TIDAL

I help plan and execute our seasonal editorial campaigns, like Latinx Heritage Month

Every button reflects an editorial campaign that I help plan; and I'm solely responsible for placing them in-app.

Together with our Content Engineering team, I make sure that every search returns a relevant result where possible.

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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 Program Manager in charge of Editorial user experience. I work with with our Product, Design, and Content teams to drive projects that enhance the listener experience. Some of my responsibilities include the following:

Research, prototype, and test improvements to the editorial listener experience.
Plan, execute, and manage the progress of special projects and initiatives.
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 an idea for a new take on educational-style music programming.

We wanted to create an editorial surface 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.