Enhance iHeart’s app to create an experience that engages audiences daily with a strong focus on growing live radio and podcasts. Uniquely bring our different content types together with a host of features that promote listener adoption from other platforms.
Enhance iHeart’s app to create an experience that engages audiences daily with a strong focus on growing live radio and podcasts. Uniquely bring our different content types together with a host of features that promote listener adoption from other platforms.
Enhance iHeart’s app to create an experience that engages audiences daily with a strong focus on growing live radio and podcasts. Uniquely bring our different content types together with a host of features that promote listener adoption from other platforms.
iHeartMedia’s goal is to create a digital product that pulls together different content types – radio, podcast and streaming – into one place, with a UX that is intuitive, convenient and easy to use.
What we know for sure: Our audiences like to connect with this content in other places – like radio in the car, or podcasting on other apps.
Where we’ve been challenged: How do we get those audiences to connect with this content on our platform. And, even when they do connect with it, how can we drive those users to engage with other content types we have (for example, converting radio fans into podcast listeners), and then come back more often.
iHeartMedia’s goal is to create a digital product that pulls together different content types – radio, podcast and streaming – into one place, with a UX that is intuitive, convenient and easy to use.
What we know for sure: Our audiences like to connect with this content in other places – like radio in the car, or podcasting on other apps.
Where we’ve been challenged: How do we get those audiences to connect with this content on our platform. And, even when they do connect with it, how can we drive those users to engage with other content types we have (for example, converting radio fans into podcast listeners), and then come back more often.
— How we approached the work
— How we approached the work
— How we approached the work
1
1
Laying Foundations of Research and Strategic Thinking
Laying Foundations of Research and Strategic Thinking
Laying Foundations of Research and Strategic Thinking
Audit, best-in-class research and opportunities
Audience needs, user stories and feature areas of focus
UI kit and style tile explorations
Audit, best-in-class research and opportunities
Audience needs, user stories and feature areas of focus
UI kit and style tile explorations
2
2
Vision Flows and Feature Enhancements
Vision Flows and Feature Enhancements
Vision Flows and Feature Enhancements
2+ vision flows based on radio and podcast audiences with a focus on insights from week 1
Documented enhancements to current app features included
Prepare flows for testing
2+ vision flows based on radio and podcast audiences with a focus on insights from week 1
Documented enhancements to current app features included
Prepare flows for testing
3
3
Testing, Concept Refinement and Delivery
Testing, Concept Refinement and Delivery
Testing, Concept Refinement and Delivery
Collaborative refinement based on user insights and stakeholder feedback
Final flow file delivery
UI kits and documentation
Finalized experience vision deck
Collaborative refinement based on user insights and stakeholder feedback
Final flow file delivery
UI kits and documentation
Finalized experience vision deck
— First steps
— First steps
— First steps
Current State Analysis
Current State Analysis
Current State Analysis
Assessed the state of the iHeart Radio app’s current experience to identify where the experience falls short and identify opportunities.
Assessed the state of the iHeart Radio app’s current experience to identify where the experience falls short and identify opportunities.
Landscape Analysis
Landscape Analysis
Landscape Analysis
Conducted landscape audits to understand what’s working, what’s not, and what iHeart Radio can learn from benchmarks in and out of the industry.
Conducted landscape audits to understand what’s working, what’s not, and what iHeart Radio can learn from benchmarks in and out of the industry.
Early Ideation
Early Ideation
Early Ideation
Held ideation and brainstorm sessions to begin concept features that enhance and push the experience.
Held ideation and brainstorm sessions to begin concept features that enhance and push the experience.
— Our Perspective
— Our Perspective
— Our Perspective
iHeartRadio, through its broadcast radio stations, reaches 9 out of 10 Americans a month. —
iHeartRadio, through its broadcast radio stations, reaches 9 out of 10 Americans a month. —
How might we leverage our broadcast reach to create pathways into the broader iHeartRadio application ecosystem?
How might we leverage our broadcast reach to create pathways into the broader iHeartRadio application ecosystem?
In The Pew Center’s 2022 survey of journalists in the U.S., about six-in-ten radio and podcast journalists (59%) said they felt extremely or very connected to their listeners. —
In The Pew Center’s 2022 survey of journalists in the U.S., about six-in-ten radio and podcast journalists (59%) said they felt extremely or very connected to their listeners. —
How might iHeartRadio’s application help foster stronger and deeper connections between creators and listeners?
How might iHeartRadio’s application help foster stronger and deeper connections between creators and listeners?
Listeners are more likely to listen to recommendations from their favorite podcast hosts as more than 50% said they would trust them to pick worthy sponsors and over 40% said they would be likely to purchase from host-read ads.
Listeners are more likely to listen to recommendations from their favorite podcast hosts as more than 50% said they would trust them to pick worthy sponsors and over 40% said they would be likely to purchase from host-read ads.
How might iHeartRadio’s application extend podcast and radio’s influence over trending topics and culture?
How might iHeartRadio’s application extend podcast and radio’s influence over trending topics and culture?
Only 1/3 of broadcast listening happens in the home. 2/3 happens out of home – and, primarily, in the car. Podcast listening is the inverse of this: 1/3 out of home; 2/3 in home.
Only 1/3 of broadcast listening happens in the home. 2/3 happens out of home – and, primarily, in the car. Podcast listening is the inverse of this: 1/3 out of home; 2/3 in home.
How might we enhance the listening experience and encourage listeners to continue the conversation about the stories that matter most to them?
