UserIntelligence - Ding dong! - Live UX design in YLE Eurovision ambiance

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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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  • UI STARTED 2009 IN HKICUSTOMERS; DNA, YLE, MTV, VALIO, A-LEHDET, SANOMAMY OWN BACKGROUND IS IN USER RESEARCH, ACCENTURE AND TIETO WHERE I DID 7 YEARS OF USER RESEARCH AND CONSULTINGDURING THE 90s I WORKED IN VARIOUS COMPANIES THAT WERE THEN BOUGHT INTO A TJ GROUP
  • THIS IS OUR TYPICAL WAY TO EXPLAIN UX.REAKTOR SAID LAST TIME THEY START FROM DEVELOPMENTWE THINK THAT THE SERVICE DESIGN ITSELF HAPPENS BEFOREDURING UNDERSTAND AND CONCIEVE
  • Paradigms are deeply set into people's mindsEXAMPLES ARE MOBILE PHONES WITH TOUCHSCREEN, CHANGED ALL THE OLD PLAYERSFINNISH POST IS START DELIVERING PACKAGES THROUGH AUTOMATS WITH TECHNOLOGY, WE CAN HELP, CHANGE or DISRUPT how people do things, and it is and incredible power!
  • One paradigm is the television and broadacstingworld.Wearenotboundbytimetablesanymore.HOW MANY OF YOU HAVE NETFLIX? VIAPLAY? TV-KAISTA? MY DAUGHTER IS NOW 4 AND SHES NEVER SEEN A BROADCAST TV SHOW. Itshard for her to understandwhysheshould.How many of youuses mobile oriPadwhenwatching TV? Beer in the other and mobile in the otherhand
  • THIS IS VIDELY USED IN BROADCASTINGVOICE OF FINLAND ETC.
  • ONLY ONCE YOU HAVE UNDERSTOOD THE BIG PICTURE, YOU ARE ABLE TO DIVE DEEPER
  • JUST TO MAKE IT EASY FOR THIS TIMEFRAME, SIMPLIFIED VERSION.
  • MOBILE TABLET OR LAPTOPY AXIS IS TIMEFRAMEX AXIS IS SCREEN ESTATEAND WE SHOULD CATER ALL OF THESE POINTS DIFFERENTLY BASED ON USER NEEDS AND THEIR CONTEXT
  • IMPORTANT TO UNDERSTAND HERE ISDURING THE EVENT, THE CONTENT ACTUALLY CHANGES HOW PEOPLE REACT TO THE PROTOTYPETHE SERVICE IS NOT STATIC NOR IS THE CONTENTIF KRISTA IS MOVING UP…THIS RADICALLY CHANGES HOW WE NEED TO THINK ABOUT THESE SERVICES
  • HOW TO CHANGE PARADIGMS?ITS TOO EASY TO STAY IN YOUR OFFICE AND DRINK CAPPUCINO.LIONS DON’T HUNT BY SITTING THEIR ASSES DOWN! GO OUT THERE AND GET THOSE EXTREME USERS! HEIKKI ROTKO SAID HE’D BE SITTING IN PEOPLES SOFAS SO YOU BETTER TOO!ENGAGE THE EXTREME USERSMAKE THE PROCESS LIVELY, THINK HOW YOU CAN ENGAGE THE USERS IN CONTEXT
  • HOW WE DID ENHANCE THE SERVICE DESIGN THINKING IN META-LEVEL?NOW WERE USING WHATSAPP GROUPS DURING DOCVENTURESGO TO THE EVENTS MORE. WE DID WITH DEMI MAGAZINE CONCEPTUSE LIVE CONTENT (NOT LOREM IPSUM!) NOT STATIC ONE! WE DO AGILE USER TESTING WITH REALTIME ANALYSIS TO SUPPORT AGILE PROJECT MODELS
  • THANKS FOR HAVING US!LETS SEE IF WE HAVE SOME QUESTIONS IN LIVE OR TWITTERCOME TO US FOR USER RESEARCHI HOPE TO SEE YOU IN JANUARYFOLLOW US ON TWITTER! BYE BYE!
  • UserIntelligence - Ding dong! - Live UX design in YLE Eurovision ambiance

    1. 1. CASE: YLE Eurovision Janne Lohvansuu
    2. 2. CASE: YLE Eurovision Janne Lohvansuu #Sdbreakfast @jannelohvansuu @UI_com
    3. 3. We are an international consultancy, specializing in Research Design Strategy Focus on media, telecom and health
    4. 4. THE WHEEL OF USER EXPERIENCE
    5. 5. Par a digm One that serves as a pattern or model
    6. 6. © Gustavo Devito
    7. 7. 86% Of mobile internet users are using their devices while watching TV ComScore Mobile Marketing Metrics 2013
    8. 8. Service design to empower the use of nd 2 screen & enable the change in a TV paradigm
    9. 9. Yle is Finland's national public service broadcasting company 4 x television channels 6 x radio channels Online services
    10. 10. © YLE
    11. 11. First of all: UNDERSTAND THE CUSTOMER JOURNEY
    12. 12. How to create event hype stamina? Uuden Musiikin Kilpailu UMK UMK Finals Eurovision Opening Party Eurovision Finals
    13. 13. Then: UNDERSTAND THE DETAILS OF THE CUSTOMER JOURNEY
    14. 14. What happens Before During After
    15. 15. Event page concept After During Before Screen estate
    16. 16. Understanding the change What did we do? Quick prototyping Rapid tests in live event Rinse and repeat
    17. 17. “BEFORE”
    18. 18. “DURING”
    19. 19. IN-EVENT TESTING © YLE
    20. 20. WITH EXTREME USERS © YLE
    21. 21. USING LIVE CONTENT
    22. 22. AND HAVING FUN! © YLE
    23. 23. ITERATIVE CO-CREATION
    24. 24. PROTOTYPE
    25. 25. How to change paradigms? Have enthusiasm & energy Engage extreme users Make the process lively!
    26. 26. Mobile tasks Observing & testing in events Proto with live content
    27. 27. Thank Janne Lohvansuu You! Managing Director, partner +358505663850 lohvansuu@userintelligence.com @jannelohvansuu

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