AMAZON MUSIC | 2025
AMAZON MUSIC | 2025
Crafting loyalty and retention for Amazon Music Product Design Challenge
Crafting loyalty and retention for Amazon Music Product Design Challenge
Team
Myself
Nabhi Shah
Sakshi Rane
Shreya Lohakare
My Role
Concept/Idea
UI design and prototyping
Animations
Presentation to stakeholders
Duration
1 month
Outcome
🏆 Won the 2025 Product Design Challenge
//TLDR
//TLDR
🥇
Finalist— chosen among 62+ competing teams.
🥇
Finalist— chosen among 62+ competing teams.
🏆
Winner of the “Fine-Tuned” Award for depth, detail, and design innovation
🏆
Winner of the “Fine-Tuned” Award for depth, detail, and design innovation
💪
Presented to Amazon’s Head of Design and Director of Product at Amazon Headquarters, Hudson Yards, NYC.
History
History
Amazon Music Background
Amazon Music Background
1998- Amazon came to life when a shift in business model marked their transformation from a bookstore to an online everything store selling music CDs and videos.
2007- launch of the first iPhone, and digital streaming became the norm
2008- Amazon launches MP3
2014- integrates music into Echo and Alexa
The third phase of growth was when Audible was introduced to the public as part of Amazon Music offering.
Today, Amazon partners with artists to sell merch directly to customers and hold live concerts, too. The product also utilises Gen AI features to quickly generates playlists that match “a vibe”🎶
1998- Amazon came to life when a shift in business model marked their transformation from a bookstore to an online everything store selling music CDs and videos.
2007- launch of the first iPhone, and digital streaming became the norm
2008- Amazon launches MP3
2014- integrates music into Echo and Alexa
The third phase of growth was when Audible was introduced to the public as part of Amazon Music offering.
Today, Amazon partners with artists to sell merch directly to customers and hold live concerts, too. The product also utilises Gen AI features to quickly generates playlists that match “a vibe”🎶
Prompt
Prompt
What Amazon Music expected?
What Amazon Music expected?
Listening habits are emotional, but current music platforms treat loyalty passively. To address this, we first need to understand how and why people stream music today.
Listening habits are emotional, but current music platforms treat loyalty passively. To address this, we first need to understand how and why people stream music today.
In a competitive space where users hop music apps often, Amazon asked us:
In a competitive space where users hop music apps often, Amazon asked us:
Curious?! Skip Ahead [Link to prototype]
Before proceeding, we aligned on our team’s philosophy: Solve the problem and give value to the user, the rest will follow.
*and the grind begins*
Curious?! Skip Ahead [Link to prototype]
Before proceeding, we aligned on our team’s philosophy: Solve the problem and give value to the user, the rest will follow.
*and the grind begins*
Research
Research
Asking the right questions
Asking the right questions
Our team set out to find answers by asking general questions about which apps users pay for and how they use it. We also wanted to understand what they like/dislike about the experience.
Our team set out to find answers by asking general questions about which apps users pay for and how they use it. We also wanted to understand what they like/dislike about the experience.
Surveying is an amazing way to have basic answers and set up interview calls
Surveying is an amazing way to have basic answers and set up interview calls
28 responses and some also agreed to a coffee chat ☕️. Insights from conversations were noted here.
28 responses and some also agreed to a coffee chat ☕️. Insights from conversations were noted here.
STATS
STATS
What stood out during research?
What stood out during research?
When asked, “Which music platform are you currently using and paying for?”, we understood the competitiveness in music-streaming. This shows a potential to shift market dynamics given this current data.
When asked, “Which music platform are you currently using and paying for?”, we understood the competitiveness in music-streaming. This shows a potential to shift market dynamics given this current data.
Sample Size: 67
Sample Size: 67
AFFINITY MAPPING
AFFINITY MAPPING
🧠 Identifying patterns and analysing behaviour
🧠 Identifying patterns and analysing behaviour
Based on responses received from interviewees, details were transcribed from the interview and information categorised.
Based on responses received from interviewees, details were transcribed from the interview and information categorised.
