The year for guerrilla user research

“Creating valuable products first requires news organizations to understand the people for whom they are designing. We need to commit to learning what their goals and motivations are, and what they are trying to accomplish when they sign up for a newsletter, download our app, or visit our site.”

Media organizations are increasingly expressing interest in offering paid products or direct commerce to diversify their business models. That might make 2018 the year that news outlets really commit to adding user research to their design process and product strategy.

Creating valuable products first requires news organizations to understand the people for whom they are designing. We need to commit to learning what their goals and motivations are, and what they are trying to accomplish when they sign up for a newsletter, download our app, or visit our site. Then, we need to build the tools they need, and deliver these tools in a way that fits their routines and behaviors. User research accomplishes both of these goals, and can help outlets focus on designing products that have clear value.

But research can only be valuable if it is incorporated by media organizations into their daily workflows. 2018 will be the year we push ourselves to streamline research and turn it into a tool for as many people in our companies as possible.

Here are some simple research strategies media organizations could start trying in 2018:

  • Strengthen the feedback loop. You probably already receive a lot of feedback through your contact and support emails. A lot of it might not be useful— but not all of it is just trolling. Make sure interesting feedback is reaching the right reporter, product manager, or designer.
  • Create time to have conversations with your readers. Even if it is just a weekly conversation with a few people, those insights will add up and you will start to hear about recurring frustrations sooner than you imagine.
  • Before you launch something new, invite a few readers to try it out with you. Watch them as they try to navigate your site, click through that special project, or read your newsletter. Again, patterns will emerge very quickly.

Ultimately, news publications need to find a way to systematically learn about their readers. What does she really care about? Why does she read our newsletter? Why does she trust us? These are the questions that will give us true insight and a vision for our product strategy, which should ultimately be guided by the question: How can we help her?

is a user advocate at Quartz.

Aron Pilhofer   We can’t leave the business to the business side any more

Justin Kosslyn   The year journalists become digital security experts

Basile Simon   We need better career paths for news nerds

Jared Newman   Venture funding and digital news don’t mix

Amy Webb   Listen to weak signals

Emily Goligoski   Looking beyond news for inspiration

Caitria O'Neill   The new court of public opinion

Corey Ford   The empire strikes back

Matt Thompson   Here come the attention managers

Corey Johnson   The pro-fact resistance

Jesse Holcomb   Information disorder, coming to a congressional district near you

Sally Lehrman   Trust comes first

Tim Carmody   Watch out for Spotify

Adam Thomas   Sharing is caring: The year of the mentor

Marcela Donini and Thiago Herdy   Collaboration is the way forward for Brazilian journalism

An Xiao Mina   Memes and visuals come to the fore

Mi-Ai Parrish   Blockchain and trust

Zizi Papacharissi   Women come back

Imaeyen Ibanga   Longform video leads the way

Mario García   Storytelling finally adapts to mobile

Feli Sánchez   The year for guerrilla user research

Nikki Usher   The year of The Washington Post

Amie Ferris-Rotman   More female reporters abroad (please)

Dan Shanoff   You down with OTT? (Yeah, DTC)

Dannagal G. Young   Stop covering politics as a game

Eric Nuzum   Beyond the narrative arc

Mary Meehan   Real lives are at stake in rural areas

Charo Henríquez   Training is an investment, not an expense

Amy King   Let’s amplify visual voice

Tanzina Vega   It’s time for media companies to #PassTheMic

Kathleen McElroy   Building a news video experience native to mobile

Paul Ford   Go global

Joanne McNeil   Gatekeeping the gatekeepers

Jacqui Cheng   Retailers move into content

Julia B. Chan   Looking for loyalty in all the right places

Sue Schardt   Jump the niche

Michael Kuntz   The only pivot that might work

Umbreen Bhatti   The trust problem isn’t new

Raney Aronson-Rath   Transparency is the antidote to fake news

Damon Krukowski   Reviving the alt-weekly soul

Kyle Ellis   Let’s build our way out of this

Sam Ford   The year of investing in processes

Mandy Velez   texting is lit rn, fam

Jennifer Coogan   The future is female

Jim Brady   With the people, not just of the people

Heather Bryant   Building the ecosystems for collaboration

Alice Antheaume   Are you fluent in AI?

Almar Latour   Conquering calm

Errin Haines Whack   At the ballot, it’s time to count black women

Jennifer Brandel and Mónica Guzmán   The editorial meeting of the future

S. Mitra Kalita   The arc of news and audience

Valérie Bélair-Gagnon   Seeking trust in fragmented spaces

Monique Judge   Letting black women tell their own stories

Jessica Parker Gilbert   Design connects storytelling and strategy

Tamar Charney   We get serious about algorithms

Usha Sahay   Wallets get opened

Sara M. Watson   Feeds will open up to new user-determined filters

C.W. Anderson   The social media apocalypse

Emma Carew Grovum   Newsroom culture becomes a priority

Millie Tran and Stine Bauer Dahlberg   (Hint: It’s about your brand)

