Designing an Audio Content App: Navigating Challenges and Iterating for Success
A deep dive into the iterative design and development of a podcast and audiobook app, exploring challenges like monetization, user experience, and collaboration with external teams.
Overview
This project was one of my first experiences designing an app, and it stayed with me for four years as we developed it like a child, with several different versions being designed over time. One of the main challenges was working with an external team that had a different organizational culture, which sometimes made communication and coordination difficult. Another challenge was that my team and I weren’t very familiar with podcasts and audiobooks at first, as they were just beginning to gain popularity in our country, and there were very few high-quality podcasts available.
Another big issue was monetization. Finding ways to make money from podcasts and audio content has always been a challenge in this field. However, I really enjoyed working on this project because it had a cultural impact—it could increase public knowledge and awareness. Plus, we had a great collaboration with a social marketing team, which allowed me to learn a lot from them. One of the biggest challenges was designing the audio player, which we improved continuously until the latest version.
To address the monetization problem, we decided to follow other apps in this field by offering a subscription model and using ads. It was a bit challenging to find the right balance with ads so that they wouldn’t annoy users. So we gathered user feedback to make sure they could still enjoy the app experience. For the player, I created over 20 different designs inspired by podcast, audiobook, and music apps, and we conducted a lot of A/B testing. By using analytics tools, we observed how users interacted with the app and which buttons and sections they used the most. We also paid close attention to feedback from users on social media to improve the app.
Role
In this project, I worked as a product designer, and I had two interns who worked with me. I’m proud to say that both of them have since become highly skilled professionals, and we still keep in touch.
Design process
01
Empathize with Users
This project began around the same time that Spotify gained popularity in our community, and people were gradually becoming more familiar with the concept of podcasts. To connect better with the project, I asked the team to recommend some of the best podcasts, and I started listening to them myself. Along with one of my interns, we installed and tested various music and podcast players, focusing on their UX and user journey. We recorded any interesting findings and later created documents based on them.
We held meetings with the product and marketing teams to discuss the characteristics of our target audience. In these sessions, we realized that most of the users we aimed to attract had been introduced to podcasts via social media or through a friend, and were not yet willing to pay. They were mostly looking for content to pass the time and gain information for free.
With the guidance of the product manager, the first version of the project was essentially a simple copy of apps like Spotify and Castbox, and we quickly launched it to the market. At this stage, we didn’t have much detailed information, so we decided to gather feedback from users after the release. By analyzing the comments and reviews, we gradually identified the new features and improvements that needed to be made.
One of the key insights from the feedback was that many users were listening to podcasts while driving or in the car. Another finding was the negative reaction to the amount of advertisements displayed in the app, with users commonly pointing out specific areas where they felt the ads were too intrusive. Another notable observation was that users were looking for exclusive content that wasn’t available on other apps, and they wanted easy access to it.
In the end, one more important thing we learned was that users wanted to quickly be notified when new episodes of podcasts were released. This need was addressed by improving the user experience, and necessary changes were made to the app.
02
Define the Problem and Ideate Solutions
In this phase, my team and I focused on defining the problem clearly and precisely and coming up with creative solutions to address the user pain points.
The first major issue we identified was the negative sentiment from users regarding the number of ads in the app. Since the app’s revenue model in the early phase relied entirely on ads, we had to find a balance between user satisfaction and the stakeholders’ need for revenue generation.
To address this, I first researched the profitability of each ad type to determine which ones were the most lucrative for the app. Then, we examined various points in the app where ads could be placed. Afterward, we went through user reviews and feedback to identify the areas where users were most dissatisfied with the ads. After gathering this data, we brainstormed with the team and decided on the best places to insert ads, ensuring they would be minimally disruptive for users while still generating revenue for the app.
Once that issue was resolved, we shifted our focus to improving user satisfaction. We decided to add a car mode to the player so that users who listen to podcasts while driving could have a better experience. This feature helped make the core functionalities of the player more accessible with minimal distractions.
To solve the challenge of keeping users informed about new podcast episodes, we held meetings with the product and development teams. As a result, we decided to implement push notifications, which helped increase user retention and addressed another key user request.
03
Design & Prototype
After understanding the target audience and gaining project insights, we decided to quickly implement the pages requested by the product manager to ensure we didn’t lose the market. The product manager had sent us a document with the exact pages he wanted, but one mistake I made was that, based on routines and things I had seen before, I unconsciously and with little experience began wireframing. It was almost at the end of the wireframing process that I realized my mistake, and I immediately corrected it. I apologized to the team for the misunderstanding.
After the first version, instead of sitting idle, we kept working on different sections, especially the player, and updating the versions. After identifying user problems, we began refining the wireframes and gathering feedback from the product manager.
In addition to the R&D aspect of our field, I am also interested in data. I was reviewing the apps from this perspective as well. To improve the data crawling system and make the app more up-to-date, I provided the development team with a few ideas that strengthened the crawling system and made the data appear more effectively within the app.
04
Testing and Implementation
In the design process, I made sure to share the wireframes with the Product Manager first, before wasting time or dedicating more resources, to get initial feedback from them. This helped us evaluate the designs quickly and avoid initial mistakes.
After the initial implementation, we had a meeting with the Product Manager and decided to add analytics tools to the app to gather data from users. This decision had two main benefits:
- Identifying user behavior trends and continuously refining the user journey.
- Providing essential data for the app’s growth, which, through analysis, allowed us to focus on user acquisition and retention.
05
Key Takeaways from the Project
This project marked many firsts for me, and I truly learned a lot from each one. It was my first experience working in the app development field, and I had the opportunity to collaborate with an excellent marketing team.
The first thing I learned in this project was the importance of documenting every detail of the work. The product manager showed me how to document each step of the process, how to write effective feedback, and how to communicate professionally. These lessons not only helped me in this project but will be invaluable in all my future projects.
In this project, I also learned about monetization and its methods in the business world. Specifically, I gained a deeper understanding of how to monetize an app and the various strategies for generating revenue while maintaining a good user experience. This knowledge was crucial for making informed business decisions related to the app’s growth and profitability.
Another great experience I had was getting acquainted with analytics tools and platforms. These tools helped me analyze user behavior and use the collected data to improve user experience and make data-driven decisions. This was an eye-opening experience and opened new doors for me to explore how data can be leveraged to enhance the success of a project.
Finally, this project taught me that no project is ever without challenges, but those challenges can provide valuable learning opportunities. These lessons and experiences not only impacted this project but will also significantly influence my approach to future design and app development projects.