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

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....

Continue Reading