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Spotify uses two major backend components to control this. First, we have a web-based ab testing system that they can use to rollout features to random subsets of users, grouped by region, as well as targeting different platforms (Android, iOS, Desktop). A developer simply adds a flag to the system, and then can use the flag in the code to exclude or include different code paths. Second, we have a sophisticated UI content framework that accepts JSON data to render certain pages throughout the app with the latest and most relevant data for that user. The framework not only controls content, but can shape the layout of the page. Multiple backends can provide the content and the clients interpret the data and render it in a consistent way natively.
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Chris is an Android Engineer working on the radio product for Spotify. He is based out of the NYC office and is originally from Australia.