Because this project was to be a simple 2 page microsite, the general experience had been largely defined in the pitch. I was brought on to the project to ensure that the experience would be easy to comprehend and engage with. I fleshed out details such as navigation, interaction patterns, and responsive behavior.

The main goals of this campaign were to drive engagement (both within the experience and on the Spotify platform) and social sharing. As such, I strived to make every "card" within the experience expandable to show more information, link out to the Spotify platform, and discretely shareable.

The genres that made up a person's unique genre composition were sourced from a robust database of sub-genre classification and artist mapping created by a team at Spotify. Once we learned that this data existed, we simply had to find a way to include it. Click below for a link to the full genre mapping.

The genres that made up a person's unique genre composition were sourced from a robust database of sub-genre classification and artist mapping created by a team at Spotify. Once we learned that this data existed, we simply had to find a way to include it. Click below for a link to the full genre mapping.

Emphasizing Spotify's global presence was important to our clients. One way that we highlighted this was through a 3D interactive globe module that surfaced the top distinctive song by country. The original pitch design featured a flat map view, but I suggested that we aim higher by making a draggable 3D globe with expanding hotspot pins. Thanks to an open-source WebGL Globe Chrome Experiment, we were able to do so with a reasonable amount of effort. Click below for Chrome Experiment link.

One of the insights that came out of a previous iteration of this campaign was that users were taking screenshots of their summary snapshot and posting it to social media. We knew that we had to provide a better vehicle for sharing this year. The result was a shareable auto-generated image asset that summarized key data points from a person's own year in review. We made this an image in order to display more prominently within social feeds and to allow native zooming within Facebook/Twitter.