CONTEXT
We partnered with Amazon Music to re-imagine a new generation of music listening
During the Northwestern Medill Bay Area Immersion Program, I had the opportunity to collaborate with Amazon Music on a 10-week design practicum in Winter 2025. Our goal was to develop innovative ideas that could redefine the music experience on Amazon Music. Throughout the program, we conducted research, ideated solutions, and crafted final deliverables to be presented to Amazon Music's design teams.
Role
Product Designer
Collaborators
1 Project Partner
5 Product Designers
Duration
10 Weeks
Skills
Visual Design
User Research
User Personas
Prototyping
CURRENT PROBLEMS
Amazon Music just can’t get a hold of Gen Z listeners
During the introduction of the project, we learned that Amazon Music faced challenges in competing with leading streaming platforms, particularly in attracting and retaining Gen Z users.
Leading Competitors
Generation Z
OUR APPROACH
Our team tackled the problem through social music and community building
At the start of the quarter, our team was driven by a vision to create a music experience that went beyond traditional streaming. We aimed to explore deeper connections through music sharing and community building, making Amazon Music more than just a platform for listening.
Social Music
How might we turn Amazon Music into a social music playground to encourage fan to fan activity?
Community Building
How might we turn Amazon Music into more than just a streaming platform where it builds community?
USER RESEARCH
We conducted user interviews to gain context as to how people share music
Once we identified the key aspects of music we wanted to emphasize, we conducted 20 interviews with college students. Through these conversations, we discovered that for Gen Z, music sharing is more than just a feature—it’s a means of connection, bonding, and self-expression.
PERSONAS
The interviews allowed us to hone in on specific user groups
Through our research, we identified two distinct user personas in social music sharing. "Lurking Louise" represents users who prefer to observe their peers' music activities and share passively, while "Social Sally" embodies those who actively share their music tastes and engage in musical conversations.
TEAM BRAINSTORMING
Our team began to brainstorm various ideas to build a community driven platform
Building on our research and persona insights, we organized multiple brainstorming sessions, using whiteboarding and centralizing our ideas in one shared space. This approach allowed us to explore diverse concepts and identify the most impactful solutions.
PROTOTYPING
Creating a platform where users can connect, bond, and build community
Through extensive brainstorming, our team reimagined what a digital music platform could be—evolving beyond just streaming. This led us to the concept of a platform where users can connect through interactive experiences, including digital mini-games and live events, fostering deeper engagement and community.
A sandbox for Amazon Music
allowing for experimentation with a variety of digital mini-games and live events intended to enhance user engagement while aligning with Amazon Music’s core value of customer satisfaction.
A playful approach to connecting
individuals through fun activities that they can enjoy with friends, family, and peers—fostering excitement, strengthening bonds, and building a sense of community.
All centralized in one spot
enhancing the experience by making it easier for users to discover local, live, and in-person events happening near them.
DESIGN HAND-OFF
We handed off our designs by presenting our ideas to the Amazon Music team
After 10 weeks of in-depth research, brainstorming, and prototyping, we had the privilege of presenting our ideas directly to the Amazon Music team. Our goal was to inspire potential implementation and spark new directions for the future of the platform.
CONCLUSIONS
Thank you to such an amazing team and cohort!
Working with such a diverse, cross-disciplinary team was an incredible experience. Collaborating with individuals from varying majors enriched the project and provided valuable perspectives. It was an honor to build meaningful connections and friendships throughout this journey. A big thank you to the amazing team and the outstanding cohort for making this experience unforgettable!
Major takeaways
Everyone Has Different Needs: Being part of such a diverse, cross-disciplinary team with individuals from a range of majors was an incredibly valuable experience. It gave me firsthand insight into the dynamics of working with people from different backgrounds, and learning how to balance and leverage our unique skills became an invaluable lesson throughout the project.
Truly Enjoy the Process: I believe that making the journey as playful and enjoyable as possible is the true measure of success in any project. Whether it’s executing ideas in a playful way—through mini skits or personal anecdotes—or creating concepts that are inherently fun, embracing that spirit is key. Through this project, I learned that enjoying both the process and the company you’re working with is the best way to stay energized and inspired throughout the design journey.