Designing The Listening Experience: The Making of NPR One
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As presented on October 6, 2015 at HOW Interactive Design Conference in Chicago. NPR One is a personalized audio experience designed to be heard. If we are doing our job well, then you likely aren’t even looking at your device. But being out-of-sight creates a unique set of constraints for building a mobile app. How do we craft an experience for that is audio-first? How do we design interfaces that are simple, content-first, and easy-to-understand, even if they're only used once in awhile? And how does the team work to evolve the experience and add new features while avoiding bloat and retaining the focus that is the hallmark of the app? In this session, l'll discuss the evolution of NPR’s new digital radio platform, from inception to obstacles to examples of interactions built for listening. I'll talk about team dynamics and process, user research and A/B test findings, and delve into the paths not taken. Ultimately, you'll be able to learn from our successes and missteps as we continue to build the ultimate audio news and storytelling experience.
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Designing The Listening Experience: The Making of NPR One
- 1. Designing the Listening Experience Dan Newman Deputy Creative Director @creativenewman Photo by Emil Kabanov
- 2. Designing the Listening Experience #HIDC @creativenewman What do you think of when you hear the phrase “Public Radio”? Photo by Ricky Montalvo
- 3. Designing the Listening Experience #HIDC @creativenewman Public radio may cause extreme drowsiness.
- 4. Designing the Listening Experience #HIDC @creativenewman Before listening to public radio,
- 5. Designing the Listening Experience #HIDC @creativenewman make sure your doctor says that you’re healthy enough to have sex,
- 6. Designing the Listening Experience #HIDC @creativenewman not that it will matter!
- 7. Designing the Listening Experience #HIDC @creativenewman Leslie, would you like to introduce the next segment?
- 8. Designing the Listening Experience #HIDC @creativenewman OK.
- 9. Designing the Listening Experience #HIDC @creativenewman Now it’s time for jazz plus jazz equals jazz.
- 10. Designing the Listening Experience #HIDC @creativenewman Today, we have a recording of Benny Goodman played over a separate recording of Miles Davis.
- 11. Designing the Listening Experience #HIDC @creativenewman Research shows that our listeners love jazz.
- 12. Designing the Listening Experience #HIDC @creativenewman Public radio may be easy to parody, but we think of it like this…
- 13. Designing the Listening Experience #HIDC @creativenewman National Public Radio will serve the individual; it will promote personal growth; it will regard the individual differences with respect and joy rather than derision and hate; it will celebrate the human experience as infinitely varied rather than vacuous and banal; it will encourage a sense of active constructive participation, rather than apathetic helplessness. Bill Siemering Founding Board Member, NPR
- 14. Designing the Listening Experience #HIDC @creativenewman This is NPR
- 15. Designing the Listening Experience #HIDC @creativenewman NPR is global
- 16. Designing the Listening Experience #HIDC @creativenewman NPR is local
- 17. Designing the Listening Experience #HIDC @creativenewman “Broadcast radio is the cockroach of media. You can’t kill it. You can’t make it go away, it just gets stronger and more resilient. That doesn’t mean that I see digital radio as a passing fad. It’s for real. I’m a huge Spotify user. I think it’s a great service, but I use broadcast too.” Jarl Mohn CEO, NPR
- 18. Designing the Listening Experience #HIDC @creativenewman NPR has long been at the digital forefront
- 19. Designing the Listening Experience #HIDC @creativenewman 1998 2000 2002
- 20. Designing the Listening Experience #HIDC @creativenewman But the landscape is changing Photo by ClearFrost
- 21. Designing the Listening Experience #HIDC @creativenewman It was time to try something new
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- 24. Designing the Listening Experience #HIDC @creativenewman The Clock
- 25. Designing the Listening Experience #HIDC @creativenewman The Flow DCBA A DCBA B DCBA C DCBA D
- 26. Designing the Listening Experience #HIDC @creativenewman The Flow DCA A DBA B DC C DCB D
- 27. Designing the Listening Experience #HIDC @creativenewman The Flow DCA A DBA B DC C DCB D
- 28. Designing the Listening Experience #HIDC @creativenewman
- 29. Designing the Listening Experience #HIDC @creativenewman Illustration by Carmen Rodriguez Peñamaria
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- 35. Designing the Listening Experience #HIDC @creativenewman Stories Lead Break Core Invest Collections Newscast Local Newscast Lead Core Break Local Story Break Invest etc… Flow Listener
- 36. Designing the Listening Experience #HIDC @creativenewman Promos Promoted Show or Segment Promo Hey NPR One fans!
- 37. Designing the Listening Experience #HIDC @creativenewman Promos Promoted Show or Segment Promo Did you know that coming close to winning but not quite reaching your goal can actually be a great motivator?
- 38. Designing the Listening Experience #HIDC @creativenewman Promos Promoted Show or Segment Promo I’m Shankar Vedantam. Be sure to tap the button on your screen to hear my podcast, Hidden Brain.
- 39. Designing the Listening Experience #HIDC @creativenewman Promos Promoted Show or Segment Promo This week, it’s all about near-misses.
- 40. Designing the Listening Experience #HIDC @creativenewman Promos Promoted Show or Segment Promo So… If you missed that the button the first time, don’t worry. I’ll give you another chance.
- 41. Designing the Listening Experience #HIDC @creativenewman Promos Promoted Show or Segment Promo Tap that button on your screen now.
- 42. Designing the Listening Experience #HIDC @creativenewman Channels Channel
- 43. Designing the Listening Experience #HIDC @creativenewman People aren’t binary; personalization shouldn’t be, either.
