05Global
A customer-led vision for every way people listen.
A tangible, research-backed framework that aligned Product, Design and Engineering around the future of Global Player.
- My role
- Lead Product Designer
- Industry
- Media & entertainment
- Focus
- Experience strategy, Omnichannel vision
- Scope
- App, web, car, TV and smart speakers
The short version
The case in three moves.
- Challenge
- Teams were optimising isolated parts of the product without a tangible guide for day-to-day decisions or long-term omnichannel planning.
- Leadership
- I combined a year of customer feedback, existing studies, archetype-led jobs and business priorities in cross-functional vision workshops.
- Outcome
- A shared opportunity model, wireframes and concept gave teams clearer direction across app, web, car and TV while keeping the strategy open to new evidence.
01 / Challenge
A north star was not enough to steer the work.
Teams were focused on incremental change, with no unifying view of the experience they were collectively building. The ambition needed to be tangible enough for prioritisation and delivery—not just inspirational language.
The vision therefore set four practical objectives: remain customer-led, keep radio at the forefront while supporting other formats, connect channels seamlessly and create a fully accessible product.
02 / Evidence
Connect what customers say, do and need.
I reviewed a year of Alexa, iOS and Google Play feedback, then consolidated findings from interviews, surveys and usability studies. Four customer archetypes helped relate recurring behaviours and problems to archetype-led jobs to be done.
Long-term business objectives were layered onto the evidence so the vision could balance customer value with strategic priorities.
03 / Alignment
Make the future discussable.
Workshops brought Design, Product, Engineering and stakeholders together to share evidence and explore opportunities. The outputs included a research repository, customer-feedback database, enhanced archetypes, an opportunity tree and omnichannel wireframes.
A high-level Figma concept helped leadership and teams respond to something concrete. Regular presentations and feedback loops kept the work visible and allowed the direction to evolve.
04 / Direction
A living framework, not a finished picture.
The vision created clearer intent for discovery, navigation, personalisation and cross-channel continuity. It also surfaced future opportunities in Android Automotive, Alexa Smart Cabin and television experiences.
Because implementation was ongoing, customer and business benefits were framed as anticipated outcomes rather than completed claims: faster decisions for teams, clearer content discovery, stronger retention moments and a scalable foundation for growth.
