Amazon Music: Snippets & Credits
Overview
Amazon Music hosted a month-long Design Challenge in collaboration with Pratt Institute in order to come up with a design solution to the following:
PROMPT“What is the future of the listener’s experience with music and podcasts? Look 3-5 years out to develop a concept that leverages the Amazon Music service offerings and reach to bridge digital, in real life, communal, and individual experiences via the use of new devices and emerging technology.”
RESULTSOur team was able to create two additional features that could be incorporated into the existing Amazon Music App that would allow for more equitable and discoverable opportunities for artists so they can build a connection between themselves and listeners.
As a result, we were selected amongst 21 other teams as a finalist to present to Amazon Music which included product designers, their VP of Design, and a live-streamed audience of 4000 people in the offices. After presentations and critiques of our prototype, our team was selected as the overall winner of the challenge.
THE TEAM:
Our Solution
The Research
USER SURVEYWe gained an international perspective with over 260 survey responses , representing twelve countries across five continents!
US
India
UK
Ireland
Canada
Australia
Germany
England
Spain
France
Netherlands
Kenya
USER INTERVIEWSWe also conducted 16 semi-structured interviews with listeners and artists on their preferences and feedback about music streaming.
Ideate
Our research provided the team with three key insights when creating our solution:
Prototype
CX JOURNEY AND ECOSYSTEM FITWe reimagined the customer journey and made sure to familiarize ourselves with Amazon’s existing services so that our features seamlessly integrated into the current ecosystem.
SNIPPETS FEATURESIn catering to the Gen Z population, we envisioned a content discovery feature that offers a quick and engaging experience. Our proposal allows users to explore new artists and personalize their content based on emotions, location, or current activities.
CREDITS FEATURESOur research revealed a compelling need for music equity, enabling users to support their favorite artists. By introducing credits, users gain the power to allocate a portion of their monthly credit, providing crucial financial support to emerging artists and empowering them to continue creating.
Reflections
Participating in this challenge was an incredible learning experience. In just 4 weeks, we progressed from the initial brief to pitching our ideas to Amazon's leadership. Our success was due to leveraging our strengths within the team and the willingness to explore new perspectives. The accelerated learning environment allowed us to navigate the entire product cycle and embrace the stages of design thinking. Thank you to everyone who played a role in organizing the challenge!
Here is our final presentation if you want to see our entire design process.
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