NPR's research group was set up to gather feedback for more traditional broadcast media products leaving a gap in our teams ability to connect with the users of NPR's digital media products.
USING SOCIAL MEDIA TO CONDUCT USER TESTING
My leveraging NPR Music's Facebook following I was able to recruit 40 music followers to participate in an online Facebook group user testing session. I first sent out a prequalifying survey to ensure that I had a broad mix of user types and voices for our digital products.
The first part of the event was several open ended group discussion questions.
The second part of the event participants were asked to sketch out their ideal streaming music experience. They then uploaded to the event page and we discussed as a group.
DRAW YOUR IDEAL EXPERIENCE
Each participant was sent a thank you letter from the NPR digital media team with NPR swag.
This new method of user testing allowed for direct contact to the users of our products. We were no longer limited to the same group of available users that came into NPR in DC for user testing. This event resulted in a lot of feedback that was then used for NPR music and digital player products.