The Challenge
The Idea
Credits
Anna Jehan
Repositioning Spotify Premium as an experiential,
community-powered music platform
Spotify’s long-term growth depends on retention and perceived value. While algorithms optimise convenience, they risk flattening novelty over time. Echo creates a new behavioural loop rooted in exploration, curiosity and community.
By extending Spotify into the physical world, Echo differentiates Premium beyond ad-free listening. It introduces experiential value that competitors cannot easily replicate without Spotify’s cultural scale and user density. This reframes Premium from a utility to a membership in a living, shared soundtrack.
Discovery shifts from algorithmic suggestion to emotional serendipity — powered by people, not prediction.
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My Process
I defined the product vision, experience principles and end-to-end journey for both creators and discoverers. The focus was designing a spatial interaction that feels intuitive, immersive and emotionally rewarding without overwhelming the core listening experience.
I mapped friction points, prototyped spatial flows and refined interaction states to balance clarity with magic. Motion and depth were used deliberately — guiding users through space while keeping the environment, at the centre.
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Balancing familiarity with elevation
The interface builds on Spotify’s foundation while introducing depth and atmosphere. Soft gradients and translucent layers create a sense of spatial immersion without visual noise.
Echo lives between physical and digital space, so motion drives the experience. Directional 3D audio subtly guides users toward nearby moments, while restrained haptics reinforce proximity in a way that feels instinctive rather than intrusive.
The capsule carries a soft, breathing animation to signal emotional presence. On opening, layered transitions unfold progressively, revealing the story with intention. Every movement is purposeful — enhancing anticipation without competing with the music.
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