Earlier this week, the Spotify Engineering team published the story of their multi-year effort to repair deep linking and attribution.

I love this, and not just because it contains the words 'deep linking' in the title. What we have here is a literal case study in how to rally momentum around a major initiative that doesn't fall neatly into any single team's mandate.

If only every brand took its user experience as seriously as Spotify does…mobile apps would be a delightful place. But we're getting there!

Alex Bauer

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