[Case 03]
🎧 Turning Listening Into Loyalty
Designing Amazon Music for Control, Connection, and Reward
E-Commerce
[Case 03]
🎧 Turning Listening Into Loyalty
Designing Amazon Music for Control, Connection, and Reward
E-Commerce
Setting The Scene
Setting The Scene
Project Overview
In March 2025, We decided to take on the Amazon Music’s Product Design Challenge, a chance to bring together my passion for UX and my love for music.
The challenge? Improve user retention.
🎉 We didn’t just meet the challenge — we made waves:
Won the challenge out of 62+ teams
Won the “Fine-Tuned Award” for design innovation and detail
Presented our work at Amazon’s NYC HQ to the Head of Design and Director of Product
In March 2025, We decided to take on the Amazon Music’s Product Design Challenge, a chance to bring together my passion for UX and my love for music.
The challenge? Improve user retention.
🎉 We didn’t just meet the challenge — we made waves:
Won the challenge out of 62+ teams
Won the “Fine-Tuned Award” for design innovation and detail
Presented our work at Amazon’s NYC HQ to the Head of Design and Director of Product
In March 2025, We decided to take on the Amazon Music’s Product Design Challenge, a chance to bring together my passion for UX and my love for music.
The challenge? Improve user retention.
🎉 We didn’t just meet the challenge — we made waves:
Won the challenge out of 62+ teams
Won the “Fine-Tuned Award” for design innovation and detail
Presented our work at Amazon’s NYC HQ to the Head of Design and Director of Product
Made For
Amazon Music
Team
4 Product Designers
My Responsibilities
Research Planning, Usability Testing,
UX Strategy & UX Design
Timeline
4 Weeks
The team 565 Collective (Sakshi Rane, Shreya Lohakare (Me), Radhika Balaji, Nabhi Shah) at Amazon’s NYC HQ
Keep Them Listening
The Challenge
When Amazon Music challenged us to rethink user retention, we asked:
“What if streaming didn’t feel like scrolling? What if it felt like belonging?”
In a space full of passive listening, we saw an opportunity to make Amazon Music something more:
More personal. More rewarding. More emotionally alive.
When Amazon Music challenged us to rethink user retention, we asked:
“What if streaming didn’t feel like scrolling? What if it felt like belonging?”
In a space full of passive listening, we saw an opportunity to make Amazon Music something more:
More personal. More rewarding. More emotionally alive.
When Amazon Music challenged us to rethink user retention, we asked:
“What if streaming didn’t feel like scrolling? What if it felt like belonging?”
In a space full of passive listening, we saw an opportunity to make Amazon Music something more:
More personal. More rewarding. More emotionally alive.
The Questions That Shaped Us
Core Questions
Getting in Tune with Our Users
The Methodology
We dug into the “why” behind listening habits using:
Methodlogy
What we heard (Loud and Clear)
Insights
We realized users were craving control, recognition, and emotional depth none of which were being met by typical streaming models.
User Quotes
What Actually Matters to Listeners….
Insights
So...What Were We Really Solving?
Framing The Problem
Core Question
Designing with Heart: What We Built
The Solutions
We reimagined Amazon Music as an emotionally intelligent ecosystem built around Loyalty, Community, and Control.
We reimagined Amazon Music as an emotionally intelligent ecosystem built around Loyalty, Community, and Control.
We reimagined Amazon Music as an emotionally intelligent ecosystem built around Loyalty, Community, and Control.
Introducing…….
Suggestion Mode: Puts Users in Driver's Seat
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.
What if users could choose which aspect of the algorithm influences their recommendations?
We introduced Suggestion Modes, a toggleable feature that lets users decide how their next song is picked with three simple options.
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.
What if users could choose which aspect of the algorithm influences their recommendations?
We introduced Suggestion Modes, a toggleable feature that lets users decide how their next song is picked with three simple options.
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.
