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?

Feli Sanchez is a user advocate at Quartz.

Rick Berke   Value is the watchword

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

Jennifer Brandel and Mónica Guzmán   The editorial meeting of the future

Zizi Papacharissi   Women come back

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

Daniel Trielli   The rich get richer, the poor scramble

Federica Cherubini   The rise of bridge roles in news organizations

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

Alice Antheaume   Are you fluent in AI?

Sue Schardt   Jump the niche

Nicholas Diakopoulos   Fortifying social media from automated inauthenticity

Rodney Gibbs   Tech workers turn to journalism

Brian Lam   Sketchy ethics around product reviews

Ray Soto   VR reaches the next level

Doris Truong   Computer vision vs. the Internet vigilantes

Andrew Haeg   The year journalists become relationship builders

Corey Johnson   The pro-fact resistance

Monika Bauerlein   The firehose of falsehood

Miguel Castro   The arrival of the impact producer

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

Jennifer Choi   Standing up for us and for each other

Pablo Boczkowski   The rise of skeptical reading

Kathleen McElroy   Building a news video experience native to mobile

Edward Roussel   Eyes, ears, and brains

Renée Kaplan   The year of quiet adjustments (shhh)

Usha Sahay   Wallets get opened

Andrew Losowsky   The year of resilience

Carrie Brown-Smith   Transparency finally takes off

Jim Brady   With the people, not just of the people

Jarrod Dicker   Honesty in advertising

Nicholas Quah   Stop talking trash about young people

Pete Brown   Push alerts, personalized

Steve Grove   The midterms are an opportunity

Adam Thomas   Sharing is caring: The year of the mentor

Dheerja Kaur   Fun with subscription products

Mariana Moura Santos   Think local, act global

Nancy Watzman   Know thy TV

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

Borja Echevarría   TV goes digital, digital goes TV

P. Kim Bui   The reckoning is only beginning

Damon Krukowski   Reviving the alt-weekly soul

Nathalie Malinarich   Peak push

Sydette Harry   Listen to your corner and watch for the hook

Dannagal G. Young   Stop covering politics as a game

Charo Henríquez   Training is an investment, not an expense

David Skok   Finding an information-life balance

Bill Keller   A growing turn to philanthropy

Carlos Martínez de la Serna   The new journalism commons

Amy Webb   Listen to weak signals

Sarah Marshall   Loyalty as the key performance indicator

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

Caitria O'Neill   The new court of public opinion

Betsy O'Donovan and Melody Kramer   Skepticism and narcissism

Jamie Mottram   From pageviews to t-shirts

S. Mitra Kalita   The arc of news and audience

Jared Newman   Venture funding and digital news don’t mix

Ruth Palmer   Risks will grow for news subjects — especially minorities

Hannah Cassius   The year of the echo-chamber escapists

José Zamora   Revenue-first journalism

An Xiao Mina   Memes and visuals come to the fore

Ståle Grut   Reclaiming audience interaction from social networks

Tracie Powell   The muting of underserved voices

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

Julia Beizer   A longer view on the pivot

Kinsey Wilson   Facebook and Google: Help out or pay up

Ariana Tobin   Too tired to tap

Mira Lowe   The year of the local watchdog

Lucas Graves   From algorithms to institutions

Nikki Usher   The year of The Washington Post

Mi-Ai Parrish   Blockchain and trust

Jennifer Coogan   The future is female

Heather Bryant   Building the ecosystems for collaboration

Nushin Rashidian   Publishers seek ad dollar alternatives

Rachel Schallom   Better design helps differentiate opinion and news

Jassim Ahmad   Thriving on change

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

Juliette De Maeyer   A responsible press criticism

Manoush Zomorodi   Self-help as a publishing strategy

Trushar Barot   The Jio-fication of India

Rodney Benson   Better, less read, and less trusted

Mario García   Storytelling finally adapts to mobile

Mandy Velez   texting is lit rn, fam

Tim Carmody   Watch out for Spotify

Michelle Ferrier   The year of the great reckoning

Paul Ford   Go global

Mariano Blejman   News games rule

Neha Gandhi   Filler killers

