TUNEIN: Radio, sports, podcasts—on all your devices
The challenge:
When I joined TuneIn, it had already established itself as an international brand—amassing millions of radio listeners across the world. But it needed a voice, and it needed consistency. I was tasked with developing the narrative for the brand, mapping that narrative out into 50+ of new user flows, bringing it to life across dozens of devices, and giving listeners access to a whole suite of media and genres. I did all of this partnering with User researchers, product managers, UX designers, and C-suite stakeholders.
The “Every device” problem
As the UX/Content Strategy lead, I had to make sure every experience and every value prop really sang across all the devices listeners expect to use:
And that meant understanding what listeners wanted to see and hear across those devices. And because TuneIn’s chief mission was to bring together all your audio, all in one place, it had to work for all tastes.
While I spent nearly two years crafting experiences and mapping strategy for more than 50 experiences, below you’ll see a handful of screens and user flows that show channel idiosyncrasies, device-to-device handoffs, and more.
TuneIn Keeps you In the game (AND YOUR PASSIONS)
Below, you’ll first see a short, two-screen flow showing off a custom “team selector” experience we whipped up—letting listeners tell us who their ride-or-die is so we could dish up future podcasts, streams, and more dedicated to their fandom.
You’ll also see some more examples of how we merchandised our offerings to listener from audiobooks and mental wellness to our ad-free Premium offering.
driving new listenership
Radio is a must for road trips, and TuneIn’s evolving partnerships with all the major EV manufacturers brought all your audio out on the road with you. But connecting an account or getting listeners to convert to Premium could be tedious—do you honestly like typing on in-car screens? This user-flow gave new Tesla owners a free 90-day trial of our Premium tier and made linking your account to your car simple.
Some UXR guidance:
Give users a QR code and a URL linking experience
Provide all four means of signup for different ecosystems
Deliver the punchline that they’re getting their trial and ready to hit the road.
Connected radio for connected DEVICES
Mobile devices and car radios are a start, but true device dominance ends with all the smart speakers we know and love today. I helped to bring TuneIn’s radio prowess to top speakers including Sonos—complete with in-app owned radio and full-on integration into the Sonos experience. Oh, and it’s pretty cool that we got to launch a radio station with Tom Hanks.
Global Radio, Local Flavor
One of the coolest projects I got to work on was our nifty radio “map view” feature. We named it TuneIn Explorer, and it let listeners find and stream radio stations around the world just like they would use Google Maps.
Bringing listeners to the parTY
Any app, site, or service is only as good as the audience it attracts. I took a multi-pronged, omnichannel approach supporting marketing campaigns (like the MLB social video below), product marketing initiatives (like that Instagram story ad after that), as well as some ASO and App Store advertising.
my role at tunein
UX Content Lead
Lead copywriter
User experience testing
Defined brand voice
Creative direction
Product marketing