SiriusXM Radio: C+AD
SiriusXM Radio: C+AD
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SiriusXM Radio In-Car Conversion & App Download
Role: Sr. UX Designer on the project team
Timeline: April 2020 - July 2020
Division: Radio - InCar
Projects: In-Car Conversion & App Download
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 figure out a way to make it easier for users to subscribe to SiriusXM radio from 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, 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 considering this, the ask was two-fold.
How do we reduce the in-car subscription drop-off?
How do we make the in-car subscribing process easier?
How do we promote the SXM mobile app product to in-car users?
Getting Started:
Getting Started:
Mapping The Vision
I started by studying the current experience gathering information and building a user flow to see how the system currently works to determine how to integrate a new service into it or whether it is feasible. 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 before designing any wireframes or prototyping.
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 on 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 to make such a drastic change would take a couple of years to implement, potentially causing product release issues to automakers.
Example of existing subscription interface inside 360L radio HU
Wireframes + Prototyping
Now that I know what wireframe screens I need to build, the next step is an inventory of what exists and how do I update or alter, 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 10min to 1hr in their vehicles every day; most of that time is 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, 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 allowed 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 for users to Get the App. This button provided users the option to get the process started quickly. The user could also access this via their profile and listener settings within the HU. The current subscription process remained, becoming the backup process for users with older vehicles or for which the HU system has restrictions.
This added feature allowed us to reduce the friction down from an almost 30-minute multi-step process to 1 to 2 minutes performed in less than three steps.
Summary of Accomplishments:
Today, the UX and design work on App Download Conversion work was completed and has now since 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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