Spotify

Building a bigger funnel to help artists grow on Spotify

1

Background

Spotify had a problem but its solution was obscured and hidden. The problem was a stubbornly negative perception among independent artists that the platform cared only about the big acts. The solution was to develop a robust artist dashboard called “Spotify for Artists” that offered a suite of services to help artists monetize their audience and develop a livelihood out of their art. The good news is that the “S4A" works and it helps thousands of artists; the bad news is that there are thousands of artists who do not know how to use the dashboard and why how it can help them.

Our research and design exploration helped us identify the two main types of content that could convert their target audience. One of those content formats is inspirational stories that demonstrate how similar artists (not the big names) were able to flourish and grow on Spotify. These stories revealed a variety of tools and promotional channels that de-mystified the entire platform, turning it from a player to listen to music, into a tool that can generate revenue. The other type of content was strict, utilitarian information. The Spotify team had enough user data to know what FAQ questions mattered the most to this audience. Our job was to deliver that information as efficiently as possible.

The result? A new design standard for content that is propagating throughout the Spotify ecosystem. The “S4A” FAQ design treatment is defining the way Spotify delivers utility and our premier content design system is defining the way evocative stories are told. Perception of what Spotify can do is also changing; enrollment among independent artists has grown and the Code and Theory designs are being leveraged in other channels in the Spotify ecosystem.

Slide 2
Slide 5

2

Designing For Two Content Types

The design system augmented the natural differences between FAQ type utility with evocative, inspirational content. Both types of content were then deployed on the platform to reassure recalcitrant artists that this platform would help them generate revenue.

Slide 3

3

Enhancing the Lowly FAQ

The lowly utility content was given a sturdy makeover on the platform. All of the FAQ content was atomized and tagged for enhanced analytics and packaged in a way to reassure visitors that the platform works and is ready to help them if they run into problems.

Slide 4

Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

Tipicoheaderimageborders
Tipico

Succeeding on a Mission to Win Ohio

AOR leading an integrated campaign to capitalize on the moment and bring Tipico to market.

Read More
  • Challenging category conventions to create a differentiated connection with audiences
  • Speaking with Ohio sports fans the same way they speak to each other
  • Working in an Integrated Agency team to connect through all media channels, including the app

Evolving e-Commerce to Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Screen Shot 2023 03 01 at 11 14 04 AM
Marriott Bonvoy

Reimagining Marriott Bonvoy as a Hub for Travel and Commerce

Evolving Bonvoy’s design system to be more modern and immersive while staying true to the core strong brand identity.

Read More
  • Mobile-First
  • Contextualized Conversion
  • Flexible Design and Content Systems

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

CASE CARD Blowout Top Image Size Image of 7680 432
Allspring

Speed To Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization

Read More
  • Improving workflow processes through enhanced user interface design
  • Clear and simple data visualizations for complex data sets
  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

Transforming Education's Forefront

Defining the future of digital experiences in education.

Pfizer World| Shaping A Platform Into A Beacon For New Priorities And Ways Of Work

Pfizer World

<p>Pfizer World</p>

Transforming a platform into a meaningful beacon to set new priorities and ways of working

Read More
Galleri| Introducing A Revolutionary Medical Feat To The Market

Galleri

<p>Galleri</p>

Creating the first B2C campaign and user experience for a first-of-its-kind cancer detection test

Read More

Evolving the Financial Services Model

We’re transforming an antiquated industry through cutting-edge design and driving the future of finance forward.

Award WebbyW3 0031Ad Age 0023

Recognition

  • Code and Theory

    Webby Awards

    2022 Best Magazine – Websites and Mobile Sites
  • Code and Theory

    W3 Awards

    2021 Best in Show General Websites-Associations
  • Code and Theory

    Ad Age

    2020 Agency A-List

All Work

 2023

Says a Lot —

Latest

News — 

PRNewswire | Code and Theory Network Agency Kettle Promotes Lauren Kushner to CEO

News — 

PRNewswire | Stagwell's Code and Theory Network Expands Its Digital Transformation and Engineering Globally with Addition of YML

News — 

Ad Age | Top 5 Diversity, Equality, and Inclusion Efforts To Know About Right Now

News — 

PRNewswire | Stagwell (STGW) Digital-First Creative Agency Code and Theory Launches Industry's First Holistic Inclusive Design and Marketing Strategy Discipline

News — 

Ad Age | Marketing In The Metaverse —What Science Fiction Can Teach Brands About Web3

News — 

Code and Theory’s Dan Gardner named Campaign US 40 Over 40 honoree

News — 

Muse by Clio | Don't Talk to Me About NFTs and the Metaverse

News — 

AIGA Eye on Design | The Era of Rebellious Web Design Is Here