Design a new feature in Premium that helps creators achieve better outcomes

Problem Statement Description

Product context: Spotify is an audio streaming company; its products include music, podcasts, audiobooks, playlists, recommendations, creator tools, subscriptions, and ads.

Spotify Premium is a paid listener experience, but Spotify’s long-term value also depends on helping creators build sustainable audiences and businesses across music, podcasts, audiobooks, and other audio formats. In this product design interview, you are being asked to design a new Premium feature that helps creators achieve better outcomes while still strengthening the value proposition for Premium subscribers.

Creators face friction across the lifecycle of getting discovered, converting passive listeners into loyal fans, understanding what resonates, and monetizing attention in a crowded global audio market. Premium listeners, meanwhile, expect a high-quality, personalized, low-friction experience that feels worth paying for and does not degrade into unwanted promotion.

Your task is to identify a meaningful creator segment, define what “better outcomes” means for them, and design a feature that fits naturally within Spotify Premium. The solution should consider both the listener-facing experience and any creator-facing workflow needed to make the feature useful, trustworthy, and scalable.

The experience should consider:

- Which creator segment you are prioritizing, such as emerging artists, podcasters, audiobook creators, or established creators with large fan bases.

- What creator outcome matters most, such as discovery, fan engagement, retention, revenue, conversion, or actionable audience insight.

- Where the feature fits within the Premium listener journey, including discovery, playback, library, recommendations, sharing, or post-listen engagement.

- How the feature avoids harming Premium listener trust, personalization quality, or the ad-free expectation.

- What creators need to configure, measure, or learn in order to use the feature successfully.

- How Spotify’s personalization, listening data, and creator ecosystem could support the experience without creating privacy or fairness concerns.

- How the design would handle different audio formats, regions, creator maturity levels, and content consumption patterns.

- What success would look like for creators, listeners, and Spotify.

The goal is to frame and design a product experience that creates a clear win for creators while remaining compelling, differentiated, and appropriate for Spotify Premium.