Amazon Backstage
Community Design · Social UX · Experience Innovation
TEAM
Tso Ming Shih, Sapna Bajaj, Luana Cieza, Sanika Barawkar
The Challenge
How might we add value to Amazon Music and differentiate it from competitors like Spotify, YouTube Music, and Apple Music?
Amazon Music already has deep integrations with Prime and Alexa, but lacks strong community and discovery features that engage listeners beyond playlists.
Our goal was to identify an opportunity space that could strengthen brand loyalty and create new touchpoints for user delight.
PROBLEM STATEMENT
Despite the exponential growth of music streaming, platforms predominantly offer passive listening experiences. This limits opportunities for fans to engage deeply with artists and for creators to build and reward loyal communities.
Streaming platforms compete for attention and retention but lack interactivity.
Passive music consumption lacks personal connection and incentive.
Creators struggle to meaningfully engage, create a community and reward loyal fans.
91%
Of streamers value flexibility when listening to music
89%
Value customization when choosing a music platform
64%
Of streamers credit streaming services for making them bigger fans of their favourite artists and genres
What IF...
What if fans could unlock exclusive content just by listening?
What if artists had a built-in way to celebrate their biggest supporters?
What if Amazon Music became the most rewarding music experience?
Personas
Jimmy (Passive Listener)
Scenario: Wants to explore more
music based on his mood/
preferences
Expectations: Enjoy Music, Redeem rewards and unlock features, Wants to explore trending/ new songs/ artists
Robert (Music creator)
Scenario: Independent Artist wants
to create meaningful music for his
fans and create more fanbase
Expectations: Get Financial Support, Stay connected with fans, Self Promotion
Abby (Super Fan)
Scenario: Wants to connect with
their favorite creator
Expectations: Wants to earn/ unlock premium features to access fav creator’s special content, Support favorite creator, Wants to have a connection with fav creator
THE SOLUTION
Convert passive listeners into super-fans to grow artists active communities
CORE FEATURES
🗓️Discovery Challenges
Habit-Forming Listening journeys
🔓 Passive Unlocks
Listening behavior auto-generates
rewards (no need to always join a
challenge)
🏆Tier System
Bronze → Silver → Gold = status + perks
🎯Artist Specific
Interactive missions to unlock unreleased content, early access, livestreams, voice notes, etc.
Recent Listens
Ongoing Challenge
Ongoing Challenge
My Rewards
Ongoing Challenge
Upcoming Challenegs
Ongoing Challenge
Upcoming Challenegs
How it works
