Global radio - iOS re-design
Role
Lead Product designer
Background and goals
Global Radio, the company behind well-known UK radio stations such as Heart, Capital One, and Classical FM, experienced lower-than-expected uptake for its initially launched iOS app. Consequently, leadership initiated an extensive research program to investigate the reasons behind this and has hired our agency to redesign the entire iOS mobile application.
Key challenges
The challenge also included designing a single UI for use across all Global radio stations, while allowing each station to maintain its own distinct identity. The application needed to provide intuitive user navigation between live radio stations and easy access to on-demand content and playlists, while remaining simple in design.
Impact and achievements
Successfully resolved the initial navigational issues
Positive reviews: Our team launched a new iOS experience which was very well received by their audience. The feedback was very positive, especially highlighting the ease of navigation. “The new app is easy and intuitive to use” - “I can find my preferred content fast and easy“ - “I love how easy is it to see upcoming programs as well as access to my saved playlist“
Increase in downloads We saw a significant uptake in both the downloads and usage of the new app
With the key theme established, we proceeded to prioritize the identified user needs based on their relevance to solving the defined problem. Subsequently, we translated these prioritized user needs into specific user tasks, which were then integrated into the existing user journeys. The key user needs identified through this process included: easy access to schedules and news, the ability to find detailed information about albums and presenters, and seamless switching between radio stations.
Defining the right problem to solve
Leveraging Global Radio's existing extensive user research, I facilitated a workshop focused on the analysis, synthesis, and translation of user feedback into actionable user needs through the application of empathy mapping. This process provided Global Radio's leadership with a deeper understanding of the user feedback, enabling more informed interpretation and strategic responses.
Following the empathy mapping exercise, we identified recurring themes within the user feedback to define the core problem we aimed to address. The most prominent theme centered around users' desire for a more customizable experience, encompassing seamless transitions between live radio stations, on-demand content access, and integration of personal playlists. This overarching theme defined our problem space as "Navigation and Content Discovery."
Mapping out the new product’s architecture
Following the integration of the defined user tasks into the existing user journeys, I conducted a comprehensive review of the holistic product architecture. This step was crucial to understand the impact of the new task integration and to ensure a seamless and cohesive overall product experience. The new architecture map was defined and sectioned into phases as well as the MVP.
Mapping out the end to end user flows
To ensure a consistent end-to-end user experience that integrates seamlessly with the existing UI, and is informed by all user feedback, I have mapped out the entire application end to end. This mapping includes all edge cases and error screens to ensure a complete and connected flow. Particular attention was paid to maintaining intuitive, simple, and easy-to-use navigation.
User testing and meeting user needs
To validate the effectiveness of the new feature integration, I developed prototypes of the updated user flows, which were then presented to users for feedback. Key insights from this testing revealed a strong user preference for access to play/pause functionality while exploring other content within the application. Additionally, the importance of single-click access to on-demand content. Incorporating these refinements to the user flow enabled me to proceed with the comprehensive mapping of the entire application
Creating consistent UI across all Global radio apps
A key user need was the ability to switch between stations. To enhance the user experience and engagement, I proposed a distinct look and feel for each station, while maintaining consistency in visual structure and interaction patterns.
