But task-level: T3 (Audio Quality) failed 30% (Critical), averaged 94 seconds, and racked up 23 errors → confirming the Tree Test finding via a second method. T6 (Cancel Subscription) was Severe — 6/10 had to backtrack, even though no one ultimately failed. Two methods (Tree Test + Usability) flagging the same two issues bumped them to the top of the priority list in the final report.
D Direct · I Indirect (with backtrack) · F Fail · ⚠ = Critical issue
3 of 10 participants couldn't complete (Fail); another 5 succeeded indirectly, averaging 94 seconds. Failers checked Account > Settings first — matches the Tree Test finding (FCC 50%).
Recommendation: Make Audio Quality reachable from both Premium and Account > Settings, or add a Search shortcut.
No one failed, but 6 of 10 had to backtrack, averaging 75 seconds, with 1 Critical Error. Many went to Premium first before realising the flow lives under Account.
Recommendation: Add a "Manage Subscription" shortcut on the Premium landing page and reduce the tap count.
3 of 10 had to backtrack before finding the Upgrade button, averaging 70 seconds. Some looked for a CTA on the Home screen and didn't find one.
Recommendation: Add a prominent CTA on Home and in the Now Playing bar to nudge upgrades.
4 of 10 started in Search or Home before going to Library — 5 errors total. Everyone eventually succeeded.
Recommendation: Strengthen the visual affordance of the Download button in Playlist view, and consider a Now Playing shortcut.
4 of 10 had to backtrack with 12 errors total — but everyone got there in the end. The main issue: the invite-send step isn't clear.
Recommendation: Tighten the copy on the Family Plan Invite screen and add a Confirmation state.
SUS ≥ 85 = Excellent · ≥ 72 = Good · ≥ 52 = OK · <52 = Poor
I couldn't find Audio Quality anywhere — never imagined it would be inside Premium.
— P02 (Seg A)
The app looks clean — but the Cancel Subscription option is buried so deep.
— P03 (Seg A)
Got completely confused trying to find Audio Quality in Settings — couldn't find it.
— P04 (Seg A)
Cancelling the Subscription is really hard.
— P06 (Seg B)
The app's easy to use — nothing tricky here.
— P09 (Seg B)
Research Repository
Method · Master hub for all 6 methods · Affinity Diagram → 5 themes
Sample · 10 interviews + 25 survey + 5 diary + 10 usability/tree/card
Spotify Thailand: Free→Premium Conversion
airtable.com ↗
The main hub page — 5 themes (Ads 9 insights / Navigation 12 / Premium Value 9 / Price Friction 9 / Social 9) with cross-method evidence chips and persona thumbnails (PC / MS / WR). Designed so any stakeholder can trace every insight back to the raw data that generated it — acting as a single source of truth for the team picking this up in the prototype phase.
User Research Report
Method · Final stakeholder report · 6 sections + 6 design recommendations
Sample · All methods combined
Top-line conclusion: the Free → Premium barrier isn't price alone. It's a combination of missing awareness around the Student Plan (70% of students didn't know a ฿35/month Student Plan exists), a complex sign-up flow, and limited payment options. 6 design recommendations were prioritized — top 3 high-priority: (1) shorten the upgrade flow, (2) surface the Student Plan immediately from the homepage, and (3) clearer payment error handling.
Introduction
• Spotify Thailand has a large Free user base, but the upgrade rate to Premium is low — especially among users aged 18–35.
• The project's main goal is to understand the motivations, barriers, and behaviors behind why users don't choose to upgrade.
• The research output feeds into design recommendations aimed at improving the Upgrade experience and reducing friction in the user journey.
Research Objectives
• Understand what's stopping Free users from upgrading to Premium
• Identify pain points in the current upgrade flow
• Surface triggers and opportunities to lift conversion rate
• Understand the daily-life usage context of Spotify Thailand users
• Study expectations around Spotify Premium's price and value
• Analyze differences between user groups (students vs working professionals)
Research Methodology
This research uses a Mixed-Method approach combining qualitative and quantitative methods, to capture both the "why" and the "how much" of user behavior.
Methods Used
• Semi-structured in-depth interviews
• 10 participants, ages 20–38
• 20–30 minutes per session
• Topics: listening behavior, ad pain points, attitudes toward price
• Tested the navigation structure of the Premium page
• 10 participants
• Measured success rate at finding Plan information
• 50% of users couldn't find Audio Quality settings on first attempt
• Open Card Sort to surface users' mental models
• 10 participants
• 30 Spotify feature cards
• Users grouped features by "value for money" more than by "feature category"
• Tested the upgrade flow starting from the Free page
• 5 participants, Think-Aloud Protocol
• Video and screen recording captured
• 3 main usability issues: Audio Quality settings, Subscription cancellation, Premium upgrade
• 7-day Spotify usage diary
• 5 participants (PromptNow employees)
• Entry recorded after each app session
• Surfaced trigger points behind the upgrade urge
Research Participants
• Spotify Free users in Thailand
• Ages 20–40
• Use Spotify at least 3× per week
• Never subscribed to Spotify Premium, or previously subscribed and cancelled
• University students (ages 20–24) — 50%
• Early-career professionals (ages 25–35) — 10%
• Mid-career professionals (ages 36–40) — 50%
• Male 55% / Female 45%
Key Findings
Analysis through the Affinity Diagram surfaced 5 insight themes that explain Free users' behaviors and barriers around the upgrade decision. These themes span user experience, value perception, and real-world usage context.
