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.

ROLE

User Experience Designer

TIMELINE

June - August 2019

MANAGER

Andrew Leitch

TOOLS

Sketch
Illustrator
Principle

CORE RESPONSIBILITIES

UX Design
UI Design
Visual Design

PROBLEM

A majority of listeners view SiriusXM as solely an in-car radio, leading to a significant drop-off in users who listen via the mobile and desktop applications.

OUTCOME

I redesigned the 'Free Preview' experience with integrated CTAs that spotlight features exclusive to the SiriusXM app to boost free trial conversion rate.

THE CURRENT LANDSCAPE

There is a significant drop in paid users for SiriusXM's non-automotive products.

This dropoff can be attributed to:

Which leads to:

The current streaming application doesn't emphasize any of SiriusXM's unique features as an audio platform outside of the vehicle.

Users are not informed and assume that the non-automotive experience is the same as the in-car SXM radio experience they're familiar with.

Working with the 10-week time constraint, I focused on addressing potential design opportunities within the trial onboarding experience. This approach addressed the need for better visibility of SiriusXM's unique "outside the vehicle" features and supported the business goal of increasing trial-to-paid conversions. 

DEFINING THE PROBLEM SPACE

To better understand users' experiences with the current mobile streaming app, I analyzed insights from guided usability tests previously conducted by the Streaming Experience Research team on the "For You" feed, the main flow within the free trial experience. 

I focused on finding evidence of features users enjoyed uniquely within SiriusXM's streaming application, specific content they gravitated towards, and any roadblocks preventing them from finding their desired content.

From my analysis of the usability tests, I learned that...

SiriusXM is the listener's one-stop shop.

Listeners appreciate the ease of being able to access music, video, and podcast streaming content all on one app.

Listeners enjoy SiriusXM's curated content as it accurately matches their taste and feels unique to the individual.

To engage more long-term listeners with the streaming application and retain interest in the platform outside of the vehicle, I determined that the design solution should:

By redesigning the introductory interactions of the streaming application, we can improve first impressions and better highlight the unique features of the platform, addressing both our user needs and business goals.

DEVELOPING THE WIREFRAMES

Redesigning the mobile UI affords a more in-depth view into the unique streaming features.

Listeners can more easily immerse themselves into SiriusXM's streaming platform during the "Free Preview" experience, ideally with lessened pressure to have to onboard to a paid subscription immediately.

Integrating actionable banners into the web interface also helps drive more app downloads.

To maintain consistency between the mobile and desktop experiences, I also designed CTA banners for the web interface. These banners were crafted to minimize visual disruption and blend seamlessly with the original UI, allowing users to perform all interactions easily while maintaining a constant, subconscious awareness of the banner and its purpose.

THE FINAL DESIGNS

Mobile "Free Preview" Experience

Utilizing SiriusXM's new design system, I created the final designs with added visual and textual content that further emphasized SiriusXM's audio experience.

Desktop CTA Banner Integration

Working within SiriusXM's responsive design system, I designed the final version of the banner for each aspect ratio that different devices utilize.

THE IMPACT AND OUTCOME

The impact on the product and on me.

With the work I completed at SiriusXM, I assisted in:

Increasing conversion rates of 'free trial' users to the paid subscription model

Boosting clicks and user engagement with the streaming application on mobile and desktop platforms
 
Improving listeners' first impressions using the mobile streaming application

Furthermore, my time at SiriusXM allowed me to experience the nuanced workflow of designing for both user needs and business objectives. With each design iteration, I learned how these requirements can intersect and diverge. My experience at SiriusXM taught me how to develop solutions that navigate the middle ground, where simple design choices can significantly enhance both user experience and business metrics.