delight 2014 | data and design: bffs or frenemies?
TRANSCRIPT
Data and Design:BFFs or Frenemies?Steve Mulder @muldermedia
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UX & Design
Research
Testing
Analytics
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Trap #1We design by blindly following data
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Trap #2We measure the wrong thing
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Trap #3We become optimizers instead of designers
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Optimization via A/B or usability testing
The danger of optimizing to a local maximum
Local maximum
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1. Data is the platform from which we leap
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For NPR, ratings data tell us about listening
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Third-party research validates trends in media fragmentation and digital adoption
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Channels proliferate, presenting both opportunity and challenge
“Radio isn’t going away, it’s going everywhere.”
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Our own research and personas reveal changing consumer behaviors & opportunities
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It’s not about building things that users know to ask for
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New digital interfaces in familiar locations (connected car)
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Experiments with new listening experiences
Exploring experiences that meet needs users can’t yet articulate
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2. Data helps us know how high we’ve jumped
and whether to keep going
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The Facebook experiment: Local station stories geo-targeted on NPR’s Facebook stream
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Local stories saw consistently higher engagement and grew local audience
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Pivot and double-down: We created a workflow tool so we can scale this offering
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and more about
continuous learning
3. It’s less about achieving goals
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Yes, this sounds like Lean Startup thinking
Assumption/hypothesis
Minimum Viable Product
Analytics, research, testing
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Designing choice in the new NPR app
Original design: Give users more control/choices
Hypothesis to test: Fewer immediate choices + simplicity = longer listening
Results: Listening time up 8%
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Usability testing (and third-party research) on the infamous hamburger nav
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Walking the narrow path
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