What if users could choose which aspect of the algorithm influences their recommendations?
We introduced Suggestion Modes, a toggleable feature that lets users decide how their next song is picked with three simple options.
Smart Suggest
What's Trending
Sound Match
Smart Suggest
The default mode that suggests songs without users having to choose what to listen next
Smart Suggest
What's Trending
Sound Match
Smart Suggest
The default mode that suggests songs without users having to choose what to listen next
Smart Suggest
What's Trending
Sound Match
Smart Suggest
The default mode that suggests songs without users having to choose what to listen next
Why this works?!
Why this works?!
Why this works?!
Rewards & Loyalty: Make Listening Count
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
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
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 for streaming, creating playlists, and discovering new artists.
Points unlock exclusive merch, concert perks, and VIP experiences—turning fandom into loyalty.
A Gamified Rewards System where users earn Listening Points for streaming, creating playlists, and discovering new artists.
Points unlock exclusive merch, concert perks, and VIP experiences—turning fandom into loyalty.
A Gamified Rewards System where users earn Listening Points for streaming, creating playlists, and discovering new artists.
Points unlock exclusive merch, concert perks, and VIP experiences—turning fandom into loyalty.
Intro Screens
Discovering Rewards
Earning Rewards
Intro Screens
Discovering Rewards
Earning Rewards
Intro Screens
Discovering Rewards
Earning Rewards
Why this works?!
Why this works?!
Why this works?!
Reimagining the Listening Experience
Final Prototype
Increased Retention &
Customer Lifetime Value
Revenue Boost
Encourages Social Sharing & Viralit
Drives Merch & Content Sales
From Insights to Impact
The Final Outcome
We tested the new features with 1o music enthusiasts and the results did not disappoint!
We tested the new features with 1o music enthusiasts and the results did not disappoint!
We tested the new features with 1o music enthusiasts and the results did not disappoint!
With More Time…..
Future Scope
Standing Out on a Big Stage
Recognition
Our work didn’t just meet expectations, it stood out on one of the biggest stages.
Out of 62+ competing teams, we were selected as WINNERS, delivering a solution that Amazon’s leadership described as
“detailed, innovative, and deeply thoughtful.”
We were honored with the:
🏆 “Fine-Tuned Award” – Recognizing our attention to depth, design strategy, and user insight.
And the highlight?
We presented our concept live at Amazon’s NYC Headquarters, sharing our solution directly with Amazon Music’s Head of Design and Director of Product—an unforgettable milestone that validated both our design thinking and execution.
This experience didn’t just strengthen our case study, it strengthened us as designers.
Our work didn’t just meet expectations, it stood out on one of the biggest stages.
Out of 62+ competing teams, we were selected as WINNERS, delivering a solution that Amazon’s leadership described as
“detailed, innovative, and deeply thoughtful.”
We were honored with the:
🏆 “Fine-Tuned Award” – Recognizing our attention to depth, design strategy, and user insight.
And the highlight?
We presented our concept live at Amazon’s NYC Headquarters, sharing our solution directly with Amazon Music’s Head of Design and Director of Product—an unforgettable milestone that validated both our design thinking and execution.
This experience didn’t just strengthen our case study, it strengthened us as designers.
Our work didn’t just meet expectations, it stood out on one of the biggest stages.
Out of 62+ competing teams, we were selected as WINNERS, delivering a solution that Amazon’s leadership described as
“detailed, innovative, and deeply thoughtful.”
We were honored with the:
🏆 “Fine-Tuned Award” – Recognizing our attention to depth, design strategy, and user insight.
And the highlight?
We presented our concept live at Amazon’s NYC Headquarters, sharing our solution directly with Amazon Music’s Head of Design and Director of Product—an unforgettable milestone that validated both our design thinking and execution.
This experience didn’t just strengthen our case study, it strengthened us as designers.
Behind The Scenes
What you didn't see
Click to zoom in
