Post on 23-Aug-2014
description
Publish-measure-learn-build: using content experiments to
drive the digital design process
Angela Stengel Australian Broadcas2ng Corpora2on
@angelastengel
The rookie mistake
An editorial hunch How can we
document subject expertise and efficiently assess its value
alongside other research methods?
Do you really need a website? WEBSITE TUMBLR
Designer Content maker
Developer Theme
UX Follow and like
Scoping phase
Site map
Build 2me
Tes2ng
Content maker
We de-scoped until we really started enjoying it.
composersdoingnormalshit.tumblr.com
composersdoingnormalshit.tumblr.com
composersdoingnormalshit.tumblr.com
composersdoingnormalshit.tumblr.com
fuckyeahclassical.tumblr.com
nprmusic.tumblr.com
Publish
What is the content equivalent
of wireframes?
Make editorial “lean” in order to test the ideas.
Measure
Hypothesis • Content will draw audience to stream
Goal • Convert tumblr audience to stream listeners
Measurement • Clicks from social > tumblr > stream
Learn
Have you ever clapped at the wrong 2me?
Build
How to setup a content experiment
1. Work on an unpopular project. 2. Salvage the good ideas. 3. Find a precedent, however tenuous. 4. Win over your boss. 5. Lay low, work quickly.
Questions?
Angela Stengel @angelastengel
abc.net.au/classic2 @abcclassic2