OVERVIEW:

As the Lead Designer on this project, I spearheaded the conceptualization and strategic branding of "NPR Watch," a transformative addition to the NPR.org homepage. This initiative marked a significant move towards leveraging short-form video content, previously confined to social platforms like Instagram and TikTok, to enrich the digital experience on our main platform.

Objective:

The primary goal was to boost user engagement on the NPR website by integrating short-form video content directly into the user's journey. Drawing inspiration from similar strategies employed by the Washington Post and YouTube with Shorts, I envisioned "NPR Watch" as an engaging feature that would resonate with our audience's evolving content consumption habits to provide concise storytelling.

My Contrubution:

I led:

• Conceptual Design: I took the helm in crafting the initial concept, ensuring "NPR Watch" was both a reflection of NPR's brand ethos and audience expectations.

• Strategic Branding: I personally coined the name "NPR Watch" from the belief that it would communicate its value proposition effectively to our audience.

• User Experience Design: Committed to creating a seamless user experience, I designed "NPR Watch" to be an intuitive and engaging module that felt like a natural extension of the NPR.org homepage experience.

• Digital Strategy: My contribution extended beyond design; I played a significant role in shaping the overall digital strategy, championing a user-centered approach to ensure that our content was not only accessible but also compelling across all NPR platforms.

Impact:

The launch of "NPR Watch" has been a resounding success, marked by a noteworthy 2-minute increase in user engagement on our platform. This metric not only underscores the impact of my strategic and design decisions but also validates the potential of short-form video content in enhancing digital media consumption.

Reflection:

This project stands as a testament to the power of strategic design and innovative thinking in driving digital engagement. By blending creative branding with a deep understanding of our users' needs, "NPR Watch" has set a new standard for content presentation and audience interaction on NPR.org.