MTS Music is a music streaming app with 800K monthly active users and part of the wider MTS digital ecosystem.
I joined the product as Design Lead to help reinvent the service. My responsibility was broader than redesigning individual screens: I shaped the design vision for the new product, assembled the team to deliver it, and worked with the product team on key parts of the customer experience.
MTS Music needed to evolve into a modern streaming product while remaining recognisably part of the MTS ecosystem. The work had to address the experience at several levels: refresh an ageing interface, improve core journeys, support new product capabilities and create a coherent direction the team could continue to build on.
Product experience: define a clearer, more engaging streaming experience.
Activation: help first-time customers reach value quickly and become regular listeners.
Content: create a flexible experience that could grow beyond music into new formats such as podcasts.
My role was to connect these individual product problems into a coherent design direction. I was responsible for the design process, strategy and concept, while working with a small cross-functional team where product management brought goals and data, UX design focused on research and prototyping, and development carried the experience into production.
This allowed me to stay involved in key product decisions while creating enough structure for the team to explore and deliver different parts of the experience in parallel.
Since redesigning an already existing service is a complex task, I suggested dividing it into parts: onboarding, music catalogue, search, profile, library, etc.
We were working on each of them separately sprint by sprint, following the design process inspired by the Design Thinking methodology: