Raw Wave

Unleash the Full Power of Podcasting with Premium Access

B2C Podcast Platform, Driving Free-to-Paid Conversions

Product Designer | 3 Months | Figma & Procreate

With podcasting gaining momentum among young, budget-savvy audiences, Raw Wave has built a dedicated base of free users. However, many hesitate to upgrade to premium. This redesign reimagines the user journey to seamlessly highlight the benefits of premium features—such as ad-free listening, offline access, and exclusive content—making it easy for users to see the added value and inspiring them to make the leap to a subscription. By enhancing the premium experience, Raw Wave aims to increase conversion rates and deepen user engagement.

BACKGROUND

Understanding what drives users to subscribe is key to Raw Wave's growth. For many podcast listeners, the experience is personal and often integrated into daily routines, from commutes to workouts.

With this in mind, offering a premium experience means catering to specific user desires—like uninterrupted listening, offline access, and exclusive content—that make the app truly worth subscribing to. Below are some core insights that shape user expectations and highlight potential upgrades:

  • Ad-Free Content is a Premium Expectation

    Most users enjoy podcasts but find frequent ads disruptive. The ability to listen without interruptions is a highly desired feature.

  • Offline Access for Convenience

    Given users' busy lives, many want to download content for offline listening, especially for travel or areas with limited connectivity.

  • Exclusive Content Appeals to Dedicated Listeners

    Listeners value exclusive or early access to content, which adds a sense of VIP experience and connection with their favorite creators.

  • Freedom to Skip and Shuffle Content

    While more common in music apps, podcast listeners also appreciate flexibility, like unlimited skipping or custom playlists, to tailor their listening experience.

PROBLEM

With a growing demand for personalized, distraction-free podcast experiences, Raw Wave needs a seamless, strategic approach to increase premium subscriptions without disrupting user engagement.

Raw Wave faces challenges converting free users to premium due to:

Limited Upgrade Prompts:

Users aren’t frequently or effectively encouraged to explore premium features.

Underemphasized Premium Benefits:

Valuable features like ad-free listening, offline access, and exclusive content aren’t highlighted enough within the app experience.

User Sensitivity to Intrusive Prompts:

Many users in this age group find excessive upgrade prompts off-putting, creating a need for a balanced approach to in-app messaging.

COMPETITOR MARKET RESEARCH

An analysis of top players like Pandora, Spotify, and YouTube Music reveals effective strategies and common pitfalls in premium conversion tactics. Key insights include:

USER RESEARCH

After defining target audiences, I conducted user research to clarify key pain points and needs. Insights gathered from five in-depth user interviews helped shape the app’s core design. Key insights included: 1)seamless onboarding

2) user-friendly playback 3) valuable premium features and 4) personalized recommendations. This research guided the identification of core features to prioritize, addressing user needs with a focus on simplicity, customization, and ease of access.

Goals

User interviews highlight that listeners desire a seamless, personalized experience in podcast and music apps, with premium features like ad-free listening, offline access, and exclusive content prominently emphasized. To address these expectations, this project aims to (1) increase the visibility of premium benefits,

(2) introduce upgrade prompts that are engaging but non-intrusive, and (3) provide tailored recommendations to enhance the overall user journey. These goals are set to meet the demand for distraction-free, accessible listening while facilitating a smooth transition to premium subscriptions.

"I’m used to things being locked behind a paywall, so it didn’t bother me. But I think services like this should find a clever, less annoying way to entice me—something that’s not overly aggressive but actually excites me to upgrade." — Nina S.

VISUAL DESIGN

After gathering insights from both user research and market analysis, I began developing low-fidelity wireframes, focusing on simplicity and clarity. The goal was to create a clear, functional layout that addresses the primary user needs while eliminating unnecessary elements. By concentrating on the core features identified during the research phase, I ensured the design prioritized usability and intuitive navigation.

Seamless Onboarding and Personalized Content Discovery

The wireframes focus on a smooth user experience, starting with a simple login or sign-up. Users then select podcast categories to personalize their content feed, ensuring a quick introduction to relevant shows.

Premium content options are introduced only after users engage with the app, allowing them to understand its value before considering a subscription. This gradual approach fosters user engagement and a natural transition to premium features.

