Featured Projects from Spotify
Please contact me at ux.haneesha@gmail.com for a detailed case study.
AD SIGNALS FOR RELEVANCE
A strategic project observing listener behaviors and expectations engaging with ad feedback products that collect data for a ML model. The machine collected these inputs to optimize for serving listeners relevant ads, and thus connecting brands to the right audiences.
Insights shifted the prioritization of business initiatives, moving the bet around improving ad relevance up from the 8th to 3rd position.
Behavioral Data
Usability Testing
User Interviews
NEW, EMBEDDED AD FORMATS
A strategic & evaluative project validating the concept and usability of the first, embedded ad format on the mobile app. With the company making a bet on new ways of listening, this work required collaboration across multiple business units and balancing of various success metrics.
Insights guided the short- & long-term strategy for the development of the embedded format. Launched in 2023, it has produced an additional €18M in two quarters.
User Interviews
Global (US & Brazil)
CONTEXT MODES
A foundational project exploring how content (music vs podcasts) and context (activity) in which users are listening affects which ad format will perform best in that situation. I pitched this project to leadership after conducting an extensive mixed-methods review of user listening habits.
Insights guided business strategy for the next year, influencing product and design decisions for four product areas. Consequently, ad serving within music and podcast listening was consolidated into one system.
Behavioral Data
Diary Study
User Interviews