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Moving the Needle

Applying behavioral nudges to increase membership rates among a modern NPR audience.

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)

Team

Isabel Alexander, Amanda Prats, Hayley Voss, Ryan Miller, Shontá Bradford, Kate Canales, Gray Garmon, Jon Freach, Kelcey Gray

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.

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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.

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How Might We...

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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.
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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.

Wellness Check

A real-time financial tracker on KUT/X's website could display current funding levels, budget shortfalls, or progress towards financial goals. By offering transparent insights into the station's financial health, including alerts for critical funding needs, KUT/X could create a sense of urgency around donations and foster a sense of communal ownership, thus prompting more digital listeners to become members.

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.

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Wire Frame: User Interface

This prototype sought to understand donation habits and incentives—offering up questions about buying for oneself versus for others. 

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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.

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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

  • Social workers, peer support specialists, and community health workers are the connective tissue of healthcare—experiencing both strength and strain.
    At their core, social workers, community health workers, and peer support specialists are liaisons—serving as connective tissue between patients and providers; between patients and community resources; and between social and medical models of healthcare. These social service providers create a shared definition of health that prevents miscommunications and builds mutual investment in patient outcomes. While this connection is essential to providing holistic care, it may create strain for workers who straddle multiple realms. “If a patient wants to communicate with the clinical team, a peer support specialist can be a shortcut to get the doctor’s attention.” (PSS03) “[When] cultural views become directly at odds with the western medical system… the social worker gets brought in the middle, to bring these two views together.” (SW01)
  • In settings where social perspectives on health are deprioritized or devalued, interdisciplinary collaboration falters.
    While medical practitioners are guided by clear diagnostic criteria, social service providers deal largely with issues that transcend organizational and domain boundaries, each with their own challenges and metrics. In other words, traditional medicine views health through a microscope, whereas social service providers view health through a telescope. These different lenses may result in hierarchical friction, misunderstandings of roles, and disjointed collaboration between medical and social providers in certain care settings. When connective tissue is not valued, it breaks down—ultimately compromising the quality of patient care. “[Compared to doctors], social workers can be a bit more squishy in how they’re communicating with people…. But we all have a Masters of Science, and social workers do more than just the touchy feely side.” (SW01) “During one of our cross-hierarchy meetings, one of the surgeons turned to me and said, “What training do you even have?” (SW05) “Typically, social workers are advocating for patients one way, and the medical team the other way.” (SW04) “If we’re only working in silos, and we’re working against each other or not being complimentary, that leads to frustration.” (SW02)
  • A deeply siloed system shifts the burden of data synthesis onto already under-resourced social service providers.
    Originally designed to fulfill reimbursement requirements, electronic health records (EHRs) lack the capacity for seamless integration of patient medical histories. As a result, social service providers often find themselves burdened with time-consuming chart reviews that are at odds with their demanding caseloads—impeding their ability to derive meaningful conclusions that are necessary for comprehensive patient care. “When I do chart review, I want to get a full picture of what’s going on with a patient. But I currently only get snippets here, snippets there. I could spend a whole day just doing one patient’s chart review.” (SW02) "I want to be able to tell the story about what we do and how we do it, and I wish it was easier to pull this info.” (SW04)
  • Social service providers have snapshots of patient journeys. What they need is the bigger picture.
    Due to the fragmented nature of health data systems, it difficult and time-consuming for social practitioners to track longitudinal patient outcomes and provide care continuity. This obscures the big-picture view both within and beyond their own care provision. As a result, social service providers must either go to great lengths, or give up altogether, on visualizing and documenting patient journeys. “Things are not always connected back to each other.” (PSS01) “The lack of follow-up with clients is frustrating. What happened to them? Do they still need connection to services?” (SW07) “It would be nice to close the loop with patients.” (CHW02)
  • A decentralized database of community resources forces social service providers to reinvent the wheel when making patient referrals.
    Given the fragmented and outdated repository of community resources, social service providers go through roundabout and time-consuming processes to find and contact local organizations. Over time, these workers develop their own knowledge base through personal experience and word of mouth—but rarely is that knowledge passed on to the practitioners that follow them, creating a cycle of duplicative learning. “A lot of the resources out other are wrong or outdated. And then we’d have to say to the patients ‘Oh, you don’t qualify for this’ or ‘This doesn’t actually exist.’ Which is more demoralizing than it is beneficial. This is just creating more barriers to patients getting what they need.” (SW01) “We all just have a binder of different resources that we knew of or heard through the grapevine.” (SW05) “We generally have our list of go-to resources… and anything we don’t know about, we crowdsource with each other.” (SW06)
  • Burdensome administrative requirements hijack the time and energy that social service providers have to connect deeply with their patients—preventing these workers from fully utilizing their core skills and passions.
    In trying to satisfy both the administrative and relational components of their work under time constraints, social service providers are forced to prioritize one at the expense of the other. However, achieving balance may mean sacrificing their own professional boundaries in the process. This may lead to feelings of chronic underperformance and failure to meet clients’ needs, ultimately contributing to high rates of staff turnover. "Documentation and billing are a necessary impediment to doing the real work." (PSS03) “Administrative things are taking up too much time, to the point where it’s not worth it anymore.” (SW01) “You don’t need a master’s degree to fill out family medical leave paperwork.” (SW06) "The administrative side piles up, and at that point you’ve forgotten your conversation with the patient…. But when patients see you taking notes, they're not going to share everything with you. So I try to avoid that." (CHW02)
  • Social practitioners feel powerless to fundamentally change the system that they work within, resulting in harsh self-evaluation.
    Given the qualitative and nuanced nature of their work, social practitioners struggle to define success metrics for a job well done. This challenge is compounded by compassion fatigue and the inability to address underlying societal issues, resulting in the problematic tendency to gauge self-worth based on patient outcomes. “Talking with patients is the best part, but it’s also tough to realize that you don’t have all the answers and support for them.” (SW08) “It’s very intense, stressful work. Usually there’s an expiration date on clinicians in this field.” (SW05) “People go into this space because they hold the values and want to enter and disrupt these systems. But you just become pawns of the systems.” “Extension of a problematic system.” (CHW Intercepts)
  • Social service providers believe that they provide inherently human services that cannot be replicated by AI.
    Because they perceive AI to be formulaic, social service providers are concerned about its capability to comprehend and integrate the social nuances that are essential for customizing patient care. Ultimately, they worry about the impact of AI on both their own job security and patient outcomes. “AI is black and white. Social work is grey.” (SW01) “A lot of times, social circumstances don’t fit into a clinical algorithm.” (SME02) “Technology isn’t going to help us get better; it’s the relationships that will help us get better.” (CHW01) “Documenting conversations with patients is where my lack of trust in AI comes in. Much of what I’m documenting is my clinical judgement.” (SW05) “I don’t think a computer program can fully take into account someone’s 20-year history.” (PSS01)
  • AI is intangible and abstract, but social service providers are open to its potential.
    Initially, the hard-to-define concept of AI doesn’t sit well with social service providers who want to ensure their patients/clients are receiving the best possible care. However, once prompted and given the opportunity to think through specific applications, they were cautiously optimistic of its potential. "Could Al actually take bias out of social work?" (SW01) "Maybe Al could democratize access to community resources." (CHW01) “AI has untapped potential.” (PSS03)

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. 

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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. 

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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.

The Team

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Back row: Ryan Miller, Hayley Voss, Amanda Prats, Gray Garmon
Front row: Shontá Bradford, Isabel Alexander, Kate Canales, Kelcey Gray, Jon Freach

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