UX Architecture & Data Visualisation
Translating raw user data - listening minutes, top stream rankings, and time-of-day habits - into a compelling story required a frictionless narrative architecture.
Narrative Flow: Engineered a responsive end-to-end user journey moving seamlessly from in-app launch points to an external multi-screen cloud experience.
Functional Data Logic: Designed bite-sized, high-impact data modules that rendered complex personal metrics clearly, driving nostalgia and memory recall (cited by 51% of users as their favourite aspect).
Multi-Format Adaptation: Adapted visual assets across all launch channels, including in-app rails, push notifications, targeted email templates, and marketing campaigns.
Execution, AI Integration & Data States
To deliver a high-energy, custom aesthetic on a tight campaign schedule, I engineered a dynamic visual system powered by generative AI workflows.
Dynamic Data-Driven Imagery: Built contextual visual states (Time of Day and Seasonal variants) that dynamically adapted based on individual user listening data, ensuring a custom experience for every user.
Generative Visual System: Utilised generative AI to craft modern hero artwork for each "Playback Personality" archetype, raising visual quality while maintaining rapid turnaround times.
Campaign Alignment: Integrated national campaign assets into the digital UI, producing a polished experience that 21% of users explicitly rated as more modern and engaging than competing platforms (Spotify and Apple equivalents).
The Playback project delivered strong results, and that simply wouldn’t have happened without Lee's commitment, effort, and incredible design skills. She didn’t just design screens - she brought ideas to life and created something new that had never been done before. Lee inspires through her creativity, her considered approach, and her courage to innovate.
Karen Hernandez
Digital Experience Manager
Key Takeaways
Cross-Functional Momentum: Demonstrates how clear visual frameworks and rapid prototyping facilitate seamless alignment across Product, Engineering, and Marketing during fast-paced campaign launches.
Data-to-Delight Translation: Proves the ability to synthesise complex backend analytics into engaging, user-centric interfaces that drive measurable brand sentiment.
