UX on the big ScreenThorsten Jonas | Head of Concept CELLULAR | @dolbydigger

Thorsten Jonas

Head of Concept CELLULAR - @dolbydigger

Thorsten Jonas

Head of Concept CELLULAR - @dolbydigger

Stuff we do at CELLULAR

Sunrise

ZDF

TUI Cruises

TV Spielfilm

Why UX on TV?

460 Mio. Connected TV-Devices

In 2019: 80% of Internet-Traffic is Video

9

1 out of 8 US citizens own an 4K TV today!

Smart TV Functionality reaches „the masses“

„Hey, did you know? By pushing the Red Button, you can watch all the parallel olympic sports live as well.“

People might watch less „classic“ TV

But the TV will be used more than ever.

Thesis

In the future, the TV will be always on.

In addition big screens become usual out of home as well

In fact, big interactive screens are everywhere.

The 5 Dimensions of UX on TV

#1 Ease of Use

Thesis

A TV screen is a totally different thing

My Grandma

My Grandma

The last technical device she was able to handle was her TV.

Using the (classic) TV is super easy and almost the same for the past 40 years.

Using the (classic) TV is super easy and almost the same for the past 40 years.

Even my grandma knew how to

use it up to a very high age!

Recommendation

An App on TV should be as easy to use as the TV itself

#2 Platform

Learning

Performance of todays „Smart TVs“ is a killing joke

But

The Smart TV is the most widely spread TV device

„Hey, did you know? By pushing the Red Button, you can watch all the parallel olympic sports live as well.“

Recommendation

Do not forget Smart TV! But make performance your first principle.

Thesis

Set-Top Boxes UI principles could differ significantly

ZDF App - Apple TV ZDF App - Amazon Fire TV

Recommendation

Stick to platform guidelines

Stick to platform guidelines

Side effect: You get featured

Learning

Signage Screens are a whole new thing I mean really!

#3 Distance

Thesis

Distance of usage to the screen varies dramatically

Average Distance to a TV screen:

2-4m

Average Distance to an interactive signage screen:

0,3m

Average Distance to a TV screen:

2-4m

Field of view is the whole screen

Learning

Give the content room. Reduce. And once you are done, reduce again.

Hyper - Apple TV MLB App - Apple TV

Learning

Create a cinematic experience

ZDF - Apple TV NASA - Apple TV

Average Distance to an interactive signage screen:

0,3m

Average Distance while interacting with a digital signage screen:

30cm

Average Distance when taking notice of a digital signage screen:

2-4m

Average Distance while interacting with a digital signage screen:

30cm

Average Distance while consuming on a digital signage screen:

100cm

Notice Interact Consume

How to handle this?

1. Make one out of these two

Notice Interact Consume

1. Make one out of these two

Notice Interact & Consume

Reduce the important content to the field of view

Field of view

2. Create special „notice“-mode

Notice Interact & Consume

Make use of the full screen

Field of view

Trigger usage with moving elements

#4 Input Method

Learning

Input methods for TV screens compare like chalk to cheese

Input Method: 4-Way Remote

Learning 4-Way Remote

People need to see where they are on screen

Question

Where is the focus?

Homescreen - Samsung

ZDF App - Apple TV

Recommendation

Make focus obvious

Recommendation

Use focus as value

Learning 4-Way Remote

The remote does not support „diagonal“ directions

Recommendation 4-Way Remote

Avoid diagonal navigation

Homescreen - Fire TV

Recommendation 4-Way Remote

Arrange content 1-dimensional

#2 Input Method: Touch Remote

Learning Touch Remote

Touch remote is nice, but also hard to use sometimes

Recommendation Touch Remote

Make the user feel the interface

ZDF App - Apple TV

#2 Input Method: Touch Screen

Learning Touch Screen

Height is a totally new issue

She is on her Tip-toes already!

Recommendation Touch Screen

Make sure all interactive elements are in reach

Learning Touch Screen

Everything is touched

Recommendation Touch Screen

Be Super-Chrystal-Clear about what is touchable

#2 Input Method: Voice

62 seconds!And the job is not done yet…

62 seconds!But I am angry!

Learning

Data Input on TV is horrible

#5 Mobile

Thesis

Remote Control Apps suck

No haptic Feedback!

Thesis

But Content Discovery on mobile rules

Learning

Mobile is the perfect complement to the TV remote

Recommendation

Connect your Mobile and TV Apps

Recommendation

A Mobile and TV App of the same service should to be connected always

Prediction

And this is just the beginning

You are in TV Mode close

You are in TV Mode close

Learning

Mobile is the perfect complement to the TV remote

Learning

Mobile is the perfect complement to TV Apps

UX on TV starts on the Mobile Device

Thank you.

Thorsten Jonas | Head of Concept CELLULAR | @dolbydigger