SPOTIFY CAMPAIGN APPROVAL APP

Internal tool for marketing team to approve or reject pre-live campaigns.

SPOTIFY GENERATES HUNDREDS OF UPSELL CARDS PER SEASON WHICH IS TRANSLATED INTO DIFFERENT LANGUAGES IN OVER 40 DIFFERENT MARKETS. THE MARKETING TEAM NEEDED A BETTER TOOL FOR STREAMLINED CAMPAIGN APPROVAL PROCESS.

What is an upsell card? Upsell card is predominently used to promote premium features to freemium users. The card is triggered when freemium user tries to use premium features such as downloading album, playing high quality audio, disabling shuffles and so on. When user engages first interaction with these buttons on the app, they are prompted with 7 day, 14 days or 30 days free trial upsell card (randomly selected) to try the premium app. When the trial ends, the upsell card surfaces to let you know that your free trial is over.

So this upsell card holds significant weight when it comes to conversion. Thereby, the campaign messages are rigorously tested before going live. For a product as widely used as Spotify, supproting multi language is also an essential thing. Spotify uses third party vendor called Smartling that shoots out translated campaign messages back into Spotify internal systems. And those translated campaign messages are being redirected to the campaign approval app for marketing teams to approve.

In order to understand the process better, I conducted interviews with stakeholders and based on their feedback, I proposed improved app for campaign approval.

UPSELL CARD APPROVAL FLOW

Quick overview of how an upsell card gets approved.

LANDING PAGE

Landing page for the app. User can select lanaguages that she wants to review. Deselect languages to fetch the entire campaigns.

FETCH CAMPAIGN

Enter unique campaign id to find campaigns for approval.

SEE THE PROGRESS

User can see the progression of approval process by tapping down arrow button. You can also navigate to the desired language for approval by tapping the language card.

APPROVE CAMPAIGN

Swipe right to approve the campaign.

REJECT CAMPAIGN

Swipe left to reject the campaign.

LEAVE A FEEDBACK

If rejected, add in feedback and send it back to Smartling for revision.

REQUEST FOR TRANSLATION

When you are done with English approval process, you can send a request for translations for other languages.

CAMPAIGN MANAGER CMS

These are some of the screens I iterated on campaign approval functionality within the CMS.

RETROSPECTIVE

Although it was just a mere 3 months contract gig, I really enjoyed my experience at Spotify for couple of reasons. First, there was more than enough time to iterate on different aspects of the product with large sample size to figure out what works the best. Second, I really enjoyed the company culture. Of course, a free meal is a great perks but there were regular hackathons where you can work on stuff that you would like to explore every quarter. In addition, we had retrospective every two weeks to share small/big wins to celebrate and share feedbacks on what could work better in the following weeks.

The conversion squad that I was a part of focused on turning freemium users into premium users. At the time, new freemium app was a biggest company bet. One interesting finding was that 7 days free trial worked far better than 30 days free trial. This test was done with sample size of 200k people. And that's less than 1% of the entire user set.

When the product scales with number of users, even the slightest change can impact in a big way on the products' performance. Thereby working with data is crucial when making a decision on what to change and what to keep. I am glad that I had a chance to work with a brand that I really admire and I'm especially thankful to work on a product that's closely related to company's success.

ROLE: FREELANCE SENIOR PRODUCT DESIGNER