- 44. Designing the Listening Experience #HIDC @creativenewman Listeners find great content through trusted companions.
- 45. Designing the Listening Experience #HIDC @creativenewman Challenge: Competition for Attention
- 46. Designing the Listening Experience #HIDC @creativenewman Challenge: Busy Interfaces
- 47. Designing the Listening Experience #HIDC @creativenewman
- 49. Designing the Listening Experience #HIDC @creativenewman Things that worked
- 50. Designing the Listening Experience #HIDC @creativenewman Things that worked
- 51. Designing the Listening Experience #HIDC @creativenewman Things that didn’t work
- 52. Designing the Listening Experience #HIDC @creativenewman Things that didn’t work
- 53. Designing the Listening Experience #HIDC @creativenewman Things that didn’t work
- 54. Designing the Listening Experience #HIDC @creativenewman As Easy As Radio
- 55. Designing the Listening Experience #HIDC @creativenewman Simple
- 56. Designing the Listening Experience #HIDC @creativenewman Inclusive
- 57. Designing the Listening Experience #HIDC @creativenewman Personal
- 58. Designing the Listening Experience #HIDC @creativenewman Audio-First Hi. I’m NPR’s Guy Raz, and you’re listening to NPR One. Public radio made personal.
- 59. Designing the Listening Experience #HIDC @creativenewman Audio-First Your local news plus the stories we know you will love from all over the world.
- 60. Designing the Listening Experience #HIDC @creativenewman Audio-First Things you’ve already listened to? They’re over here.
- 61. Designing the Listening Experience #HIDC @creativenewman Audio-First You can search for podcasts you know you like, and we have tons of new ones for you to check out, as well.
- 62. Designing the Listening Experience #HIDC @creativenewman Audio-First But before we get started, a couple quick things:
- 63. Designing the Listening Experience #HIDC @creativenewman Audio-First Just let us use the mic on your phone so you can talk back to us.
- 64. Designing the Listening Experience #HIDC @creativenewman Audio-First And you have to log in, so we can make sure we’ll never play you the same story twice.
- 65. Designing the Listening Experience #HIDC @creativenewman Audio-First Here we go! This is NPR One. Public radio made personal.
- 66. Designing the Listening Experience #HIDC @creativenewman Platform, Not App
- 67. Designing the Listening Experience #HIDC @creativenewman
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- 75. Designing the Listening Experience #HIDC @creativenewman Now what?
- 76. Designing the Listening Experience #HIDC @creativenewman Build MeasureLearn
- 77. Designing the Listening Experience #HIDC @creativenewman Agile Our core philosophy of how we work. Scrum The vehicle inside which we get things done. Lean How we know we’re working on the right stuff.
- 78. Designing the Listening Experience #HIDC @creativenewman
- 79. Designing the Listening Experience #HIDC @creativenewman
- 80. Designing the Listening Experience #HIDC @creativenewman
- 81. Designing the Listening Experience #HIDC @creativenewman
- 82. Designing the Listening Experience #HIDC @creativenewman
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- 84. Designing the Listening Experience #HIDC @creativenewman
- 85. Designing the Listening Experience #HIDC @creativenewman
- 86. Designing the Listening Experience #HIDC @creativenewman Practice data-informed design.
- 87. Designing the Listening Experience #HIDC @creativenewman Don’t reinvent the wheel.
- 88. Designing the Listening Experience #HIDC @creativenewman
- 89. Designing the Listening Experience #HIDC @creativenewman Yes, and...
- 90. Designing the Listening Experience #HIDC @creativenewman
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- 92. Designing the Listening Experience #HIDC @creativenewman
- 93. Designing the Listening Experience #HIDC @creativenewman 75% of all searches can be attributed to the name of a show or podcast 57% of show searches are for NPR shows or podcasts
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- 97. Designing the Listening Experience #HIDC @creativenewman
- 98. Designing the Listening Experience #HIDC @creativenewman Work on a tightly-integrated team but maintain a big tent.
- 99. The Road Ahead Photo by heitere_fahne
- 101. Designing the Listening Experience #HIDC @creativenewman Interaction Value
- 102. Designing the Listening Experience #HIDC @creativenewman What’s the next thing you’ll love? Photo by Melissa Kuypers/NPR
- 103. Designing the Listening Experience #HIDC @creativenewman Always remain mission focused.
- 104. Designing the Listening Experience #HIDC @creativenewman National Public Radio will serve the individual; it will promote personal growth; it will regard the individual differences with respect and joy rather than derision and hate; it will celebrate the human experience as infinitely varied rather than vacuous and banal; it will encourage a sense of active constructive participation, rather than apathetic helplessness. Bill Siemering Founding Board Member, NPR
- 105. Designing the Listening Experience #HIDC @creativenewman People aren’t binary; personalization shouldn’t be, either.
- 106. Designing the Listening Experience #HIDC @creativenewman Listeners find great content through trusted companions.
- 107. Designing the Listening Experience #HIDC @creativenewman Clarity over cleverness.
- 108. Designing the Listening Experience #HIDC @creativenewman Build frameworks, not features.
- 109. Designing the Listening Experience #HIDC @creativenewman Practice data-informed design.
- 110. Designing the Listening Experience #HIDC @creativenewman Don’t reinvent the wheel.
- 111. Designing the Listening Experience #HIDC @creativenewman Work on a tightly-integrated team but maintain a big tent.
- 112. Designing the Listening Experience #HIDC @creativenewman What do you think of when you hear the phrase “Public Radio”? Photo by Ricky Montalvo