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Designing for Readers, Listeners and Watchers
Michael Villaseñor
Michael Villasenor, Director of Design at Spotify and former creative leader at the New York Times and Hearst, lays out a blueprint for content that connects. His philosophy? Build authentic stories, add real utility, spark informed action, and meet your audience exactly where they are—whether that’s reading, watching, or listening. From integrating Google Maps into editorial to aligning native ad formats with user behaviour, Villasenor’s insights are a masterclass in relevance and resonance across platforms.
Key Insights
- Authenticity is non-negotiable. From print to podcasts, compelling stories need to be real, relatable, and rooted in truth.
Utility drives engagement. Adding value—like saveable maps or embedded flight deals—extends the life and impact of brand content. - Action is the north star. Understand what your audience wants to do, then design content that nudges them toward that purpose.
- Format follows behavior. Don’t just repurpose content—tailor it for mobile, audio, car dashboards, and beyond.
Connection at scale is possible. Tools like comments, polls, and interactive formats turn passive listeners into active participants. - Format follows behavior. Don’t just repurpose content—tailor it for mobile, audio, car dashboards, and beyond.
- Connection at scale is possible. Tools like comments, polls, and interactive formats turn passive listeners into active participants.
Take Away
Great content isn’t about louder megaphones—it’s about sharper tuning forks. Villasenor’s work teaches us to craft experiences that echo with purpose, not just presence. When brands act less like broadcasters and more like co-pilots in the user journey, the result isn’t just attention—it’s trust. And trust is the currency that converts.
