Design Strategy

Spotify Active Media

My team and I contributed deeply to the launch of Active Media in Australia, a skippable ads model that gives users immense control over their listening experience while yielding a powerful signal of relevance. 

While the future of Active Media market expansion is unclear, and there’s still work to be done to lower the engagement barriers further, the interaction is being used as a valuable signal that’s helping train ad serving models.

Achievements & Impact

• Exposed the larger org to complex user experience hurdles that can inhibit success of new ads interaction models. “I can skip unlimited ads, but only six songs an hour?”

• Aligned the ad experience with global patterns. Used this as an opportunity to guide the team to align our ads UIs across a common set of Spotify patterns, ensuring ads look and feel native and familiar.