How might we enhance the listening experience and encourage listeners to continue the conversation about the stories that matter most to them?
— Framing our analysis
around three key user types
— Framing our analysis
around three key user types
— Framing our analysis
around three key user types
1
1
Newcomer
Newcomer
Newcomer
Newcomers may be new to the iHeartRadio ecosystem at large or existing listeners but unfamiliar with the app experience.
Newcomers may be new to the iHeartRadio ecosystem at large or existing listeners but unfamiliar with the app experience.
How we win:
Leverage live radio as an opportunity to funnel users into the iHeartRadio’s digital ecosystem, positioning the app as the way to “continue the conversation” and more deeply engage wth their favorite shows / hosts
Ensure a seamless onboarding process that enables smart personalization from the get-go
How we win:
Leverage live radio as an opportunity to funnel users into the iHeartRadio’s digital ecosystem, positioning the app as the way to “continue the conversation” and more deeply engage wth their favorite shows / hosts
Ensure a seamless onboarding process that enables smart personalization from the get-go
2
2
Radio and playlists-focused listener
Radio and playlists-focused listener
Radio and playlists-focused listener
Current users who prioritize listening to radio and playlists in their day-to-day.
Current users who prioritize listening to radio and playlists in their day-to-day.
How we win:
Provide more curation control via robust search, filtering and categorization capabilities
Anticipatory and contextual recommendations to deepen engagement and convert listeners into other types of content (e.g. podcasts)
How we win:
Provide more curation control via robust search, filtering and categorization capabilities
Anticipatory and contextual recommendations to deepen engagement and convert listeners into other types of content (e.g. podcasts)
3
3
Podcast-focused listener
Podcast-focused listener
Podcast-focused listener
Current users who primarily consume podcast content on the iHeartRadio app.
Current users who primarily consume podcast content on the iHeartRadio app.
How we win:
Create community-building opportunities to connect listeners, hosts and guests and capitalize on their underlying affinity
Enhance the listening experience by offering new ways for users to engage with audio content, shifting key experience moments from passive to active
How we win:
Create community-building opportunities to connect listeners, hosts and guests and capitalize on their underlying affinity
Enhance the listening experience by offering new ways for users to engage with audio content, shifting key experience moments from passive to active
Newcommer
Newcommer
Newcommer
Taylor.
Taylor.
Taylor is an avid listener of live radio, particularly on her drive to work. Her go-to is New York’s Classic Rock station.
The host prompts listeners to visit the station’s page on iheart.com to sign up for a contest. From there, Taylor sees a CTA to download the app.
Taylor is an avid listener of live radio, particularly on her drive to work. Her go-to is New York’s Classic Rock station.
The host prompts listeners to visit the station’s page on iheart.com to sign up for a contest. From there, Taylor sees a CTA to download the app.
Taylor is an avid listener of live radio, particularly on her drive to work. Her go-to is New York’s Classic Rock station.
The host prompts listeners to visit the station’s page on iheart.com to sign up for a contest. From there, Taylor sees a CTA to download the app.
Goals
Goals
Understand the app’s core value proposition
A quick and painless sign-up flow that allows me to pick up where I left off
An experience that is tailored to my tastes and listening habits
Understand the app’s core value proposition
A quick and painless sign-up flow that allows me to pick up where I left off
An experience that is tailored to my tastes and listening habits
Entry Points
Entry Points
Live radio host
iHeart.com
Live radio host
iHeart.com
Newcomer — Audience insights
Newcomer — Audience insights
Newcomer — Audience insights
62%
62%
Motivations for listening to live radio are tied to accessibility and human connection
Motivations for listening to live radio are tied to accessibility and human connection
The reasons for listening to radio, podcasts and music are not one and the same. A Jacob Media survey found that live radio being free was a top reason for listening, with 62% of respondents. 59% mention DJs and hosts and 51% mention “feeling a connection to radio”.
The reasons for listening to radio, podcasts and music are not one and the same. A Jacob Media survey found that live radio being free was a top reason for listening, with 62% of respondents. 59% mention DJs and hosts and 51% mention “feeling a connection to radio”.
Marketing Charts, Jacob Media
36%
36%
Beyond price and sound quality, convenience and discovery are top of mind when choosing a streaming service
Beyond price and sound quality, convenience and discovery are top of mind when choosing a streaming service
When selecting a music streaming service, 36% of users prioritize the ease of discovering new songs and artists, while 48% mention the ease of making a playlist, and 43% say the ability to download music is a top factor.
When selecting a music streaming service, 36% of users prioritize the ease of discovering new songs and artists, while 48% mention the ease of making a playlist, and 43% say the ability to download music is a top factor.
Statista
63%
63%
Onboarding is a critical inflection point in the user’s journey
Onboarding is a critical inflection point in the user’s journey
63% of customers think onboarding is key to deciding to subscribe to a product. 74% of potential customers will switch to other solutions if the onboarding process is complicated.
63% of customers think onboarding is key to deciding to subscribe to a product. 74% of potential customers will switch to other solutions if the onboarding process is complicated.
Userpilot
Newcomer Flow
Radio & Playlists
Radio & Playlists
Radio & Playlists
Jamie.
Jamie.
Jamie frequently listens to music on the iHeartRadio app, whether via radio or playlists. She’s always on the lookout for new discoveries and likes to share new music with her friends.
Jamie frequently listens to music on the iHeartRadio app, whether via radio or playlists. She’s always on the lookout for new discoveries and likes to share new music with her friends.
