Backstage by Spotify

Backstage.Spotify.com is the marketing website for the open platform, Backstage.io, created by Spotify

Design for marketing has transformed over the last 5 years..

No longer is it just a simple set of pages that illustrate a company’s mission and products.

Screenshot of Extend platform's homepage showcasing the interface on desktop and mobile, with a focus on spend management, budget overview, virtual cards, and credit card details.
Screenshot of a webpage titled 'Soundcheck features' showing a side menu with options like 'Entity page,' 'Tracks,' 'Checks,' and a central image of a digital interface labeled 'Soundcheck' with various options and a dark theme.

In a consumer landscape where

many products

and services are now digital, we need

more robust and in depth marketing

websites to communicate these offerings.

A screenshot of the Brex website showing various products and platform features, with navigation menus and a promotional banner on the right side.
Screenshot of a webpage titled 'Soundcheck' with a dark background, featuring quality assurance for software development, including certification and testing tracks, checklists, and a 'Talk to us' button.

Backstage.spotify.com

Project Type: Product Design for Marketing
Project Roles:

UX Research: User Interviews, Competitor Analysis ; UI Design: Branding, Wireframe Creation, Presenting to stakeholders

Team: Diana Cholankeril, Jen Kelly
Duration: 2 months

I was hired for this project to take a product design approach to Backstage.io’s marketing website. My goal was to provide initial concept wireframes to the the Backstage developer team.

Backstage.io is an open platform for building developer portals, and has a number of service and product offerings. Backstage’s team wanted the marketing site to better explain the full scope of these offerings. At the time, the site lacked unified branded that complemented the Backstage.io portal.

Screenshot of a webpage titled 'Spotify Marketplace for Backstage' featuring a dark background, colorful 3D geometric illustrations, and icons with descriptions for Spotify plugins like Soundcheck, RBAC, Skill Exchange, Insights, and Pulse, along with a 'Learn more' button.
A website homepage featuring a dark background with a green top bar, bold white headline about building developer portals, a paragraph describing the software, and two teal buttons labeled GITHUB and OFFICE HOURS. To the right, a gray laptop with a colorful, pixelated icon on the screen.

The Backstage team felt that

Backstage.io and Backstage.spotify.com should have

different branding styles.

However, I thought that it should be brought

together in a more complementary way.

Web Design Portfolio
Product Design Portfolio