How might we support a public radio station's local tradition of jazz content?
A microsite that highlights the station's voice
Research, User Testing, Interface and Experience Design
WAER is a public radio station based in Syracuse, NY. The station is locally known for a tradition of excellent jazz music curation. This tradition, however, was not translated into WAER’s emerging online presence.
I first identified three major target listener groups.
Through interviews with listeners in each of these groups, I learned that WAER's audience feels out of touch with the local voice of the station's jazz programming, and wishes that they could better sustain a relationship with music they hear on the radio.
Jazz 101 is a microsite that serves as a home base for WAER's jazz content, and a universal guide for learning and sharing.
The site has a permanent collection of podcasts made by the station, featuring categories that listeners want to know more about:
It also has a dynamic stream of jazz tunes:
This provides more opportunities for listeners to form a relationship with new music.
The microsite positions WAER as a content creator, and shares the cultural perspective that the station became known for. Jazz 101 provides an alternative service to the listening community that is loyal to WAER's unique jazz programming. Moreover, it attracts a new, curious audience by emphasizing jazz music, history, and discovery.