Overview
The Challenge (provided by judges at Amazon Music)
How might we develop global experiences that create new ways for creators and listeners across all content types to engage with the product?
The Problem
Listeners lack meaningful ways to interact with their favorite global artists & creators.
Creators face barriers in connecting with their global audiences—especially due to language and contextual differences—resulting in missed opportunities for engagement and monetization.
The Solution
Amazon-exclusive livestreams, supported by AI-driven features that bridge language barriers and provide more insightful cultural context.
Solution Validation
Literature Analysis & Market Research
We identified a clear trend through our research: creators and Gen Z listeners both crave more authentic interactions. With the growing livestreaming market, there’s a opportunity to design experiences that bring those connections to life.
0%
0%
of creators say direct fan engagement is key to long-term growth and sustainability
— Patreon Creator Economy Report, 2023
3 in 4
Gen Z listeners say they want to interact with creators “like friends, not celebrities”
— Spotify Culture Next, 2023
$0B
$0B
projected size of the global livestreaming market by 2027
— Grand View Research, 2023
Competitive Analysis
Existing major platforms offer livestreaming for general creators, but none of them are specifically catered for artists and fans
Youtube Music
Community posts offer one-way communication
Spotify
Stories + DMs exist but lack built-in translation, limiting inclusivity
APPLE MUSIC
Strong in content but minimal in fan engagement features
Main Takeaway
Research showed that both creators and fans crave authentic, two-way engagement and the livestreaming market, projected to reach $77B by 2027, reinforces the opportunity. Existing platforms offer livestreaming, but none are designed specifically for audio creators and fans.
This gap positions Amazon Music to lead by transforming listening into shared, social experiences that engage artist-fan relationships.
Final Solution
A New Way to Connect Global Listeners & Creators
Using Amazon Music's existing design system, I explored solutions to creating a livestreaming experience that minimizes barriers in language and cultural context.
Summarized Context
The AI Summary feature gives late joiners a quick recap of what’s happened, helping them catch up quickly without missing context.
Context is separated by time stamps and would be generated from audio transcripts, viewer comments, and AI-powered visual analysis.
Live Translations
For global fans, live translations provide real-time captions, making it easy to understand both the artist and as well as other fans' comments during livestreams.
Access from Homepage
For discoverability, I added a dedicated tab on the top right corner for high visibility and a carousel that highlights creators currently streaming in real time.
Reflection
Designing for Aesthetics & Purpose
This project pushed me to think beyond visuals and user flows, emphasizing how design decisions can align with business goals and long-term product strategy.
Working under tight time constraints in a 7 hour designathon taught me how to design with both speed and intention, balancing efficiency with quality. As a result, my team and I produced high-fidelity wireframes and earned the award for Best Visual Design out of 30+ teams. I especially enjoyed collaborating with such a talented team of designers and continuously building on each other’s ideas.