Jamie frequently listens to music on the iHeartRadio app, whether via radio or playlists. She’s always on the lookout for new discoveries and likes to share new music with her friends.
Goals
Goals
Easily explore music based on mood, context, and other specific facets
Access personalized recommendations that help me discover new music and stay connected to my favorite artists
Easily curate and share music with my friends
Easily explore music based on mood, context, and other specific facets
Access personalized recommendations that help me discover new music and stay connected to my favorite artists
Easily curate and share music with my friends
Entry Points
Entry Points
Push notifications
Direct (based on time of day etc)
Push notifications
Direct (based on time of day etc)
Radio & Playlists — Audience insights
Radio & Playlists — Audience insights
Radio & Playlists — Audience insights
20 +hrs
20 +hrs
A growing integration of music streaming into daily routines and lifestyles
A growing integration of music streaming into daily routines and lifestyles
On average, people spend about 20 hours and 6 minutes each week streaming music. This level of commitment to streaming music has seen a significant increase recently, growing by an hour and 42 minutes since 2021.
On average, people spend about 20 hours and 6 minutes each week streaming music. This level of commitment to streaming music has seen a significant increase recently, growing by an hour and 42 minutes since 2021.
Forbes
80%
80%
Radio listeners have a strong bond of trust towards their favorite shows / hosts
Radio listeners have a strong bond of trust towards their favorite shows / hosts
80% of listeners say they trust and value their favorite radio personality’s opinion, while 77% say they would try a brand or product endorsed by their favorite radio personality. 90% even say they know personal details about their favorite radio personalities and follow them on social media.
80% of listeners say they trust and value their favorite radio personality’s opinion, while 77% say they would try a brand or product endorsed by their favorite radio personality. 90% even say they know personal details about their favorite radio personalities and follow them on social media.
Musical Pursuits, Nielsen
20%
20%
Music and podcasts don’t compete with one another
Music and podcasts don’t compete with one another
Podcast listening appears to in fact be a gateway to increased engagement time. Spotify Research found that after users started listening to podcasts, they spent on average 20% more total time per week streaming on Spotify. This indicates that as people pick up podcast listening, they tend to add it to their previous habits (rather than fitting more content into the same timeframe).
Podcast listening appears to in fact be a gateway to increased engagement time. Spotify Research found that after users started listening to podcasts, they spent on average 20% more total time per week streaming on Spotify. This indicates that as people pick up podcast listening, they tend to add it to their previous habits (rather than fitting more content into the same timeframe).
Spotify Research
Radio & Playlists Flow
Podcasts
Podcasts
Podcasts
Alex.
Alex.
Alex uses the iHeart Radio app to listen to his favorite podcasts. He listens to multiple comedy and news-related podcasts and likes to discuss and share podcasts recommendations with friends and colleagues. Alex also regularly uses Reddit and Discord to exchange and continue the conversation with others.
Alex uses the iHeart Radio app to listen to his favorite podcasts. He listens to multiple comedy and news-related podcasts and likes to discuss and share podcasts recommendations with friends and colleagues. Alex also regularly uses Reddit and Discord to exchange and continue the conversation with others.
Alex uses the iHeart Radio app to listen to his favorite podcasts. He listens to multiple comedy and news-related podcasts and likes to discuss and share podcasts recommendations with friends and colleagues. Alex also regularly uses Reddit and Discord to exchange and continue the conversation with others.
Goals
Goals
Stay connected to my favorite podcasts
Be a part of conversation and engage with like-minded content creators and listeners
Discover new podcasts based on interests and listening habits
Stay connected to my favorite podcasts
Be a part of conversation and engage with like-minded content creators and listeners
Discover new podcasts based on interests and listening habits
Entry Points
Entry Points
Push notifications
Direct (based on time of day etc)
Social channels
Push notifications
Direct (based on time of day etc)
Social channels
Podcasts — Audience insights
Podcasts — Audience insights
Podcasts — Audience insights
81%
81%
Podcasts are used as a way to ‘escape’ the mundane and fill time spent doing tasks
Podcasts are used as a way to ‘escape’ the mundane and fill time spent doing tasks
81% of podcast listeners say that having something to listen to in the background while they do something else is a key reason they listen. A YouGov survey found that 49% listen to podcasts while doing chores, while 42% listen to podcasts on their commute, and 29% listen to podcasts while working out.
81% of podcast listeners say that having something to listen to in the background while they do something else is a key reason they listen. A YouGov survey found that 49% listen to podcasts while doing chores, while 42% listen to podcasts on their commute, and 29% listen to podcasts while working out.
Pew Research Center, YouGov
53%
53%
Podcast listeners hear about a range of different topics
Podcast listeners hear about a range of different topics
Podcast listeners report listening to podcasts on a wide variety of topics. 53% say they regularly hear about four or more topics on the podcasts they listen to. Nearly half of podcast listeners say they regularly listen to podcasts about comedy (47%) or entertainment, pop culture and the arts (46%).
Podcast listeners report listening to podcasts on a wide variety of topics. 53% say they regularly hear about four or more topics on the podcasts they listen to. Nearly half of podcast listeners say they regularly listen to podcasts about comedy (47%) or entertainment, pop culture and the arts (46%).
Pew Research Center
68%
68%
Podcasts have an inherent social fabric
Podcasts have an inherent social fabric
68% of listeners say they discuss what they heard on a podcast with others. While the act of listening to podcasts may often be done alone, there are several ways that podcasts are a social experience. Most listeners say they recommend podcasts to others, discuss the content they hear about, and apply things they hear in podcasts to other parts of their lives.
