The future for the SiriusXM HMI | CX
Omnichannel product design: redefine in-car entertainment in the age of connected vehicles to be a user-centric, cohesive experience that seamlessly integrates satellite radio with new streaming capabilities—setting a new benchmark for premium audio both inside and outside the car.
The challenge
With the rapid evolution of connected car technology and increasing listener expectations, SiriusXM faced the challenge of staying competitive in a landscape dominated by streaming giants. The goal was clear: develop a future-proof platform that would not only enhance the in-car listening experience but also extend it across multiple devices, ensuring that users could enjoy personalized, on-demand content wherever they are.
Objective
Delivering a holistic and engaging omni-channel experience that deepens listeners’ relationship with the content by adding machine learning features that can provide personalized entertainment and targeted marketing campaigns.
Delivery
Seamless user experience
Detailed designs and documentation for a cohesive user-centered experience across all touchpoints—In-vehicle displays, mobile devices, tablets, and smart TVs. The interface was streamlined to provide consistent navigation, making it easier for users to find and enjoy their favorite content—on the road or at home.
Prototypes and reference design
Live data prototypes and a UI reference design that demonstrated the full potential of the 360L platform. This personalized approach ensured that users could easily discover new content and enjoy a listening experience tailored to their tastes—across all devices.
CES 2016 OEM investor reel
To secure investment from automobile brands, I directed a promotional video showcased at CES 2016. The video effectively communicated the innovative features of 360L and its potential to transform in-car entertainment, contributing to the successful buy-in from Dodge, GM, Audi, BMW, Ford, and Volkswagen.
Results & impact
The presentation of the 360L vision at CES 2016 was a turning point for SiriusXM. Barclays analysts raised the company’s target price by approximately 18% following the unveiling, representing over $4 billion in market cap at the time.
A best-in-class experience for OEMs to reference
Showcasing the reference designs and prototypes we developed, SiriusXM was able to inspire investment from Acura, AUDI, Bentley, BMW, GM, Chrysler, Dodge, Ford, Infinity, Jaguar, Jeep, Lamborghini, Land Rover, Porsche and many more.
Deepening the relationship with listeners
The 360L customer experience was designed to leverage listeners’ consumption data to weave listeners deeper into the Sirius XM ecosystem, SiriusXM has been able to make smarter programming decisions and grow ad revenue, reaching $400 million in 2024 with targeted marketing content.
Enhanced UI and consistent design across channels
With a better, more adaptable user interface, the 360L designs allow easy access to content on demand, more personalized programming, and improved display consistency and UI quality across OEMs and digital channels—achieving a 4.6 rating on Google Play
Contribution
Vision: Define and guide the overall design strategy, ensuring a user-centric approach that aligns with business goals and a modern look and feel that will meet the brand in the future.
UX Design: Led the UX design team in creating a seamless, intuitive, and personalized omnichannel user experience across car dashboards, mobile devices, tablets, and smart TVs.
Collaboration: Work closely with a multidisciplinary team, including developers, product managers, and research partners to ensure alignment around cohesive and frictionless design solutions.
Communication: Present and articulate design visions to stakeholders, including through high-impact promotional materials like the CES 2016 video, to secure investment and support.
Impact: Contribute to the platform’s success by ensuring the design not only meets user needs but also drives business outcomes, such as increased market cap and widespread adoption by automotive brands.