Narrative & data visualisation
Turning listening minutes, top shows and stations, and time-of-day habits into a compelling story meant designing a narrative that kept people moving from screen to screen.
Narrative flow: I designed a responsive user journey, from in-app launch points through to an externally hosted, multi-screen web experience.
Pacing for completion: I broke the data into short, high-impact story modules that built momentum, driving an 80% completion rate.
Clear, personal data: I presented complex personal metrics in a way that was easy to read and sparked nostalgia. 51% of positive comments referenced looking back on the year.
App & web assets: I designed core assets across app and responsive web, including in-app rails and push notifications.
Visual system & AI workflow
To create a bold, custom look on a tight campaign timeline, I built a visual system powered by structured AI prompting and image generation.
Data-driven imagery: I designed time-of-day and seasonal visual variants that changed based on each listener’s data, so every experience felt personal.
AI-generated personality artwork: I developed structured prompt frameworks and iterative image workflows to create hero artwork for each Playback Personality. This kept the style consistent across every archetype while meeting tight deadlines.
Polished, story-led UI: I brought the artwork and visual system together in the interface, creating a richer experience than a traditional data dashboard.
Key takeaways
Clear frameworks keep launches on track: Locking in visual frameworks and interactive prototypes early removed technical guesswork. That helped design, engineering and marketing launch a multi-platform campaign on a fixed deadline.
Turning data into delight: Complex backend analytics became an engaging, personal story that lifted satisfaction and brand sentiment.
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
