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  • Ideas |

    User testing: how news designers and developers add context to quantitative data

    by Jessica Soberman

    Last week I wrote about how news organizations use A/B testing to help iterate on design elements such as page layout and headline writing-style in order to increase reader engagement. The technique provides essential information about what a reader is doing, but it does have limitations. “When you’re only looking at metrics you see the what, but you don’t see the why,” said Steve Mulder, director of user experience and analytics at NPR Digital Services....

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  • Ideas |

    Designing from data — How news organizations use A/B testing to increase user engagement

    by Jessica Soberman

    Back in November I had a minor journalism crisis, questioning journalism’s impact on society and the business models that are trying to sustain news organizations. This prompted me to look into other ways that people interested in social impact were developing and organizing businesses. Long story short, I applied and was accepted into a 6-month program at Northwestern’s Kellogg School of Management called NUvention Impact. It’s an interdisciplinary social entrepreneurship program that gives Northwestern graduate...

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