Mixtapes

Mixtapes

My Role

Product Designer

UX researcher

Prototyper

Skills Involved

User Research

UX strategy

Prototyping

My Team

Brianna Bian

Chase Cheney

Allie Gregory

Tanvi Joshi

Daniel Koucheravy

Luke Lamendola

Yuyan Zhu

Chloe Landingin

Lugyeong Lee

Madelyn Lee

Arianah Meza

Kylie Wang

Minnie Wangkietkajon

Duration

10 weeks

Meet

Curated master collaborative playlists

final presentation

Team Photo

Product audio

Promotional video

The Challenge

Make Amazon Music the default

for everyday music moments

The Ask

Design a connected customer journey that makes Amazon Music the thread that ties every Amazon experience together.

Design a connected customer journey that makes Amazon Music the thread that ties every Amazon experience together.

our Mission

We built our mission around exactly that. To make every moment a listening moment any time, any place , any way , with anyone. Closing that gap within the different amazon touch points is what this project is about.

We built our mission around exactly that. To make every moment a listening moment any time, any place , any way , with anyone. Closing that gap within the different amazon touch points is what this project is about.

Primary & Secondary Research

Objectives of the Research

What does music really mean to people, beyond just listening?

What does music really mean to people, beyond just listening?

How do people feel about personalization and AI in their experience?

How do people feel about personalization and AI in their experience?

Does branded sound actually resonate with listeners?

Does branded sound actually resonate with listeners?

What are the real habits and motivations behind how people listen?

What are the real habits and motivations behind how people listen?

Primary Research

our Methods

We went to the crowds and stands and asked listeners what they look for in a streaming service, how they interact with music, and what it means to them. 

We went to the crowds and stands and asked listeners what they look for in a streaming service, how they interact with music, and what it means to them. 

Research Findings

Online Survey

Starting off, let’s zoom in on the online survey. We heard from over 200 respondents. When we asked them how they felt about Amazon Music, here’s what we found:


Starting off, let’s zoom in on the online survey. We heard from over 200 respondents. When we asked them how they felt about Amazon Music, here’s what we found:


81%

81%

of participant’s first introduction to the Amazon ecosystem was the marketplace

92%

92%

of participant’s use Amazon for shopping in their daily lives

46%

Do not know that ad-free Amazon Music is included in their Prime membership.

In-Depth Interviews

we conducted thirteen in-depth interviews, talking directly to listeners across the board. From the interviews, we were able to hear from real voices, to get real insights, and a real look into what makes a streaming service stand out against the competition.

we conducted thirteen in-depth interviews, talking directly to listeners across the board. From the interviews, we were able to hear from real voices, to get real insights, and a real look into what makes a streaming service stand out against the competition.

10/13

10/13

Of participants treat amazon as separate services, not
one connected ecosystem.

9/13

9/13

Of participants think Music is intentional; people listen with purpose.

11/13

11/13

Of participants want control over how they are discovering music.

Core Audience

mindsets

Target mindsets

Customer Journey Map

From our previous session, we introduced four different mindsets, and together we narrowed them down to two. They are Pause and Skip. The important distinction between the two is the opportunity each one presents. Pause is our acquisition mindset, while SKIP is our retention mindset.

From our previous session, we introduced four different mindsets, and together we narrowed them down to two. They are Pause and Skip. The important distinction between the two is the opportunity each one presents. Pause is our acquisition mindset, while SKIP is our retention mindset.

Opportunity space

UX Opportunities

Based on interviews and emerging tech

Find the balance between person-driven and machine-driven discovery.

Based on the cultural probe

Social features that connect users to each other.

Based on survey results

Seamless integration into everyday moments that feature the way people listen.

Solution 1 - Prime Music Intelligence

Solution 1 - Prime Music Intelligence

Other DSPs know your music taste.

Amazon knows your life.

This is a strategic product framework that extends the presence of Amazon Music across the Amazon universe. It is a personalized, real-time intelligence layer that leverages existing backstage technology to make music show up in the right moment, on the right surface, without asking anyone to change their behavior.


Making Amazon Music available any time, any place, any way — through Prime Video, Retail, Audible, Kindle, and Twitch.

This is a strategic product framework that extends the presence of Amazon Music across the Amazon universe. It is a personalized, real-time intelligence layer that leverages existing backstage technology to make music show up in the right moment, on the right surface, without asking anyone to change their behavior.


Making Amazon Music available any time, any place, any way — through Prime Video, Retail, Audible, Kindle, and Twitch.

Authentically Amazon.

Authentically Amazon.

Authentically Amazon.

A button with the prompt "Add to Amazon Music" allows users to save a song to their library with just one click, making it easy to access the music they want for their next listening moment.


Prime Music Intelligence introduces a new era in the Amazon Music experience. It activates a direct connection to Amazon Music that hasn't existed before. Instead of passively inferring music preferences, it engages more deeply.


The system listens to your conscious decisions and implements them for your benefit. By using a simple yes or no tap or a deliberate save, it learns from your explicit preferences about music. Over time, the system begins to feel like it understands you better.

A button with the prompt "Add to Amazon Music" allows users to save a song to their library with just one click, making it easy to access the music they want for their next listening moment.


Prime Music Intelligence introduces a new era in the Amazon Music experience. It activates a direct connection to Amazon Music that hasn't existed before. Instead of passively inferring music preferences, it engages more deeply.


The system listens to your conscious decisions and implements them for your benefit. By using a simple yes or no tap or a deliberate save, it learns from your explicit preferences about music. Over time, the system begins to feel like it understands you better.

Built Directly
for Retention.

Built Directly
for Retention.

Built Directly
for Retention.

