Data and Design: BFFs or Frenemies? Steve Mulder @muldermedia

Data and Design: BFFs or Frenemies?

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For some UX/design teams, anything that comes out of analytics, research, and testing is suspect – like a mugger that could rob us of creativity and innovation. There are traps to avoid so that data doesn’t imprison design. So how do we avoid the traps and instead use data for good? Come find out how NPR thinks about the intersection of data and design, and how we are using lean, data-informed processes to experiment with the future of digital listening.

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  • Data and Design: BFFs or Frenemies? Steve Mulder @muldermedia
  • 2 UX & Design Research Testing Analytics
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  • 5 Trap #1 We design by blindly following data
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  • 7 Trap #2 We measure the wrong thing
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  • 10 What we measure becomes what we reward
  • 11 What we reward becomes what we do and what we are
  • 12 Trap #3 We become optimizers instead of designers
  • 13 Optimization via A/B or usability testing The danger of optimizing to a local maximum Local maximum
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  • 15 1. Data is the platform from which we leap
  • 16 For NPR, Arbitron ratings data tells us that audience is up but listening time is down
  • 17 Third-party research validates trends in media fragmentation and digital adoption
  • 18 Channels proliferate, presenting both opportunity and challenge Radio isnt going away, its going everywhere.
  • 19 Our own research and personas reveal changing consumer behaviors & opportunities
  • 20 Its not about building things that users know to ask for
  • 21 New digital interfaces in familiar locations (connected car)
  • 22 Experiments with new listening experiences Exploring experiences that meet needs users cant yet articulate
  • 23 2. Data helps us know how high weve jumped and whether to keep going
  • 24 The Facebook experiment: Local station stories geo-targeted on NPRs Facebook stream
  • 25 Local stories saw consistently higher engagement and grew local audience
  • 26 Pivot and double-down: We created a workflow tool so we can scale this offering
  • 27 and more about continuous learning 3. Its less about achieving goals
  • 28 Yes, this sounds like Lean Startup thinking Assumption/hypoth esis Minimum Viable Product Analytics, researc h, testing
  • 29 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%
  • 30 Usability testing (and third-party research) on the infamous hamburger nav
  • 31 Walking the narrow path
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