This case study is password-protected.
iHeartMedia
Timeline
3 months
Role
UX Designer & Researcher
Tools
Figma, Figjam, UserTesting, Qualtrics
With
2 PM Interns 1 UX Design Intern
overview
The iHeart app reaches millions on a daily basis, but young listeners don’t tune in. This internship explored features that can bring and retain Gen-Z users to the app.
problem statement
Understanding iHeart's Position with Gen Z Audiences
iHeart's core strength, its loyal Midwestern audience, is also its blind spot: Gen Z (18-24) is shifting away from radio, and iHeart isn't meeting their needs. As streaming habits evolve, the goal isn't to compete head-on with Spotify or Apple Music, but to find ways into Gen Z's existing app ecosystem, whether through podcasts or other entry points.
Our hypothesis: Gen Z doesn't yet see what makes iHeart different. Streaming apps offer personalized, solo listening; iHeart offers company, like a friend around throughout the day. We explored where that distinction could bring iHeart into both personal and shared listening moments.
Gathering Preferences to Inform Designs
Asking the Gen Z Themselves
To gather data, I surveyed the intern population, Gen Z themselves, on their music preferences and knowledge of iHeartMedia. The results shaped a focused, structured brainstorming session with NYC and remote interns, grounding our ideation in real user insight rather than assumptions.
Streaming Over Radio
Gen Z use streaming apps, and iHeart still reads as a radio brand, not a modern one.
Discovery Habits
Driven by friends and social media, not DJs or stations.
Live Events & Artist Interaction
A major strength and high-value differentiator for this generation.
Personalization
Currently lacking, but iHeart doesn't want to mirror other apps.
Ranking 354 Sticky Notes
Affinity Diagram Mapping
To begin analysis on our user testing data, we relied heavily on affinity diagram mapping to organize and cluster information. We used this method to: 1. Identify how often similar ideas came up 2. Gauge the popularity of different feature categories 3. Determine the priority and need for each change
Over 55+ unique ideas ranked
We used all of our sticky notes and clusters to surface every unique idea, with each cluster grouping ideas similar enough to one another. To narrow the list to five concepts for testing, we ranked them against three values: 1. User Value How much the concept meets real user needs or solves a pain point. 2. Strategic Alignment How well the idea fits iHeart's goals, brand, or long-term vision. 3. Differentiation How much the concept stands out from competitors or brings a fresh experience.
Winning Concept
iHeart Rewards
This rewards system turns everyday listening into tangible benefits. Users earn points by engaging in activities they already enjoy, such as listening, sharing, discovering artists, or attending virtual events. Points can then be redeemed for perks like discounted concert tickets, livestreams, or limited-edition merchandise. It aligned with a lot with the data we gathered from the workshop and the resources that iHeart has. It scored the highest in the concept test as well.
Other Concepts
For Gen Z, By Gen Z
Original radio and podcasts created by influencers and everyday voices, covering topics from daily trends to funny weekend stories and unfiltered takes on relationships. Users can react, comment, and vote in real time to make listening more interactive.
Live Chat
Live comment streams, Q&As, and exclusive sessions let users connect directly with hosts and other listeners. Polls and story submissions create a sense of participation and community.
Sound Sync
Users can see what friends or nearby listeners are playing, join in, and build collaborative playlists. This feature also highlights shared listening moments, whether intentional or by chance.
Discovery Dial
A quick way to explore new music, shows, or stations when users aren’t sure what to play. Previews and Genre Tags make it easy to discover content that matches their mood.
Reflection
Thank you to the iHeart Team!
This summer was incredible, thanks to the iHeart team and my fellow interns. The mentorship and feedback I received is something I am so forever grateful for. I got the chance to grow as an UX researcher and designer.