The UX of TV

Who we areKyle Outlaw Ed MansfieldXD at Razorfish Sr. IA at RazorfishPast: R/GA, WorldNow, Modem Media Past: ChaseSpecialties: mobile, tablet, social, online video Specialties: mobile, tablet, financial services,Clients: AXE, Citibank, Ralph Lauren, Victoria automotiveSecret, Kraft, Morgan Stanley Clients: Ford, XM Radio, Merrill Lynch,Twitter: @koutlaw Morgan Stanley, JP Morgan Twitter: @elmansfield © 2012 Razorfish. All rights reserved 1

For Example:• Too many remotes• 1000 channels and nothing on• Clunky channel guides• Lack of device compatibility• Constant interruptions• And the list goes on… Image Source: Gizmodo © 2012 Razorfish. All rights reserved 3

“Well, you just end up with a table full of remotes, acluster full of boxes, a bunch of different UIs -- and thatsthe situation we have today. The only way thats evergonna change is if you can really go back to squareone and tear up the set-top box and redesign it fromscratch with a consistent UI across all these differentfunctions and get it to the consumer in a way thattheyre willing to pay for it.”–Steve Jobs, Patron Saint of User Experience PractitionersSource: AOL: © 2012 Razorfish. All rights reserved 6

IN THIS PRESENTATION WE’LL COVER 1. THE RISE OF CONNECTED TV Definition, Stats/Trends 2. THE WAR FOR YOUR LIVING ROOM Key Players, An Elephant in the Living Room 3. IMPLICATIONS FOR UX Challenges and Opportunities 4. LET’S DO THIS Prototyping and Evangelization 5. KEY TAKEAWAYS Recap and Reference Materials © 2012 Razorfish. All rights reserved 10

What is Connected TV?It’s a term used to describe the integration of theinternet and web features into TV sets andset-top boxes, as well as the convergence betweencomputers and these television sets or set-top boxes.Source: Wikipedia © 2012 Razorfish. All rights reserved 12

Millions already have this capability in their homes.227 million have access through game consoles. 96.56 million 67.2 million 63.9 million Source: Nintendo (June 2012); Microsoft (April 2012); Sony (March 2012) © 2012 Razorfish. All rights reserved 16

90% 80%Connected TV sales are 70%growing with 91 million units 60%projected for 2012. 50% 40% 30% 20% 10% 0% 2012 2014 2016Source: Global Flat-panel TV and Connected TV Forecast - Kantideep Thota Source: Global Smart TV Market (2011 – 2016) CriticalCapability, Use Case Analysis & Forecast By Accessories, Platforms, Middleware, Application & Geography - MarketsAndMarkets.com © 2012 Razorfish. All rights reserved 17

Consumer activities while watching TVSecond screen viewing isthe new normal. 80% of USadults mobile multi-taskwhile watching TV. Source: Yahoo! and Razorfish survey Source: Ericsson presents TV & Video Consumer Trend Report 2011 - Ericsson © 2012 Razorfish. All rights reserved 18

Cord-cutting is on the rise. Cable isnot. 2.65 million Americans cut thecord in 2008-2011.Source: HBO Here are those cord-cutting stats you asked for – Rebecca Greenfield © 2012 Razorfish. All rights reserved 19

Our appetite for live on-demand streaming content isbreaking records. June 2010 April 2011 August 2012 1.6 million viewers 2.4 million viewers 3.2 million viewers Source: Viewers opted for the Web over TV to watch Curiositys landing – CBS News © 2012 Razorfish. All rights reserved 20

40% of Americans live-streamed.Live-stream viewers were also2x more likely to watchprimetime coverage on TV.Source: Apple and the iPhone TV: one day all televisions will be this way – Computerworld Source: Olympics PlatformsScore – Variety © 2012 Razorfish. All rights reserved 21

The Next Technology War“As the Consumer Electronics Show continued in LasVegas, at least one theme became clear: The nextbig technology war is for your living room.”- Hayley Tsukayama, Washington Post © 2012 Razorfish. All rights reserved 24

What is the 10 ft experience?It’s a software user interface designed for display on alarge television with interaction using a regular television-style remote control.Source: Wikipedia © 2012 Razorfish. All rights reserved 38

While there are similarities with mobile, and tabletdesign, the 10 foot experience is an altogetherdifferent beast. Let’s talk about the challengesand opportunities. © 2012 Razorfish. All rights reserved 39