68% of listeners say they discuss what they heard on a podcast with others. While the act of listening to podcasts may often be done alone, there are several ways that podcasts are a social experience. Most listeners say they recommend podcasts to others, discuss the content they hear about, and apply things they hear in podcasts to other parts of their lives.
Pew Research Center
Podcasts flow
— Assessing the landscape and current experience through five key themes
— Assessing the landscape and current experience through five key themes
— Assessing the landscape and current experience through five key themes
1
1
Onboarding & Content Curation
Onboarding & Content Curation
Onboarding & Content Curation
Providing a simple yet tailored onboarding experience and enabling users to categorize and curate content on their own terms.
Providing a simple yet tailored onboarding experience and enabling users to categorize and curate content on their own terms.
2
2
Browsing & Filtering
Browsing & Filtering
Browsing & Filtering
Quickly and easily locating desired content to facilitate exploration and reduce friction.
Quickly and easily locating desired content to facilitate exploration and reduce friction.
3
3
Community-Building
Community-Building
Community-Building
Fostering community and connection among listeners and content creators alike.
Fostering community and connection among listeners and content creators alike.
4
4
Discovery
Discovery
Discovery
Offering diverse pathways to discovery, allowing users to explore based on interests and context and providing proactive recommendations tailored to their habits.
Offering diverse pathways to discovery, allowing users to explore based on interests and context and providing proactive recommendations tailored to their habits.
5
5
Deep-Diving
Deep-Diving
Deep-Diving
Newcomers may be new to the iHeartRadio ecosystem at large or existing listeners but unfamiliar with the app experience.
Newcomers may be new to the iHeartRadio ecosystem at large or existing listeners but unfamiliar with the app experience.
1
1
Onboarding & Content Curation —
Providing a simple yet tailored onboarding experience and enabling users to categorize and curate content on their own terms.
Onboarding & Content Curation —
Providing a simple yet tailored onboarding experience and enabling users to categorize and curate content on their own terms.
Onboarding & Content Curation —
Providing a simple yet tailored onboarding experience and enabling users to categorize and curate content on their own terms.
IHeartRadio —
Current State
IHeartRadio —
Current State
IHeartRadio —
Current State
Simple onboarding
Simple onboarding
The onboarding experience is quick and easy but fails to adequately get to know the user to make the experience personalized.
The onboarding experience is quick and easy but fails to adequately get to know the user to make the experience personalized.
Confusing information architecture
Confusing information architecture
The user’s library is separate for each content type (i.e. podcast, playlist and radio) and is only accessible from the homescreen, rather than from their respective section tabs.
The user’s library is separate for each content type (i.e. podcast, playlist and radio) and is only accessible from the homescreen, rather than from their respective section tabs.
Limited playlist creation ability
Limited playlist creation ability
Playlist creation is buried and offers little customization possibilities.
Playlist creation is buried and offers little customization possibilities.
Tidal —
An artist-focused onboarding experience
Tidal —
An artist-focused onboarding experience
Tidal’s onboarding flow is centered around artists rather than simply genres, which helps fuel a more fine-tuned experience down the line.
Tidal’s onboarding flow is centered around artists rather than simply genres, which helps fuel a more fine-tuned experience down the line.
Why this matters for iHeart Radio
Helps make the experience more tailored to the user’s unique interests and affinities day one
Helps make the experience more tailored to the user’s unique interests and affinities day one
Tidal, Soundcloud, Spotify, Apple Music etc —
Different approaches to
IA and navigation
Tidal, Soundcloud, Spotify, Apple Music etc —
Different approaches to
IA and navigation
In the competitive landscape, a range of navigation and information architecture paradigms exist. However, providing users a universal access to search and their library is standard practice.
In the competitive landscape, a range of navigation and information architecture paradigms exist. However, providing users a universal access to search and their library is standard practice.
Why this matters for iHeart Radio
A simple and usr-centric navigation and IA helps support discovery and exploration
A simple and usr-centric navigation and IA helps support discovery and exploration
Spotify —
Robust playlist creation capabilities
Spotify —
Robust playlist creation capabilities
Spotify allows users to make playlists collaborative, enabling friends to add, remove, and reorder tracks. Users an also indicate if the playlist should be public or private and whether it should be included in their taste profile.
Spotify allows users to make playlists collaborative, enabling friends to add, remove, and reorder tracks. Users an also indicate if the playlist should be public or private and whether it should be included in their taste profile.
Why this matters for iHeart Radio
Provides more flexibility and customization opportunities for playlist creation
Collaboration moments help drive app downloads and usage
Provides more flexibility and customization opportunities for playlist creation
Collaboration moments help drive app downloads and usage
Pinterest —
Creating folders for easy content navigation
Pinterest —
Creating folders for easy content navigation
Pinterest’s organization structure allows for quick scanning, thematic browsing, and efficient navigation.
Pinterest’s organization structure allows for quick scanning, thematic browsing, and efficient navigation.
Why this matters for iHeart Radio
Facilitates findability and navigation within saved content or playlists
Facilitates findability and navigation within saved content or playlists
2
2
Browsing & Filtering —
Quickly and easily locating desired content to facilitate exploration and reduce friction.
Browsing & Filtering —
Quickly and easily locating desired content to facilitate exploration and reduce friction.
Browsing & Filtering —
Quickly and easily locating desired content to facilitate exploration and reduce friction.
