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THE UX OF TV A NEW FRONTIER FOR USABILITY PROFESSIONALSNYC UXPA AUGUST 21, 2012

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Ed Mansfield

Sr. IA at RazorfishPast: Chase Specialties: mobile, tablet, financial services, automotiveClients: Ford, XM Radio, Merrill Lynch, Morgan Stanley, JP MorganTwitter: @elmansfield

Who we are

Kyle Outlaw

XD at RazorfishPast: R/GA, WorldNow, Modem MediaSpecialties: mobile, tablet, social, online videoClients: AXE, Citibank, Ralph Lauren, Victoria Secret, Kraft, Morgan StanleyTwitter: @koutlaw

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Let’s face it. Despite our love for TV, the experience

is broken.

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For Example:

Image Source: Gizmodo

• Too many remotes• 1000 channels and nothing on• Clunky channel guides• Lack of device compatibility• Constant interruptions• And the list goes on…

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OUR MOBILE DEVICES NOT TOO LONG AGO…

Image Source: Wikipedia

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WHAT A DIFFERENCE A FEW YEARS MAKES

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“Well, you just end up with a table full of remotes, a cluster full of boxes, a bunch of different UIs -- and that's the situation we have today. The only way that's ever gonna change is if you can really go back to square one and tear up the set-top box and redesign it from scratch with a consistent UI across all these different functions and get it to the consumer in a way that they're willing to pay for it.”

–Steve Jobs, Patron Saint of User Experience Practitioners

Source: AOL:

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Our TVs are much too complicated.It doesn’t have to be that way.

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Who will change it?We will. TV is the next big problem for UX to solve.

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By knowing what’s going on in the connected TV landscape…

… and getting the skills to do it.

But How?

This is what we want to talk about today.

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IN THIS PRESENTATION WE’LL COVER

1. THE RISE OF CONNECTED TVDefinition, Stats/Trends

2. THE WAR FOR YOUR LIVING ROOMKey Players, An Elephant in the Living Room

3. IMPLICATIONS FOR UXChallenges and Opportunities

4. LET’S DO THISPrototyping and Evangelization

5. KEY TAKEAWAYSRecap and Reference Materials

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1. THE RISE OF CONNECTED TELEVISION

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It’s a term used to describe the integration of the internet and web features into TV sets and set-top boxes, as well as the convergence between computers and these television sets or set-top boxes.

What is Connected TV?

Source: Wikipedia

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• Smart TV• Cloud TV• Hybrid TV

Also known as:

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But why should we care?

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Connected TV is already here.It’s just not very evenly distributed.

Source: William Gibson – “the future is already here it is just unevenly distributed.”

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96.56 million

67.2 million63.9 million

Millions already have this capability in their homes.227 million have access through game consoles.

Source: Nintendo (June 2012); Microsoft (April 2012); Sony (March 2012)

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Connected TV sales are growing with 91 million units projected for 2012.

2012 2014 2016

Source: Global Flat-panel TV and Connected TV Forecast - Kantideep ThotaSource: Global Smart TV Market (2011 – 2016) Critical Capability, Use Case Analysis & Forecast By Accessories, Platforms, Middleware, Application & Geography - MarketsAndMarkets.com

 

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Second screen viewing is the new normal. 80% of US adults mobile multi-task while watching TV.

Consumer activities while watching TV

Source: Yahoo! and Razorfish surveySource: Ericsson presents TV & Video Consumer Trend Report 2011 - Ericsson

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Source: HBO Here are those cord-cutting stats you asked for – Rebecca Greenfield

Cord-cutting is on the rise. Cable is not. 2.65 million Americans cut the cord in 2008-2011.

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Our appetite for live on-demand streaming content is breaking records.

June 20101.6 million viewers

April 20112.4 million viewers

August 20123.2 million viewers

Source: Viewers opted for the Web over TV to watch Curiosity's landing – CBS News

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40% of Americans live-streamed. Live-stream viewers were also 2x more likely to watch primetime coverage on TV.

Source: Apple and the iPhone TV: one day all televisions will be this way – ComputerworldSource: Olympics Platforms Score – Variety

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This has all caught the attention of some big players…

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2. THE WAR FOR YOUR LIVING ROOM

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“As the Consumer Electronics Show continued in Las Vegas, at least one theme became clear: The next big technology war is for your living room.”

- Hayley Tsukayama, Washington Post

The Next Technology War

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MEET SOME OF THE CONTENDERS

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THE TV SET MANUFACTURERS

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THE GAME CONSOLE MAKERS

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THE SET TOP BOX MANUFACTURERS

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THE CONTENT PROVIDERS

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THE CABLE AND SATELLITE PROVIDERS

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There is an elephant in the living room.Where’s Apple in all of this?

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“I finally cracked it.”

Source: Steve Jobs – Walter Isaacson

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THE MYTHICAL ITV

Image Source: ADR Studio

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Or maybe just an iBox?

