SUSTAINABILITY & INNOVATION IN PUBLIC RADIO 2019 WBUR BIZLAB SUMMIT #BizLabSummit #BizLabSummit
The BizLab Method SARAH BLOOMER, EXPERIENCE STRATEGY #BizLabSummit #BizLabSummit
The BizLab Challenge 6 months Idea Product WBU WBUR Co Cohort rt Stations • Collaborate • Collaborate • Coach • Learn • Support • Apply • Augment • Trust #BizLabSummit
BizLab’s 3 Core Principles 1. Get to know your audience (build empathy) 2. Create targeted experiments small enough to allow multiple tests 3. Be bold, fail fast, learn and iterate And, to align your project with station objectives #BizLabSummit
The BizLab Method The Double Diamond RESEARCH | ANALYZE PROTOTYPE | TEST | REFINE 2 months 4 months #BizLabSummit
The BizLab Method Double diamond method Final Ideas Solution Idea RESEARCH | ANALYZE PROTOTYPE | TEST | REFINE Di Discovery ry Experimentat ation #BizLabSummit
The BizLab Method Start 3 day experimenting workshop Final Ideas Solution Idea RESEARCH | ANALYZE PROTOTYPE | TEST | REFINE Discovery Experimentation #BizLabSummit
DESIGN THINKING The Double Diamond supports Design Thinking, as used by Stanford University, IBM Design, NYT, and NPR’s Incubation Lab. #BizLabSummit
Discovery research phase Gain deep understanding of your • audience Final Ideas Idea Synthesize the findings into insights • Align your idea with the insights • Discovery #BizLabSummit
What is discovery research? Use techniques: To understand: • Conversations • Behavior • Observations • Attitudes • Survey data – new & existing • Values and motivations • Analytics • Context #BizLabSummit
Gain deep understanding of your audience Vermont Public Radio wanted to understand how people living in Southern Vermont got their news. They couldn’t meet people in person, and did 9 phone interviews with members and non-members. #BizLabSummit
Synthesize findings into insights Used a collaborative platform to synthesize notes from interviews Mural.com #BizLabSummit
Align idea with insights Facebook appeared across multiple themes The project evolved into how to leverage Facebook to make VPR feel more local in Southern Vermont #BizLabSummit
Track metrics More people have visited the VPR website in 2019 than in 2018 #BizLabSummit
Intercept interviews #BizLabSummit
Face to face interviews #BizLabSummit
Phone interviews #BizLabSummit
Structured focus groups DCist loyal readers writing sticky notes #BizLabSummit
Leveraging existing user data DCist - web analytics DCist - existing survey data Explore interests of WDET members who use social media #BizLabSummit
The BizLab Method Di Discovery ry Experimentat ation Start St rt 3 3 day ay exper ex erimen enting wo workshop Final Ideas Solution Idea RESEARCH | ANALYZE PROTOTYPE | TEST | REFINE #BizLabSummit
3 day workshop in Boston Day 1 - Synthesis Day 2 - Ideation Day 3 – Planning & communication #BizLabSummit
Synthesis is a team activity “How Might We” stickies reframe an This activity enables a team to actively issue or idea as a question to suggest listen and share thoughts and ideas. that a solution is possible. We then vote on the emerging themes to bring forward into ideation. #BizLabSummit
Synthesis: deep understanding of audience Created “strawman” personas using empathy maps “There were a lot of Justins at the Firkin Friday event!” #BizLabSummit
Ideation Strategyzer.com #BizLabSummit
Planning & communication #BizLabSummit
Experimentation phase Allow the team to be bold, fail fast, learn and iterate Every 2 weeks: Design experiment Set measures Run experiment Fi Final Assess outcomes So Solution Id Idea then Design next experiment PROTOTYPE | TEST | REFINE Set measures Run experiment Assess outcomes Experimentat ation #BizLabSummit
Anatomy of an experiment Hypothesis We believe that: Do502's engaged users want to know where the hot events are and would like to join an exclusive community of those in the know. Experiment To verify that we will: Invite people to attend an event at a brewery, to launch Do502's "Breweries in Louisville" list. $5 to attend and get a free beer. Measures And measure: Online RSVPs; event attendance; number of people who collect Do502 stickers; conversations with paying attendees. Outcomes We are right if: at least 50 people attend and pay $5. [$250] #BizLabSummit
Anatomy of an experiment Outcomes at least 50 people attend and pay $5. [$250] We are right if: 24 hour notice, 1 email - 35 attendees #BizLabSummit
Building once misses the point VALUE VA IDEA IMPLEMENTATION TIM TIME #BizLabSummit
Building once misses the point LAUNCH TEST, LEARN, PIVOT VALUE VA TEST, LEARN, PIVOT TIM TIME #BizLabSummit
Summary You can do this! 1. Get to know your audience 2. Create small, targeted experiments Final 3. Be bold, fail fast, learn and iterate Ideas Solution Idea 4. Align with your station goals! RESEARCH | ANALYZE PROTOTYPE | TEST | REFINE Tips: • Use tools and techniques that exist Discovery Di ry Experimentat ation • Be scrappy to learn quickly • Be practical, not precious #BizLabSummit
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