IHeartRadio —
Current State
IHeartRadio —
Current State
Search can be hard to get to
Search can be hard to get to
The search option only shows up in certain sections of the app, rather than being omnipresent.
The search option only shows up in certain sections of the app, rather than being omnipresent.
Limited pathways for exploration
Limited pathways for exploration
The browsing experience is one-dimensional and does not allow the user to narrow down content based on multiple or more granular facets.
The browsing experience is one-dimensional and does not allow the user to narrow down content based on multiple or more granular facets.
Pandora —
Diverse pathways for exploration
Pandora —
Diverse pathways for exploration
Pandora’s Explore section offers a wide-range of categories to browse through, including community-based facets (i.e. songs that are top rated by other users) and moods and activities.
Pandora’s Explore section offers a wide-range of categories to browse through, including community-based facets (i.e. songs that are top rated by other users) and moods and activities.
Why this matters for iHeart Radio
The explore section is very important for new users to start engaging with content and for users that want to find specific content based on their needs
The explore section is very important for new users to start engaging with content and for users that want to find specific content based on their needs
Tidal —
High-impact visuals to facilitate exploration
Tidal —
High-impact visuals to facilitate exploration
Tidal’s exploration experience is enhanced by compelling graphics and visuals to represent albums, mixes and playlists, which helps convey the mood of a given type of content.
Tidal’s exploration experience is enhanced by compelling graphics and visuals to represent albums, mixes and playlists, which helps convey the mood of a given type of content.
Why this matters for iHeart Radio
Both the visual and language aspects are critical for the browsing experience to be enticing and facilitate discovery
Both the visual and language aspects are critical for the browsing experience to be enticing and facilitate discovery
Netflix —
Progressive filtering
Netflix —
Progressive filtering
Netflix allows its users to progressively hone in on their preferences. The content taxonomy is expansive and enables users to drill down to the specific type of content they are looking for.
Netflix allows its users to progressively hone in on their preferences. The content taxonomy is expansive and enables users to drill down to the specific type of content they are looking for.
Why this matters for iHeart Radio
A robust and multi-dimensional taxonomy enables users to more efficiently find relevant content
A robust and multi-dimensional taxonomy enables users to more efficiently find relevant content
Uber Eats —
Exposed filtering on the Homepage
Uber Eats —
Exposed filtering on the Homepage
Uber Eats’ home screen elevates filtering (both quick and more advanced) and makes it central to the page structure. This allows users to efficiently narrow down options based on their specific needs and preferences.
Uber Eats’ home screen elevates filtering (both quick and more advanced) and makes it central to the page structure. This allows users to efficiently narrow down options based on their specific needs and preferences.
Why this matters for iHeart Radio
Makes more visible the different mechanics available to users to browse and filter options
Makes more visible the different mechanics available to users to browse and filter options
3
3
Community-Building —
Fostering community and connection among listeners and content creators alike.
Community-Building —
Fostering community and connection among listeners and content creators alike.
Community-Building —
Fostering community and connection among listeners and content creators alike.
IHeartRadio —
Current State
IHeartRadio —
Current State
Missed opportunity to drive app downloads
Missed opportunity to drive app downloads
iHeart Radio’s social channels represent an untapped opportunity to capture new audiences and drive app download and usage.
iHeart Radio’s social channels represent an untapped opportunity to capture new audiences and drive app download and usage.
Limited in-app community features
Limited in-app community features
Outside of the ability to record a message for live radio, the app currently does not offer any features that support community building or interaction between artists, hosts, and listeners.
Outside of the ability to record a message for live radio, the app currently does not offer any features that support community building or interaction between artists, hosts, and listeners.
Spotify Wrapped —
Memorializing the listening experience
Spotify Wrapped —
Memorializing the listening experience
Spotify’s branded end-of-year moment offers users an opportunity to dive back in their listening habits of the last year and creates a story for users to share with others.
Spotify’s branded end-of-year moment offers users an opportunity to dive back in their listening habits of the last year and creates a story for users to share with others.
Why this matters for iHeart Radio
Celebrating users unique music journeys helps foster a sense of belonging and community
Drives engagement and loyalty
Celebrating users unique music journeys helps foster a sense of belonging and community
Drives engagement and loyalty
Medium —
Highlighting for easy sharing
Medium —
Highlighting for easy sharing
Medium allows users to easily select text to highlight and share directly via social media or through a link with others.
Medium allows users to easily select text to highlight and share directly via social media or through a link with others.
Why this matters for iHeart Radio
Streamlines the sharing experience and facilitates discussion among listeners
Streamlines the sharing experience and facilitates discussion among listeners
Soundcloud —
Contextual commenting
Soundcloud —
Contextual commenting
Soundcloud offers users the ability to comment on tracks, allowing them to share thoughts, opinions and to interact with other listeners.
Soundcloud offers users the ability to comment on tracks, allowing them to share thoughts, opinions and to interact with other listeners.
Why this matters for iHeart Radio
Allows for more targeted commenting and richer discussions
Enables content creators to get specific and direct feedback from listeners
Allows for more targeted commenting and richer discussions
Enables content creators to get specific and direct feedback from listeners
Patreon —
Facilitating connection between content creators and listeners
Patreon —
Facilitating connection between content creators and listeners
Patreon allows content creators to directly reach and connect with their listeners via real-time community boards, group chats and polling features.
Patreon allows content creators to directly reach and connect with their listeners via real-time community boards, group chats and polling features.
