Project heading

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Customer Insights & Ideation

I partnered with three project managers and one other lead designer to uncover insights and translate concepts into features that address customer behaviours and motivations.

Experience Strategy & Vision

I created frameworks and prototypes to share the vision, design principles and content strategy. This helped to evangelise ideas, gain alignment and drive decision making.

Planning & Scope Definition

I defined the product with my project manager partners. I evangelised customer goals and balanced business goals. I prioritised and negotiated features for launch and beyond.

Oversight & Coordination

designed across and collaborated with seven platform designers and their PM partners to translate product features for each platform context.

Design Execution & Validation

designed down on Kindle Fire, Android, iOS and the iOS mobile Digital Music Store. I executed journeys, wireframes, prototypes and design specs.


designed up and presented works to gain buy‐in from executives, senior stakeholders and many other Amazon teams throughout the project lifecycle.

The Challenge

Create Deeper Relationships with Customers

Since 2013, digital music download sales have declined and now a sizable proportion of the music industry’s revenue is made up by on‐demand streaming services. For Amazon, this signaled a rapid change in music consumption habits.

Our challenge was to evolve with customers and enter the highly competitive on‐demand streaming music segment in the U.S.

Prime Music would offer a limited selection of a million songs and catalogue titles (at least six months old), exclusive for Prime members to stream and download. With this new benefit we hoped to create deeper relationships with Amazon customers.

The Approach

Good Fast Cheap

In favor of speed to market, we were tasked to design and build Prime Music within the existing Digital Music Store and Music Libraryarchitecture. This tactic was perceived to be advantageous and the least riskiest.
The assumption was simple—millions of customers visit Amazon everyday. Extend the acquire, play, manage conceptual model that customers were familiar with and leverage the existing infrastructure to get to market sooner and cheaper.
This early architectural decision had a major impact on the quality of the customer experience we could both create and reconcile.