Source: Apple in talks to use Apple TV as cable box, report says - Hayley TsukayamaImage Source: ADR Studio

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Above all the hope is that Apple will bring some much needed standardization…For now we have a very fragmented television ecosystem to contend with.

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3. IMPLICATIONS FOR UX

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What does all this mean for usability professionals? To begin with we’ll need to contend with the 10 foot experience.

Image Source: Wikipedia

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It’s a software user interface designed for display on a large television with interaction using a regular television-style remote control.

What is the 10 ft experience?

Source: Wikipedia

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While there are similarities with mobile, and tablet design, the 10 foot experience is an altogether different beast. Let’s talk about the challenges and opportunities.

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First, the challenges…

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1. CONSIDER THE USER’S ENVIRONMENT

Image Source: MorgueFile

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2. UNDERSTAND THE PHYSICAL CONSTRAINTS

Image Source: Wikipedia

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3. KNOW THE DISPLAY RULES

Image Source: Wikipedia

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4. EVALUATE THE CONTENT

Image Source: Wikipedia

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5. IDENTIFY THE INTERACTION METHODS

Image Source: Wikipedia

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Now let’s talk about the opportunities and advanced capabilities.

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1. NEW INTERFACES

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2. SOCIAL TV AND COMMUNITY VIEWING

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3. SUPER-NICHE AND ORIGINAL PROGRAMMING

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4. APPS AND GAMES

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5. RECOGNITION AND PERSONALIZATION

Source: Razorfish Emerging Experiences

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4. LET’S DO THIS

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For most of us, connected TV remains unchartered territory.How do we get started?

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• Evangelize it• Share knowledge across disciplines• Demo key services and devices with partners• Upgrade our TVs sets or set top boxes

A Call to Action for UX

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Last but not least, the best way is to learn by doing.We can create prototypes.

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• Give project visibility and buy-in within customer and developer organizations

• Encourage early participation and involvement• See the design in its intended context• Provide immediate observation of user

performance and consequences of design decisions

Advantages to prototyping

Source: UX For the Masses - Neil Turner

Source: Advantages of and cautions about using prototype - Rex Hartson; Pardha S. Pyla

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• Concept• Prototype• Validate internally• Test internally• Learn from user behavior• Iterate

Inspired by Lean UX

Source: Lean UX: Getting out of the Deliverables Business - Jeff Gothelf

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• Sketch pad and pen or pencil• Wire framing software • Photoshop • HTML editor• FTP client• Browser-enabled set top box• Wide-screen TV monitor • Video content

Key ingredients

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We believe that employees will use a TV-optimized web site view, share, comment on and help curate agency case studies, interviews, and demos.

Hypothesis

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1. SKETCHING

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2. WIREFRAMES

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2. PHOTOSHOP AND EXPORT IMAGES

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3. ADJUST THE CODE FOR TV DISPLAY

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4. UPLOAD IT

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5. TEST IT ON PC

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5. TESTING ON CONNECTED TVS

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5. TESTING ON CONNECTED TVS

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5. TESTING ON CONNECTED TVS

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KEY SCREENS

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KEY SCREENS

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• Keyboards and TVs don’t mix well• Hierarchy needs to be as flat as possible• Everything needs to be 3X larger• With text display less is more• Browser behavior varies widely across devices

Some things we are learning:

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5. SUMMARY

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• TV is the next big problem for UX to solve• Connected TV is here already but it remains a

fragmented ecosystem in need of standardization• Know the challenges with designing for TV• Understand the opportunities and new capabilities • Evangelize internally and with clients• Embrace the prototype

Key Takeaways

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We are in the very early days of the reinvention of television.We need to insert ourselves into the process at the very beginning.

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“When you’re young, you look at television and think, There’s a conspiracy. The networks have conspired to dumb us down. But when you get a little older, you realize that’s not true. The networks are in business to give people exactly what they want. That’s a far more depressing thought. Conspiracy is optimistic…We can have a revolution!”

–Steve Jobs

In closing…

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THANK YOU!

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APPENDIXUser Experience and design for connected TV

Re-thinking User Interface Design, Jim Mischelhttp://blog.smartbear.com/software-quality/bid/167284/Re-Thinking-User-Interface-Design-for-the-TVPlatform

Samsung User Experience Guidelines, Samsung Developers Forumhttp://www.samsungdforum.com/Guide/View/Developer_Documentation/User_Experience_Guideline_1.5

Google TV design patterns, Google Developers, Google Developershttps://developers.google.com/tv/android/docs/gtv_android_patterns

Opera design guidelines for Wii, Dev.Operahttp://dev.opera.com/articles/view/creating-web-content-for-tv/Make your website TV friendly with our 10 great tips, Sam Nurmihttp://royal.pingdom.com/2012/03/14/make-your-website-tv-friendly-with-our-10-great-tips/

Make your website TV friendly with our 10 great tips, Sam Nurmihttp://royal.pingdom.com/2012/03/14/make-your-website-tv-friendly-with-our-10-great-tips/

