PRODUCT DESIGN
Amazon Music - Designing new ways for creators and listeners to connect through global audio experiences
Amazon Music offers a vast catalog of music, but user engagement largely centers around passive listening. As the platform expands into livestreams, merch, and creator tools, there’s an opportunity to design more interactive experiences that connect listeners and creators in meaningful ways
In this designathon, our team explored how Amazon Music could evolve beyond traditional streaming by introducing global, interactive touchpoints that encourage discovery, participation, and community.
TIMELINE
Jun - Sept 2025
ROLE
UX Engineer
SKILLS
Figma
Cross-Functional Collab
TEAM
4 Designers
THE PROBLEM
Amazon Music has expanded beyond streaming, but meaningful creator–fan engagement hasn’t kept pace.
While the platform now includes livestreams and creator tools, these experiences remain fragmented. Listeners lack clear ways to actively engage with creators, and creators have limited support for building sustained, global connections with their audience.
USER RESEARCH
Understanding why users use Amazon Music and what they are primarily looking for.
To ground the concept in real user needs, we conducted mixed-methods research across user sentiment, market patterns, and firsthand listening behaviors by combining large-scale analysis with qualitative depth to understand how listeners and creators currently engage with music platforms.
KEY INSIGHTS
Listeners want deeper interaction and creators need better tools to engage them.
From preliminary research, we found that listeners want richer ways to interact with artists, while creators lack centralized tools to build sustained, global communities resulting in fragmented experiences on both sides.
58
out of 61 respondents were listeners, reinforcing that Amazon Music is primarily a consumption-driven platform
60+
listeners prioritized year-end or monthly listening summaries, curated playlists, and offline access, while fewer than 15 engaged with livestream
100%
of creators valued playlist engagement metrics and shared playlist tools over follower counts
These insights revealed a disconnect between how users listen and how creators connect, pointing to an opportunity for Amazon Music to unify engagement into a single, global experience.
☁️ How might Amazon Music create shared, interactive experiences that allow listeners to actively engage with creators while giving creators better tools to build lasting global communities?
IDEATION
Putting our ideas together
After affinity mapping insights from listeners and creators, we identified recurring themes around connection, discovery, and engagement that informed our core design directions.
1
Feeling Close to Artists
Users should be able to view the menu and start an order within one to two clicks.
2
Beyond the Concert
Users still want digital experiences that capture moments
3
Low-Friction Social Interaction
Users value social features like collaborative playlists and comments that enable shared experiences without
4
Clear Feedback
Users want easier ways to explore an artist’s catalog and find songs aligned with their taste
SOLUTION
Discover concerts you’ll actually want to attend — together
We prototyped an Amazon Music live concert flow that personalizes event discovery based on a user’s top artists and genres. Each concert page includes key details, a setlist preview, and a direct path to tickets or the livestream. We layered in social features like “Top Shared Artist” and friends’ concert activity to turn passive listening into shared experiences.
Feature 1: View your upcoming concerts
On your profile page, you can view your upcoming live concerts and get tickets for it on the next screen, enter the concert, and even view the artist's setlist as you would an in person concert. You can even view how many people are going to be attending the concert and view other popular concerts coming up that you would be interested in based on your listening history.
Feature 2: Friend Profile
By surfacing shared artists and friend activity, these screens personalize concert discovery and make live events feel more social. Users can quickly see which concerts align with their taste and where their friends are already engaged, addressing gaps in both personalization and meaningful social interaction. Concerts become an extension of listening behavior, not a separate experience.
Feature 3: Live Concert
This live concert view reimagines virtual performances as shared, interactive moments rather than passive streams. Users can switch between Live Mode and Lyrics Mode, react in real time, and chat with friends during the performance, recreating the collective energy of an in-person concert. By blending expressive visuals, synchronized lyrics, and social interaction, the experience strengthens emotional connection between fans, artists, and friends.
USABILITY TESTING
Would users use our product?
To see if our new features were usable by users, we asked a couple of teams around us to try out our figma prototype and gathered what they said. The general consensus was that
⚡️
User #1
"I love the visuals!! they make the music feel alive, but I wish there was a way to customize them to match my mood or preferences. :D"
🔄
User #2
"The shared artist compatibility score is pretty cool maybe it’ll be cooler if i can connect with fans attending the same concert."
🎨
User #3
"The live chat during concerts is engaging it gets overwhelming when too many messages flood in idk maybe add filters."
FINAL DESIGN
Presenting a new and improved Amazon Music — a deeper connection with friends while also connecting with other artists
We prototyped an Amazon Music live concert flow that personalizes event discovery based on a user’s top artists and genres. Each concert page includes key details, a setlist preview, and a direct path to tickets or the livestream. We layered in social features like “Top Shared Artist” and friends’ concert activity to turn passive listening into shared experiences.
REFLECTION
This project holds a special place to me to this day!
I loved working on this project related to music in such a short amount of time with a team of likeminded designers.
This designathon pushed me to think quickly and intentionally, balancing creativity with clear user needs under tight time constraints. It reinforced how impactful thoughtful personalization and social connection can be, even when implemented through lightweight interactions in a fast-paced design process.
© 2025 Diya Mahapatra 🪻
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