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A dynamic, uplifting multi-media property for the Maryland-DC region and beyond.
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More than a website – an easy-access lifestyle hub

On-demand music and media and a highly intuitive user experience are the pillars of the broadcaster’s re-envisioned web presence. User experience (UX) was a major driver to give station listeners a variety of content options immediately with just a click, tap, or swipe. Central to the station’s lifeblood, the “On Air Now” and “Donate” buttons are sticky throughout the visitor’s journey. A well-crafted taxonomy makes trending blog posts, concerts and events easy to find from the homepage and viewable across the site.

Different screen views of the SHINE FM website displayed on desktop, tablet, and mobile

A Research-informed Approach

We approached our research from several angles. In addition to conducting deep stakeholder interviews to nail down goals, objectives, and desired outcomes, our team conducted: 1) Focus groups - Listener and website user interviews highlighted usage habits and upgrades they wanted to see. They also detailed their bond to the station and the brand. Ultimately, these discussions highlighted primary and secondary audience segments and informed how we developed accurate audience personas. 2) Site evaluation – A comprehensive examination across several key areas included Web traffic analysis, SEO, Accessibility, Content, Structure and Navigation, as well as Functionality, Interactivity, and device compatibility. 3) Brand assessment – An iterative approach, especially during the early stages of development, we ensured re-branding and site components were aligned at every milestone of the development and design. 4) Peer reviews – In-depth study of broadcast media peers/competitors was complemented with several aspirational sites to arrive at a highly customized design and functionality.


Welcoming. Encouraging. Entertaining.

Executing on Brighter Media’s mission, the new site is an inviting place for daily visitors and welcomes new users to the Shine FM community. Moreover, it breaks the stereotype of many radio station websites. Instead of a jumbled mixed bag of content, the Shine site is highly scannable, cleanly organized, and easy to navigate, with action buttons to popular content and a broader mega menu for a deeper dive.

  • Four iPhone screens depicting different views of pages throughout the site

The Results

Launched as part of Shine FM’s new brand rollout in the first quarter of 2020, the station used its broadcast format and social media platforms to announce the website and encouraged listeners to visit and experience the new digital environment. Response has been extremely positive. Moving forward, Brighter Media Group is turning to SAI Digital again to revitalize their corporate website and other digital properties.

“You truly brought to life a vision that many of us here have had for our organization for quite a long time. It’s almost surreal to see it come to life for everyone to see. The platform that you’ve developed is going to catapult us into the future.”
Brighter Media Group's logo
Katie Hamill, Director of Digital Media Brighter Media Group