Listener’s are Radio’s Users. Examining the User Journey of Radio is a great way to make sure your station is sounding the best that it can.
Here is an edited and shortened definition of User Journey based on that at Wikipedia:
A user journey is the experiences a person has when utilizing/interacting with something. It is often used as a shorthand for the overall user experience and set of actions.
Examining that for a moment, there are many parallels we can draw for Radio.
Users are Listeners in Radio
They’re consuming what we through at them. It’s the music, it’s the presenters and the content they deliver, it’s the imaging. All of these things need to work with each other to deliver the best possible experience. But there’s a lot to think about…
Is your music right? Are the rotations too tight? Not tight enough? Are your presenters delivering the right content, and actually connecting with your listeners? Is the language in your imaging reflective of how you audience speak? Is your imaging clear enough? Too busy? Too loud? Too aggressive? Not loud enough? Not aggressive enough? Not exciting enough? Are you delivering too many messages? Are you delivering the same message to often? Not enough? It goes on…
It’s a raft of questions, but all must be considered when thinking about the User Journey of your station and often it’s more than one thing that you can check and improve.
Check the Journey
Returning to that Wikipedia entry, it goes on to say:
User Journeys describe at a high level of detail exactly what steps different users take to complete a specific task within a system. This technique shows the current (as-is) user workflow, and reveals areas of improvement…
Radio ratings systems the world over fail to deliver us the same level of exact detail that we can check via web, app and online streams. The detail we now have access too can be a great way to find trends in what you’re communicating on the radio, and adjust accordingly.
If you look into the figures enough, you may find that every time you play that song streams drop. You might find that twitter engagement surges when the presenter talks about a certain subject. Or you might find that a pre-promote piece of imaging isn’t creating enough engagement or registration online. By analysing and encouraging good habits, and correct bad ones you can influence the overall journey for your listeners.
What Does This Mean For Imaging?
Whenever I’m asked to create anything I always want to know what it’s for, and where it’s going to play. What other elements play around or near it. This is so I can understand the journey the listener is going through. I don’t want to be overly repetitive, and I want it to work seamlessly around nearby elements on the station. As Wikipedia says:
User Journeys are focused on the User and what they see and what they click on.
For Radio Imaging that means I’m after context, placement and message. I care about what they’ll hear and take from the piece, and how they might react to it. By taking all this into considering I’m really thinking about the User Journey.
So as you create more content for your station, or engage with us to create Imaging packages think about what you’re trying to achieve and how to do it. Give your Users a thought, because they’re who we’re trying to impress.