Themes
REFRAME
REFRAME
Shifting perspective
Shifting perspective
Following the themes that emerged, we were able to reframe the problem statement, bringing the spotlight on people ❤
Following the themes that emerged, we were able to reframe the problem statement, bringing the spotlight on people ❤
DESIGN DIRECTIONS
DESIGN DIRECTIONS
Identified two powerful levers to work on
Identified two powerful levers to work on
Sample Size: 67
Sample Size: 67
Rewards & Loyalty — making engagement feel tangible, thrilling, and rewarding
Rewards & Loyalty — making engagement feel tangible, thrilling, and rewarding
Suggestion Mode for Algorithm — giving fans the steering wheel to their music discovery journey
Suggestion Mode for Algorithm — giving fans the steering wheel to their music discovery journey
Final prototypes
Rewards and Loyalty
Amazon Music could activate loyalty by tapping into something Amazon does best: e-commerce rewards. It also encourages the connect to the app by showing tangible benefits
🔹 A Gamified Rewards System where users earn “Listening Points” based on their activity: streaming music, curating playlists, and discovering artists.
🔹 Redeem points for exclusive artist merch, concert tickets, and VIP experiences — connecting music fandom and platform loyalty.
Amazon Music could activate loyalty by tapping into something Amazon does best: e-commerce rewards. It also encourages the connect to the app by showing tangible benefits
🔹 A Gamified Rewards System where users earn “Listening Points” based on their activity: streaming music, curating playlists, and discovering artists.
🔹 Redeem points for exclusive artist merch, concert tickets, and VIP experiences — connecting music fandom and platform loyalty.
Amazon Music could activate loyalty by tapping into something Amazon does best: e-commerce rewards. It also encourages the connect to the app by showing tangible benefits
🔹 A Gamified Rewards System where users earn “Listening Points” based on their activity: streaming music, curating playlists, and discovering artists.
🔹 Redeem points for exclusive artist merch, concert tickets, and VIP experiences — connecting music fandom and platform loyalty.
Final prototypes
Rewards and Loyalty
Suggestion Mode
Users crave better control over recommendations — but current algorithms are black boxes. The lack of satisfaction with song suggestions is a major trigger to switch to other apps.
🔹 Suggestion Modes:
Let users choose how the next song is picked:
- What’s Trending — based on the tastes of similar listeners
- Sound Match — based on genre, style, and sonic similarity
- Smart Suggest — a blend of both
Suggestion Mode
RESULTS
RESULTS
Outcome and Recognition
Outcome and Recognition
Among 62 teams, we were selected finalist team at Amazon Music HQ, Hudson Yards.
Presented to the VP of Design, Director of Product and a large live audience
Awarded the “Fine-Tuned” Award, for the excellence of both concept and execution.
Among 62 teams, we were selected finalist team at Amazon Music HQ, Hudson Yards.
Presented to the VP of Design, Director of Product and a large live audience
Awarded the “Fine-Tuned” Award, for the excellence of both concept and execution.
With more time…
With more time…
I would explore the following features through early testing in small groups to see how it impacts the way people perceive Amazon music.
Secondly, we also received feedback to consider non-monetary rewards and benefits in the loyalty program.
This can reduce the burden on Amazon’s e-commerce and increase emotional connection with social badges like “Designated DJ” etc. (Just an example 😉)
I would explore the following features through early testing in small groups to see how it impacts the way people perceive Amazon music.
Secondly, we also received feedback to consider non-monetary rewards and benefits in the loyalty program.
This can reduce the burden on Amazon’s e-commerce and increase emotional connection with social badges like “Designated DJ” etc. (Just an example 😉)
Idea bank brimming with unexplored concepts 🤍
Let's look back
Let's look back
🫂 Closing Reflection
🫂 Closing Reflection
Music is an emotion, and platforms that honor that will own the future. With Rewards fueling joy and Suggestion Mode empowering discovery, we designed an Amazon Music experience that wasn’t just used — it was loved.
Music is an emotion, and platforms that honor that will own the future. With Rewards fueling joy and Suggestion Mode empowering discovery, we designed an Amazon Music experience that wasn’t just used — it was loved.
🤍
Credits
Credits
Special Thanks!
Special Thanks!
Se One Park and Michelle Kim for being such gracious hosts, and to our stellar mentors, Christina Ferrada and Elaine Ji who were in this with us.
Also thanks to
Prof. Craig MacDonald for orchestrating this powerful collaboration between Pratt Institute and Amazon Music.
Se One Park and Michelle Kim for being such gracious hosts, and to our stellar mentors, Christina Ferrada and Elaine Ji who were in this with us.
Also thanks to
Prof. Craig MacDonald for orchestrating this powerful collaboration between Pratt Institute and Amazon Music.
🔒 Entire Design Process
🔒 Entire Design Process
I discuss the juicy details of the design processes and many iterations in interviews and 1:1 chats. Feel free to reach out if you would like to know more. Excited to talk soon 👋
I discuss the juicy details of the design processes and many iterations in interviews and 1:1 chats. Feel free to reach out if you would like to know more. Excited to talk soon 👋