Branding af playlister via oplevelsesdesign - Et casestudie om Topsify
Forfatter
Kjærgaard, Nikolaj
Semester
4. semester
Uddannelse
Udgivelsesår
2016
Afleveret
2016-05-31
Antal sider
79
Abstract
Dette speciale undersøger, hvordan playlister på musiktjenester kan brandes, og hvordan oplevelsesdesign kan understøtte branding. Udgangspunktet er tre playlist-brands—Topsify, Digster og Filtr—som fra et brugerperspektiv virker svagt differentierede. Det centrale spørgsmål er, om oplevelsesdesign kan hjælpe et playlist-brand med at skille sig ud og skabe stærkere relationer til lyttere. Metodisk anvendes et casestudie af Topsify. Analysen placerer Topsify i pladeindustriens digitale landskab, hvor brandet konkurrerer med Spotifys egne playlister, Digster, Filtr og radiokanaler. Det empiriske materiale er Topsifys vigtigste brandingkanaler—profiler på Spotify, Facebook, Instagram samt webside—indsamlet i uge 13, 2016. En semiotisk brandanalyse (tolkning af betydninger og budskaber i medietekster) følges af en teoretisk analyse af oplevelsesdesign for at identificere, hvordan design kan styrke tjenesten. Resultaterne viser, at Topsify lægger vægt på menneskelig kuratering med fokus på stemnings- og hitlister og ønsker at give brugerne inspirerende, gode musikoplevelser. Brandet kommunikerer med en menneskelig, personlig tone via teamet bag. Studiet argumenterer for, at oplevelsesdesign kan gøre Topsifys tjeneste mere engagerende og øge brugerinddragelse. Men et meningsfuldt oplevelsesdesign kan også ændre grundelementer—fx ved at tilføje brugerindflydelse—og dermed medføre rebranding. Specialet bidrager med praktisk forståelse af, hvordan brandanalyse understøtter produktudvikling: brandets betydning bør afklares i researchfasen før designfasen. Det anbefales at inddrage både bruger- og kunde-perspektiver i designet, med særlig vægt på brugernes kontekst og viden. Endelig præsenteres en bredt anvendelig ramme for at analysere playlist-brands og oplevelsesdesigns potentiale.
This thesis examines how playlists on music streaming services can be branded, and how experience design can support that branding. The study was motivated by three playlist brands—Topsify, Digster, and Filtr—that appear weakly differentiated from a user’s point of view. The central question is whether experience design can help a playlist brand stand out and build stronger relationships with listeners. Methodologically, the thesis uses a case study of Topsify. The analysis places Topsify in the recording industry’s digital landscape, where it competes with Spotify’s own playlists, Digster, Filtr, and radio stations. The empirical material consists of Topsify’s main branding channels—its profiles on Spotify, Facebook, Instagram, and its website—collected in week 13 of 2016. A semiotic brand analysis (interpreting meanings and messages in media texts) is followed by a theoretical experience design analysis to identify how design could enhance the service. Findings show that Topsify emphasizes human curation, focusing on mood- and chart-based playlists, and aims to offer inspiring, good musical experiences. The brand communicates a personable, human voice through the team behind it. The study argues that experience design could make Topsify’s service more engaging and deepen user involvement. However, meaningful experience design may also change core elements—such as adding user influence—and therefore lead to rebranding. The thesis contributes practical understanding of how brand analysis supports product development: brand meaning should be clarified in the research phase before the design phase. It recommends bringing in both user and client perspectives during design, with particular attention to users’ context and knowledge. Finally, it presents a broadly applicable framework for analyzing playlist brands and the potential role of experience design.
[Dette resumé er genereret ved hjælp af AI]
Emneord
Branding ; playlister ; oplevelsesdesign ; streaming ; musikstreaming ; topsify ; spotify