Why this matters for iHeart Radio
Capitalizes on the social aspect of podcasts and the inherent influence hosts have on their listeners to drive engagement
Capitalizes on the social aspect of podcasts and the inherent influence hosts have on their listeners to drive engagement
4
4
Discovery —
Offering diverse pathways to discovery, allowing users to explore based on interests and context and providing proactive recommendations tailored to their habits.
Discovery —
Offering diverse pathways to discovery, allowing users to explore based on interests and context and providing proactive recommendations tailored to their habits.
Discovery —
Offering diverse pathways to discovery, allowing users to explore based on interests and context and providing proactive recommendations tailored to their habits.
IHeartRadio —
Current State
IHeartRadio —
Current State
Recommendations feel generic
Recommendations feel generic
It’s not clear why recommendations are being made and how they are specific to my habits and interests.
It’s not clear why recommendations are being made and how they are specific to my habits and interests.
Recommendations are delivered in static and non-contextual way
Recommendations are delivered in static and non-contextual way
There’s a missed opportunity to make the discovery experience effortless and more engaging and adapted the user’s individual needs.
There’s a missed opportunity to make the discovery experience effortless and more engaging and adapted the user’s individual needs.
Spotify —
Contextual, AI-powered playlists
Spotify —
Contextual, AI-powered playlists
Spotify generates playlists based on particular moments in the day or on specific days of the week, as well as the user’s unique listening habits and music tastes.
Spotify generates playlists based on particular moments in the day or on specific days of the week, as well as the user’s unique listening habits and music tastes.
Why this matters for iHeart Radio
Anticipates the user’s mood by proposing hyper-tailored playlist recommendation, thus driving affinity and usage
Anticipates the user’s mood by proposing hyper-tailored playlist recommendation, thus driving affinity and usage
Spotify DJ —
AI-Powered Radio
Spotify DJ —
AI-Powered Radio
Spotify’s DJ feature supplements algorithmic recommendations with voice commentary about the selections being delivered.
Spotify’s DJ feature supplements algorithmic recommendations with voice commentary about the selections being delivered.
Why this matters for iHeart Radio
Offers a new way to engage with playlist content, creating the experience of listening to a personalized radio station
Offers a new way to engage with playlist content, creating the experience of listening to a personalized radio station
Mindtrip —
Personalized travel assistant
Mindtrip —
Personalized travel assistant
Mindtrip is a conversational AI agent that offers personalized travel recommendations and itineraries and allows users to collaborate with friends and family on their upcoming trip planning.
Why this matters for iHeart Radio
Empowers users to give specific and tailored prompts to receive the most relevant recommendations
5
5
Dive-Diving —
Enhancing the listening experience by allowing users to further engage with content and deep-dive into complimentary information.
Dive-Diving —
Enhancing the listening experience by allowing users to further engage with content and deep-dive into complimentary information.
Dive-Diving —
Enhancing the listening experience by allowing users to further engage with content and deep-dive into complimentary information.
IHeartRadio —
Current State
IHeartRadio —
Current State
No in-listening experience information
No in-listening experience information
The current listening experience does not offer supporting content.
The current listening experience does not offer supporting content.
The radio station screens feature related articles and contests
The radio station screens feature related articles and contests
The current radio station screens offer some relevant content, most of which unfortunately links out.
The current radio station screens offer some relevant content, most of which unfortunately links out.
Little to no artist or host-related content
Little to no artist or host-related content
There is an opportunity to capitalize on the connection listeners feel to content creators, and elevate content from or about the artists and hosts.
There is an opportunity to capitalize on the connection listeners feel to content creators, and elevate content from or about the artists and hosts.
Apple Podcasts —
Embedded links and supplementary content
Apple Podcasts —
Embedded links and supplementary content
Apple Podcasts highlights related resources and information to what was discussed on the show — books, websites, guest bios, and more.
Apple Podcasts highlights related resources and information to what was discussed on the show — books, websites, guest bios, and more.
Why this matters for iHeart Radio
Sharing the materials that have been discussed in a podcast or a radio show encourages deeper engagement
Sharing the materials that have been discussed in a podcast or a radio show encourages deeper engagement
Spotify —
Additional supportive content
Spotify —
Additional supportive content
Spotify offers in-depth artist information while a song is being played, such as lyrics, artists bio, featured merchandising and upcoming events.
Spotify offers in-depth artist information while a song is being played, such as lyrics, artists bio, featured merchandising and upcoming events.
Why this matters for iHeart Radio
Allows to learn more about the current podcast/song, all while continuing to enjoy uninterrupted playback
Allows to learn more about the current podcast/song, all while continuing to enjoy uninterrupted playback
Prime Video —
Supplementing video content with contextual details
Prime Video —
Supplementing video content with contextual details
Prime video elevates information (such as the current scene’s actors or music) about the content being viewed, in context of the watching experience.
Prime video elevates information (such as the current scene’s actors or music) about the content being viewed, in context of the watching experience.
Why this matters for iHeart Radio
Provides a comprehensive viewing experience without having to pause or leave the platform
Provides a comprehensive viewing experience without having to pause or leave the platform
— Final concepts Design
— Final concepts Design
— Final concepts Design
General
General
General
Entry points
Entry points
Utilize our influencers to promote downloads
Utilize our influencers to promote downloads
by deep link to personalized app landing page example: iHeart.com/ramsey or QR codes
by deep link to personalized app landing page example: iHeart.com/ramsey or QR codes
Elevate exclusive app-only events
Elevate exclusive app-only events
on the App Store landing page
on the App Store landing page
Make login easy with magic links.
