Overview
KQED FM set out to rebuild its mobile presence from the ground up. With declining engagement across traditional radio and TV, the organization needed a modern, mobile-first experience that could attract and retain a younger, more active audience.
As the Lead UX Designer, I partnered closely with Product, Engineering, and cross-functional stakeholders to define the product vision, design the experience, and ship a fully functional mobile app.
The Challenge
KQED’s existing radio app was underperforming—buggy, hard to discover, and poorly rated—yet it still retained a small but loyal user base.
We needed to answer a fundamental question:
How might we create a simple, engaging listening experience that meets users where they are today?
Key challenges:
- Declining traditional media engagement
- Fragmented content across radio, podcasts, and news
- Feature-heavy stakeholder requests
- Need to rebuild trust with users and internal teams
My Role
- Led end-to-end product design
- Partnered with Product Manager on strategy and prioritization
- Facilitated stakeholder alignment and design reviews
- Conducted research synthesis and user interviews
- Collaborated closely with Engineering on feasibility and implementation
Research & Discovery
We grounded the work in real user insights and existing product signals:
What we did:
- Analyzed audience engagement data
- Reviewed App Store feedback to identify pain points
- Audited the existing app experience
- Conducted stakeholder interviews
- Ran user interviews to validate assumptions
- Mapped the competitive landscape of audio apps
Key insight:
Despite poor execution, users valued quick access to live radio and relevant content. The opportunity wasn’t to add more—it was to simplify and focus.
Defining the Product
I translated research into a clear product direction through a stakeholder-facing brief that aligned the team around a simple core experience.
From a long list of feature requests, I distilled the product down to three essential user needs:
- What’s on air right now?
- What’s up next?
- What’s something new to listen to?
This became the foundation for all design decisions.
Design Process
1. Simplifying Complexity
I mapped all requested features into user flows, then systematically reduced them to a streamlined, intuitive experience.
2. Managing Scope
Stakeholder enthusiasm created pressure to expand scope. I held a strong product line, allowing only one strategic addition:
→ Top 5 News Articles
This bridged radio with KQED’s broader content ecosystem and aligned cross-team priorities.
3. Designing for Real-World Use
- Built complete end-to-end flows, including edge cases and error states
- Collaborated with Engineering to align on technical constraints early
- Refined media player interactions for both live and on-demand listening
- Made fast calls to preserve UX quality under deadlines
The Solution
A focused, fast, and intuitive listening experience:
- Immediate playback of live radio
- Clear what’s on / what’s next context
- Seamless shift between live and on-demand
- Lightweight content discovery without overwhelm
Everything ladders back to one goal:
👉 Get users listening in seconds
Impact
Within 3 weeks of launch:
- ⭐ Rating improved from 1.0 → 4.0
- 📈 DAUs increased 5x (1.5K → 8K)
- 🤝 Earned trust from content + editorial teams
This wasn’t just a redesign—it reset how KQED thought about mobile.
What This Project Demonstrates
- Product thinking > feature delivery
- Ability to simplify complex systems under pressure
- Strong cross-functional leadership
- Knowing when to push back—and when to align
Reflection
Looking back, the biggest shift wasn’t visual—it was strategic.
If I were to take this further today:
- Personalization driven by listening behavior
- Smarter “resume listening” and recommendations
- Deeper integration across KQED’s content ecosystem