Reimagining a Legacy Radio Station’s Mobile App for the Next Generation.
KCRW is a leading public radio station and cultural institution serving millions across music, news, and storytelling. As Southern California’s flagship NPR member station, it plays a defining role in connecting diverse communities.
https://gojilabs.com/wp-content/uploads/2025/12/KCRW_Anim-2025-1-1.mp4
The Challenge
As one of Los Angeles’ most influential cultural institutions, KCRW serves millions of listeners across FM, digital platforms, podcasts, and live events — but its mobile app was struggling to keep pace. The legacy experience was fragmented, unintuitive, and overly dependent on outdated infrastructure. Users found it difficult to discover content, navigate live versus on-demand programming, and access membership benefits without friction. Internally, KCRW teams were constrained by slow publishing workflows, inconsistent content organization, and outdated tech debt that limited the organization’s ability to innovate.
At the same time, competitive threats were rising: modern streaming apps set higher expectations for discovery, curated content, and seamless cross-device listening. And while KCRW’s mission is rooted in community and culture, its digital experience was not delivering the clarity or ease needed to convert casual listeners into long-term supporters. The organization needed a modern, scalable ecosystem — not just an app rebuild — to reintroduce KCRW to a new generation of members, support its long-term financial sustainability, and strengthen its position as a flagship public media leader.
Our Approach
We began with a deep discovery and research phase, applying structured frameworks from our UX Research and Product Strategy Consulting practices. Through stakeholder interviews, listener journey mapping, competitive analysis, and a comprehensive UX audit, we uncovered systemic issues: unclear information architecture, scattered content taxonomies, limited personalization, and a lack of clear storytelling around membership value. We also identified opportunities that aligned directly with KCRW’s mission — from emphasizing cultural discovery to strengthening loyalty through exclusive digital benefits.
We synthesized our findings into three core product pillars: Livestream & On-Demand, Cultural Passport, and Membership Experience. These pillars shaped the roadmap and clarified how the app could reinforce KCRW’s identity while driving measurable engagement and revenue outcomes. From there, we re-architected the entire mobile experience around content-forward navigation, redesigned membership touchpoints to feel rewarding rather than transactional, and built frameworks for future personalization including behavior-based recommendations, dynamic playlists, and unlockable benefits.
Our team then translated the vision into a mobile-first design system, complete with refined user flows, updated visual identity patterns, CarPlay and Android Auto extensions, and flexible modules that empowered the KCRW editorial team to publish and curate without developer dependency. Paired with a scalable infrastructure and improved content management flow, the platform was rebuilt to not only meet today’s listener expectations but also support KCRW’s evolving digital strategy for years ahead.
The Impact
KCRW now has a modern product foundation capable of supporting premium listening experiences, confident discovery, and a lasting member ecosystem. Early internal testing revealed significant improvements in navigability, content comprehension, and membership value perception. By restructuring the app around intuitive, mission-driven pillars, the experience now encourages deeper listening, stronger retention, and a more seamless path from listener to supporter.
Operationally, the new infrastructure reduced technical debt and accelerated content operations, enabling KCRW’s team to deploy updates, publish content, and iterate on features with far greater speed. This improved responsiveness helps the organization adapt quickly to cultural moments, programming changes, and strategic goals. Beyond immediate usability gains, the platform unlocks scalable personalization, robust analytics, and faster feature velocity — giving KCRW durable product leverage for the next decade.
- Faster and more consistent product decision-making
- Reduced duplication, rework, and operational waste
- Clear ownership and accountability across teams
- Measurable impact on adoption, performance, and ROI
- Scalable framework for future initiatives
Project Results
Listeners to Monthly Subscribers
The platform successfully converted 10% of their casual monthly listeners into committed monthly subscribers, strengthening long-term audience loyalty.
Increase in App Member Donations
A streamlined mobile experience and clearer value exchange drove a meaningful lift in recurring member support.
Money Raised 48hrs After Launch
Immediate donor response validated the new member experience and reduced friction at the moment of contribution.
Project Review
Nathalie Hill
Chief Audience Officer
“Goji Labs was exactly what we needed. Their team brought clarity, creativity, and momentum to a project that’s central to how we engage our audience. They’ve completely re-energized our digital experience.”
