Team

Worked with 3 other designers (Parker Nussbaum, Alexis Bieda, and Sophia Hillare). Worked with 10 Amazon Music PM’s across multiple verticals.

Role & Responsibility

Create E2E UX flows for mobile, mWeb, web, and desktop app.
User research and testing.

Tools

Figma, Sketch, inVision, UserZoom, and Alida.

Media coverage

CONTEXT

The music industry significantly changed over the past 15 years.

Amazon Music Prime first launched in 2007, when full catalog music streaming services were rare. The most prominent streaming service at that time was Pandora, in which customer can got station-based playback from a limited set of catalog. So when Amazon Music provided Prime customers with 2 million songs free with their Prime membership, it was quite revolutionary.

However, times have changed. Youtube Music and Spotify provide full catalog to their free tier customers. Spotify provides shuffle play for their playlists with advertisements. Youtube Music provides on-demand playback with advertisements. How can we give our customers a great experience with their Prime membership?
SOLUTION

Full catalog but shuffle play. Exclusive podcasts. No ads for new Amazon Music Prime.

Based on record negotiations, the team was able to secure full catalog without advertisements. Furthermore, we were able to secure Amazon Music exclusive podcasts ad-free as well. However, the experience will have to be in shuffle play, similar to Spotify.

Introducing the designs

Previous Project: Merch
Next Project: Retail Initiatives
Se One Park
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