Role: Design Lead - Visual and Interaction Design
Role: Lead Product Designer at Fairfax Media.
The hardest brief in the world. YOU are the client. You're also the worst client.
We strived to create a unique and brutally simple site that is all about the work.
Problem
SCA's radio player app had multiple legacy issues. It was built on an old framework, it didn’t showcase the stations’ number one asset - the radio DJs and if you’re paying Rove MacManus a couple of million bucks a year you want to show him off to Australia, right?
It also lacked the ability for listeners to check back and listen to highlights via an on-demand podcast catch-up service. There were also commercial and business opportunities in programmatic advertising revenue and cross-sell of products such as newsletter and VIP signups to consider.
The task was to re-define the listening experience, from the ground up.
Workshops
We gathered multiple stakeholders from across the business to run a series of workshops. From Content producers, Commercial, Technology and Product teams we were able to gain alignment and agree on strategic goals of the project.
User research
With over a million people on our VIP database, we were able to access a cross-section of users groups to conduct preliminary research. We were also able to run a good mixture of Qualitative and Quantitative research.
Rapid prototypes and low-fi wires were made which enabled us to test and iterate quickly.
Solution
We created a design system for all 64 radio stations in the Hit and Triple M product portfolio.
We designed and built a compelling, world-class listening experience that also had multiple innovations using smart speakers, CarPlay and programmatic ads. We gave our listeners:
The ability to live stream any Hit or Triple M radio stations across the country
To catch-up with their favourite shows on-demand or download for later with just a tap
Discover what tracks were playing live and what had been played recently in live playlists
Browse the complete station schedule
Subscribe to their favourite shows so they would never miss a moment
Listen whilst they drive with CarPlay.
For the first time in Australia, Commonwealth Bank customers could use their compatible Android or iPhones to tap and pay for goods at any paypass terminals.
As part of a fully integrated campaign, digital was at the heart of the campaign. We created a bespoke fully responsive website that would revolutionise the way the bank could campaign new products moving forward. We also created an experiential piece where the public could learn to dance with the pros, then watch themselves back again in a video clip sent to their email. Digital outdoor, mobile, and video animation also supported the largest campaign of the year.
Results
Acquired new Everyday Account customers, 13.3% uplift versus 8.5% target.
Migrate existing customers to the new CommBank app, 2.63 Million versus 1.25 Million target.
Use Tap & Pay, 51,000 versus 15,000 target.
Problem:
With a national re-brand and radio station consolidation strategy less than 4 months away we needed to re-design and re-engineering our digital platforms for launch. With 10 major metro brands and 57 smaller regional stations to consider, we needed a design system that catered to the different content strategies for each brand. The business was also looking for cost efficiencies so we were requird to re-architect and migrating thousands of pieces of content onto a new CMS platform, Umbraco.
Approach
We conducted workshops with key stakeholders and collaborators across the country to understand requirements, gain alignment and explore opportunities. We also used existing data sets, behavioural patterns plus quantitative research to help segment and understand the wide-ranging needs of our listeners across Australia. From there we drew up IA and wireframes.
Solution
Shifting mindsets from being simply a radio station to a content media brand was challenging, however we were able to design a content platform that delivered for both our listeners and the business.
Results
Ad viewability from 34% to 73% - (41% above industry benchmark)
Average session time increase - Mobile 1min 01 to 2min 34
Desktop increase - 1min 39 to 24mins 29
Catch- up consumption increased +122%
4.5 star rating in the App store
(key rivals at 2star and 1 star)
(Figures are post-launch 3mths Dec-Mar '17)
L'Exhibition - The flagship Lexus car sale. They wanted some cut through from a cluttered market. We gave them a series of striking images that supported the customer research that Lexus car buyers like to express their creativity with their cars. With a striking image we disrupted the market.
How do you demystify building wealth?
We were set the task of introducing a new platform to Australians explaining how simple and easy it is to start building your wealth. Using everyday faces of Australia, they became the 'Faces of Finance'.
We helped define, design and build the new onboarding platforms through working with multiple stakeholders with the CBA business teams. We also created a 3D walk through video showcasing the best bits of the platform, features and benefits.
Role: Executive Design Director at M&C Saatchi
