Rapport - A User Research Study Into How People Seek Out Localized News and Information.

OBJECTIVE

Conduct a series of user research studies to design a news and localized information product called Rapport. Through this research project, the goal was to gain insight into how people connect to localized news, information and services and to learn areas of opportunity as well as frustrations with current products that provide these needs.

DESIGN RECOMMENDATIONS FOR RAPPORT

KEY RESEARCH FINDINGS

Through the following research methods, insight was gained into user habits towards learning localized news and information:

• Online survey : Used Google Forms and Mechanical Turk to survey 100 users about current habits in sourcing local news and information.

• In-depth interviews : Conducted in-person interviews to gain insight about how online searches have replaced the Yellow Pages.

• Remote usability studies : Given to three users, using UserTesting.com, to learn habits in using the site Songkick.com

• In-person usability studies : Four people were studied to learn how successfully they could complete 10 tasks in AirBnb Experiences.

The main patterns that emerged showed that study participants desire:

RESEARCH PROCESS

1) Social Studies - an online survey to 100 participants, using Google Forms and Mechanical Turk

The majority of participants questioned want to learn about their local community. They report wanting to learn about local news and events, to connect to local police and safety organizations, and talk to neighbors about real estate concerns and find items for sale. They also strongly feel that a review system helps them decide on new businesses to visit.

Summary : Popular interests are local news, focusing on crime and safety, local events and include a hub for letting neighbors connect about real estate, for sale items and parenting meetups. Additionally, there is a potential sales opportunity in noting that users will choose a business based on online reviews.

2) AirBnb Experiences - in-person Usability Studies

Four different participants were given tasks to complete on the AirBnb Experiences website, and their process was recorded and studied. Each participant was new to the Experiences feature but familiar with using other areas of AirBnb. What started at first as a pleasant search, turned frustrating as the search filters has repeated problems and provided answers unrelated to what the users had typed in.

● The search bar results expanded the participant’s search to additional words and changed their searches, which resulted in desire to leave site.
● Using the search function turns out an extensive amount of results, which overwhelms and confuses participants, making them think the site doesn’t coincide with their interests.
● Using filters help to start the Airbnb Experience search process, but then aren’t available in later parts of the process when participants wish to have them.

Summary : Improve the search system, specifically by improving the keyword searches and create a better filter system for viewing final results.

3) Songkick - Remote Usability Study

Through a remote usability study on UsabilityHub.com, four different users were recorded, and then observed, as they completed tasks on Songkick.com.

• Participants wished for predictive type in the search bar field.

• Mental search model to research upcoming concerts was to use the same site to both learn about event dates and to purchase tickets.

• The current date filtering system led to errors in user's searches for available concerts during a span of calendar dates.

Summary : Use predictive type in the search field, a single calendar for selecting dates and incorporate upcoming event showings with a link to ticket sales.

4) Has Yelp Replaced the Yellow Pages? - In-depth Interviews

Four different participants were each interviewed about how they use online business listing and user review sites, such as Yelp, to search for recommendations for finding a new local business. Certain types of businesses required finding reviews and deeper information, such as a tattoo artist, locating a quiet restaurant for a special dinner, or finding a pub that has a pool table.

• Participants reported that online search results are often presented in an unhelpful way.

• Local business searches can help participants find a place they have heard about, or forgotten about, and helps jog their memory.

• Photos shown with a business review can be beneficial for learning more about an atmosphere.

• Participant’s trust in the search site is depleted if the business information isn’t current.

• Bad reviews aren’t taken seriously and don’t necessarily reflect the truth to participants, although an overall rating number can help a business look positive.

Summary : Allow search results to be filtered, by using keywords. Keep contact information current, and allow for simple user ratings and a place to upload photos. Reviews can be fun to read, but also can get in the way of learning valid information.

FUTURE STUDIES

CONCLUSION

Three Proposals for Further Research Studies

Breaking News and Upcoming Events -
● Determine whether the need is for professionally-curated news content or user-created, or both.
● What type of news content is currently missing?
● What type of upcoming events do Rapport’s audience want to learn about?
● Should the venues tie directly into the site, for ticket sales?

Business Listings-
● Determine what specific information participants wish to learn about a local company.
● For user ratings, what is the best format?
● Will the businesses control the pages, or will they be built on user reviews?

Filtering Search Results-
● What are the best filters?
● Explore how to incorporate keywords into search filters.

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