Selected Work
Explore More
Designing with AI
Case studies showcasing how I use content design, UX strategy, and AI-powered prototyping to move ideas from concept to working experiences.
Listening Parties
Unlocking deeper connection and commerce by transforming how fans and artists engage with music.
The Challenge
People come to Spotify to listen, but what if listening could unlock deeper moments of connection, and connection could unlock commerce?
My Role
Lead Content Designer — I owned all content and decisions on how it was displayed across the product experience.
What I Did
- Created a comprehensive content map covering JTBD, stakeholder questions, edge cases, and tone theory
- Annotated Figma wireframes with targeted copy prompts, enabling faster iteration and clearer testing paths
- Drafted positioning and collaborated with Product, Legal, Marketing, and Research to align on brand goals
- Wrote and tested invite, transactional, and retargeting emails
- Led landing page redesign and refined CTAs to improve conversion at the final moment
Impact
- 60% active engagement
- Landing page redesign: 32% → 65% willingness to continue
- 43% RSVP rate after CTA refinements (up from 22%)
- 90% fan satisfaction, 85% artist satisfaction in UX testing
- 125% lift in weekly streaming, 444% spike in saves on event day
Merch on Spotify
Building a scalable commerce platform that unlocks a new revenue stream for artists and introduces fans to shopping on Spotify.
The Challenge
Fans have a relationship with Spotify through listening, but building a commerce relationship is an entirely different story. There was already poor user sentiment toward the existing merch solution.
My Role
Lead Content Designer — I owned all content and decisions on how it was displayed across the product experience.
What I Did
- Led competitive, internal, and behavioral audits analyzing browsing flows, purchase patterns, and copy consistency
- Partnered with design in early stages to shape direction and lay groundwork for shopping attribution
- Conducted deep analysis of fan marketing campaigns with Data Science to assess engagement vs. effort
- Built a data-backed foundation for product content using high-performing words, phrases, and CTAs
- Strategically developed shop.spotify domain naming to be short, intuitive, and future-ready
- Crafted a web-based "superstore" to enable fan browsing without engineering lifts
Impact
- 12K+ artists enrolled within the first 6 months
- $100K in merch revenue generated in the first 2 months
- 3,792% increase in merch sales
- Onboarding time reduced from 2 hours to 5 minutes
- Strong press coverage and overwhelmingly positive fan and artist feedback