NPR.org Case Study

National Public Radio has long been a leader in exploring the possibilities of new media. NPR was among the first to offer streaming Internet audio, and continues to produce innovative Web-only features as well as providing access to thousands of hours of archived radio programming. But as a non-profit organization, NPR must strive to fulfill its cultural mission without the resources a typical corporation might have at its disposal.

In early 2001, NPR recognized that the user experience of its site, which had developed organically over the years and never been formally planned, was not meeting the needs of its users. NPR had initial discussions with a large Internet consulting firm, but the consultancy's adherence to a rigid methodology that did not consider NPR's unique needs made NPR wary.

Instead, NPR turned to Adaptive Path. Partners Lane Becker, Jesse James Garrett, and Mike Kuniavsky conducted extended discussions with the NPR staff to understand the operational constraints of the organization. This was followed by in-depth user research, face-to-face with real NPR listeners and Web users to gain insight into their needs and expectations.

The Adaptive Path team then formulated an overarching user experience strategy incorporating content, design, information architecture, technology, and process recommendations that could be achieved incrementally over time, at NPR's pace and within NPR's budget.

Only two months after beginning work with Adaptive Path, NPR was able to launch a significantly improved redesign of its Web site representing its first step toward fulfilling the long-term strategy developed by Adaptive Path.