2024
Spotify Reserved
B2C
Live Music & Ticketing
iOS & Android
Reserved by Spotify gives an artist’s biggest fans held access to concert tickets. Getting the invite was exciting, but after checkout the experience went quiet. I designed a set of features that carry the excitement from invite to encore: personalized share cards, tour setlist playlists, and one in-app home for every Reserved show.
Timeline
12 Weeks
My Role
Sr. Product Designer
Team
1 UX Researcher, 2 Product Managers, 4 Engineers, 1 Content Designer
Situation
Fans selected for Reserved felt a rush of excitement, but Spotify’s role ended at checkout on Ticketmaster. There was no way to celebrate the moment, prepare for the show, or relive it afterwards inside the app.
Task
Extend Reserved beyond the ticket purchase and make Spotify the place fans return to before, during, and after a live show.
Action
Designed two personalized share cards, live-updating setlist playlists on each event page, and a central Reserved destination in Home and Your Library.
Result
A connected concert journey that drives social sharing, deeper listening around tours, and repeat visits long after the final encore.
Mapping the Fan Journey
We interviewed Reserved fans and mapped their journey from invite to show night. The emotional peaks were clear: being selected, securing tickets, and the weeks of anticipation. Spotify was missing from most of them.
Share the Excitement
Fans already screenshot their invites, so we gave them something better to share. The first card unlocks when you’re selected for a Reserved offer. A second card appears after purchase to say you’re officially going. Each card carries your name, the artist, show details, and Reserved badging, sized for social stories and group chats.
Setlists Before and After the Show
Buying tickets unlocks a tour setlist playlist on the event page, built from recent shows. Fans use it to learn the lyrics before the night. During the concert it updates to catch surprise songs, and afterwards it reflects the exact tracks played so the night can stay on repeat.
One Home for Every Show
Share cards, setlists, event details, venue info, and past performances now live in one destination. It’s reachable from Home and Your Library, so fans have a single place to return to as the show gets closer and long after it ends.
Designing for Fairness
Reserved needs no sign-up. Selected fans get an offer by email, push, and Your Updates, then link Spotify and Ticketmaster to buy. Two tickets are held until the window closes. We kept that flow clear and calm, so fans always know their status and deadline.
