SlideShare a Scribd company logo
User Needs and
Usability
for ABS-CBN News.com
Consumer Research = Medicine
We do no market research.
- Steve Jobs, in Fortune Magazine
2 things...
1. “Apple’s goal isn’t to make money.”
2. Apple designs for themselves.
1. “Apple’s goal isn’t to make money.”
“It’s not about convincing people to
want something they don’t. We figure
out what we want.”
- Steve Jobs
Integrity
Users don’t read.
They scan.
4.4
18 words
in seconds.
10
Rule of thumb.
You have seconds to get
their attention.
Front-load headlines.
KC confirms break-up with Piolo.
Maria Ozawa wants Pinoys in next porn
film?
Ramgen-Janelle sex video leaks online.
Pasay court issues arrest warrant vs
Arroyo
Former IBP prexy joins calls to stop
Corona trial
More than 400 hurt by firecrackers
Pasay court issues arrest warrant vs Arroyo
Former IBP prexy joins calls to stop Corona trial
More than 400 hurt by firecrackers
KC confirms break-up with Piolo.
Maria Ozawa wants Pinoys in next porn film?
Ramgen-Janelle sex video leaks online.
“Give a man a fish,
and you feed him for a day...”
Users don’t read.
They scan.
Highlight keywords.
- Bullet lists
-
-
Usability is only part of the story.
“Our users....”
Varying news experiences
on multiple touchpoints
To sniff out their needs,
...we would need to spend time with them
and see what their life is like.
What are their pain points when they use their mobile
phone, or browse the web?
What are their “quick fixes”
for things?
“Give a man a fish,
and you feed him for a day...”
Never assume you know what they mean.
“Ok lang” is bad.
Don’t just ask “why”.

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Usability and Content - How Reading on the Web Impacts Content Publishing