01. PROJECT SCOPE
Homepages to Boost Engagement
NOVA Entertainment (NE) owns and operates the nationwide Nova FM and Smooth FM networks, FIVEAA in Adelaide and Star104.5 in Central Coast. Each brand has its own branded player app, all share the same UI and content.
NOVA Entertainment (NE) owns and operates the nationwide Nova FM and Smooth FM networks, FIVEAA in Adelaide and Star104.5 in Central Coast. Each brand has its own branded player app, all share the same UI and content.
NOVA Entertainment (NE) owns and operates the nationwide Nova FM and Smooth FM networks, FIVEAA in Adelaide and Star104.5 in Central Coast. Each brand has its own branded player app, all share the same UI and content.
The Problem
Our app's homepage (with the radio tab as the default) allows users to resume their last station or suggests the on-brand one on first use. However, if users lose interest, it falls short in promoting other stations, podcasts, competitions, and videos for discovery.
The Scope
The first phase in the app revamp project was to design new homepages for each app, seamlessly integrating with the existing Radio, Podcast, and Library tabs while serving as the default landing page for all four player apps. The goal was to enhance user engagement by encouraging longer listening sessions and promoting the discovery of more stations and podcasts.
The first phase in the app revamp project was to design new homepages for each app, seamlessly integrating with the existing Radio, Podcast, and Library tabs while serving as the default landing page for all four player apps. The goal was to enhance user engagement by encouraging longer listening sessions and promoting the discovery of more stations and podcasts.
The first phase in the app revamp project was to design new homepages for each app, seamlessly integrating with the existing Radio, Podcast, and Library tabs while serving as the default landing page for all four player apps. The goal was to enhance user engagement by encouraging longer listening sessions and promoting the discovery of more stations and podcasts.
02. COMPETITOR ANALYSIS
What's in the Market?
Our competitors, both direct and indirect, take varied homepage approaches based on content strategies and music licensing, yet common patterns still emerge.
Instant access to favourite and recently played content upon launching the app.
Dynamic and personalised content recommendation.
Ability to promote content aligned with business priorities.
Instant access to favourite and recently played content upon launching the app.
Dynamic and personalised content recommendation.
Ability to promote content aligned with business priorities.
03. STAKEHOLDER INTERVIEWS
What does the Business Need?
After analysing the competitive landscape, the PM and I interviewed key stakeholders from Programming, Podcasting, Marketing, and Commercial to gather their homepage requirements. With diverse perspectives at play, we focused on consolidating needs while ensuring each stakeholder felt heard.
By using affinity mapping, I identified common business goals:
The ability to promote new stations, shows, podcasts, and competitions.
A streamlined process for managing and scheduling promotional sessions.
Intuitive navigation with content structured by priority.
By using affinity mapping, I identified common business goals:
The ability to promote new stations, shows, podcasts, and competitions.
A streamlined process for managing and scheduling promotional sessions.
Intuitive navigation with content structured by priority.
By using affinity mapping, I identified common business goals:
The ability to promote new stations, shows, podcasts, and competitions.
A streamlined process for managing and scheduling promotional sessions.
Intuitive navigation with content structured by priority.
04. USER RESEARCH
Concept Proofing by Users
Based on our research, we developed some initial ideas. To validate our assumptions, we surveyed over 2,800 NE Player users about their listening preferences, sentiments, and app experiences. By collaborating with the Audience Insight team, we transformed the quantitative data into clear, actionable feedback regarding the future homepage.
01
The top 5 features for users are "find and listen to favourite station", "competitions entry", "listen to news", "listen to last played station" and "contact studio".
The top 5 features for users are "find and listen to favourite station", "competitions entry", "listen to news", "listen to last played station" and "contact studio".
02
Users have complained that the current homepage (Radio tab) doesn’t automatically tune into their local Nova or Smooth station, instead defaulting to the Sydney station.
Users have complained that the current homepage (Radio tab) doesn’t automatically tune into their local Nova or Smooth station, instead defaulting to the Sydney station.
03
Only 16%–22% of users have used the Library tab, as most users don’t explore beyond their go-to stations, they don't feel the need to follow more content.
Only 16%–22% of users have used the Library tab, as most users don’t explore beyond their go-to stations, they don't feel the need to follow more content.
01
The top 5 features for users are "find and listen to favourite station", "competitions entry", "listen to news", "listen to last played station" and "contact studio".
02
Some users have complained that the current homepage (Radio tab) doesn’t automatically tune into their local Nova or Smooth station, instead defaulting to the Sydney station.
03
Only 16%–22% of users have used the Library tab, as most users don’t explore beyond their go-to stations, they don't feel the need to follow more content.
05. INITIAL SOLUTIONS
Stitch the New with the Old
After balancing business requirements and user needs, I came up with the hypothesis below and started building prototypes around it.
"A homepage that prioritizes users' top picks while providing space for content promotion."
"A homepage that prioritizes users' top picks while providing space for content promotion."
However, I ran into a big UI challenge while I was building mid-fi prototype for Nova.
Due to budget constraints and roadmap priorities, the player homepages will launch ahead of the full app revamp.
To align with the new Nova website’s visual style, the Nova player homepage will adopt a dark theme, while the older pages will remain light, creating a noticeable contrast that may feel disjointed.
Since the full Nova Player was set to transition to dark mode, I proposed implementing a temporary dark mode for existing pages, allowing users to opt in.
Due to resource constraints, the proposal was not approved. Instead, I implemented the following alternatives to ensure a smooth transition between designs:
Reused common components (e.g., buttons, cards, typography) and adapted them to a dark color palette.
Maintained visual consistency by applying the same accent color for primary buttons, links, and highlights across both dark and light pages.
Scheduled an EDM to inform Nova Player users about the new homepage and the upcoming full dark mode update.
Due to resource constraints, the proposal was not approved. Instead, I implemented the following alternatives to ensure a smooth transition between designs:
Reused common components (e.g., buttons, cards, typography) and adapted them to a dark color palette.
Maintained visual consistency by applying the same accent color for primary buttons, links, and highlights across both dark and light pages.
Scheduled an EDM to inform Nova Player users about the new homepage and the upcoming full dark mode update.
07. PERFORMANCE & REFLECTION
Optimising Engagement
After launching Nova player homepage for a month, we've got some impressive data outcomes comparing with the same month last year.
+7.8%
The radio play event across app increased by 7.8% per session, indicating that the new homepage encourages more listening after users open the app.
The radio play event across app increased by 8% per session, indicating that the new homepage encourages more listening after users open the app.
The radio play event across app increased by 7.8% per session, indicating that the new homepage encourages more listening after users open the app.
+28%
We conducted a pilot test by adding three cards to the "Highlight" carousel to promote Nova genre stations for the app launch, resulting in a 28% increase in average total listening hours.
We conducted a pilot test by adding three cards to the "Highlight" carousel to promote Nova genre stations for the app launch, resulting in a 28% increase in average total listening hours.
In the next phase, we will enhance data tracking to analyze user behavior and component performance, including scroll depth, click-through rates, and user journeys, etc.
In the next phase, we will enhance data tracking to analyze user behavior and component performance, including scroll depth, click-through rates, and user journeys, etc.
In the next phase, we will enhance data tracking to analyze user behavior and component performance, including scroll depth, click-through rates, and user journeys, etc.
