Second Screen Experiences - X Factor Romania 2015 Case Study

Second Screen Experiences

Creating the Romanian X Factor 2015 Smartphone App

Madalin Craciun, Lead UX Designer www.mready.net

We’ll coverX Factor App

a. Objectives

b. Overview

c. Process

d. Features

e. Spinoff Apps

f. What Went Right

g. What Went Wrong

h. Results

i. Potential Improvements

1.mReady Apps2.Let’s Talk About the Telly3.X Factor App

4. Why Care About Second Screen Experiences

5. Q&A

mReady AppsSmall, Agile Team

2 Business & Support6 App Development2 App Design

Varied Projects

60+ Different Projects130+ apps if counting iOS,

Android, Smartphones & Tablets

Stuff Like GDF / Engie, KPMG, Fashion Days, Romanian Design Week, How to Web, UX Bucharest, Coca-Cola, KFC, Paul, Antena Play… X Factor RO (and many more)

Let’s Talk About the TellySources

Accenture - Digital Video and the Connected ConsumerAccenture - Digital Consumer Survey

www.youtube.com/yt/press/en-GB/statistics.html

Let’s Talk About the TellySources

Accenture - Digital Video and the Connected ConsumerAccenture - Digital Consumer Survey

www.youtube.com/yt/press/en-GB/statistics.html

Let’s Talk About the TellySources

Accenture - Everyone’s a screenager. Now What?Accenture - Engaging the digital consumer in the new connected world

87%of TV viewers

use a second screen devicesuch as a smartphone, tablet or

laptop simultaneously

83%of customers

read news onlinedaily and weekly

X Factor - App Objectives & KPIGet people to download the app - not really an objective for the app alone

;)

min 10k downloads

got over 140k downloads (local star + TV + prime time)

Get people to vote

got over 330k votes

Get people to share their votes

got over 24k shares on Facebook alone

Get people to talk about the show & contestants

got over 14k messages in the app

X Factor AppOverview

OS: iOS & AndroidPlatform: SmartphonesRegion: RomaniaCategory: Entertainment

Key Features

votingsharinglive streamingin app messaging

X Factor AppKey Selling Point

You are the 4th Juror (alongside 3 Romanian stars - Stefan Banica Jr., Delia Matache, Horia Brenciu)

Proc

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Main FeaturesVoting

cast your vote each weekvote for multiple contestants

Main FeaturesSharing & Deep Linking

Branch.ioshare your voteeach share link has a little info

(who voted, who they voted for)

share is a direct link to voted contestant page

additional voting reinforced with reminder that a friend also voted

Main FeaturesTwitch-Like Player & Live Stream

watch the show livekeep watching while browsing

the app

Main FeaturesIn-App Messaging (Chat Wannabe)

for each contestantfor each jurorgeneral chat

Moderate your message boards!

:):)

:)

O.o

Main FeaturesWeb-Same features

articlesvideospictures

did not get approved on the appstore because of some pictures :)

Double check your content before release!

Spinoff AppsChefi la Cutite (Game of Chefs)

quiz based on videocompetition (lottery style)weekly recipe

Spinoff AppsiUmor

users would grade contestants instead of voting for them

What Went Right?felt more like “our product” so we were more motivated to get it right

the feeling of ownership as motivation

bugfixing was quick because of Crashlyticscustom events for when people would crash the app, what they were doing…emails with crashes as they happened

very clear when the app would be usedvery good promotion during the showdeployable a little ahead of time

What Went Wrong?random server crashes

were not so random, a placeholder image was not cached and would overload the system

we did not push for final visual direction and copy early enoughwe did not remove test comments on release

e.g. test, hei, 1234, ce faci ba?

underestimated how much messages would be usedwe thought of it as more of a forum, users thought of it more as a chat systemgot duplicate entries because of waiting times / lack of confirmation states

not nearly enough QA

Overall Resultsmuch higher number of users than expectedhigh number of shares on Facebookwe’re still recommending Branch.io :)and Crashlytics :)contestants would promote themselves (and the

app)high review score (4.7 with 5200+ reviews)

Future Thoughts & Improvementsmake time for more testingmoderate messaging!!!work even closer with clientsget content soonerif it looks like a chat system, it better be a chat

systemplay more on the chat system

vote through chatarticle recommendations via chatmaybe look at what bots can do

gamify voting (reward voting & sharing)

Why Should I Care About Second Screen Experiences?TV’s problem is a mobile opportunity

engagement when combined with social media skyrocketse.g. The Walking Dead got 150k more tweets (40% increase)

so does awareness because of the additional chattervery popular with sponsors

promoting related content (other shows, books, songs etc.)gets more people to stick around during TV commercials

TV networks get a great way to collect more data about clients

Thank You!

Questions?

Madalin CraciunLead UX Designer at mReady

+40 722 397 716madalin@mready.net

www.mready.net