Design a phased migration plan for Wrapped without hurting users

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 Wrapped is a high-visibility annual moment for both listeners and artists. In this execution question, you are asked to design a phased migration plan for Wrapped, with particular attention to the artist experience: how artists, managers, and labels access year-end performance insights, shareable assets, audience highlights, and promotional surfaces without disruption.

Assume Spotify needs to move some combination of Wrapped data pipelines, APIs, artist-facing dashboards, creative generation, notification flows, or delivery systems from a legacy setup to a new platform. The challenge is not to redesign Wrapped itself, but to plan the migration in a way that protects trust, accuracy, availability, and launch readiness during a seasonal event with little tolerance for failure.

Your plan should account for the fact that Wrapped has a fixed launch window, large global traffic spikes, many internal dependencies, and high reputational risk. Artists may be relying on these insights for fan engagement, marketing, tour planning, label reporting, and social sharing, so broken data, missing assets, delays, or inconsistent experiences can cause real harm.

The migration plan should consider:

- Which users and workflows are most at risk, including artists, artist teams, labels, listeners, support teams, and internal operations.

- How to define phases, dependencies, owners, and sequencing before, during, and after the Wrapped launch window.

- What systems, data contracts, APIs, dashboards, notifications, and creative-generation flows need validation.

- Go/no-go criteria for each phase, including data accuracy, latency, availability, completeness, and user-facing quality.

- How to monitor migration health through instrumentation, alerts, dashboards, support signals, and cohort-level checks.

- Rollback, fallback, and contingency plans if migrated components fail or produce inconsistent Wrapped results.

- Communication plans for internal stakeholders and external users if issues, delays, or partial rollouts occur.

- Launch risks such as traffic spikes, regional differences, privacy constraints, rights issues, and creator trust.

The goal is to describe an execution plan that lets Spotify migrate Wrapped safely while preserving the reliability and emotional impact of the experience. Focus on operational clarity, risk management, decision points, and user protection rather than proposing new Wrapped features.