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TuneIn
UX content design  ·  AI governance

One voice across every device

TuneIn has millions of listeners and fragmented apps across mobile, web, Tesla dashboards, Sonos speakers, and more. I built the content systems and brand voice that made it all feel like one coherent product, then helped the company figure out where AI fit into that voice—and where it didn't.

My role
UX Content Strategy Lead
Team
UXD, UXR, Product, Radio hosts, Executive leadership
Focus areas
UX writing  ·  brand voice  ·  ASO  ·  AI governance
The problem

A global audio platform with no unified voice

TuneIn already had millions of listeners tuning in across the world. Now it needed a content system to match. The experience fractured as soon as you left mobile. In-car integrations felt foreign, smart speaker experiences fell flat, and the brand personality had whiplash.

Listeners were trying to access their content across their devices but were met with wholly different design approaches. This led to abandonment, frustration, and fewer Premium subscribers.

My job was to close that gap by building a brand voice consistent enough to travel across all of TuneIn's surfaces and content frameworks specific enough to work on each one.

The work

Voice, systems, and AI governance

Tackling the underlying challenge of making one brand feel coherent at scale.

Brand voice & content systems
Systems
Refined TuneIn's voice and codified it into content guidelines that worked across 50+ user flows. That meant articulating not just how TuneIn sounded, but how that sound adapted to context.
Device-native UX writing
UX Content
Across many device types, I wrote and oversaw the UX content for every major flow—from the Tesla dashboard onboarding that gave new EV owners 90 days of TuneIn Premium, to the Sonos integration that let listeners control radio by voice. Each surface had different constraints, different interaction patterns, and different listener expectations.
ASO, partnerships & growth
Growth
Led app store optimization in partnership with an external vendor, including keyword strategy, store listing copy, and screenshot messaging—driving a 12% increase in app download conversion at peak. Oversaw the launch of 20–30 new partner brand channels (NHL, MLB, CNN, Jeopardy!) and contributed to a 6% growth in the Premium subscribers.
Early AI governance & Anyword
AI Governance
Before most media companies were thinking about AI content policy, I was building one. I used our style guide embedded into Anyword to generate SEO-optimized descriptions for hundreds of radio station landing pages. But I drew hard lines about where AI could and couldn't go: short-form social copy stayed human-written, and on-air copy was completely off-limits. Our brand voice had to remain authentic, for our listeners and our partners.
"

I had to match the content experience across dozens of device types, contexts, and expectations.

How I worked

Mapping devices to content

How someone listens determines what they need from the content. A commuter asking Alexa to play NPR has completely different expectations than someone browsing the web player on a Saturday morning. Writing the same copy for both would serve neither. So I worked with UXR and product to build a device map that actually worked for the messaging.

Device Listening mode Content approach
Mobile
Discovery
→
Immersive
Finding something new
→
Expressive & editorial
Rich writing and clear merchandising
Web player
Background listening
→
Utilitarian
Quick and comprehensive
→
Clear & functional
Intuitive navigation and content access
In-car
Passive & audible
→
Quick & easy
Less reading, less navigating
→
Tap & go
Safety-first microcopy and friction-free login
Smart speakers
Voice control
→
Off the cuff
Voice-first philosophy
→
Frictionless
Smart interpretation and clear confirmations
Selected screens

How it came to life

Here's a sampling of UX flows and pages across the in-car onboarding that converted new EV owners, to the Explorer map that let listeners find radio stations around the world like Google Maps, to the App Store copy that drove real download growth.

Sport, media & content partnerships

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TuneIn MLB desktop
MLB live events — desktop
TuneIn team picker
Team picker — personalized fandom
TuneIn Premium page
Premium — merchandising & upsell
TuneIn audiobooks
Audiobooks — content expansion
TuneIn jazz club radio station
Jazz station — co-branded channel launch

In-car onboarding

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TuneIn Tesla dashboard
Tesla dashboard — in-car entry
TuneIn Tesla landing — 90 days free
90-day Premium offer — landing
TuneIn Tesla payment
Account linking — friction-free
TuneIn Tesla success state
Success — ready to hit the road

Discovery & growth

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TuneIn Explorer splash
Explorer — global radio map intro
TuneIn Explorer map
Explorer — interactive world map
TuneIn Explorer with station
Explorer — station selection
TuneIn App Store destination
App Store — positioning copy
TuneIn App Store description
App Store — listing copy
TuneIn App Store what's new
App Store — What's New copy
Outcomes

Growth that came from clear messaging

How'd this consistent content get us to a better place? The numbers were music to our ears.

12%
App download lift, driven by ASO copy and store listing optimization
+6%
growth in Premium subscribers through improved content
20–30
new partner brand channel launches — NHL, MLB, CNN, Jeopardy!, and more
50+
user flows written and maintained across 12+ device types
UX content strategy Brand voice development Device-native UX writing App store optimization AI governance Partnership content Product marketing A/B testing Creative direction
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