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APPENDIXUX and TV

The Shift From Watching TV to Experiencing TV, Richard MacManushttp://www.readwriteweb.com/archives/the_shift_from_watching_tv_to_experiencing_tv.php

Designing for Context: The Multiscreen Ecosystem, Avi Itzkovitchhttp://uxmag.com/articles/designing-for-context-the-multiscreen-ecosystem

Prototyping

Lean UX: Getting Out of the Deliverables Business, Jeff Gothelfhttp://uxdesign.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the-deliverables-business/

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APPENDIXApple TV

Apple in talks to use Apple TV as cable box, report says, Hayley Tsukayamahttp://www.washingtonpost.com/business/technology/apple-in-talks-to-use-apple-tv-as-cable-box-reportsays/2012/08/16/f5ad15d6-e796-11e1-8487-64e4b2a79ba8_story.html

Here Are Apple's Plans To Make TV A Thousand Times Better, Jay Yarowhttp://www.businessinsider.com/heres-how-apple-is-telling-cable-companies-it-will-make-apple-tv-work-2012-8

Apple, Microsoft, Google and the sad state of TV, Janko Roettgershttp://gigaom.com/video/apple-tv-set-top-box/

Apple “iBox”: The Classic Concept and Renderings of Apple iTV, Farhathttp://hitechanalogy.com/apple-ibox-classic-concept-renderings-apple-itv-artist-2/

Apple's New Front in the Battle for TV, Jessiva E. Vascellaro and Shalini Ramachandranhttp://online.wsj.com/articleSB10000872396390444233104577591713616924328.html

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APPENDIXApple TV

More Apple TV Hints, Directly From Steve Jobs, Evan Niu http://m.aol.com/dailyfinance/default/articleStory.do?category=main&url=http://www.dailyfinance.com/2012/06/15/more-apple-tv-hints-directly-from-steve-jobs/&icid=dsk_df_news

One on One: Walter Isaacson, Biographer of Steve Jobs, Nick Biltonhttp://bits.blogs.nytimes.com/2011/11/18/one-on-one-walter-isaacson-biographer-of-steve-jobs/

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MORE REFERENCE Bodymetrics and Kinect

How Bodymetrics and Razorfish are out to Change Retail, Shareen Pathakhttp://creativity-online.com/news/how-bodymetrics-and-razorfish-are-out-to-change-retail/233471

Cord cutting

HBO, Here Are Those Cord-Cutting Stats You Asked For, Rebecca Greenfieldhttp://www.theatlanticwire.com/technology/2012/08/hbo-here-are-those-cord-cutting-stats-you-asked/55292/

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APPENDIXConnected TV Blogs

Lost Remotehttp://lostremote.com

Techcrunchhttp://techcrunch.com

Mashablehttp://www.mashable.com

GigaOmhttp://gigaom.com

Venturebeathttp://venturebeat.com

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APPENDIXLinkedin Groups

Connected TVhttp://www.linkedin.com/groups?gid=2553526&trk=group-name

Emerging TVhttp://www.linkedin.com/groups/Emerging-TV-4543560?gid=4543560&trk=group-name

UX TVhttp://www.linkedin.com/groups/UX-TV-3773977?gid=3773977&trk=group-name

Smart UXhttp://www.linkedin.com/search-fe/group_search?pplSearchOrigin=GLHD&keywords=Smart+tv

Social TVhttp://www.linkedin.com/groups/Social-TV-next-generation-media-2188349?gid=2188349&trk=groupname

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APPENDIXImage Credits

Slide 2: Scrap Television Graveyard – thesuccesshttp://www.morguefile.com/archive/display/738604

Slide 3: How Grandma Sees the Remote – Roz Chasthttp://gizmodo.com/357331/how-grandma-sees-the-remote

Slide 4: Mobile Phone Evolution – Anders K. Larsenhttp://upload.wikimedia.org/wikipedia/commons/d/d6/Mobile_phone_evolution.jpg

Slides 32, 33: iTV concept designs – ADR StudioADR Studio, http://www.Adr-studio.it/

Slide 36: Screenshot of XBMC Media Center home screen using default PM3.HD skinhttp://en.wikipedia.org/wiki/File:Screenshot000.png

Slide 40: Modern HDTV Stand – bredahttp://www.morguefile.com/archive/display/641764

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APPENDIXImage CreditsSlide 40: Modern HDTV Stand – bredahttp://www.morguefile.com/archive/display/641764

Slide 42: SMPTE Color Bars – Denelson83http://en.wikipedia.org/wiki/File:SMPTE_Color_Bars.svg

Slide 44: PlayStation 3 BD Remote (with and without PlayTV overlay) – Alphathonhttp://en.wikipedia.org/wiki/File:PS3_BD_Remote.png

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APPENDIXSpecial Thanks Special thanks to Tiffany Milano @TiffanyMilano for her research assistance.