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Internet Radio Player
As co-founder of Radiowave Corporation and Director of User Research and Design, strategized, managed and helped create all product user interfaces, related web sites and corporate brand identity. Solutions based on in-depth analysis and negotiation of business, user and technology needs. Two patents (#6,349,329 and # 6,587,127) were granted related to service and interface.

SKILLS HIGHLIGHT

• Interactive marketing
• Branded experience
• Global audience
• Cross functional/organizational integration
• Prototyping
• Streaming media

SITUATION

Company was a "content enhancer" – using existing audio from radio broadcasts and adding information and graphics about songs and advertising to a web presence. It attempted to aggregate these enhancements as a separate brand. Realizing that is could not sustain a consumer brand, the company needed to integrate it efforts with each radio station. The company needed a way to use the radio station's website and prove this service as a new source of revenue for stations

METHODS

• Defined target audience - people who listen to radio at work and those who personally related to radio station brands through interviews with users and executives
• Identified user behaviors - observed users to understand how they listen to radio, understood internet usage and computer audio usage, interviewed users about music, radio and web usage since this was an amalgam of these
• Task Analysis - videotaped users performing Internet tasks, observed competitive versions at home and work, provided several prototypes (paper and web-based) to assess understanding.
• Team members included marketing team, interface designers and ethnographers.

RESULTS

• determined communication of message was problematic (benefit was not clear)
• software downloads always caused problems, adopted windows based technology to extend our elements
• radio station websites known/promoted, branding very important - provided skins options
• created information-only option - provides greatest value, non-streaming audio options for information only
• created a “docking” solution to accommodate radio station site