Project Overview
About
In the age of streaming media, digital engagement is growing, yet membership structures for public radio have remained fairly static. Amidst a changing media landscape, the NPR station of Austin, Texas (KUT/X) is looking for ways to better connect with its digital audience.
This project was completed in a one-week design sprint using a generative approach. We used low-fidelity prototypes to test our assumptions and elicit new ideas from users. These insights led to a client workshop where we co-designed a service blueprint that reimagines NPR membership—including strengthening the connection between KUT/X and Austin's landmarks, optimizing donation invitations, and increasing listener investment in the station's well-being.
Objective
Increase membership rates among a digital radio audience.
Institution
The Summer Studio
Client
Austin's NPR Station (KUT/X)
Role
Design Apprentice
Skills
Workshop facilitation, low-fidelity prototyping, qualitative research synthesis, service blueprinting
Timeline
5 days (part-time) — May 2024
01. Define
Problem Framing
Following our introductory client meeting and secondary research about the modern media landscape, we sought to distill the core problems at hand. We generated multiple “frames” through which to view the problem—opening up dialogue about our assumptions, our questions, and ways in which design might address them. Given the sprint-style nature of our project, these problem frames helped us prioritize next steps quickly. We organized our ideas on a 2x2 matrix based on practicality versus boldness (perceived impact) and centrality versus periphery (relevance to the project). We then voted on our favorite submissions and synthesized them into two distinct problem statements, summarized below.
Because public radio is free by default, many people don't feel compelled to pay for it. Specifically, digital listeners have lower rates of membership compared to terrestrial listeners—presumably because they are not reaching the 'tipping point' to cross over from passive listener to invested supporter. These people are unclear where their donations would go and are unlikely to take the time to find out.
Because KUT/X is committed to avoiding pay walls, the radio station relies on consistent donations from its listeners. This is a problem for KUT/X's financial sustainability in an era of increasing digital listenership.
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KUT/X’s digital audience is not as invested in the health of their public radio station compared to terrestrial listeners. The seemingly endless supply of digital content across the entire media landscape—in addition to limited visibility regarding the impact of donations—obscures the true value of the content that KUT/X produces.
As older generations fade out, public radio must adapt its fundraising approach in order to thrive in an evolving media landscape. If KUT/X cannot receive sufficient support from their listeners, the station will be unable to grow or continue serving its community. As a result, Austin risks losing a vital pillar of arts, culture, and journalism.
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How Might We's:
In response to our problem statements above, we created over 50 guiding questions to spark ideas for the ideation phase. These "how might we" questions were simple, yet ambitious; focused on the specific problem and stakeholders; and spoke to a desired impact without suggesting a solution. Ultimately, they served as a bridge between problem-framing and concept development.
How Might We...
02. Ideate
Brainstorming Workshop
Using our "how might we" questions as prompts, we sketched over 40 "quick concept" solutions and arranged similar ideas into categories. At this stage, we aren’t worried about if or how something might actually be implemented. We were simply exploring the space through ideas.
Our ideas ranged from micro-level interfaces (what sorts of digital cues would persuade people to donate?) to macro-level community initiatives (how do we get people to want to donate in the first place?). We noticed themes around data visualization, gateway experiences, social comparison, analog attention-getters, and well-intentioned subversion. Below are some examples of quick concepts that informed our prototypes.
03. Research
Concept Validation
Over a short period of time, we tested our concepts with 9 spontaneously recruited participants in the South Congress neighborhood. Low-fidelity prototypes allowed us to spark conversations about media consumption and philanthropy, challenge our assumptions, uncover new insights, and generate ideas worth exploring further.
Wire Frame: User Interface
This prototype sought to understand donation habits and incentives—offering up questions about buying for oneself versus for others.
Journey Map: Community Building
This prototype presented options for direct mail, neighborhood events, and way in which KUT/X might increase its physical presence in Austin.
Card Sort: Social Comparison
This prototype focused on behavioral and psychological effects of social comparison as a way of demonstrating donorship in a visual way.
Synthesis
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04. Prototype
Based on our research, we created two vignettes highlighting the spectrum of tipping points involved in becoming an NPR member: the initial curiosity around supporting public radio (tipping to "care"), the inertia to actually donate money (tipping to "click"), and the desire to sustain investment (tipping to "come back"). In these user journeys, KUT/X becomes the de facto welcome wagon to Austin by exposing visitors and residents alike to the iconic places, people, and art of the city.
Concept 1: Welcoming New Austinites
Through a warm welcome package, KUT/X establishes a strong first impression with new residents.
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Mary has just moved to Austin. In her first week, she receives a “Welcome to Austin” note from KUT/X with a link to a Welcome Guide and an invite to a KUT/X event.
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The QR code on the mailer brings her to
the Welcome Guide page on KUT/X’s site.
She finds the Austin Field Guide, Voters Guide, and a list of local events.
Concept 2: Iconic Austin Landmarks
By helping Austinites better understand their city’s iconic landmarks, KUT/X reconnects with its cultural roots.
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Taylor is walking down South Congress when he notices a KUT/X branded kiosk outside of the Continental Club. It says “Hear the story of this Austin icon."
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Intrigued, he scans the QR code. The Austin welcome site opens, and plays a KUT/X podcast about the Continental Club.
Service Blueprint Co-Design
During our final workshop with our client, we presented these two user journeys in the format of a service blueprint. This exercise allowed us to imagine the both the front stage and back stage components of these vignettes. As we explained the overarching stories to our client, we asked them to brainstorm the people, processes, logistics, and policies that would be necessary behind the scenes.
Service blueprint with front stage and back stage components.
Tipping Point
The moment a series of small changes becomes significant enough to cause a larger, more important shift.
Our client left the workshop with more inspiration around how to increase membership among digital listeners—and a list of action items for doing so.
The Summer Studio
This boutique professional development bootcamp, facilitated by professors from some of the best university design programs in the country, creates a training environment within the context of a design sprint. The Summer Studio provides workshops on topics like meeting facilitation, extemporaneous public speaking, and psychological safety alongside concrete outputs for a real-world client.
