Amazon Music

Amazon Music asked us a big question: how might the wider Amazon ecosystem, Prime Video, Echo, Alexa, Kindle, Audible, Twitch, and Retail, be activated so that listening was not a destination but a thread running through everything a customer already did? The brief was not about the music app alone. It was about repositioning Amazon Music from one product among many into an experience layer woven across the whole portfolio. The challenge was scale: twenty-five creatives across UX, marketing, branding, sound, and film, all needing to move in one direction.

As a Service Designer, I worked across the full arc of the project, from discovery through synthesis to strategy. Discovery ran on mixed methods, cultural probes, surveys, and in-depth interviews. The revelations came during synthesis, where affinity mapping turned scattered signal into the insights that set our direction. From there, the team built toward a strategic solution framework and a set of core design principles, the mechanism that gave five creative disciplines a shared language instead of five separate interpretations of the brief. Service blueprints and journey maps then mapped how value could move across the ecosystem.

Note: Work produced under NDA. Process and approach shared with permission; final deliverables are confidential.

Top image: Amazon Music