Converting InCar Listener Engagement

SiriusXM Radio: InCar+AD

Converting Listener Engagement into Subscriber Growth

In-Car Conversion & App Download

App Download Conversion was a project I worked on with the team to unravel and find a solution. The ask was to find a way to make it easier for users to subscribe to SiriusXM radio via the car head unit.

Currently, users can subscribe to SiriusXM radio directly from the HU, but the process is clunky. Marketing and user research showed a drop-off after the process started. Secondly, users typically did not return to finish the process. When asked, most users said that, when it came to listening to the radio, it was a singular action- only listening while in the car- and most did not know SXM also has a companion app for listening outside the car.

After reviewing all the data, the ask was two-fold.

How do we reduce the in-car subscription drop-off?
How do we make the in-car subscription process easier?
How do we promote the SXM mobile app product to in-car users?

Project Details

Streaming Radio Customer Profiles & Identity Management
Design architecture solution for addressing multiple subscription across customer accounts across multiple sytems across business units.

Role: Lead Sr. UX Product Designer
Project Timeline: April 2020 - July 2020
Division: Radio - InCar
Project: Improve InCar Subscription Experience

Getting Started:

Mapping the vision

I started by studying the current experience, gathering information, and building a user flow to understand how the system works, determine how to integrate a new service, and assess its feasibility. Like most platform systems, especially those related to the automotive industry, work done is for 2 to 3 model years ahead, so live interaction was impossible, so I had to rely on blueprints of what 360L interaction is supposed to be.

Building a flow and reviewing it with the product manager and tech leads to verify that the system works. As stated in the blueprints, it was crucial to design any wireframes or prototypes beforehand.

Example: User flow of new proposed app conversion and how it may be integrated into the current system. View a larger click here.

The Challange

The challenge was convincing stakeholders of the idea of reducing the number of user interactions with the HU. The 360L subscription flow already exists. Our goal is to make it better, so implementing such a drastic change would take a couple of years and could cause product release issues for automakers.

Example of existing subscription interface inside 360L radio HU

Wireframes + Prototyping

Now that I know which wireframe screens I need to build, the next step is to inventory what exists and how I can update or alter it so it solves the ask without breaking what exists. The goal is to remove friction and barriers. By nature, most people spend a minimum of 10 minutes to 1 hour in their vehicles every day; most of that time is spent driving. So eliminating driver distraction is paramount. People are usually not interested in sitting in their cars once they reach their destination for up to 30 min to walk through a subscription process. If any issue or error arises, it is over and never to be revisited.

Example New proposed design for Get the App Subscription Conversion in-car HU

The solution is to provide people the ability to send a text link to their mobile phone number on file with SXM or one they enter to their mobile device from the HU. This allows the user to start and/or finish their subscription process later, outside the car. It also provided the opportunity to introduce users who were not aware that SiriusXM has a mobile companion app and an option to download and listen to anytime, anywhere.

An example Prototype build of app download conversion interface would work.

We added a button to the Now Playing screen to help users get the App. This button allowed users to start the process quickly. The user could also access this via their profile and listener settings within the HU. The current subscription process remained in place as the backup for users with older vehicles or for whom the HU system has restrictions.

This added feature allowed us to reduce the friction from an almost 30-minute, multi-step process to 1 to 2 minutes, completed in fewer than 3 steps.

Summary

Today, the UX and design work on App Download Conversion was completed and has now moved on to the next step, blueprinting and development. At the time of writing this, there is no eta on when it will be released.

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