Aspen is one of the most popular and loved FMs radios bin Argentina. They have a history of years which gives an account of his experience and love for music. However, the website does not reflect the full potential of the radio. It is confusing and has many usability problems, it does not help promote the new digital content on the radio.
UX research
2 months
ASPEN radio
Increase the digital radio audience and get more site interactions.
Group all content by types and hierarchies so that it is logical within the architecture of the site. Design a userflow that is consistent and give a satisfactory user experience.
Identify the main needs of users and detect opportunities for improvement.
At the beginning of the process, we decided to establish the hypotheses and define objectives by analyzing the GA metrics of the radio. To identify user's needs we conducted interviews oriented towards their habits and contexts. Cardsorting was also proposed in order to organize the structure and path of the user on the site.
1.Data analysis
2.Define objectives
3.Hypotesis and interviews
4.Interview analysis
5.Cardsorting
6.Insights and recommendation
They had been listening to the radio for years. It may be because she was interested in music or because their parents listened to it when they were young. Aspen is part of her life.
Listens to the radio because wants to learn about music. Is interested in ephemeris and analysis about the music industry.
They are people who listen to have a company while working or doing some daily activity.
*Based on data
We did two rounds of interviews with a script iteration in between. In the first round, 6 users were interviewed (2 per profile) and in the second, 5 users.
We synthesized the information on post-it notes and group it according to the behavioral variables of each person.
They were also grouped by affinity and the pain naturalized by the users were identified.
Group by behaviour
“I searched badly and couldn't find it. maybe in the right place”
“Once happened that I heard a song on the radio and did not know what it was called”
“I don't look for podcasts. I directly enter the radio”
“I look for the ephemerides if I lose them. RadioCut is a help if it is not published on the web”
38 years old. Administrative.
Claudia attentive and responsible. She works for a medical supplies company. She has a good job performance and is apprecated by her coworkers. She likes to be calm and keep work orderly. In her spare time she listens to music and watches movies.
Married
0
ABC1
Claudia likes to listen to music while she's working. For this reason, she usually enters the ASPEN site and has it in the background. She likes pop but she also enjoys listening to rock bands like the Beatles and Queen. Sometimes she reads entries that are posted on the site. She reads only the ones that are about an artist she like.
52 years old. Teacher
Martin is a music lover. He especially likes rock music. When he was young he had his own band, he even met the mother of his children there, as she was a bass player. He considers himself a person with a musical culture, he likes “good music”. He is a sociable person, it is not difficult for him to make friends and meet people. He is a "friendly" person and has a good relationship with everyone.
Divorced
2
C1
Listens different type of music bands: The Beatles, Arctic Monkeys, Morrison, Queen, Lafourcade, Sumo, Divided... The list is endless. He likes to watch documentaries about bands. Whenever a new one comes out try to get it to see it. A few years ago he began collecting vinyls, but it is difficult for him because they are expensive. He knows a lot about the history of music and can tell you a thousand anecdotes about his favorite musicians. He likes to go to music shows, which he misses a lot now that the pandemic is here.
70 years old. Retired.
Patricia lives in Hurlingam with her husband. They have been married for more than 40 years. Her children no longer live with her but they go to visit her followed by her, especially the youngest who lives 3 blocks away.
Married
3
ABC1
She likes to be at home. She knows everyone in the neighborhood since she talks a lot with the neighbors. She also likes to spend time taking care of her plants and reading her journal. She usually puts ASPEN in the background. Many years ago, she listened to it "through the radio evice" but her children taught her to listen to it directly from the computer. She also uses Facebook, she likes to comment. She and her husband have been listening to this radio since they were young and they are not in Their house if it is not playing in the background. She has the TV on but always on MUTE since she doesn't like to listen to journalists talk. What she likes most about ASPEN is that they play music that she knows or, if she doesn't know them, she still finds music enjoyable.