From pacific breeze to Nordic freeze 🇺🇸🤝🇸🇪 I design thoughtful, holistic experiences at Spotify alongside exceptional people. ©‘24
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Bonjour
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Ciao
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Nǐ hǎo
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Konnichiwa
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Hallo
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Merhaba
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Salaam
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Olá
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Hello ◓ Bonjour ◓ Ciao ◓ Nǐ hǎo ◓ Konnichiwa ◓ Hallo ◓ Merhaba ◓ Salaam ◓ Olá ◓
SELECTED WORK
Aligned Curation
Curation – adding to playlists & Your Library – is a key retention driver for Spotify. In 2022, we set out to create a unified system of curation actions that would clearly signal intent to our personalization models and seamlessly adapt to both new and existing audio formats.
I worked closely with insights, engineering, and senior leadership to define this system and guide its delivery through a fast-paced, iterative process. We began by exploring a wide range of models, rigorously testing them to identify the most promising directions. Once we had narrowed our focus, I partnered with engineering to develop a proof of concept, which allowed us to refine the system and gather more actionable feedback. This method was critical in gaining further support to advance the initiative.
Duration
1 year
Status
Shipped ✓
Role
Design lead
Contribution
Product strategy & design
Year
2022 - 2023
Collaborators
Alex Watson, Pär Kjellberg, Miné Miralay, Elena Vigano, Erick Morales, James B
Smart shuffle
Listeners love creating playlists that reflect key moments in their lives, but over time, these playlists become stale. Smart Shuffle is a play mode that allows listeners to enjoy fresh content, in the form of recommendations, mixed together with original content from the playlist.
I took lead on designing the interaction patterns for listener feedback on recommendations, focusing on the ability for listeners to either save recommendations to their playlist or dismiss them.
Duration
1 year
Status
Shipped ✓
Role
Designer
Contribution
Interaction design
Year
2022 - 2023
Collaborators
Jordi Parra, Shang Tsi
Your Library X
Supporting Spotify's strategy to become the world's leading audio network by developing a future-proof framework for audio agnostic retrieval, organization, and management.
I championed the first ever pilot of a beta program within the mobile experience. While traditional research methods revealed some pain points associated with the new library experience, we needed deeper insight to ensure a smooth rollout. By creating an opt-in beta experience, we gathered feedback from tens of thousands of users, which enabled us to uncover blindspots and pain points that hadn’t previously been identified. This approach allowed the team to iterate and make critical adjustments before a wider release.
Duration
2 years
Status
Shipped ✓
Role
Design lead
Contribution
Product strategy & design
Year
2020 - 2022
Collaborators
Duncan Dragonetti, Ingrid Pettersson, Carl Fredriksson, Raha Dadgar
Publication
Minimizing change aversion through mixed methods research
Feedback Signals
A set of related workstreams aimed at giving listeners more control over what they see and hear on Spotify & understanding listeners’ tastes with more granularity—so that we can provide truly personalized experiences.
Through rapid iterative research we learned that when listeners have limited precision and only broad or vague feedback actions available they often hesitate to take action—concerned that Spotify might misinterpret their intent. Given that the intents behind feedback are complex and wide ranging, we developed a two-step model: the primary action delivers an immediate, functional result, while the secondary action enables listeners to express their intent with a greater degree of precision.
Duration
1 year
Status
In progress
Role
Design lead
Contribution
Product strategy & design
Year
2023 - 2024
Collaborators
Joe Turner, Becky Houlding
Genre & mood filters
Liked Songs accounts for around 14 % of all listening on Spotify, and 61% of Premium listeners have over 100 songs saved within. As Liked Songs grows, it becomes increasingly difficult to manage and understand its contents. Genre and mood filters provide a solution by helping listeners articulate their musical tastes and organize their diverse libraries into focused listening sessions.
I worked closely with the team originally known as Echo Nest (acquired by Spotify in 2014), who specialize in developing the taxonomy for categorizing music into various genres and moods. The tags themselves are derived from an expansive and evolving lexicon of roughly 15,000 music-related descriptors.
Duration
6 months
Status
Shipped ✓
Role
Design lead
Contribution
Product strategy & design
Year
2020 - 2021
Collaborators
Duncan Dragonetti, Hunter McCurry, Colleen McClowry
Quick scroll
Quick Scroll is designed to help listeners navigate large content collections effortlessly. It’s an advanced adaptation of the traditional alphabetical index scroll, allowing users to scroll both chronologically and alphabetically.
I collaborated with my product partner and an iOS engineer during "hack days"—a two-day monthly sprint dedicated to non-prioritized initiatives—to develop and test a proof of concept. This work eventually led to the feature being refined, productionized, and shipped as part of the Your Library redesign.
Duration
3 months
Status
Shipped ✓
Role
Design lead
Contribution
Product strategy & design
Year
2018
Collaborators
Duncan Dragonetti, Alcides Jorge
Soundscapes
Soundscapes is a content acquisition program launched in 2019 to license ambient noise content for intent-based use cases like relaxation, sleep, and focus. Today, Soundscapes content is featured across roughly 300 editorial playlists and accounts for 2% of total music consumption on Spotify.
The goal of this project was to differentiate the Soundscapes experience from typical editorial playlists and create a more optimal experience for intent based listening.
Duration
2 months
Status
Deprioritized
Role
Design lead
Contribution
Product strategy & design
Year
2020
Collaborators
Soh Nagano, Gabriella Ljunggren
Liked Songs artwork
One of my very first projects at Spotify was to create the playlist artwork for Liked Songs—initially seen as a cheap test, the artwork has since become one of Spotify’s longest standing and most recognizable brand assets.
Duration
1 day 😂
Status
Shipped ✓
Role
Design lead
Contribution
Art direction
Year
2017
Haptics & Swiping
I established internal guidelines on the appropriate use of haptic feedback and swipe actions. During “hack days,” I teamed up with two engineers to review and correct instances of inappropriate haptic feedback usage across the product and implement haptics in several new areas.
Duration
3 months
Status
Shipped ✓
Role
Design lead
Contribution
Product strategy & design
Year
2022
Collaborators
Heiko Winter, Jelle ten Brinke, Gustaf Gunér
