Amazon Music is seeking a Customer Experience strategy to improve retention across its tiered offerings. The goal is to create a differentiating product that engages users, keeps them active month-over-month, and makes Amazon Music indispensable in their daily lives.

CX Strategy

Retention

Subscription Ecosystem

The User Problem

Music streaming has become an increasingly solitary experience, where users passively consume algorithm-driven recommendations with little social interaction. This lack of connection, combined with unclear value across subscription tiers, makes it difficult for Amazon Music to drive long-term engagement and retention.

Feature Preview-Meet Music Swap

Our Proposed Solution

Music Swap is Amazon Music’s next step toward making music discovery more interactive, social, and retention-driven.

View the Prototype (Figma)↗

Turn music into a daily ritual

Stay connected with friends through shared songs and keep your streak alive.

Not sure what to share? Start with a prompt

Turn everyday moods into meaningful music moments.

Share songs that say something

Express your mood, your taste, and your connection in one tap

Make music social again

Send a song and spark a moment of connection.

Design Process

How did we solve it?

Design Process

01 Desk & User Research

User Research

Understand users listening habits and behavioral patterns

User Research

Understand users listening habits and behavioral patterns

Research Method

📊Google Form Survey

👤 60 Users, Avid Music Streamers

📊User Interviews

👤8 Users, Avid Music Streamers

Survey Finding

Listeners rely on personal connections to discover new music, rather than turning to AI algorithms.

Interview Findings

A huge part of music discovery comes from friends.

User Research

Users' painpoints

Research Insights

Feeling, humanity, and relationships are at the heart of how music spreads. At its core, music is more than sound—it's a bridge for connection, communication, and shared experience between people.

Research Insights

Feeling, humanity, and relationships are at the heart of how music spreads. At its core, music is more than sound—it's a bridge for connection, communication, and shared experience between people.

Competitors Analysis

Current offering are surface-level

Competitors Analysis

Current offering are surface-level

Problem Statement

How might we create a differentiating music discovery experience that keeps users returning month-over-month?

Design Process

02 Ideation and Iteration

Ideation

Opportunity Space-Why Swap over share and collaborative playlist?

Ideation

Opportunity Space-Why Swap over share and collaborative playlist?

Ideation

User Flow-How Swap works?

Ideation

User Flow-How Swap works?

We designed differentiated user flows across subscription tiers, each with distinct mechanics to balance engagement and access.

To keep the experience focused, we illustrate the flow for free users as a baseline.

The feature is structured around two core moments: sending a music card and receiving one.

Iteration

Sketchs

Iteration

Mid-fidelity Wireframes

Iteration

User Testing-One feature, multiple behaviors, flexibility is key.

Iteration

User Testing-One feature, multiple behaviors, flexibility is key.

Testing Method

🔍 Moderated User Testing

👤 4 Users, Avid Music Streamers

To ensure our design resonated with real customers, we tested throughout development. These sessions allowed us to observe real-time reactions and gather direct feedback.

“Some days I send a different song to each friend; other days, I just share one with everyone”

User 1

“I’d use this more if it felt quicker and easier.”

User 2

Iteration

Refine the final design

Revision: Multiple Sharing Strategy

Revision: Swap History View

Final Design

Swap Feature Highlights

AI Prompts: 365 ways to keep the music swapping

Keep track of your social listening journey

Why Swap Matters

Impact & Future

Music Swap transforms music from passive consumption into a relationship-driven experience — unlocking both user engagement and long-term product growth.

➡️ Immediate Impact

Builds Daily Habits

🔥

Turns music sharing into a lightweight, repeatable social ritual — increasing daily engagement and retention.

Strengthens Emotional Connection

🤝

Transforms listening into a shared experience, making music feel more personal and meaningful.

Drives Active Participation

🙋‍♀️

Shifts users from passive listeners to active participants through expression and interaction.

➡️ Strategic Value

By introducing social interactions into music discovery, Amazon Music can capture a new layer of behavioral signals: not just what users listen to, but who influences them, when they engage, and how they connect through music.

Increase daily engagement & retention
Differentiation from competitors
First party data advantage (Music Swap generates rich social interaction data, which is valuable for personalizing recommendations and targeted marketing)

The future of music isn’t just better recommendations — it’s stronger connections.

Key Learning

An understanding of the customer is key to retention

Designing around real user needs is key to building lasting engagement.

Flexibility, not obligation, keeps users coming back.

AI is convenient, but customers want control

Users value convenience, but not at the cost of control. True personalization means enabling choice, not just automation.

Features works best when they mimic real behavior

Music sharing is naturally social and multi-directional. Products work best when they reflect how people already connect.

Continue Exploring Music Swap

Prototype

Slide Deck