Make login easy with magic links.
Utilizing double authentication, we can get users logged in or signed up in seconds
Utilizing double authentication, we can get users logged in or signed up in seconds
Showcase the app’s unique value proposition
Showcase the app’s unique value proposition
and benefits to entice sign-up
and benefits to entice sign-up
What’s the expected outcome?
Increased sign-up completion rate
Increased app downloads
Increased conversion of off-platform audiences to on-platform digital audiences
Increased sign-up completion rate
Increased app downloads
Increased conversion of off-platform audiences to on-platform digital audiences
Progressive onboarding
Progressive onboarding
Step out the onboarding process
Step out the onboarding process
allowing users to gradually narrow down their preferences as they provide input
allowing users to gradually narrow down their preferences as they provide input
Make the sign-up process smarter
Make the sign-up process smarter
by ‘pre-filling’ the flow with things we already know about the user
by ‘pre-filling’ the flow with things we already know about the user
Offer users the ability to link their social account(s)
Offer users the ability to link their social account(s)
to identify artists they already follow and find friends who use the app, with whom they can connect with
to identify artists they already follow and find friends who use the app, with whom they can connect with
Get to know the user’s daily routine and habits
Get to know the user’s daily routine and habits
not just what they listen to, to better personalized the experience from the get-go
not just what they listen to, to better personalized the experience from the get-go
What’s the expected outcome?
Higher user satisfaction rate
Increased engagement with content recommendations
Lower sign-up drop-off rate
Higher user satisfaction rate
Increased engagement with content recommendations
Lower sign-up drop-off rate
Branded radio widgets
Branded radio widgets
Personalized iOS widgets that users can customize
Personalized iOS widgets that users can customize
and display on their phone’s home screen for easy access
and display on their phone’s home screen for easy access
Serve as timely entry points into the app,
Serve as timely entry points into the app,
based on the user’s routine and listening habits
based on the user’s routine and listening habits
What’s the expected outcome?
Increased app usage and frequency
Increased app usage and frequency
Train your own AI DJ
Train your own AI DJ
Proactively get to know the user and their tastes
Proactively get to know the user and their tastes
via dynamic prompts and quizzes
via dynamic prompts and quizzes
A conversational AI DJ
A conversational AI DJ
intended to be an omnipresent companion the user can interact (whether through voice or text) with to better personalize their experience over time
intended to be an omnipresent companion the user can interact (whether through voice or text) with to better personalize their experience over time
Surface insights about the user’s listening habits,
Surface insights about the user’s listening habits,
allowing them to understand the why behind recommendations they are getting and confirm or infirm the data
allowing them to understand the why behind recommendations they are getting and confirm or infirm the data
What’s the expected outcome?
Engagement rate increase
Increased user satisfaction
Increased engagement with content recommendations
Engagement rate increase
Increased user satisfaction
Increased engagement with content recommendations
— Final concepts Design
— Final concepts Design
— Final concepts Design
Live / Radio
Live / Radio
Dynamic artist & host hubs
Dynamic artist & host hubs
Introduce a fluid content architecture and robust filtering,
Introduce a fluid content architecture and robust filtering,
allowing for hubs to be generated and personalized in real-time
allowing for hubs to be generated and personalized in real-time
Highlight the artist/host’s upcoming events
Highlight the artist/host’s upcoming events
and full range of live & non-live content
and full range of live & non-live content
Elevate the artist/host’s curated list of recommendations
Elevate the artist/host’s curated list of recommendations
and what or who inspires them
and what or who inspires them
Facilitate discovery and exploration
Facilitate discovery and exploration
by surfacing related or complementary artists / hosts
by surfacing related or complementary artists / hosts
What’s the expected outcome?
Increased engagement rate
Higher conversation rate to new content types
Increased discovery of new content
Increased engagement rate
Higher conversation rate to new content types
Increased discovery of new content
Dynamic and focused browsing
Dynamic and focused browsing
Provide a range of pathways for discovery —
Provide a range of pathways for discovery —
e.g. by moment, mood, or based on what others are listening, etc
e.g. by moment, mood, or based on what others are listening, etc
Utilize data visualization as a tool
Utilize data visualization as a tool
to make the browsing experience more engaging and interactive
to make the browsing experience more engaging and interactive
What’s the expected outcome?
Increased engagement rate and time spent in app
Increased discovery of new content
Increased engagement rate and time spent in app
Increased discovery of new content
Live radio listening clubs
Live radio listening clubs
Enable users to have a shared live listening experience
Enable users to have a shared live listening experience
with friends via a private but collective “station”
with friends via a private but collective “station”
Empower users to connect live
Empower users to connect live
to listen to the same station and comment
to listen to the same station and comment
What’s the expected outcome?
Engagement rate increase
Increased app usage and frequency
App download referrals
Engagement rate increase
Increased app usage and frequency
App download referrals
Breaking news
Breaking news
Emphasize the here and now aspect of live radio
Emphasize the here and now aspect of live radio
as a media by elevating breaking news stories and how they are unfolding in over time
as a media by elevating breaking news stories and how they are unfolding in over time
Enable users to follow coverage in real-time
Enable users to follow coverage in real-time
across stations and locations to get different perspectives on an issue
across stations and locations to get different perspectives on an issue
What’s the expected outcome?
