Spotify
Spotify is a very successful company but they have also set some very ambitious goals, to get billions of users onboarded to their services. The mission I belonged to focused on growing the number of paid premium subscriptions, either by getting them to sign up directly or upgrading them from the freemium model.
During my time as a principal designer at Spotify I worked on both optimizing our product ecosystem and defining strategies to get closer to our goal and operations related matters that helped us to improve efficiency and quality. To name a few things I focused on was defining a strategy for transitioning freemium users to premium users, revamp the premium brand, introduced new methods for running crits and defined product design principles for the organization.
I led the work in defining a strategy for Spotify on how to optimise the process of transitioning freemium to premium accounts. In this work we defied three key initiatives to scale that number. These ranged from optimising the account page to the mobile app.
I was part of the team of principle designers who defined Spotifys product design principles. The principles hadn't been updated since 2013 and the organisation had outgrown them. Read more about the process here.
During my time I also defined a new process for how Spotify should conduct design crits. This activity was part of the overall design process but needed to be structured in a better way so that it could become more effective.