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DISH Second Screen: TV Party Havas Experience Design (XD) Academy Internal Intern Project - Summer 2015 Song Hia - SongHia.com - [email protected]
DESIGN BRIEF: Design a second-screen experience to enhance viewing on the DISH Network that capitalizes on the inherent advantages of tablet and mobile devices.
GOALS: Make it simple for users to find relevant TV programs and add them to their DVR queue.
CONCEPT: A mobile app reimagining TV listings as a stream of recommendations tailored to the user’s taste.
CREATED: Summer 2015 (over 10 weeks, 1/3 of time)
SUMMARY
clickable prototype: bit.ly/dishtvparty
1. Quick & Dirty ResearchA. market research / white papersB. competitive analysisC. subject matter expert interview (GetGlue
product director)D. stakeholder interview (account manager)E. user interviews (cable subscribers)
2. ModelingF. user journey mapG. persona
3. REQUIREMENTS DEFINITION4. FRAMEWORK DEFINITION
H. design pattern researchI. application mapJ. site mapK. sketching wireframesL. wireframes (Illustrator)
5. PROTOTYPE (Invision)
UX FRAMEWORK
1. RESEARCH: MARKET RESEARCH / WHITEPAPERS
1. RESEARCH: MARKET RESEARCH / WHITEPAPERS
1. RESEARCH: COMPETITIVE ANALYSIS
Fan Community
Content Aggregation
Celebrity Gossip
Recommendations
Incentivized Check-In
TV listings
Quizzes + Contests
TRENDS
1. RESEARCH: COMPETITIVE ANALYSIS
"Creating a product for super fans was the easy part, crossing the chasm to mass audience was difficult.”
-Director of Product, GetGlue (defunct)
I. RESEARCH: SUBJECT MATTER EXPERT INTERVIEW1. RESEARCH: SUBJECT MATTER EXPERT INTERVIEW
"Too many second screen experiences focus on controlling the experience in a way that’s not useful. The TV isn’t always the first screen.”
-Director of Product, Get Glue (defunct)
1. RESEARCH: SUBJECT MATTER EXPERT INTERVIEW
2. MODELING: USER JOURNEY
Lives in Suburbs
DISH NETWORK customer
Primarily DVR-s premium drama (Mad Men, Breaking Bad, etc.)
Has Netflix
“Appointment TV” group viewing with friends (season premieres, finales)
Bonds with coworkers over TV, has POV on programming
DIGITALLY SAVVY DIANA
2. MODELING: PERSONA(produced through stakeholder interview with account manager, interviews with cable subscribers)
3. REQUIREMENTS DEFINITION: HOW MIGHT WE ENHANCE THE VIEWING EXPERIENCE AND NOT DETRACT FROM IT?
GOAL: provide a better experience for discovering and recording TV programming (KPIs: DVR Queue)
Diana can pair the product with her DISH NETWORK Hopper (set-top box).
Diana discovers and records new TV programs.
Diana’s DVR queue is managed so it only contains programs she still wants to watch.
Diana connects with her friends for group TV watching.
USER STORIES
3. REQUIREMENTS DEFINITION
4. FRAMEWORK DEFINITION
CONCEPT: A mobile app made for DISH TV customers that helps them find better TV content and easily record it.
4. FRAMEWORK DEFINITION: DESIGN PATTERN RESEARCH (RECOMMENDATION SYSTEMS)
4. FRAMEWORK DEFINITION: APP MAP
4. FRAMEWORK DEFINITION: SITE MAP
4. FRAMEWORK DEFINITION: WIREFRAMES
NEXT ITERATION• further testing to be done with the existing
clickable prototype
• the prototype is trying to do too much, I would remove friend messaging “TV Party” feature
• streamline user choices on the home screen (instead of heart, dismiss, record, only record & dismiss)
• reevaluate requirements for a recommendation system and examine simplified filtering process
