Context

Soundtrap is a web-based music tool by Spotify, on a mission to make music creation simple and accessible for everyone.

EXPERIENCE

For 2.5 years I focussed on the subscription experience for Soundtrap (ST) consumers. This involved improving our free and paid plan options, converting free users to paid, increasing discovery of paid content, streamlining payment flows and simplifying subscription management.

In parallel, I played a key role in the discovery and implementation of new studio features with the potential for monetisation .

🚀 Increased conversion by 29% (cumulatively) with growth experiments over 12 months, working as ST’s first dedicated Growth Designer in the Growth Team

🔧 Patent holder for the design of new music creation tools

🎹 Increased conversion by 5% and 7% with the launch of new monetised studio features

🌱 Established design processes in 4 new product teams, playing a key role in producing some of ST’s highest performing teams

💫 Heavily increased unit’s research activities (self-run) and successfully advocated for first dedicated UXR hire; leading to insights that informed the unit strategy, new product discovery and better usability

🛠 Refreshed Soundtrap’s design system component library in Figma, adopting auto-layout and variants

💖 Mentored for Spotify Design’s mentorship program with those who have been historically excluded

Case studies

Access available on request 🔒