Project Overview

Context

Spotify and Tinder - A Match Made in Heaven

During my time as a Product Designer at Tinder, a business development opportunity between Tinder and Spotify began. As part of Spotify's partnership program, they provided Tinder with promo codes that we can give Tinder users free of charge.

The promo code is for 3-4 months (depending on the country) of free Spotify Premium and is applicable only for users who haven't previously been Spotify paid subscribers. It's interesting to note that Spotify has never partnered with a dating app before!

Spotify and Tinder - A Match Made in Heaven

Problem

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Solution / my role

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Impact

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Goal

Determine optimal user flows and entry points for Spotify collaboration to...

Problem

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Solution / my role

Impact

Raise revenue metrics by subscriptions sold

measuring Tinder Gold and Platinum subscriptions

Strength Tinder’s brand perception

measure qualitative sentiment of Gen Z users

Contextually surface offer that benefits users

Where should the offer appear in the user journey?

Challenges

Quick timeline means no time for user testing

Our team aimed to ship this collaboration as quickly as possible. Therefore, leveraging existing user behavior data and rapidly iterating based on stakeholder feedback would allow us to ship quickly.

We instead decided to monitor metrics with the help of our Data Analytics team to see if there’s an uplift and whether some channels work better than others.

Quick timeline means no time for user testing

Problem

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Solution / my role

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Impact

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Solutions

Solution

Tinder Gold X Spotify

After testing various potential entry points and flows in the app for the partnership, we decided to have the offer appear between profile cards while the user is swiping on profiles. This entry point allows for high visibility to Tinder users' primary action, which is swiping on user profiles.

Tinder Gold X Spotify

Problem

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Solution / my role

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Impact

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Design Process

Discovery

"How about giving 3 months of free Spotify to Tinder users who selfie-verify?"

While ideating with our PM, we wanted to explore what this offer might look like during our selfie-verification process. Our hypothesis was that if we rewarded our users for verifying their identity with our selfie verification feature, we would improve the safety of our user ecosystem. However, this idea had various downsides...

"How about giving 3 months of free Spotify to Tinder users who selfie-verify?"

Problem

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Solution / my role

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Impact

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Exploration of (super-long) selfie verification flows

Learnings

Selfie verification flow is too long and take the user out of their current experience

We explored a few entry points for selfie verification, including editing your profile during onboarding and messaging someone who has selected "only message with selfie-verified profiles" for the partnership.

When presenting these flows to our stakeholders, we all felt the user flows were way too long, distracting the user from their intended goals.

Selfie verification flow is too long and take the user out of their current experience

Problem

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Solution / my role

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Impact

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Turning Point

Going back to basics

I realized that it was time to go back to the previous sketches that I created at the start of the project to identify which entrypoint / user flows would have highly visibility while also creating a positive business impact for Tinder.

Going back to basics

Problem

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Solution / my role

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Impact

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Testing Ideas

Settings page is too isolated

I decided to revist some early sketches of possible entry points. The first option being a link block in the setting page where other premium subscriptions lived.

The second option was to show the offer when the user clicks on to hear a potential match's Spotify Anthem.

Settings page is too isolated

Problem

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Solution / my role

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Impact

This is a where the content's paragraph copy will go. It should only be 4 lines max.

User can revist settings page to claim offer
Location aligns with other premium features

Unexpected location would result in low visibility

Testing Ideas

We found our entry points!

The final decisions for the entrypoints would be to show them in two locations. First as an inbox message from the "Tinder Team".

The second option would be to show the offer while the user if swipping on profiles.

We found our entry points!

Problem

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Solution / my role

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Impact

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Inbox - allows the user to come back to the claim the offer at anytime while using the app.
Profile card - Highly visible and is intuitive to the main swiping experience on Tinder.

Inbox - Users might ignore it to talk with matches.
Profile card - Fast swipper could miss it

Final Designs

Turning Point

How might we increase our revenue metrics?

The team was brainstorming on how to monitize this partnership. Our referral program was an option, but having to wait for your friend to sign up to Tinder created too much friction to claim the offer.

I recommended that we offer the 3-month promo code to paying Tinder Gold subscribers. As Tinder Gold generates a large amount of revenue, we decided that we could increase our revenue metrics by offering the free Spotify Promo-Code to new and existing Tinder Gold subscribers.

How might we increase our revenue metrics?

Problem

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Solution / my role

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Impact

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Impact

Project Successes

Problem

This is a where the content's paragraph copy will go. It should only be 4 lines max.

Solution / my role

Impact

💸

Growth

in revenue uplift

📈

Increase

in Tinder Gold subscriptions sold

🙋‍♀️

Improved

brand perception amongst female users

Reflections

What I learned building this

Working on the UCLA Film & Television Archive redesign pushed me outside my comfort zone in ways that shaped how I approach every project since.

Be Resourceful With Existing Data

With our tight timeline for building designs and ample documented user insights, we could confidently base design decisions based on existing data and stakeholder feedback to create a project with a high revenue impact.

Don't Get Married To The First Idea!

The initial idea of implementing the promotion with our selfie verification safety feature was a good one, as it intended to create more verified profiles on our platform. However, it had the con of removing the user from their originally intended flow and increasing the number of screens required to complete the verification flow.

Iterate, Iterate, Iterate!

I appreciated the opportunity for numerous design iterations in this project. Unlike my design classes where we often stick with the first idea, here we iterated based on feedback from stakeholders and users. This taught me the value of testing various solutions and refining based on feedback rather than being wedded to the initial concept.

Get in touch

Ready to design something that actually works?

I bring research rigor, systems thinking, and a bias for simplicity. Whether it’s a 0→1 product or a redesign that needs to ship — I’m ready to contribute from day one.

User research & usability testing

Information architecture & wireframing

Design systems & component standardization

Cross-functional collaboration

Open to full-time — Summer 2025

Send an emailmichaelelizarraraz@gmail.com

Connect on LinkedInLet’s keep in touch

Download resumePDF, updated May 2025

Project Overview

Solutions

Process

Final Designs

Reflections

Boosting Tinder's Revenue with Spotify Premium Subscriptions

Project Overview

Solutions

Design Process

✅

Settings Page - Pros

🚫

Settings Page - Cons

✅

Entry Point - Pros

🚫

Entry Point - Cons

Final Designs

What I learned building this

Ready to design something that actually works?

Contents