SiriusXM

SiriusXM Thinks Outside the Car

How the satellite radio giant worked with Code and Theory to adapt a new media model for the wireless age.

In early 2013, SiriusXM faced tough competition for listeners’ attention. At the time, streaming music platforms had started to become ubiquitous, Wi-Fi was moving into the car and phones had become a central hub for audio. So the satellite radio service needed to do some listening itself.

The brand came to Code and Theory and posed a challenge: Help us look beyond the in-car experience and make Sirius a more seamless, portable option for music lovers everywhere.

Early on, the team discovered that the project was more than just building an easy-to-use series of apps that would create a more consistent SiriusXM experience across all devices and environments.

It was about creating a sophisticated product that was rooted in SiriusXM content—its fans, its history, and all the nuances of the platform that so many had become accustomed to over the past two decades.

1

A Changed Landscape

When Sirius launched a national satellite radio service in 2002, the media landscape looked a lot different.

Only a small minority of U.S. homes had broadband Internet. Most people used their cellphones exclusively for making phone calls. And the idea of having Internet in your car seemed impossible.

About a decade later, SiriusXM wanted to take a fresh look at what its subscribers loved about the service, and what they’d like to see changed. So Code and Theory collaborated with the company on designing and executing an ethnographic study in the summer of 2013. In addition to users, the research project also included interviews with Sirius employees at every level.

The feedback and learnings from the study served as the foundation for the entire project.

2

The Feedback

Sirius

The data revealed some interesting insights.

Some of the most interesting results related to each user’s digital aptitude—especially the Boomer set. Other learnings focused on people’s patterns of behavior and how they change throughout the day.

For example: Regardless of their loyalty in the car, users increasingly relied on alternatives for audio entertainment on their phones, tablets, and desktops.

In other words, SiriusXM found itself in a situation not unlike HBO, in which the best marketing strategy was to emphasize its quality content. To make that content more accessible, though, it had to make sure the user experience was as seamless as possible.

“The idea was that Sirius is sort of a companion for your everyday life, not just something you listen to in the car,” said Jody Hankinson, group UX director at Code and Theory.

3

LEVERAGING SIRIUS XM’S STRENGTHS

The result was a seamless new experience that lived across all devices and leveraged SiriusXM’s relationships, data, subscriber base and content in powerful new ways:

4

Hitting the Market

In April 2015, SiriusXM unveiled its newly redesigned interface across the desktop, tablet and mobile devices.

The launch itself represented a major step in the company’s quest to becoming the number one high-quality portable audio service for listeners everywhere.

The reimagined platform bridged the gap between competitors and poised the company to redefine itself for a new era.

Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

Tipico Featured Module
Tipico

Succeeding on a Mission to Win Ohio

AOR leading an integrated campaign to capitalize on the moment and bring Tipico to market.

Read More
  • Challenging category conventions to create a differentiated connection with audiences
  • Speaking with Ohio sports fans the same way they speak to each other
  • Working in an Integrated Agency team to connect through all media channels, including the app

Evolving E-commerce to Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Screen Shot 2023 03 01 at 11 14 04 AM
Marriott Bonvoy

Reimagining Marriott Bonvoy as a Hub for Travel and Commerce

Evolving Bonvoy’s design system to be more modern and immersive while staying true to the core strong brand identity.

Read More
  • Mobile-First
  • Contextualized Conversion
  • Flexible Design and Content Systems

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

CASE CARD Blowout Top Image Size Image of 7680 432
Allspring

Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

Read More
  • Improving workflow processes through enhanced user interface design
  • Clear and simple data visualizations for complex data sets
  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

Transforming Education's Forefront

Defining the future of digital experiences in education.

Pfizer World| Shaping a Platform into a Beacon for New Priorities and Ways of Work

Pfizer World

<p>Pfizer World</p>

Transforming a platform into a meaningful beacon to set new priorities and ways of working.

Read More
Galleri| Introducing a Revolutionary Medical Feat to the Market

Galleri

<p>Galleri</p>

Creating the first B2C campaign and user experience for a first-of-its-kind cancer detection test.

Read More

Evolving the Financial Services Model

We’re transforming an antiquated industry through cutting-edge design and driving the future of finance forward.

Award WebbyW3 0031Ad Age 0023

Recognition

  • Code and Theory

    Webby Awards

    Best Magazine – Websites and Mobile Sites
  • Code and Theory

    W3 Awards

    Best in Show General Websites-Associations
  • Code and Theory

    Ad Age

    Agency A-List

All Work

 2023

Says a Lot —

Latest

News — 

Ringier | Leading International Media Company Ringier Appoints Stagwell’s (STGW) Code and Theory to Transform the Blick Brand

News — 

Code and Theory Takes the Stage at Web Summit Rio

News — 

PRNewswire | Code and Theory, a Stagwell (STGW) Network Company, is Building New Artificial Intelligence Capabilities with Oracle Cloud Infrastructure

News — 

PRNewswire | Stagwell (STGW) Marketing Cloud Taps Former Microsoft Chief Data Analytics Officer John Kahan, Code and Theory Chairman Dan Gardner as Advisors

News — 

PRNewswire | Code and Theory Network Agency Kettle Promotes Lauren Kushner to CEO

News — 

PRNewswire | Stagwell's Code and Theory Network Expands Its Digital Transformation and Engineering Globally with Addition of YML

News — 

Ad Age | Top 5 Diversity, Equality, and Inclusion Efforts To Know About Right Now

News — 

PRNewswire | Stagwell (STGW) Digital-First Creative Agency Code and Theory Launches Industry's First Holistic Inclusive Design and Marketing Strategy Discipline