Rick Berke   Value is the watchword

Burt Herman   Things get real

Joyce Barnathan   It will be harder to bury the news

Marie Gilot   No assholes allowed

Sarah Marshall   Loyalty as the key performance indicator

Pete Brown   Push alerts, personalized

Rodney Gibbs   Tech workers turn to journalism

Eric Ulken   The year local publishers get smart(er) about change

Ernst-Jan Pfauth   Publishing less to give readers more

David Skok   Finding an information-life balance

Joanne Lipman   Journalists inventing revenue streams

P. Kim Bui   The reckoning is only beginning

Dheerja Kaur   Fun with subscription products

Helen Havlak   Keywords, not publishers, power the world’s biggest feeds

Tracie Powell   The muting of underserved voices

Richard J. Tofel   The platforms’ power demands more reporters’ attention

Ariana Tobin   Too tired to tap

Borja Echevarría   TV goes digital, digital goes TV

John Keefe   Scooped by AI

Will Sommer   The year local media gets conservative

Lanre Akinola   Making noise is not a strategy

Nicholas Diakopoulos   Fortifying social media from automated inauthenticity

L. Gordon Crovitz   Serving readers over advertisers

Hossein Derakhshan   Television has won

Michelle Garcia   Navigating journalistic transparency

Doris Truong   Computer vision vs. the Internet vigilantes

Ray Soto   VR reaches the next level

Jake Levine   The return to now

Pablo Boczkowski   The rise of skeptical reading

Kinsey Wilson   Facebook and Google: Help out or pay up

Nancy Watzman   Know thy TV

Luke O'Neil   The end is already here

Rachel Davis Mersey   AI, with real smarts

Andrew Losowsky   The year of resilience

Jennifer Choi   Standing up for us and for each other

Lucas Graves   From algorithms to institutions

Juliette De Maeyer   A responsible press criticism

Raju Narisetti   Mirror, mirror on the wall

Renée Kaplan   The year of quiet adjustments (shhh)

Niketa Patel   Live journalism comes of age

Miguel Castro   The arrival of the impact producer

Neha Gandhi   Filler killers

Jassim Ahmad   Thriving on change

Rubina Madan Fillion   Unlocking the potential of AI

Cory Haik   Suffering from realness, pivoting to impact

Debra Adams Simmons   And a woman shall lead them

Rachel Schallom   Better design helps differentiate opinion and news

Cristina Wilson   The year of the Instagram Story

Evie Nagy   Pivot to mobile video frustration

Monika Bauerlein   The firehose of falsehood

Andrew Haeg   The year journalists become relationship builders

Caitlin Thompson   Podcasting models mature and diversify

Francesco Marconi   The year of machine-to-machine journalism

Kristen Muller   The year of the voter

Sydette Harry   Listen to your corner and watch for the hook

Christopher Meighan   Passive partnership is in the rearview

Nicholas Quah   Stop talking trash about young people

Brian Lam   Sketchy ethics around product reviews

Susie Banikarim   R.I.P. Pivot to Video (2017–2017)

Kawandeep Virdee   Zines had it right all along

Daniel Trielli   The rich get richer, the poor scramble

Jarrod Dicker   Honesty in advertising

Alastair Coote   The year of self-improvement

Bill Keller   A growing turn to philanthropy

Ruth Palmer   Risks will grow for news subjects — especially minorities

Kim Fox   Audience teams diversify their approach

Jim Moroney   Newspapers have to be good enough for readers to pay for

Hannah Cassius   The year of the echo-chamber escapists

Andrew Ramsammy   The year ownership mattered

Betsy O'Donovan and Melody Kramer   Skepticism and narcissism

Matt Boggie   The intellectual equivalent of the Dead Sea

Carlos Martínez de la Serna   The new journalism commons

Ståle Grut   Reclaiming audience interaction from social networks

Juleyka Lantigua-Williams   Women of color will reclaim and monetize our time

Steve Grove   The midterms are an opportunity

Dan Newman   A return to trust

Trushar Barot   The Jio-fication of India

Tanya Cordrey   Finally, the seeds of radical reinvention

Vanessa K. DeLuca   Women’s voices take center stage

Matt DeRienzo   A recession, then a collapse

Rodney Benson   Better, less read, and less trusted

Alfred Hermida   Going beyond mobile-first

Julia Beizer   A longer view on the pivot

Taylor Lorenz   Social and media will split

Claire Wardle   Disinformation gets worse

Alexios Mantzarlis   Moving fake news research out of the lab

Jamie Mottram   From pageviews to t-shirts

José Zamora   Revenue-first journalism

Molly de Aguiar   Good journalism won’t be enough

Alan Soon   The rise of start of psychographic, micro-targeted media

Yvonne Leow   The rise of video messaging

Felix Salmon   Covering bitcoin while owning bitcoin

Kelsey Proud   No, no, no

Elizabeth Jensen   Show your work

Laura E. Davis   Writing answers before you know the question

Frédéric Filloux   External forces

Carrie Brown-Smith   Transparency finally takes off

Vivian Schiller   Pivot to tomorrow

Michelle Ferrier   The year of the great reckoning

Mariano Blejman   News games rule

Mary Walter-Brown   Show a little vulnerability

Lam Thuy Vo   Breaking free from the tyranny of the loudest

Cindy Royal   Your journalism curriculum is obsolete

Edward Roussel   Eyes, ears, and brains

Rasmus Kleis Nielsen   The Snapchat scenario and the risk of more closed platforms

Nathalie Malinarich   Peak push

Manoush Zomorodi   Self-help as a publishing strategy

Mariana Moura Santos   Think local, act global

Mira Lowe   The year of the local watchdog

Pia Frey   Address users as individuals

Mike Caulfield   Refactoring media literacy for the networked age

Matt Carlson   Attacks on the press will get worse

Sam Sanders   Shine the light on ourselves

Federica Cherubini   The rise of bridge roles in news organizations

Nushin Rashidian   Publishers seek ad dollar alternatives

Craig Newmark   Working together toward sustainable solutions

ссылка

источник

in detail