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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)
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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!