Flexible Subscription Plans with Easy Access

This section introduces a range of subscription options: the familiar Family Pack and Basic Premium Plan, along with a unique Custom Pack. The Custom Pack allows users to build a tailored experience by selecting their most desired features as a base and adding any additional perks they prefer. Users can easily subscribe using Apple Pay for a quick, secure, and seamless transaction process. This ensures that each user can choose the most suitable plan for their needs, enhancing both flexibility and convenience.

Visual Identity and Design Rationale

Personalized Navigation and Premium Features

The low-fidelity screens focus on an intuitive user experience with personalized content for quick navigation, allowing users to easily find podcasts based on their interests. Exclusive locked episodes are highlighted with descriptions and a prompt explaining their special content. Users can access premium subscription plans through a clear prompt. Features like bookmarking and skipping are also premium options, encouraging users to explore upgraded plans for more control over their listening experience.

UI Library

This section introduces a range of subscription options: the familiar Family Pack and Basic Premium Plan, along with a unique Custom Pack. The Custom Pack allows users to build a tailored experience by selecting their most desired features as a base and adding any additional perks they prefer. Users can easily subscribe using Apple Pay for a quick, secure, and seamless transaction process. This ensures that each user can choose the most suitable plan for their needs, enhancing both flexibility and convenience.

  • NAME

    The name Raw Wave reflects the app's commitment to unfiltered, high-quality audio, appealing to users who value an authentic listening experience. Each design choice contributes to a cohesive, engaging, and modern user experience.

  • TYPOGRAPHY

    The combination of Bebas Neue and Roboto brings clarity and style to the interface. Bebas Neue, a bold sans-serif, reinforces brand presence in headers and titles, while Roboto, used for body text, ensures readability across devices, creating a clean and intuitive experience.

  • DARK MODE

    Dark mode was selected as the primary theme for its appeal to younger audiences and proven ability to boost engagement. Studies by platforms like Spotify show that dark themes enhance immersion and reduce eye strain. The cinematic dark palette aligns with Raw Wave’s aim to deliver a premium, captivating listening experience.

PROTOTYPING, TESTING, ITERATING

Before diving into prototyping, I focused on creating an intuitive design, especially for premium prompts—ensuring they felt logical and beneficial without being intrusive. A key takeaway from user interviews was the diversity in premium feature preferences. While all participants valued an ad-free experience, they had varying priorities, like bookmarking, speed adjustment,

Streamlined Password Criteria for a Smoother Onboarding

To streamline onboarding, I added password criteria to the login page, addressing feedback from 3 out of 5 interviewees who were unsure if they had set their password correctly. The three criteria provide enough complexity to ensure security while avoiding excess constraints, allowing users to confidently create a secure password without unnecessary confusion or frustration. This adjustment reduces onboarding friction, creating a more user-friendly experience.

Expanding Payment Options for Easier Subscription Access

To enhance user convenience and boost subscription rates, I expanded payment options to support preferred methods like Apple Pay and credit cards. This flexibility streamlines the process, reducing friction and making it easier for users to subscribe, ultimately encouraging more free-to-paid conversions.

offline listening, and skip features. To address this, I introduced a Custom Pack that allows users to personalize their premium plan, making their experience both unique and cost-effective.

After testing the prototype with five users, feedback was largely positive. However, three key improvements emerged for further iteration:

Highlighting the Custom Pack’s Flexibility to Drive Conversions

Given the positive feedback on the Custom Pack, I decided to emphasize its benefits further by adding a prompt that activates when users interact with features exclusive to this pack. This prompt highlights the flexibility and value of the Custom Pack, encouraging users to consider it and boosting the likelihood of converting free users to paid subscriptions.

FINAL THOUGHTS

Throughout this design process, I learned the importance of balancing user needs with intuitive design. User feedback was essential in identifying pain points and refining the experience. A key takeaway was the value of clear, non-intrusive prompts when introducing premium features.

I also discovered that offering customizable options, like the Custom Pack, resonated with users who value flexibility, shaping the app’s monetization strategy and aiding in converting free users to paid subscriptions.

Looking ahead, I’d prioritize testing the final prototype, focusing on converting free users to paid to gauge the strategy’s success. Key improvements would include refining the Custom Pack prompt for a more seamless, personalized feel, enhancing user control and experience. Regular testing with diverse users would help ensure these features align with user needs and optimize engagement.

Reflection

Next Steps