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A great way to boost service design is to start with passion and live experiences. User Intelligence prototyped and tested YLE’s new event page during the Eurovision 2013 buzz. Our interactive prototype was connected to live content at the height of the competition and evaluated by the Eurovision enthusiasts. This setting provided remarkable insights for the new service concept.
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CASE: YLE EurovisionJanne Lohvansuu
CASE: YLE EurovisionJanne Lohvansuu
#Sdbreakfast@jannelohvansuu@UI_com
We are an international consultancy, specializing in
Research
Design
Strategy
Focus on media, telecom and health
THE WHEEL OF USER EXPERIENCE
Par°a°digmOne that serves as a pattern or model
© Gustavo Devito
86%Of mobile internet usersare using their deviceswhile watching TV
ComScore Mobile Marketing Metrics 2013
Service designto empower the use of
& enable the change in a TV paradigm
2nd screen
Yle is Finland's national public service broadcasting
company
4 x television channels
6 x radio channels
Online services
© YLE
UNDERSTANDTHE CUSTOMER
JOURNEY
First of all:
How to create event hype stamina?
UMKFinals
EurovisionOpening
Party
EurovisionFinals
UudenMusiikinKilpailu
UMK
Then:
UNDERSTANDTHE DETAILS OF THE CUSTOMER
JOURNEY
Before
What happens
AfterDuring
After
Screenestate
During
Before
Event page concept
What didwe do?
Understanding the change
Quick prototyping
Rapid tests in live event
Rinse and repeat
“BEFORE”
“DURING”
© YLE
IN-EVENT TESTING
WITH EXTREME USERS
© YLE
USING LIVE CONTENT
AND HAVING FUN!
© YLE
ITERATIVE CO-CREATION
PR
OTO
TYPE
How tochange
paradigms?
Have enthusiasm & energy
Engage extreme users
Make the process lively!
Observing& testing inevents
Mobile tasks
Proto with live content
