TIDAL Music Streaming Service

TIDAL set out to put artists and sound quality at the centre of streaming — not as a footnote, but as the product story users feel every time they press play.

As Head of Design, the work was about more than individual screens: it was building a coherent product language across mobile, desktop, and web, and making sure design, product, and engineering moved together with a shared bar for craft.

That meant tightening navigation and discovery so music stayed immediate, elevating editorial and artist-led moments so personality could surface in the experience, and carrying a premium, minimal visual system through marketing and product so the brand and the app felt like one thing.

It was a period of scaling the design function as well as the work — mentoring designers, aligning roadmaps with clear UX principles, and defending simplicity when feature pressure pulled in every direction.

Years later, the through-line is the same: streaming should feel respectful of the music — and the people who make it.