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Designing the

Listening Experience
Dan Newman
Deputy Creative Director
@creativenewman
Photo by Emil Kabanov
Designing the Listening Experience
#HIDC @creativenewman
What do you think of
when you hear the phrase
“Public Radio”?
Photo by Ricky Montalvo
Designing the Listening Experience
#HIDC @creativenewman
Public radio may cause extreme drowsiness.
Designing the Listening Experience
#HIDC @creativenewman
Before listening to public radio,
Designing the Listening Experience
#HIDC @creativenewman
make sure your doctor says that

you’re healthy enough to have sex,
Designing the Listening Experience
#HIDC @creativenewman
not that it will matter!
Designing the Listening Experience
#HIDC @creativenewman
Leslie, would you like to introduce the next segment?
Designing the Listening Experience
#HIDC @creativenewman
OK.
Designing the Listening Experience
#HIDC @creativenewman
Now it’s time for jazz plus jazz equals jazz.
Designing the Listening Experience
#HIDC @creativenewman
Today, we have a recording of Benny Goodman

played over a separate recording of Miles Davis.
Designing the Listening Experience
#HIDC @creativenewman
Research shows that our listeners love jazz.
Designing the Listening Experience
#HIDC @creativenewman
Public radio may be easy to parody,
but we think of it like this…
Designing the Listening Experience
#HIDC @creativenewman
National Public Radio will serve the individual;
it will promote personal growth;
it will regard the individual differences with

respect and joy rather than derision and hate;
it will celebrate the human experience as

infinitely varied rather than vacuous and banal;
it will encourage a sense of active constructive
participation, rather than apathetic helplessness.
Bill Siemering
Founding Board Member, NPR
Designing the Listening Experience
#HIDC @creativenewman
This is NPR
Designing the Listening Experience
#HIDC @creativenewman
NPR is global
Designing the Listening Experience
#HIDC @creativenewman
NPR is local
Designing the Listening Experience
#HIDC @creativenewman
“Broadcast radio is the cockroach of media.
You can’t kill it. You can’t make it go away,
it just gets stronger and more resilient.
That doesn’t mean that I see digital radio as a
passing fad. It’s for real. I’m a huge Spotify
user. I think it’s a great service, but I use
broadcast too.”
Jarl Mohn

CEO, NPR
Designing the Listening Experience
#HIDC @creativenewman
NPR has long been at the digital forefront
Designing the Listening Experience
#HIDC @creativenewman
1998 2000 2002
Designing the Listening Experience
#HIDC @creativenewman
But the landscape is changing
Photo by ClearFrost
Designing the Listening Experience
#HIDC @creativenewman
It was time to try something new
Designing the Listening Experience
#HIDC @creativenewman
Reimagine Radio
Designing the Listening Experience
#HIDC @creativenewman
NPR Sensibility
Designing the Listening Experience
#HIDC @creativenewman
The Clock
Designing the Listening Experience
#HIDC @creativenewman
The Flow
DCBA
A DCBA
B DCBA
C DCBA
D
Designing the Listening Experience
#HIDC @creativenewman
The Flow
DCA
A DBA
B DC
C DCB
D
Designing the Listening Experience
#HIDC @creativenewman
The Flow
DCA
A DBA
B DC
C DCB
D
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Illustration by Carmen Rodriguez Peñamaria
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Handpicked
curation
Machine

learning
Designing the Listening Experience
#HIDC @creativenewman
Stories
Designing the Listening Experience
#HIDC @creativenewman
Stories
Lead
Break
Core
Invest
Collections
Designing the Listening Experience
#HIDC @creativenewman
Stories
Lead
Break
Core
Invest
Collections
Newscast
Local Newscast
Lead
Core
Break
Local Story
Break
Invest
etc…
Flow
Designing the Listening Experience
#HIDC @creativenewman
Stories
Lead
Break
Core
Invest
Collections
Newscast
Local Newscast
Lead
Core
Break
Local Story
Break
Invest
etc…
Flow Listener
Designing the Listening Experience
#HIDC @creativenewman
Promos
Promoted Show
or Segment
Promo
Hey NPR One fans!
Designing the Listening Experience
#HIDC @creativenewman
Promos
Promoted Show
or Segment
Promo
Did you know that coming close to winning but not quite
reaching your goal can actually be a great motivator?
Designing the Listening Experience
#HIDC @creativenewman
Promos
Promoted Show
or Segment
Promo
I’m Shankar Vedantam. Be sure to tap the button

on your screen to hear my podcast, Hidden Brain.
Designing the Listening Experience
#HIDC @creativenewman
Promos
Promoted Show
or Segment
Promo
This week, it’s all about near-misses.
Designing the Listening Experience
#HIDC @creativenewman
Promos
Promoted Show
or Segment
Promo
So… If you missed that the button the first time, don’t
worry. I’ll give you another chance.
Designing the Listening Experience
#HIDC @creativenewman
Promos
Promoted Show
or Segment
Promo
Tap that button on your screen now.
Designing the Listening Experience
#HIDC @creativenewman
Channels
Channel
Designing the Listening Experience
#HIDC @creativenewman
People aren’t binary;

