Israel's largest cellular company is now a content machine. To tackle the drop in user volume brought on by a new policy, Cellcom launched Cellcom TV and Cellcom Volume. Any_ partnered with Cellcom Volume to design UX for the first local subscription-based music streaming service in Israel. 


The Before

How do users arrange the music they love and discover new artists when there are hundreds of thousands of tracks to sort through? Giants such as Spotify and Apple Music have useful systems, but they were never adapted to the Israeli market. Enter Any_'s design for Cellcom Volume.    

The After

We believe that good invention builds on existing foundations. In other words, we stand on the shoulders of giants. Companies around the world already use solid user testing for basic product architecture. All we had to do was step up the UX game - that's a thing - with cross-industry design hacks. 

Dynamic Header

Using the simple news-tickers mechanism, we made a space for a "you might also like" service, making new tailored content easy to discover.

Smart Playlist Creation

We borrowed the interface from dating apps to make playlist creation sexy again. One swipe helps the app learn the user's taste. 

Focus Player Interface 

The Cellcom Volume player interface adapts to the users' state: click play and the menu changes to make way for new options. 


Play and Play

Our design may be original, but our love of a good tune is not. As music lovers ourselves, we discovered a delicate balance between two listening experiences: "Just play my music" and "I'm in the mood for..." - "I gotta have me my Kanye" vs. "this Merlot goes well with R&B."