Prime Music Intelligence extends Amazon Music across the breadth of Amazon. Conveniently, Amazon Music already lives inside ONE of the MOST ROBUST digital ecosystems in the world. And with Prime Music Intelligence, the more you use Amazon across Amazon devices, services, and offerings, the more valuable your Amazon Music experience becomes

Prime Music Intelligence extends Amazon Music across the breadth of Amazon. Conveniently, Amazon Music already lives inside ONE of the MOST ROBUST digital ecosystems in the world. And with Prime Music Intelligence, the more you use Amazon across Amazon devices, services, and offerings, the more valuable your Amazon Music experience becomes

Irreplaceable Advantage

Irreplaceable Advantage

Irreplaceable Advantage

Prime Member signals are being captured in real-time as we speak in this room. With just one tap, a signal is produced that ripples throughout the entire ecosystem. For every Amazon business involved in generating that signal, Prime Music Intelligence creates significant wins for everyone.

Prime Member signals are being captured in real-time as we speak in this room. With just one tap, a signal is produced that ripples throughout the entire ecosystem. For every Amazon business involved in generating that signal, Prime Music Intelligence creates significant wins for everyone.

Solution 1-2 - Discovery room

Solution 1-2 - Discovery room

A new, intuitive way of establishing your listening preferences when onboarding to Amazon Music

This is where our Discovery Room comes in. This redesigned onboarding flow offers a fast, swipe-based experience that helps users shape their music preferences in minutes—not hours. Every interaction teaches the system in real time, instantly refining recommendations and building a more accurate taste profile.
The experience feels personal from the very beginning. No waiting, no guesswork—just the feeling that, “This already feels like me.”

More importantly, Discovery Room isn’t a one-time onboarding feature. Users can revisit it whenever their tastes evolve, allowing their music profile to grow and change with them.

This is where our Discovery Room comes in. This redesigned onboarding flow offers a fast, swipe-based experience that helps users shape their music preferences in minutes—not hours. Every interaction teaches the system in real time, instantly refining recommendations and building a more accurate taste profile.
The experience feels personal from the very beginning. No waiting, no guesswork—just the feeling that, “This already feels like me.”

More importantly, Discovery Room isn’t a one-time onboarding feature. Users can revisit it whenever their tastes evolve, allowing their music profile to grow and change with them.

The Discovery Room

The Discovery Room

The Discovery Room

01

02

03

04

Select your favorite genres

Swipe left or right to find your perfect match

Discover a better listening experience tailored to you

Come back any time your tastes change

Solution 2 - Mixtapes

Helping people relive their past, connect in the present, and create their future, at any time.

We’re excited to introduce a new social feature that leverages a groundbreaking aspect of Digital Streaming Platforms (DSPs): asynchronous social connection. Introducing Mixtapes by Amazon Music: curated playlist packages that allow users to collaborate and connect through shared memories, emotions, and music.


Music is not just something we listen to; it’s a part of our lives. With Mixtapes, we bridge generational gaps and foster closer connections with those around us, all within the Amazon Ecosystem. Every detail is designed to empower users, making the experience—and the final product—feel uniquely yours.

Create

Build & customize your own mixtape

With mixtapes, you can create easily and accessibly. It appears directly on your home page. You start by naming your tape, and then you can customize every element: choose a color, add stickers, and even upload your own pictures!


You can also add a bio that reflects the mix. To create a mixtape, you can either start with a base using Maestro or create one from scratch by adding tracks yourself. Plus, with a simple "Hey, Alexa," you can do it hands-free!

With mixtapes, you can create easily and accessibly. It appears directly on your home page. You start by naming your tape, and then you can customize every element: choose a color, add stickers, and even upload your own pictures!


You can also add a bio that reflects the mix. To create a mixtape, you can either start with a base using Maestro or create one from scratch by adding tracks yourself. Plus, with a simple "Hey, Alexa," you can do it hands-free!

User

Artist

Connect

Write liner notes & reminisce

You’re able to connect through music, which is a love language that allows users and artists to express themselves. Once you add tracks to a mixtape, you can write personal notes explaining what each song means to you. After you confirm your liner notes, the person receiving the mixtape will get to experience exactly what you felt.


The artists you love share that same passion. They have the opportunity to release their own mixtapes, offering a glimpse behind the scenes with liner notes that unveil the genuine stories and emotions behind each track. This exclusive content is available only on Amazon Music.

You’re able to connect through music, which is a love language that allows users and artists to express themselves. Once you add tracks to a mixtape, you can write personal notes explaining what each song means to you. After you confirm your liner notes, the person receiving the mixtape will get to experience exactly what you felt.


The artists you love share that same passion. They have the opportunity to release their own mixtapes, offering a glimpse behind the scenes with liner notes that unveil the genuine stories and emotions behind each track. This exclusive content is available only on Amazon Music.

Collaborate

Collaborate

Send & share with those you love

You can collaborate because memories are meant to be shared; it's part of the human experience. So invite your friends, share online, build together, and let the music speak for itself. With mixtapes, you can transform a simple tape into a music moment you'll never forget.

You can collaborate because memories are meant to be shared; it's part of the human experience. So invite your friends, share online, build together, and let the music speak for itself. With mixtapes, you can transform a simple tape into a music moment you'll never forget.

Shop

purchase physical mixtapes through Amazon Retail

Mixtapes are not just limited to the app; they also become physical keepsakes delivered directly to you through Amazon Retail. This arrangement benefits Amazon Music, the artist, and the user—making it a win-win for everyone involved. They can be purchased as cassettes, vinyl records, or even CDs for those who still cherish the early 2000s. I know I'm one of them!

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