Design Strategy

Spotify Voice Ads

In an effort to meet users where they are, I partnered closely with Product to explore bringing a voice ad experience to mobile. By building atop our previous experiments with voice-enabled ads on Google Home, I helped set the team up for success by ensuring that we stay focused on use cases that can deliver immediate, out-of-focus value, while leveraging emerging voice patterns from around the company voice bet.

Achievements & Impact

• Coached designers with no previous voice UX experience to reframe the work and their approach, embracing the fear of a new medium to experiment.

• Pushed the team to consider emerging voice patterns while taking risks and trying new things. An ad prompting a user to say something, and not the other way around, was an approach without precedent at Spotify and required us to define new patterns.

• Socialized our work, as well as our mission and POV, to teams throughout the company by engaging both their rituals (e.g. joining the Voice Design weekly sync) and their events (e.g. the company Voice Unconference).