Re-Architecting Spotify for Tesla in 30 Days
REVOLUTIONIZING THE IN-CAR AUDIO EXPERIENCE
launching a new brand of media in Tesla
From platform reset to large-screen operating model. In 30 days.
Tesla users don’t behave like average automotive users.
They expect software to behave like software.
Not car software compromise.
Spotify’s existing integration didn’t meet that bar.
(circa 2017)
30 days.
To redefine it.
OVERVIEW
Tesla wasn’t just another OEM partner.
They are our largest in-car platform. And the most software-native.
IN 30 DAYS, I CO-LED A CROSS-FUNCTIONAL EFFORT BETWEEN SPOTIFY R&D AND TESLA’S CALIFORNIA DESIGN CENTER TO REDEFINE THE LARGE-SCREEN MEDIA EXPERIENCE.
THIS WASN’T A UI REFRESH.
IT WAS A STRUCTURAL RESET OF HOW SPOTIFY SHOULD BEHAVE INSIDE A SOFTWARE-DEFINED VEHICLE.
• I facilitated convergence between product, engineering, Data, and Tesla stakeholders.
• I translated ambition into build-ready flows under 30-days.
Hands-on in roadmap alignment.
• Shared listening contexts
• Charging-mode behavior
• Performance-driven layout
KPI
01~
design process
TEAMING UP WITH INSIGHTS*
—
Tesla users expect software to be software. Not car software compromise.
Before redesigning anything, I partnered with Research to get a clear baseline and truth:
How people actually use Spotify inside Tesla?
Where friction accumulates?
Where expectations break?
We ran pre- and post-launch studies across:
• Dashboard analytics
• Field research
• Diary studies
• Interviews
• Remote sessions
This wasn't a validation theater.
We were identifying structural gaps. What the platform could and couldn’t support.
DEFINING THE RESET*
—
The existing integration worked. But it didn't feel native. It felt outdated.
So the question wasn’t:
“What features do we add?”
It was:
“What needs to change structurally?”
That reframed the sprint.
CROSS BRAND CONVERGENCE*
—
Cross-brand collaboration is rarely smooth.
I led jam sessions with Tesla’s product design and engineering teams to align on:
• Interaction principles
• Performance expectations
• Brand boundaries
• Driver distraction constraints
We explored aggressively. Several north-star concepts were discarded due to:
• Driver safety concerns
• Brand misalignment
• Platform performance limits
Speed required clarity.
Clarity required (thoughful) decisions.
CREATING A CULTURE OF COLLABORATIVE IDEATION
—
To build a culture of close collaboration with partners, I orchestrated several design-led sessions with Tesla's product and engineering teams to explore the focus areas and lay the foundation for how we want to work together.
Designers explored numerous creative concepts during ideation. While many ideas sparked excitement, several were ultimately sidelined due to brand misalignment, driver distraction concerns, and poor usability feedback. Below are (some) explorations that didn't make the first launch update.
(SOME) DESIGN EXPLORATIONS
(MY THOUGHTS)
Cross-brand collaboration is friction by default.
My role was to cut through it. Align incentives. Create shared clarity fast without compromising safety or brand integrity.
PROTOTYPING AT PLATFORM SPEED
—
30 days leaves no room for slideware. We tested directly on:
• Tesla development head units
• Simulators/Emulators
• OTA-updated road vehicles
Ideas moved from prototypes to hardware fast.
TESLA DEVELOPMENT HEAD UNIT
We tested on real hardware.
We broke things.
We rebuilt flows inside simulators and in moving vehicles.
Ideas went from whiteboard → prototype/Insights → head unit in days.
I wanted to know one thing:
Does this hold up when someone is actually driving?
If not, back to the architecture.
MOCKUP TO MACHINE (EUROPE-USA DESIGN JAMS)
ALIGNING WITH ONE EXPERIENCE*
—
Consistency builds trust.
I set up principles to use as a negotiation tool.
Not a design system.
This wasn't for designers.
This was so when a VP says, 'we need this feature,' we have a shared language to respond.
We decided deliberately:
• What stays core to Spotify
• What adapts to Tesla
• What gets removed entirely
The first release focused on fundamentals.
02~
design solutions
Designing Native Under Constraint
Tesla users expect Spotify to feel like Spotify. But behave like Tesla.
The challenge wasn’t adding features. It was distilling the UX to its architectural essentials and rebuilding it for a large-screen, software-defined vehicle.
VISUAL SYSTEM ALIGNMENT
—
Spotify has a strong brand identity.
Tesla has a strong interface language.
Neither could dominate.
I jammed with Tesla’s design team + Spotify’s brand team and established a shared visual framework grounded in Encore, (Spotify's design system but adapted for Tesla’s UI environment.
—
We decided deliberately:
• What remains unmistakably Spotify
• What integrates seamlessly into Tesla
• What gets simplified for performance and safety
Iteration wasn’t aesthetic. It was architectural.
