Paving Digital Frontiers

Developing an innovative concept that brings digital to the forefront of an analog company.

Challenge

Create a personalized, omni-channel customer-centric experience to drive stronger, more engaged listener relationships and optimized profitability for SiriusXM.

1. Identify opportunities to design and develop experiences that will drive the appropriate customer interactions and deliver ROI - increasing number of subscribers and conversion rate, and drive cost savings through self-service digital experiences.

2. Understand the barriers and drivers of the target across the entire customer journey before, during and after every interaction.

3. Assess and inform technology evolution and potential selection to develop and overall experience and technology roadmap.

Ultimately, crafting a seamless digital companion experience for SiriusXM customers and amplifying the current in-car experience.

CLIENT
Sirius XM

AGENCY
SapientNitro

ROLE
UX Lead

Process

UX

Host intake stakeholder interviews across 20 teams
Ideate concepts used in a prioritization workshop
Develop in-depth personas
Create customer journeys

Design

Design comps based on customer journeys and personas
Develop a prototype

Intake & Strategy

Hosted a series of intake workshops with 20 internal Sirius XM teams, ranging from marketing, IT, and business development to better understand and identify their business needs.

Developed insights based off of the interviews, and further elaborated on them with additional concepts and considerations.

Current Landscape Heuristics

Assessed Sirius XM's landscape of products including their website, web app, and mobile app to identify pain points and future opportunities for the business.

Developing Opportunity Areas

Leveraging the insights from our intake activities, we began constructing key strategic opportunities and experience models for the project. As part of the client engagement, developed a prioritization workshop to invite the client to vote on various opportunity concepts based on customer value, business value, and execution complexity.

Creating Personas

Created personas based on key business segments: current customers, potential customers, and departed customers.

Customer Journeys

Developed detail customer journeys across the entire Sirius XM experience for all three personas. Pathways included research insights, opportunities, customer scenarios, and various measurable attributes impacting business and customer value.