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

2. 2UX & DesignResearchTestingAnalytics 3. 3 4. 4 5. 5 6. 6 7. 7Trap #1We design by blindly following data 8. 8 9. 9Trap #2We measure the wrong thing 10. 10 11. 11Trap #3We become optimizers instead of designers 12. 12The danger of optimizing to a local maximumLocal maximumOptimization via A/Bor usability testing 13. 13 14. 141. Data is the platform from which we leap 15. 15For NPR, ratings data tell us about listening 16. 16Third-party research validates trends in mediafragmentation and digital adoption 17. 17Channels proliferate, presenting bothopportunity and challengeRadio isnt going away,its going everywhere. 18. 18Our own research and personas revealchanging consumer behaviors & opportunities 19. 19Its not about building things that users knowto ask for 20. 20New digital interfaces in familiar locations(connected car) 21. 21Experiments with new listening experiencesExploringexperiencesthat meet needsusers cant yetarticulate 22. 222. Data helps us knowhow high weve jumpedand whether to keep going 23. 23The Facebook experiment: Local station storiesgeo-targeted on NPRs Facebook stream 24. 24Local stories saw consistently higherengagement and grew local audience 25. 25Pivot and double-down: We created aworkflow tool so we can scale this offering 26. 263. Its less aboutachieving goalsandmore aboutcontinuous learning 27. 27Yes, this sounds like Lean Startup thinkingAssumption/hypothesisMinimum ViableProductAnalytics,research, testing 28. 28Designing choice in the new NPR appOriginal design: Giveusers morecontrol/choicesHypothesis to test:Fewer immediatechoices + simplicity= longer listeningResults: Listeningtime up 8% 29. 29Usability testing (and third-party research)on the infamous hamburger nav 30. 30Walking the narrow path 31. 31