1. Relevant

   Spotify is made for you—we want it to feel personalized. To be relevant, we need to be thoughtful about what we present, to whom, and in what context. In simpler terms, it’s relevant when we present the right info at the right time. The opposite value is that we don’t want “one-size-fits-all” experiences.

2. Human

   Yes, Spotify is rooted in technology. But it’s all about people. Sometimes we dial up the emotion, and sometimes we stick to logic—just like people do. Spotify should feel dynamic, like culture itself. A way to see this is that human experiences are intuitive and conversational. It’s not human when things are overly clever, technical, or overly functional.

3. Unified

   Everything we design looks and feels reassuringly Spotify. We aim for coherence across products as a way to build familiarity and trust. That’s why we follow our design system—we start by reusing rather than reinventing. We want our experiences to reuse and adapt for consistency; nobody should be reinventing the wheel.