This document discusses applying human-centered design principles to content creation at ABC Radio. It provides an overview of ABC Radio's audience reach and platforms. It then discusses using qualitative research methods like personas and job analysis to understand the "jobs to be done" by audiences with different media. An example persona of "Cathy" illustrates how understanding user jobs and pain points can help create content to satisfy needs. The document outlines jobs like diversion, connection, and learning. It provides examples of new podcasts created to fulfill jobs like taking listeners to new worlds. Tips are given for introducing human-centered design to existing content teams. In total, the summary outlines how understanding user needs drove the creation of 3 new podcasts that reached the
When your product is content: Applying human centred design to content
1. ABC Radio Content & Digital Strategy
When your product is content
Applying human centred design to content
Angela Stengel | @angelastengel
Christian Lafrance | @madeinlafrance
May 2017
9. 9
Diversion seekers
Fix my mood to face the prospect of going to work
Learners
Stimulate my mind whilst commuting
Audiences aren’t looking for ‘Radio’
Connectors
Feel connected with someone
Anticipators
Find out what may
affect me and my family
Collectors
Expand my music horizons
Jobs to be done
10. 10
The Job-to-be-Done is the centric unit of analysis
Source: What 'Milkshakes' and 'Jobs-To-Be-Done' can teach UX
http://www.slideshare.net/lafranec/what-milkshakes-and-jobs-tobedone-can-teach-ux-v11
Christian Lafrance, Justin Sinclair, Raymond van der Zalm
12. 12
Survey of Conversations podcasters
Other podcasts I listen to include:
20% 19%
6%6%
Source: Over 700 Conversations podcasters surveyed, January 2015. “On the go” includes commuting, walking, office, car. “Other” for
Conversations discovery includes social, iTunes charts, iTunes search, media/blogs, recommendations from friends.
14. 14
A ‘switch’ story
Cathy
Lonely home
office worker
HABIT
ANXIETY
Favourites podcasts
fill her work day
Listen &
subscribe
to new
podcast
Business
as usual
15. 15
A ‘switch’ story
Bored by summer repeats
from her usual podcasts
and by own music
collection
Lonely & repetitive work
Cathy
Lonely home
office worker
HABIT
ANXIETY
Favourites podcasts
fill her work day
Listen &
subscribe
to new
podcast
Business
as usual
16. 16
A ‘switch’ story
Bored by summer repeats
from her usual podcasts
and by own music
collection
Lonely & repetitive work
Listen &
subscribe
to new
podcastFeeling intellectually
stimulated, immersed in
another worlds
Interested by stories not told
anywhere else
Cathy
Lonely home
office worker
Favourites podcasts
fill her work day
Business
as usual
17. 17
A ‘switch’ story
Bored by summer repeats
from her usual podcasts
and by own music
collection
Lonely & repetitive work
Business
as usual
Feeling intellectually
stimulated, immersed in
another worlds
Interested by stories not told
anywhere else
Favourites podcasts
fill her work day
Having to interrupt work to
search & listen for podcast
Unsure if it’s really worth it
as many podcasts are
inconsistently valuable
Fear of not keeping up with
new episodes
Cathy
Lonely home
office worker
Listen &
subscribe
to new
podcast
18. 18
A ‘switch’ story
Bored by summer repeats
from her usual podcasts
and by own music
collection
Business
as usual
Feeling intellectually
stimulated, immersed in
another worlds
Interested by stories not told
anywhere else
Favourites podcasts
fill her work day
Having to interrupt work to
search & listen for podcast
Unsure if it’s really worth it
as many podcasts are
inconsistently valuable
Fear of not keeping up with
new episodes
Cathy
Lonely home
office worker
Listen &
subscribe
to new
podcast
19. 19
A ‘switch’ story
Source: Reworking of The Progress Making Forces Diagram from Rewired
Bored by summer repeats
from her usual podcasts
and by own music
collection
Lonely & repetitive work
Business
as usual
Feeling intellectually
stimulated, immersed in
another worlds
Interested by stories not told
anywhere else
Favourites podcasts
fill her work day
Having to interrupt work to
search & listen for podcast
Unsure if it’s really worth it
as many podcasts are
inconsistently valuable
Fear of not keeping up with
new episodes
Cathy
Lonely home
office worker
HABIT
ANXIETY PULL
PUSH Listen &
subscribe
to new
podcast
Take me to another
world
20. 20
Podcast “Jobs To Be Done”
Primary
• Keep me company in home/office (connector)
•Connect me with stories I relate to (connector)
• Entertain me while I do boring work or activity (diversion seeker)
• Take me to another world (diversion seeker)
Secondary
• Get my brain going (learner)
• Keep me up-to-date with an interest (anticipator)
21. 21
Podcast “Jobs To Be Done”
Take me to another world
Diversion seeker
• Story moving at good pace with suspense
• Confident presenters and highly produced sound
• Stories not told anywhere else
Competing podcasts include:
22. 22
Podcast “Jobs To Be Done”
Take me to another world
Diversion seeker
Highly produced radio play.
Scripted, absurd comedy with
strong characters.
23. 23
Podcast “Jobs To Be Done”
Keep me company in the home/office
Connector/Diversion seeker
• Feeling in company of friends
• Talent I relate to
• Intelligent conversation
• Australian stories
Competing podcasts include:
24. 24
Podcast “Jobs To Be Done”
Keep me company in the
home/office
Connector/Diversion seeker
Six friends chat about their mutual
passion - AFL.
Casual, smart and funny.
Moments that go on tangents and
reveal more about their individual
personalities.
25. 25
Results
• 30 pitches to working party
• 10 pitches further developed
• 4 programs piloted
• 3 programs commissioned for 10 episodes
27. 27
Tips for introducing human centred design to content
• Test with SME/content ally
• Kill the buzzwords
• Use anecdotes and bring archetypes to life
• Be patient and listen to content maker expertise
29. 29
Exercise 1 - All about you
What job is media doing in your life?
Think about a weeknight evening and the type of media you consume and
the reasons behind why you consume it.
How does that change depending on the night of the week?
30. 30
Exercise 2 - All about your content
Get into a group of 4 and have one person talk through the content they
create and distribute.
What job(s) might it be doing for the audience? Is the format of the content
and the distribution of the content maximised for the job to be done?
Report back to the group in 10 minutes.