Increased app usage and frequency
Engagement rate increase
Increased discovery of new stations
Increased app usage and frequency
Engagement rate increase
Increased discovery of new stations
Tune in and discover
Tune in and discover
Lean into the analog experience of listening to radio
Lean into the analog experience of listening to radio
and offer users a quick and immersive way to discover new content
and offer users a quick and immersive way to discover new content
Bring an element of surprise and spontaneity
Bring an element of surprise and spontaneity
into the experience, allowing users to just “tune in”, and be surprised
into the experience, allowing users to just “tune in”, and be surprised
What’s the expected outcome?
Increased engagement rate
Increased discovery of new content
Increased engagement rate
Increased discovery of new content
— Final concepts Design
— Final concepts Design
— Final concepts Design
Podcasts
Podcasts
Curated host recommendations
Curated host recommendations
Create robust podcast landing screens
Create robust podcast landing screens
that aggregate a range host-curated content recommendations
that aggregate a range host-curated content recommendations
Capitalize on hosts’ credibility and trusted relationship with listeners
Capitalize on hosts’ credibility and trusted relationship with listeners
to extend content recommendations beyond podcasts to other formats, e.g. radio stations, music, books, etc.
to extend content recommendations beyond podcasts to other formats, e.g. radio stations, music, books, etc.
What’s the expected outcome?
Engagement rate increase
Increased engagement with content recommendations
Higher conversation rate to new content types
Engagement rate increase
Increased engagement with content recommendations
Higher conversation rate to new content types
Save and share your favorite moments
Save and share your favorite moments
Provide users the ability to select and highlight a clip / quote
Provide users the ability to select and highlight a clip / quote
from a podcast and either save or share with others (via SMS, social etc)
from a podcast and either save or share with others (via SMS, social etc)
Foster a sense of community by elevating the most saved and shared snippets,
Foster a sense of community by elevating the most saved and shared snippets,
and what people had to say about them, at key moments in ths experience
and what people had to say about them, at key moments in ths experience
What’s the expected outcome?
Increased app usage and frequency
App download referrals
Increased app usage and frequency
App download referrals
Contextual content deep-dive
Contextual content deep-dive
Create an additional layer to the listening experience
Create an additional layer to the listening experience
allowing users to access a range of related content while listening to a podcast
allowing users to access a range of related content while listening to a podcast
For example, this could be information on the guest being interviewed
For example, this could be information on the guest being interviewed
recommendations from the guest (e.g. music, podcasts, books, etc.), references, additional information or links about what is being discussed (e.g. historical event, political figure, etc.), or even what inspired the story or topic.
recommendations from the guest (e.g. music, podcasts, books, etc.), references, additional information or links about what is being discussed (e.g. historical event, political figure, etc.), or even what inspired the story or topic.
What’s the expected outcome?
Increased engagement rate and time spent in app
Increased engagement rate and time spent in app
Season recaps
Season recaps
Give users the ability to revisit
Give users the ability to revisit
their favorite shows, with robust season and episode recaps
their favorite shows, with robust season and episode recaps
Utilize data visualization to facilitate exploration
Utilize data visualization to facilitate exploration
of key insights, topics covered, guests interviewed, or answers given to ritual questions over the seasons and years
of key insights, topics covered, guests interviewed, or answers given to ritual questions over the seasons and years
What’s the expected outcome?
Engagement rate increase
App stickiness
Engagement rate increase
App stickiness
Trending topic podcast discovery
Trending topic podcast discovery
Allow users to discover podcast content through trending issues and topics
Allow users to discover podcast content through trending issues and topics
i.e. based on what is currently happening in the world or what people are most interested in at the moment
i.e. based on what is currently happening in the world or what people are most interested in at the moment
For each topic, elevate podcast episodes that provide different perspectives
For each topic, elevate podcast episodes that provide different perspectives
and dive into different “sides” of the issue
and dive into different “sides” of the issue
What’s the expected outcome?
Increased discovery of new content
Increased discovery of new content
Live drops & listening parties
Live drops & listening parties
Build hype around new episode releases
Build hype around new episode releases
and encourage users to listen together
and encourage users to listen together
Enable listeners to have conversations,
Enable listeners to have conversations,
comment and react in real-time
comment and react in real-time
Foster a sense of belonging and community,
Foster a sense of belonging and community,
allowing users to find and connect with like-minded listeners
allowing users to find and connect with like-minded listeners
What’s the expected outcome?
Engagement rate increase
App stickiness
Engagement rate increase
App stickiness
Top moments highlight
Top moments highlight
Elevate video as a format
Elevate video as a format
in the podcast portion of the app experience
in the podcast portion of the app experience
Enable users to watch key moments
Enable users to watch key moments
of their favorite podcasts’ latest recordings
of their favorite podcasts’ latest recordings
What’s the expected outcome?
Increased engagement rate and time spent in app
Increased engagement rate and time spent in app
AI DJ for podcast discovery
AI DJ for podcast discovery
Demonstrate how how the AI DJ concept can scale
Demonstrate how how the AI DJ concept can scale
to provide tailored podcast recommendations
to provide tailored podcast recommendations
Empower listeners to receive mood and context-specific recommendations
Empower listeners to receive mood and context-specific recommendations
of either new content or podcasts to pick up where they left off
of either new content or podcasts to pick up where they left off
What’s the expected outcome?
Increased discovery of new content
Increased user satisfaction
Increased engagement with content recommendations
Increased discovery of new content
Increased user satisfaction
Increased engagement with content recommendations
