Cornell Tech: Paper Prototypes & Testing

Nielsen has access to millions of data sets from their survey in America and internationally. This data is often hard to understand for media planners in their quest to find relevant insights to their targeted consumers

Paper Prototype of a user flow through our proposed system. Our main focus was streamlining the complicated process of translating loads of data about consumer insights into a more visual and interpretive interface for user.


Our process breaks this down into 3 key phases:

  1. Gathering demographic info about who the media planner wants to target


  1. unnamed-4
  2. Media Planner selects “attributes” which also relates to their target audienceunnamed-3
  3. Media planner is able to see a visual representation of the Answer:Total Response Population ratiounnamed-2
  4. Media Planner is able to select attribute which best fits their goalsunnamed-1
  5. Media planner is given other suggested attributes or trendsunnamed

User Testing:

User 1:

  • Liked being able to step through the process
  • Needed more clarity on profile facts and trends
  • Wanted more visual representation of selected attributes

User 2:

  • Understood the organization process
  • Liked the search but also wanted the ability to selected

User 3:

  • Wanted the ability to compare and probably save/track profiles
  • Liked the breakdown
  • Being able to show what was chosen

User 4:

  • This looks great.  The one thing that comes to mind here is how to make this target differ or stand out.  In doing such items before, you find out you get to very generic things, that don’t really tell a good story.  It takes a lot of imagination and digging to find a good story.
  • I did this type of project for Hachette, and what I found interesting is a core of publication that popped where I didn’t expect them to pop.  From that, I looked into the combo of the publications together, and their interests, and found similarities, which I was able to showcase to the client.
  • By doing a “story finder”, things like this should be taken into account, not only what target and media is it, what stands out as weird, why is it there, how can you dig in it.
  • In my experience, that is where the story usually lies.