The challenge

Students represent the largest, most loyal and engaged group on Spotify but they don’t have much money to spend on premium.

To help increase awareness and trial of the new Spotify Premium for Students 3 months for $0.99 offer that was launching in market, The Royals responded with an idea engineered to spread: The Spotify Student Premium Store, a unique online store where the currency was credits that existing Spotify Student Premium users could spend in the store in return for referring their student friends who signed up to Spotify Student Premium for 99c.

The approach

Due to extremely tight deadlines, we had to combine the project phases to speed up processes, so we merged ideation with fast prototyping and internal testing. With a reduced team, we went through rapid design thinking exercises to start sketching the experience. Following each sprint, I went to design wireframes and set basic prototypes we could present and test.

The design process

Once we locked the experience down, I started implementing the UI, alongside supervising the social media campaign. The e-commerce platform had to be fully responsive, fluid, consistent and fun to use.

The results

• 165% baseline uplift in acquisition versus previous month’s performance with no campaign in market.
• Over 107,000 unique users visited the store
• 46% of new users on the store came from the referral strategy code.
• The Spotify Student Premium Store was a test for the Spotify Premium team, which based on these results now has the potential to roll out in other international markets.