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Leveraging social media to conduct User Testing

NPR Streaming Music Testing

Stephanie SlobodianSenior UX Designer at NPR

Over 15 years with companies that include;IBM Usability Engineering National Practice, Critical Mass, and local PR and consulting firms, designing user centered experiences for Visa, American Express, Gucci, Hallmark, Mercedes Benz, USAA and Marriott

#facebookusertesting

User Testing.

Who are these people?

① Do we have enough participants for tests to be meaningful

② Do we have the right users for the product we’re testing.

③ Are we getting fresh users and opinions.

④ Is the effort in time worth the results

Are we doing this right?

Planet Money

Planet Money Focus Group

Innovate… Please

NPR’s Social Media Universe

This is a Streaming Music Test.

Pre-Qualifying Survey

www.facebook.com/simple.surveys

Wanna join our band?

Brand loyalty, 12$

By invitation only.

Streaming Music Community.

Zach24, LA, Spotify

Rob19, Minneapolis, Rdio

Lettie21, Boston, Songza

Michael 52, NYC, NPR

Claire23, DC, Spotify

Dave20, Chicago, Spotify

Mary24, DC, Rdio

Pete24, San Fran, MOG

Harry35, Charlotte, Spotify

Bob42, NYC, Rdio

Chris27, DC, Rdio

Rob, 19, Atlanta, Spotify

Jenn22, Minneapolis, Rdio

BJ, 27, DC, NPR

Pete30, LA, MOG

Gulp. The beginning.

Group discussion.

NPR Music content.

Drawing exercise.

The ending.

The unexpected.

Key Findings.

① Social … with people who have good taste.

② Music services focus on finding new music, but 70% of the time they want to listen to their favorites

③ Advertising is the price for free service

④ Still split on owning music vs. streaming

Data!

Why it works.

① Facebook allows us to recruit users from all over the world and lowers the barrier for participation

② We can recruit the right people for the product were designing

③ Recruiting is free and incentive costs are lower

④ More participants equals more data, giving greater confidence in product decisions

⑤ Online method equalizes all users

Plans for the future.

Test Kitchen

Thank you.

SlobodianUX@gmail.com#facebookusertesting