BBC Sounds

*D&AD New Blood Entry*

What happened: We improved and developed BBC Sounds with a redesigned website and new features to reflect the changing behavior of BBC listeners.

Why it was fun: The BBC is an institution! Stewarding such storied brands is a major reason I love branding.

Skills: Product innovation, critical thinking, conceptual design, UX


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The app is too ‘blunt’ and does not offer ability to group ‘sounds’ either by type or theme.
— BBC Sounds User
Is it just me that struggle to navigate the #BBCSounds app?
— BBC Sounds User
I find it difficult to use and hard to find the content I want.
— BBC Sounds User

We heard BBC Sounds listeners loud and clear, they needed a flexible, seamless listening experience.

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These considerations guided our redesign of BBC Sounds’ interface:

  1. Engagement: We’re never the same for very long, listeners approach BBC Sounds with nuanced motivations and needs.

  2. Exploration: Listeners want to be surprised by quality content. Not overwhelmed by searching.

  3. Co-Creation: We’re greater than the sum of our parts and trust communal opinions.

  4. Expression: Taste in content is an extension of the listener’s identity and spurs connection with other listeners.


New Features: DynaListen & Microtagging

By turning location settings on, DynaListen Mode builds an infinite playlist based on what people in your area are listening to. It’s like Spotify Radio for your environment.

With microtagging, describing and searching for content isn’t limited to genre alone. Listeners can tag content in ways that make sense to them and when enough people have tagged something the same way the tag is attributed to the content.

For example: #PUMPED, #throwback, #highenergy, #goodday, #charminghosts.


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BBC Sounds landing page:

Promotional video for BBC Sounds:


Created with:
Experience Designer: Danielle Scott-Paxtot