This was about visual fluency across ecosystems.
( PLAYLISTS - SLIDE TO COMPARE THE OLD AND NEW VISUAL DESIGN SYSTEMS )
LIGHT MODE SYSTEM
—
Spotify is dark by default.
Tesla is not.
We created a light mode that:
• Reduced glare
• Preserved brand identity
• Respected automotive accessibility standards
Native doesn’t mean invisible.
It means integrated.
( IMPROVEMENTS WERE IMPLEMENTED TO REDUCE GLARE AND DRIVER DISTRACTION CAUSED BY DARKER INTERFACES )
INFORMATION + TECHNICAL ARCHITECTURE RESET
—
We re-aligned navigation with Spotify’s core pillars:
Home. Browse. Your Library.
And the tech behind it to unlock key features. The new architecture:
• Increased functionality (and content type) without increasing cognitive load
• Introduced a dedicated Shortcuts layer
• Instrumented scalable foundation for future releases
Smarter scalable architecture beats temporary comfort.
BEYOND THE DRIVER UX
—
Charging is not dead time.
It’s a product moment to explore.
We expanded the experience into:
• Rear-screen lyrics
• Long-form audio
• Video experimentation
• Passenger engagement
Software-defined vehicles create new moments.
I believe Design should meet them intentionally.
( E.G.SONG LYRICS IN REAR SCREENS TO ENTERTAIN PASSENGERS DURING CHARGING BREAKS )
SHARED LISTENING
—
Spotify Jam extends beyond the phone.
We introduced QR-based shared sessions inside Tesla, allowing passengers to join and shape the queue.
Shared listening isn’t a feature.
It’s a behavioral layer.
( E.G. QR CODE FOR FRIENDS TO JOIN A SHARED LISTENING SESSION )
LIBRARY RE-ARCHITECTURE
—
Nearly half of listening comes from the Library.
The carousel pattern felt familiar. But it didn’t scale.
We replaced it with structured sub-navigation across:
Albums, Artists, Audiobooks, and more.
Metrics held steady.
Structure is future-proof.
Simplicity, when intentional, sustains.
( AUDIOBOOKS ARE NOW SEPARATE FROM PODCASTS, RESOLVING A PREVIOUS TECHNICAL ISSUE )
BROWSE REALIGNMENT
—
We redesigned Browse to align with Spotify’s cross-platform genre system.
Recently Played, previously unique to car was removed from primary navigation to reduce noise and improve scanning clarity.
Familiarity across platforms increases cognitive ease.
ENTITY SYSTEM
—
Artists, albums, playlists, podcasts, audiobooks. Previously fragmented.
We built a unified entity framework:
• Scalable headers
• Clickable track rows
• Multi-action controls
• Queue building without friction
This reduced the number of navigation steps and increased depth without distraction.
Consistency here wasn’t cosmetic.
It was systemic.
( NEW PLAYLIST SYSTEM )
( NEW ARTIST SYSTEM )
( NEW ACCOUNT PROFILE EXPERIENCE FOR USERS TO BROWSE CURATED CONTENT FROM OTHERS )
PODCAST ARCHITECTURE
—
Previously, podcast listening required phone fallback.
We eliminated that gap.
Integrated:
• Creator surfaces
• Episode detail pages
• Resume states
• Speed controls
• Bookmarks
Podcast behavior shifted from workaround to first-class in-car experience.
While it's not perfect. We're committed to refining the podcast experience through ongoing usability tests.
OPPORTUNITY
Improved Podcast Experience
—
We improved the podcast creator and episode pages. Scalable header design templates, listening resume points, and detailed episode pages specifically tailored to the automotive environment are among the changes seen across the Spotify app redesign.
Designs are optimized for medium to large screens and based on automotive best practices (simplicity). Although imperfect, we're committed to improving the podcast experience through usability tests.
OPPORTUNITY
IMPROVED PODCAST UX
—
Previously, listening to podcasts was difficult as consumers would switch between their phones and Tesla to find content. To negate this, we added key elements such as creator and episode pages, scalable header details, listening resume points, and more. Tailoring these pages for the automotive environment as part of the Spotify app redesign. These changes helped consumers properly evaluate content.
Designs are optimized for medium to large screens based on automotive best practices. Although imperfect, we are committed to improving the podcast experience through usability tests.
( PODCAST UPDATES:BOOKMARKS, RESUME POINTS TO HELP USERS PICK UP WHERE THEY LEFT OFF )
AUDIOBOOK INTEGRATION
—
We expanded content offerings with a fully integrated audiobook system.
Designed for:
• Long-form listening
• Resume continuity
• Scalable entity structure
Automotive listening is evolving beyond music.
The architecture had to evolve with it.
