User Research for Spotify Car Thing
Four long-term U.S. studies that shaped Spotify's first in-car device, Car Thing
Context
Contracted as Spotify's sole user researcher on the project, I ran month-long diary studies, interviews and surveys to capture how people actually listen and use voice control while driving, then tested behavior in a simulator with eye-tracking.
Research & Discovery
4 diary‑based month-long field studies
Four month-long field studies, analyzed daily, weekly and monthly with a data scientist using mixed methods.
In‑car usability tests and interviews
Usability sessions and interviews with both new and existing users.
Safety evaluation in car simulator
A simulator eye-tracking study with 20 participants, evaluated against NHTSA guidelines.
Reporting & Impact
I delivered insights throughout and a final set of recommendations that design and engineering adopted, informing hardware and software ahead of the 2021 launch.
Mixed-method collaboration
Per the team, the studies led to new features and to hardware flaws being fixed before release.
Results & Outcomes
4
Long-term diary studies
20
Participants in NHTSA eye-tracking study
10
Usability tests
2021
Car Thing launch date
Findings drove hardware and software improvements.
The evidence supported the executive decision to proceed, and Car Thing launched publicly in 2021.
Endorsement
“Oscar planned, executed, and presented four major user tests as a User Researcher. His insights led to new features being developed, hardware flaws being fixed, and a deeper understanding of who our customers are.”
