JAZZ.FM91
Product Design
OVERVIEW
Project Goal & Responsibilities
Project Goal
Design a refreshed website for JAZZ.FM91 to better engage audiences, boost revenue, and support Canadian musicians.
Responsibilities
- Analyzed user data to define the target audience and project direction
Result
Boosted member engagement by 15%, leading to increased donations and ad revenue.
- Performed usability testing and analysis
- Developed a full design system
- Designed user interfaces for optimal experience
BACKGROUND
JazzFM is losing traffic, and donations are decreasing
JAZZ.FM91 is Canada’s only 24/7 jazz radio station and a listener-supported charity. They need a new website to better meet their marketing and operational goals. Their goal is to grow audience engagement, support Canadian musicians by promoting them, and drive revenue through updated layouts and new profit models. Also, it will highlight contests and events to further connect with their audience.
Design Process
1
2
Research
Ideation
User Insights
Pain Points
Persona
User Journey
Finding Solutions
Sketch
3
Design
Stylesheet
Final Design
RESEARCH
User Insights
From the data provided, we learned that over 70% of users were aged 40 and above, suggesting that most users may not be very tech-savvy. Additionally, more than 80% of the traffic came from desktop users. Based on the user insights, out primary focus was on making the desktop site user-friendly for non-tech-savvy visitors.
RESEARCH
Pain Points
Based on traffic insights, our team spent time exploring the website, setting action goals to assess how easy (or difficult) it was for users to complete the most frequent tasks. These actions were identified from the user traffic data and included:
- Playing the radio
- Finding the particular music title from the recent playlist
- Visiting a specific event page
- Checking the program schedule and details
This helped us pinpoint where users were facing challenges and areas that needed improvement.
1. Inconvenient Radio Player
The radio player opens in a new window, making it inconvenient to switch between tabs. This issue is expected to be even more challenging for older users.
2. Inefficient Layout
The website uses the same grid design across all pages, with pages cluttered by images and text, leading to poor visual hierarchy and making it hard to know where to focus. The homepage also wastes valuable space above the fold with a large, uninformative image.
3. Tangled Sitemap
The navigation bar and sitemap were confusing, making it hard to browse the website. For example, clicking "next" or "previous" under an article page lead the users to random pages instead of related content. After reviewing the issue, we discovered the buttons directed users to any page created right before or after, rather than to the next or previous article.
RESEARCH
Persona
RESEARCH
User Journey Map
IDEATION
Finding Solutions
User Needs
Inconvenient Radio Player
Seamless Radio Experience
Embed a radio player on the homepage that keeps playing seemlessly while users browse the website, without requiring a new window.
Inefficient Layout
Tangled Sitemap
Streamlined Navigation and Layout
Redesign the website's layout and sitemap to create a more user-friendly experience, making it easier to navigate.
Client Needs
Promote Canadian Musicians
Enhance User Engagement
Add Profit Model
Profit Models
Present new profit models, including a tiered membership service based on donation amounts. Support live events featuring Canadian musicians, with users voting on which artists to showcase. Add banner ads to boost revenue.
IDEATION
Sketch
DESIGN
Stylesheet
The stylesheet was created first, with a strong focus on microinteractions, including detailed variations for different user actions.
DESIGN
Final Design
Radio Player
The radio player is now embedded at the bottom of the website, allowing users to continue listening while browsing. A live chat feature has been added to boost user engagement, enabling listeners to connect in real-time. Paid users can also join live video streams for certain programs and events, adding value and bringing in revenue.
Homepage
The large, unused banner image has been removed. The homepage now includes shortcuts to popular pages like song titles, live programs, and featured articles or events. Posts are grouped by category for easier browsing, and banner ads have been added to bring in sponsors and revenue.
Articles Library
Library pages now have search functionality, category filters, and ad spaces, making it easier for users to find what they’re looking for while generating additional revenue.
Articles
Irrelevant and random links have been removed. Instead, recommended and related articles are displayed on the sidebar and at the bottom of the page. Additional ad spaces are added to boost revenue.
Calendar
The redesigned calendar offers a clean and intuitive interface. Users can search and filter events by type or sponsor category for a more personalized experience. Ad spaces have also been added to generate additional revenue.
Programs & Podcasts
The updated user interface provides users with a seamless and efficient browsing experience
RESULT
Increased Engagement, Donations, and Ad Revenue
The refined audience targeting and user-centered design led to a 15% increase in member engagement, resulting in higher user engagement. As a result, JazzFM had a significant increase in donations and ad revenue.