• Every interview participant raised ads as the primary issue — Survey: 77% said ads disrupt the listening experience.
• 5–6 ads per hour on a workday — interrupts focus while working, exercising, eating with friends.
• Diary Study: P07 was furious at 6 ads in the first hour at the gym — had to stop and remove the earphones.
• 80% of users looked for Audio Quality under Account > Settings, not Premium — Usability T3 failure rate 30%, highest of any task.
• Tree Test T4: FCC only 40% for Cancel Subscription — Usability T6: 6/10 had to backtrack before finding Cancel.
• Card Sort: Podcast agreement 93% — but some users still confused whether Podcast lives in Search or Library.
• Survey: 68% rated Offline Download as the most-wanted feature — the lock icon on Podcast creates strong FOMO.
• Survey: 54% said Podcast is the reason they'd subscribe to Premium — P06 subscribed specifically for an Exclusive Podcast.
• Survey: 42% didn't know all Premium features — many users hadn't heard of AI DJ or Canvas inside Spotify.
• Survey: 61% said ฿179 is a primary barrier — Seg A feels it's too high for an Intern's income.
• Survey: 38% don't subscribe because they have no credit card or don't trust online payment — P07 stopped at the card-entry step.
• Many users don't know the Student Plan exists — Card Sort: Student Plan was perceived as "a process," not "a feature."
• Interview: social proof from friends carries more weight than Spotify's own ads — P02 wanted to subscribe after a friend's recommendation.
• Survey: 45% interested in Family/Duo Plan if they could find someone to split the cost — P10 agreed with friends to subscribe to Duo together.
• Usability T4: invite flow unclear — 4/10 had to backtrack when inviting Family Plan members.
Design Recommendations
Merge sign-up and plan selection into a single continuous flow so users with upgrade intent aren't interrupted mid-flow. Especially for users without a Spotify account — sign-up and plan selection should happen on the same page.
Because 70% of student-segment users don't know the ฿35/month Student Plan exists, the Student Plan should sit prominently on the Plans page with a direct CTA to student-status verification — not buried in a sub-page or fine print.
Add error messages with actionable guidance — "try another card" or "pay via PromptPay / TrueMoney" — to support users without credit cards or with declined cards, who are the most likely to abandon the upgrade.
Show upgrade prompts at moments of peak Free Experience frustration — e.g., after the 3rd repeated ad, or when trying to access Premium Podcast content. Prompts should be concise, clear, and feature an easy-to-tap "Try Premium free for 1 month" CTA.
Add PromptPay, TrueMoney Wallet, and similar payment options to support users without credit cards — primarily students and users in upcountry regions, who form a significant share.
Instead of generating frustration, design a Free Tier that makes the user feel that upgrading to Premium is "worth it" — e.g., let Free users hear 5 offline songs per month so they become familiar with and see the value of the feature before subscribing.
Conclusion
This user research shows the primary barrier to Spotify Premium upgrade for Thai users isn't price alone, but a combination of lack of awareness about the Student Plan, a complex sign-up flow, and limited payment options. The biggest opportunity is reducing friction at the moment users have peak upgrade intent, and presenting Premium's value clearly and in context with each user group's real-world usage.
I know I should pay — but every time I go to subscribe, something stops me. Sometimes it's the price, sometimes it's just being too lazy to fill out the form.
— Interview participant, age 23, student
Key Takeaways
Five insight themes emerged from the Affinity Diagram, and they hold together in ways I didn’t expect going in. Ads are the primary barrier — 77% of survey respondents said ads break their listening experience — but they’re not the deciding factor. The deeper issue is that the upgrade path itself doesn’t match how users think: 80% looked for Audio Quality inside Account Settings, not Premium. Premium’s value exists but isn’t communicated — 42% don’t know all the Premium features, and Offline Download is by far the most-wanted one (68%). Price friction is real (61% find ฿179 too high, 38% lack a credit card or trust in online payment), but social context is what actually accelerates the decision: 45% would consider Family/Duo if they could find someone to split with, and word-of-mouth from a friend beats Spotify’s own ads.
Top Pain Points
% of Survey respondents reporting each barrier
Looking Ahead
The next phase of the course turns these five themes into 15 How-Might-We statements and, from there, into prototypes. The bit I’m watching most closely is the gap between “I know I should pay” and the friction-laden moment someone has to actually pull out a card — because that’s where every quantitative pain point I measured collapses into a single qualitative moment. Bridging that moment is, I think, the whole job.