Investigating the Potential of Group Recommendation Systems As a Medium of Social Interactions: A Case of Spotify Blend Experiences between Two Users

Designing user experiences for group recommendation systems (GRS) is challenging, requiring a nuanced understanding of the influence of social interactions between users. Using Spotify Blend as a real-world case of music GRS, we conducted empirical studies to investigate intricate social interactions among South Korean users in GRS. Through a preliminary survey about Blend experiences in general, we narrowed the focus for the main study to relationships between two users who are acquainted or close. Building on this, we conducted a 21-day diary study and interviews with 30 participants (15 pairs) to probe more in-depth interpersonal dynamics within Blend. Our findings reveal that users engaged in implicit social interactions, including tacit understanding of their companions and indirect communication. We conclude by discussing the newly discovered value of GRS as a social catalyst, along with design attributes and challenges for the social experiences it mediates.