TIDAL

I was solely responsible for the design and maintenance of the Explore page. I used data and inernal priorities to determine what content went where.

I also created all of our campaign pages. For Women's History Month, we led with some copy to establish context for the campaign.

I make sure that every search returns a relevant result where possible. Data showed that users were interested in searching for music, but focused on specific record labels. Where those pages didn't exist, I created them.

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The Big Picture

TIDAL is a global music streaming service launched in 2014. The service has a library of over 100 million songs and the highest audio quality of any of the major music streaming services.

My Role

I joined TIDAL in 2021 as the Manager in charge of Editorial user experience. I work with with our Editorial, Product, and Engineering teams to drive projects that enhance the listener experience. Some of my responsibilities include the following:

Manage the technical implementations for all Editorial work.
Plan, execute, and manage the progress of creative campaigns.
Communicate program and project status to senior executives.
Work with Data teams to define and capture relevant metrics around audience engagement and content performance.
Work with Product and Engineering teams to define and scope requirements for app features.

The Process

Much of my work is self-directed. I dive into data to look for insights on listener behavior. I then take those insights and suggest new editorial features, while managing the projects to drive them forward.

Here are some of examples of my work:

Desiging a new curation tool

Working with external implementation partners, I helped design a brand new content management tool for our editorial personnel. On the editorial team, music curators and programmers build playlists, rank rank music, and package content to be displayed across TIDAL's apps.

An external partner, Retool, was responsible for building the app using their custom software. I was responsible for helping plan and execute the user research and design of the new tool; making sure it solved for the most important pain points of our editorrial staff. All in all, this new editing tool cut the time needed to create a new playlist in half.

The new playlist editing tool puts every control exactly where a curator expects to find it.

Designing a user friendly search feature was a highly task for this project.

App Explorations

I'm regularly tasked with brainstorming the look and feel of new surfaces for us to display content. Sometimes these explorations are radical departures from the design language of the current app; other times they're just iterations on existing components.

This was an idea for a new app screen that would be focused on curated music discovery.

Music School

For the back to school season, I pitched a campaign for a new take on educational-style music programming.

We wanted to create an editorial campaign for listeners to dive into a new genre or sound that they weren't familiar with

TIDAL Magazine

Based on engagement metrics and time spent reading, we decided to prioritize our TIDAL Magazine offerings. I pitched, and ultimately created, a new section on our homepage that directly links out to TIDAL Magazine.

Lessons Learned

At TIDAL my time is spent thinking about process more than at any role I've previously held. I spend most days outlining plans and strategies to help us reach the goals and objectives we set. This has had the added benefit of giving me experience being a trusted partner to teams across the organization; from egineers to senior directors and VPs.