Alastair Coote   The year of self-improvement

Sam Sanders   Shine the light on ourselves

Tamar Charney   We get serious about algorithms

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

Hossein Derakhshan   Television has won

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

Amy King   Let’s amplify visual voice

Jacqui Cheng   Retailers move into content

Rubina Madan Fillion   Unlocking the potential of AI

Kyle Ellis   Let’s build our way out of this

Felix Salmon   Covering bitcoin while owning bitcoin

L. Gordon Crovitz   Serving readers over advertisers

Vivian Schiller   Pivot to tomorrow

Niketa Patel   Live journalism comes of age

Jessica Parker Gilbert   Design connects storytelling and strategy

Feli Sánchez   The year for guerrilla user research

Kristen Muller   The year of the voter

Raju Narisetti   Mirror, mirror on the wall

Pia Frey   Address users as individuals

Cory Haik   Suffering from realness, pivoting to impact

Alexios Mantzarlis   Moving fake news research out of the lab

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

Emily Goligoski   Looking beyond news for inspiration

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

Vanessa K. DeLuca   Women’s voices take center stage

Laura E. Davis   Writing answers before you know the question

Matt Thompson   Here come the attention managers

John Keefe   Scooped by AI

Alfred Hermida   Going beyond mobile-first

Emma Carew Grovum   Newsroom culture becomes a priority

Kawandeep Virdee   Zines had it right all along

C.W. Anderson   The social media apocalypse

Evie Nagy   Pivot to mobile video frustration

Mary Meehan   Real lives are at stake in rural areas

Luke O'Neil   The end is already here

Amie Ferris-Rotman   More female reporters abroad (please)

Justin Kosslyn   The year journalists become digital security experts

Mary Walter-Brown   Show a little vulnerability

Cindy Royal   Your journalism curriculum is obsolete

Cristina Wilson   The year of the Instagram Story

Michael Kuntz   The only pivot that might work

Lam Thuy Vo   Breaking free from the tyranny of the loudest

Debra Adams Simmons   And a woman shall lead them

Caitlin Thompson   Podcasting models mature and diversify

Yvonne Leow   The rise of video messaging

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

Joanne Lipman   Journalists inventing revenue streams

Joanne McNeil   Gatekeeping the gatekeepers

Will Sommer   The year local media gets conservative

Raney Aronson-Rath   Transparency is the antidote to fake news

Almar Latour   Conquering calm

Tanya Cordrey   Finally, the seeds of radical reinvention

Joyce Barnathan   It will be harder to bury the news

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

Rachel Davis Mersey   AI, with real smarts

Mike Caulfield   Refactoring media literacy for the networked age

Craig Newmark   Working together toward sustainable solutions

Umbreen Bhatti   The trust problem isn’t new

Andrew Ramsammy   The year ownership mattered

Lanre Akinola   Making noise is not a strategy

Eric Nuzum   Beyond the narrative arc

Monique Judge   Letting black women tell their own stories

Sally Lehrman   Trust comes first

Molly de Aguiar   Good journalism won’t be enough

Frédéric Filloux   External forces

Corey Ford   The empire strikes back

Michelle Garcia   Navigating journalistic transparency

Matt Boggie   The intellectual equivalent of the Dead Sea

Ernst-Jan Pfauth   Publishing less to give readers more

Elizabeth Jensen   Show your work

Kim Fox   Audience teams diversify their approach

Imaeyen Ibanga   Longform video leads the way

Valérie Bélair-Gagnon   Seeking trust in fragmented spaces

Matt DeRienzo   A recession, then a collapse

Taylor Lorenz   Social and media will split

Christopher Meighan   Passive partnership is in the rearview

Burt Herman   Things get real

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

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

Francesco Marconi   The year of machine-to-machine journalism

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

Sam Ford   The year of investing in processes

Kelsey Proud   No, no, no

Basile Simon   We need better career paths for news nerds

Jake Levine   The return to now

Dan Newman   A return to trust

Marie Gilot   No assholes allowed

Matt Carlson   Attacks on the press will get worse

Claire Wardle   Disinformation gets worse

ссылка

источник

in detail