personalization shouldn’t be, either.
Designing the Listening Experience
#HIDC @creativenewman
Listeners find great content

through trusted companions.
Designing the Listening Experience
#HIDC @creativenewman
Challenge: Competition for Attention
Designing the Listening Experience
#HIDC @creativenewman
Challenge: Busy Interfaces
Designing the Listening Experience
#HIDC @creativenewman
Designing The Listening Experience: The Making of NPR One
Designing the Listening Experience
#HIDC @creativenewman
Things that worked
Designing the Listening Experience
#HIDC @creativenewman
Things that worked
Designing the Listening Experience
#HIDC @creativenewman
Things that didn’t work
Designing the Listening Experience
#HIDC @creativenewman
Things that didn’t work
Designing the Listening Experience
#HIDC @creativenewman
Things that didn’t work
Designing the Listening Experience
#HIDC @creativenewman
As Easy As Radio
Designing the Listening Experience
#HIDC @creativenewman
Simple
Designing the Listening Experience
#HIDC @creativenewman
Inclusive
Designing the Listening Experience
#HIDC @creativenewman
Personal
Designing the Listening Experience
#HIDC @creativenewman
Audio-First
Hi. I’m NPR’s Guy Raz, and you’re listening

to NPR One. Public radio made personal.
Designing the Listening Experience
#HIDC @creativenewman
Audio-First
Your local news plus the stories we know

you will love from all over the world.
Designing the Listening Experience
#HIDC @creativenewman
Audio-First
Things you’ve already listened to? They’re over here.
Designing the Listening Experience
#HIDC @creativenewman
Audio-First
You can search for podcasts you know you like, and we
have tons of new ones for you to check out, as well.
Designing the Listening Experience
#HIDC @creativenewman
Audio-First
But before we get started, a couple quick things:
Designing the Listening Experience
#HIDC @creativenewman
Audio-First
Just let us use the mic on your

phone so you can talk back to us.
Designing the Listening Experience
#HIDC @creativenewman
Audio-First
And you have to log in, so we can make sure

we’ll never play you the same story twice.
Designing the Listening Experience
#HIDC @creativenewman
Audio-First
Here we go! This is NPR One. Public radio made personal.
Designing the Listening Experience
#HIDC @creativenewman
Platform, Not App
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Designing The Listening Experience: The Making of NPR One
Designing the Listening Experience
#HIDC @creativenewman
Clarity over cleverness.
Designing the Listening Experience
#HIDC @creativenewman
Build frameworks, not features.
Designing the Listening Experience
#HIDC @creativenewman
It’s
Alive!
Designing the Listening Experience
#HIDC @creativenewman
Now
what?
Designing the Listening Experience
#HIDC @creativenewman
Build
MeasureLearn
Designing the Listening Experience
#HIDC @creativenewman
Agile

Our core philosophy of how we work.
Scrum

The vehicle inside which we get things done.
Lean

How we know we’re working on the right stuff.
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Practice data-informed design.
Designing the Listening Experience
#HIDC @creativenewman
Don’t reinvent the wheel.
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Yes, and...
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
75% of all searches can be attributed

to the name of a show or podcast
57% of show searches

are for NPR shows or podcasts
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Designing the Listening Experience
#HIDC @creativenewman
Work on a tightly-integrated team
but maintain a big tent.
The Road Ahead
Photo by heitere_fahne
Designing The Listening Experience: The Making of NPR One
Designing the Listening Experience
#HIDC @creativenewman
Interaction
Value
Designing the Listening Experience
#HIDC @creativenewman
What’s the
next thing
you’ll love?
Photo by Melissa Kuypers/NPR
Designing the Listening Experience
#HIDC @creativenewman
Always remain mission focused.
Designing the Listening Experience
#HIDC @creativenewman
National Public Radio will serve the individual;
it will promote personal growth;
it will regard the individual differences with

respect and joy rather than derision and hate;
it will celebrate the human experience as

infinitely varied rather than vacuous and banal;
it will encourage a sense of active constructive
participation, rather than apathetic helplessness.
Bill Siemering
Founding Board Member, NPR
Designing the Listening Experience
#HIDC @creativenewman
People aren’t binary;

personalization shouldn’t be, either.
Designing the Listening Experience
#HIDC @creativenewman
Listeners find great content

through trusted companions.
Designing the Listening Experience
#HIDC @creativenewman
Clarity over cleverness.
Designing the Listening Experience
#HIDC @creativenewman
Build frameworks, not features.
Designing the Listening Experience
#HIDC @creativenewman
Practice data-informed design.
Designing the Listening Experience
#HIDC @creativenewman
Don’t reinvent the wheel.
Designing the Listening Experience
#HIDC @creativenewman
Work on a tightly-integrated team
but maintain a big tent.
Designing the Listening Experience
#HIDC @creativenewman
What do you think of
when you hear the phrase
“Public Radio”?
Photo by Ricky Montalvo
Thank you.
Dan Newman
dnewman@npr.org
@creativenewman

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