( FORMERLY AUDIOBOOKS WERE NOT SUPPORTED DUE TO TECHNICAL LIMITATIONS )
PLAYBACK CONTROLS
—
New tech allowed us to (final) upgrade Now Playing to support:
• Speed controls for spoken content
• Persistent queue access
• Resume continuity
• Quick-add playlist functionality
Playback became flexible without becoming complex.
( PODCAST / AUDIOBOOK CONTROLS )
( MUSIC CONTROLS )
LOGIN AUTHENTICATION SIMPLIFIED
—
Automotive login friction compounds quickly.
We introduced QR and PIN-based authentication to reduce steps and eliminate password entry.
Early data showed reduced friction.
Authentication should feel invisible.
What This Proved
Large screens are not scaled-up mobile.
Partner ecosystems demand product fluency. Not feature adaptation.
Under 30 days, clarity beats volume.
Architecture under constraint defines the long-term direction.
We didn’t just redesign Spotify for Tesla.
We reset how it should behave inside software-defined vehicles.
03~
rollout strategy
OPERATIONALIZING THE RESET
—
This wasn’t just a redesign. It was an execution reset across Sweden to California's Product + hardware teams.
Every choice had to be validated and survive on real systems in real time.
Cross-org work only moves when:
• Ownership is clear
• Decisions don’t stall
• Constraints surface early
In 30 days, how you operate becomes visible.
So does leadership.
04~
outcome
Impact & Directional Shift
—
Early results showed:
• Increased engagement and session depth
• Growth in podcast and audiobook consumption
• Reduced login friction
• Improved stability and performance
But the deeper impact was structural. We established a new benchmark for large-screen automotive UX.
Tesla partnership alignment strengthened and roadmap clarity increased.
Helping cross-platform design principles mature.
We built the technical foundation required to:
• Instrument behavior more precisely
• Ship faster iterations
• Expand feature velocity inside Tesla’s ecosystem
Momentum followed clarity.
(KPI: Activation, Engagement, Consumption per day/week, MAU, App stability, Adoption vs. competitors, partner satisfaction. Full breakdown available in conversation.)
KEY RESULTS & IMPACT
Overall, Tesla owners are generally happy with the new Spotify update. Feedback has been positive, and early metrics show deeper engagement and retention. (More people are consuming music and exploring podcasts and audiobooks.) We also saw a jump in successful login attempts with the new login flow, which indicates we are making positive changes.
Although early stages of analysis, we now have a more robust technical foundation in place and will be able to delve deeper into the metrics and drive improvements that cater to the needs of consumers, creators, and our business strategies alike.
The Impact So Far...
Defined automotive UX benchmarks, best practices, and guidelines for large-screen experiences.
Highlighted UX areas for improvement and future roadmap alignment with Tesla.
Design concepts for shared listening and charging moments.
Build a culture of collaboration and trust.
Reinvent a template for how we work with partners.
Proved new technology to unlock more Spotify features.
Built a platform for gathering and analyzing data to gain insights.
KPI:
Activation, User Engagement, Consumption (per day/week), Monthly Active Users (MAU), App stability and performance, Adoption Rate vs. competitors in Tesla and against other integrations, and satisfaction of Partner Collaboration.
Since the release, we've been monitoring feedback and metrics from several sources (I'm happy to share in person). But here are some fun ones from one of the social platforms (X/Twitter).
05~
reflections
What This Reinforced
High-stakes partnerships amplify ambiguity. And clarity must precede speed.
Under pressure:
• Product requirements must be explicit
• Brand boundaries must be intentional
• Technical limitations must surface early
• Decision rights must be defined
Cross-company collaboration only scales when:
• Communication is proactive
• Expectations are aligned early
• Iteration loops stay tight
Data completes the picture.
Research alone is not enough.
And the product is never finished.
Iteration is structural. Not cosmetic.
FINAL THOUGHT
This project wasn’t a visual refresh.
It was a reset under many layers of constraints.
We proved we could:
• Re-architect quickly
• Execute cross-org at speed
• Preserve brand integrity
• Design natively inside a partner ecosystem
Under pressure, systems reveal their strength.
This was a fun one! Blessings.
A huge thanks to all the rockstars who made this milestone possible, and a special thanks to my friends below!
DESIGN
Adam Kasprazk, Jihoon Suh, Cindy Hu, Ray D, Shaivy Rastogi, Reema Bhagat, Marco Righi, Gustav Arnetz
PRODUCT
Alan Trevena, Charles Sheih and Mady Villavicencio
TECH
Yoko Yamaguchi, Tosin Yedeka, Amitoj Banwait, Walid Tazout and Geetika Aurora
DIRECTOR BUSINESS DEVELOPMENT
Daisuke Tanaka
RESEARCH
Annie Rydström and Alice Gross
DATA SCIENCE
Adrien Grellet and Khouloud El Alami
☻2024. THIS SITE IS 4EVER UNDER CONSTRUCTION.
SAY WHATS UP ~ LINKEDIN