Could the same magic be used for travel experiences?
"It's like having your best friend make you a personalised mixtape every single week."
If you're a user of Spotify, you'd be fairly familiar with the magical playlist that is called the 'Discover Weekly'.
Spotify has around 100 million users and 40 million of these users use the Discover Weekly playlists, with over 20 million streaming more than 10 tracks and saving as least more than one song from the recommended playlist to their own.
What makes it so good?
The Discover Weekly playlist just appears. It doesn’t need any prompts. It doesn’t send you any notifications. It just rocks up into your Spotify every Monday morning like a treat in the bag. It’s unobtrusive, and gets you pumped up for the week to come.
How Discover Weekly is shaped, is by other people. Spotify begins by looking at the playlists created by other users, and groupings of these songs form the core of Discover Weekly’s recommendations. Essentially, if Spotify recognises that two of your favourite songs have appeared on the same playlist with a third song you haven’t heard before, it will suggest the new song to you. And chances are, it’ll be something that you like.
Spotify also knows how to inject some familiarity into playlists. This serves as a way of gaining the user’s trust. Because the user feels like Spotify understands their musical preferences; that not everything is completely new and foreign, the user is more likely to take to the newly recommended song choices.
"We'd love for everything you interact with on Spotify to feel like there's a bit of you in it."
And that’s what keeps people coming back. That’s what creates this Monday morning routine that both aims to inspire people, as well as encourage users to feel inspired by.
How do they do it?
Using Spotify's algorithms, it uses deep learning to improve its Discover Weekly picks. The way it works is by responding closely to how users use the app. For instance, they won't take one-off changes in song preferences, because they know that someone else could be on your phone playing with your Spotify every once in a while. After frequent usage, the system will begin adopting to your preferences and giving you new recommendations.
Some tips for how you could make the most of this smart system is:
- By adding songs you like to your own playlist
- By skipping songs you don’t like within the first 30 seconds
- By exploring a new artist or genre that you like from a recommended playlist
Over time, Spotify is creating its separate identity as a space for consumers by enhancing the personal experience of musical discovery and exploration.
Just as Spotify is creating its magic in the musical sphere, Leezair aims to create a personalised platform for tours and activities. Through understanding your hobbies, interests, likes and dislikes, the app will be able to recommend activities you’re likely to enjoy. This is something we've been working on for a while, and are excited to be the first travel app ever that's been built with personalisation. This will make travelling and exploring more unique and personal. Just like Spotify has done, we will allow our travellers to stop doing all the same things as everyone else, and start experiencing the world in a way that's completely unique to you.
The trick is of course, that you'd have to be listening to Spotify or using the app consistently for it to pick up your likes and dislikes. But once that happens, well, how magical would that be?
If you're interested, we are currently seeking our early testers right now. So put your email in here and we will send you the first perk!
Our personalised project is now live!