Creating a music discovery app

THE CHALLENGE

The programmes had been built in isolation over years, each owned by a different team and optimised for a different metric. There was no shared logic connecting them, no framework, and no question being asked about where a person actually was in their relationship with the brand.

THE WORK

As sole designer, I reframed the entire CRM strategy from programme-based to journey-based, building a shared framework around user intent rather than programme logic. From that I developed a scalable template system so global markets could execute consistently without reinventing the system. Delivered to senior leadership as the strategic foundation for the 2026 CRM roadmap.