When I joined in 2018, Spotify wanted to launch an entirely new premium proposition, Premium Duo, a reinvention of the Spotify Premium proposition aimed at couples. As Design Owner, I was given the opportunity to drive Duo from concept to product launch.


The key tasks were fourfold: Communicate key value propositions to couples, get users to verify their address and invite each other to the plan, significantly increase premium adds across the board, and help drive collaboration across the business.


Driving this new plan meant working on the service design proposition, engaging in global collaboaration with engineers, product stakeholders and brand, and day-to-day product design improvements. I was supported in this by talented designers within Premium.