The Problem & Opportunity

Traditional music discovery tools box users into past behaviors, relying heavily on listening history and algorithms to recommend music. But music is about self-expression and context—users don’t just want playlists based on what they listened to before, they want control over what they listen to now.

Key Insights:

• Users crave more creative control over their music selection.

• Playlists should reflect the moment, not just past behavior.

• AI presents an opportunity to make music discovery more interactive, dynamic, and fun.

This opened up a strategic opportunity: How might we empower listeners to take control of their music experience using natural language AI?

Hypothesis

If we enable music discovery through natural language prompts, we will create a more engaging, intuitive, and expressive experience—leading to increased user engagement and satisfaction on Amazon Music.

My Role

As a Product Designer specializing in Brand, UI/UX, Motion, and Interaction Design, I played a key role in shaping Maestro’s visual identity, interaction design, and product experience. My focus was on ensuring that AI-driven music discovery felt intuitive, playful, and engaging, aligning with Amazon Music’s broader vision for AI-powered experiences.

Solution: Maestro, AI-Powered Playlist Creation

Maestro redefines music personalization by allowing users to speak or type exactly what they want to hear—instead of relying on passive algorithmic curation.

How It Works:

✅ Users type or speak a natural language prompt (e.g., “songs for a late-night drive” or “90s hip-hop with a chill vibe”).
✅ Maestro generates a personalized playlist in real-time.
✅ Users can refine their playlists by tweaking their prompts or adding more details.
✅ Playlists can be saved and shared with friends, who can create their own in response.
✅ Dynamic AI interactions make music discovery playful, seamless, and user-driven.

Maestro also provides curated prompt suggestions to inspire users, such as:
🎭 Music my grandparents made out to
🎤 I tracked my friends and they’re all hanging out without me
🤠 Stagecoach 2022 throwback
🧑‍🎓 Make my baby a genius
🚿 Songs for my shower concert

This approach removes friction from music discovery while enhancing user agency, personalization, and creative self-expression.

Process & Execution

1. Vision & Strategy

• Defined Maestro’s design direction to align with Amazon Music’s AI innovation strategy.

• Developed a scalable design system that integrates AI-driven interactions seamlessly.

• Balanced usability, delight, and brand consistency to drive user engagement.

2. UI, Motion & Interaction Design

• Created a fluid, intuitive UI that makes AI-driven playlist creation effortless.

• Designed motion behaviors to bring AI interactions to life—reinforcing responsiveness and delight.

• Ensured Amazon Music brand alignment, leveraging existing design systems while introducing new AI-specific elements.

3. Go-To-Market (GTM) Strategy

• Primary Objective: Drive engagement among existing Amazon Music users at launch.

• Creative approach:
  ✅ Benefit-driven messaging to spark curiosity.
  ✅ Thought-provoking, playful prompt examples to surprise and delight users.
  ✅ Seamless AI integration, reinforcing simplicity and creative empowerment.

Results & Impact (Measured Outcomes from Beta Launch)

1. Increased Engagement & Retention

• 27% increase in playlist creation during the GTM launch window.

• 30% boost in user interaction with AI-driven prompts.

• Higher session duration, as users engaged more deeply with personalized recommendations.

2. Simplified & More Expressive Music Discovery

• Reduced playlist creation time by 35%, making it easier for users to find what they want.

• Increased user satisfaction scores—early testing showed an 18% lift in perceived ease of use.

3. Stronger Connection to Amazon Music’s AI Vision

• Positioned Amazon Music as a leader in generative AI-driven music experiences.

• Reinforced user agency by shifting from passive recommendations to active, expressive discovery.

Why It Matters

Maestro reshapes the way people discover music—giving them the power to express their mood, moment, or vibe in their own words. By designing an AI-powered experience that is simple, playful, and intuitive, we created a music discovery tool that feels truly human.

This project reinforced my expertise in AI-integrated product design, motion and interaction design, and crafting intuitive, engaging user experiences at scale.

Want to Learn More?

This case study highlights key aspects of Maestro’s design and strategy. For a deeper dive, feel free to reach out!

👉 Amazon Music