“The radio craze … will soon fade.”

—Thomas Edison, 1922

Wrong then, and still wrong today. “Terrestrial” radio remains popular even as it transitions to streaming, and audio content and advertising are only growing. IHeartMedia needed to expand targeted radio advertising to a much wider field of smaller advertisers by reducing the overhead costs and pricing for radio ads. Our small team delivered a 0-1 design and spec for a self-service audio advertising platform that would offload content creation from small businesses, simplify market selection, track and verify campaign runs, and manage budgets based on results. It had a super simple wizard UI with limited, intuitive choices on each step and help easily in reach. We consulted with senior executives to develop the concept, tested on a full prototype, and delivered final design and specs.