SiriusXM is a leading audio entertainment company that provides a subscription streaming service consisting of music, podcasts, and other forms of listening content for screens and in-vehicle experiences.
A majority of listeners view SiriusXM as just a built-in in-car radio experience, with many users unaware that the audio streaming service can also be accessed on-the-go with the mobile app, or at home with the desktop app.
User Experience Designer
June - August 2019
Andrew Leitch
Sketch
Adobe Illustrator
Principle
To improve customer retention for the streaming application, I redesigned the mobile "Free Preview" onboarding experience and developed web CTA integrations. The updated flows and interactions highlight unique features within the SiriusXM app such as audio-visual content, personalized feeds, and favoriting channels.
DEFINING THE PROBLEM
To learn more about current users' experience with the mobile streaming app, I analyzed and pulled insights from usability tests that were previously conducted by the Streaming Experience Research team. I focused on finding evidence of onboarding pain points, content that listeners wanted to see on their "For You" page, and unique features that user enjoyed when using SiriusXM's streaming application.
To engage more listeners with the mobile and desktop streaming applications AND retain interest in the platform outside of the vehicle, the design solution needed to:
Integrate more CTAs (Call-To-Action) into the SiriusXM web application and the free trial version of the mobile streaming application.
Redesign introductory interactions during "Free Trial" onboarding for new users to highlight unique qualities of the platform.
FINAL DESIGNS
Onboard new listeners and encourage them to begin "listening now" with the free preview, with the goal of upgrading to a paid account.
Wider range of content available on screen with a more defined hierarchy of information.
Banner integration continuously encourages listeners to try the new desktop app without distracting them from the audio player.
Highlight features of the desktop app without overwhelming users with info.
As an additional project to support the design goal of bringing in new listeners, I redesigned the app store image reels to align with SiriusXM's current design system.
Highlight unique features that set apart SiriusXM's streaming app from others on the market.
CHALLENGES
Through the process of integrating CTA banners into existing screens, I learned the importance of information hierarchy and continuity. There was a delicate balance between wanting to drawn continuous attention to the banner without distracting listeners from the original purpose of the app.
Supporting the redesign of SiriusXM's app store image reel allowed me to take a peek into the marketing side of app development. It was surprising the amount of detailed design work that went into choosing the right screens to showcase on the app store and the sequence in which they would be laid out. I learned how minute changes in image placement and typography could also affect the entire flow.
REFLECTION
My internship at SiriusXM was an incredible first experience stepping into the UX industry. I was able to utilize all the knowledge I had gained in my undergraduate education so far and expand on it with real world design problems. Additionally, I was able to get a deeper look into what it meant to be a designer in the audio entertainment world and how it differed from other industries I had previously been familiar with.
If I were to be able to continue the work I had completed for SiriusXM, I would want to test how SiriusXM trial listeners respond to the banner integrations and new design of the "For You" screens. By learning from the insights gained from these usability tests, I would be able to continue redesigning and improving the onboarding experience.
Thank you to my wonderful manager, Andrew, and mentors, Seth and Zanetta, for all their support and advice over the last 10 weeks!
Designed by LXM