Advantages to prototyping• Give project visibility and buy-in within customer and developer organizations• Encourage early participation and involvement• See the design in its intended context• Provide immediate observation of user performance and consequences of design decisions Source: UX For the Masses - Neil Turner Source: Advantages of and cautions about using prototype - Rex Hartson; Pardha S. Pyla © 2012 Razorfish. All rights reserved 56

Inspired by Lean UX• Concept• Prototype• Validate internally• Test internally• Learn from user behavior• IterateSource: Lean UX: Getting out of the Deliverables Business - Jeff Gothelf © 2012 Razorfish. All rights reserved 57

Key ingredients• Sketch pad and pen or pencil• Wire framing software• Photoshop• HTML editor• FTP client• Browser-enabled set top box• Wide-screen TV monitor• Video content © 2012 Razorfish. All rights reserved 58

Some things we are learning:• Keyboards and TVs don’t mix well• Hierarchy needs to be as flat as possible• Everything needs to be 3X larger• With text display less is more• Browser behavior varies widely across devices © 2012 Razorfish. All rights reserved 71

Key Takeaways• TV is the next big problem for UX to solve• Connected TV is here already but it remains a fragmented ecosystem in need of standardization• Know the challenges with designing for TV• Understand the opportunities and new capabilities• Evangelize internally and with clients• Embrace the prototype © 2012 Razorfish. All rights reserved 73

In closing…“When you’re young, you look at television andthink, There’s a conspiracy. The networks haveconspired to dumb us down. But when you get a littleolder, you realize that’s not true. The networks are inbusiness to give people exactly what they want.That’s a far more depressing thought. Conspiracy isoptimistic…We can have a revolution!”–Steve Jobs © 2012 Razorfish. All rights reserved 75

APPENDIXUser Experience and design for connected TVRe-thinking User Interface Design, Jim Mischelhttp://blog.smartbear.com/software-quality/bid/167284/Re-Thinking-User-Interface-Design-for-the-TVPlatformSamsung User Experience Guidelines, Samsung Developers Forumhttp://www.samsungdforum.com/Guide/View/Developer_Documentation/User_Experience_Guideline_1.5Google TV design patterns, Google Developers, Google Developershttps://developers.google.com/tv/android/docs/gtv_android_patternsOpera design guidelines for Wii, Dev.Operahttp://dev.opera.com/articles/view/creating-web-content-for-tv/Make your website TV friendly with our 10 great tips, Sam Nurmihttp://royal.pingdom.com/2012/03/14/make-your-website-tv-friendly-with-our-10-great-tips/Make your website TV friendly with our 10 great tips, Sam Nurmihttp://royal.pingdom.com/2012/03/14/make-your-website-tv-friendly-with-our-10-great-tips/ © 2012 Razorfish. All rights reserved 77

APPENDIXUX and TVThe Shift From Watching TV to Experiencing TV, Richard MacManushttp://www.readwriteweb.com/archives/the_shift_from_watching_tv_to_experiencing_tv.phpDesigning for Context: The Multiscreen Ecosystem, Avi Itzkovitchhttp://uxmag.com/articles/designing-for-context-the-multiscreen-ecosystemPrototypingLean UX: Getting Out of the Deliverables Business, Jeff Gothelfhttp://uxdesign.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the-deliverables-business/ © 2012 Razorfish. All rights reserved 78

APPENDIXApple TVApple in talks to use Apple TV as cable box, report says, Hayley Tsukayamahttp://www.washingtonpost.com/business/technology/apple-in-talks-to-use-apple-tv-as-cable-box-reportsays/2012/08/16/f5ad15d6-e796-11e1-8487-64e4b2a79ba8_story.htmlHere Are Apples Plans To Make TV A Thousand Times Better, Jay Yarowhttp://www.businessinsider.com/heres-how-apple-is-telling-cable-companies-it-will-make-apple-tv-work-2012-8Apple, Microsoft, Google and the sad state of TV, Janko Roettgershttp://gigaom.com/video/apple-tv-set-top-box/Apple “iBox”: The Classic Concept and Renderings of Apple iTV, Farhathttp://hitechanalogy.com/apple-ibox-classic-concept-renderings-apple-itv-artist-2/Apples New Front in the Battle for TV, Jessiva E. Vascellaro and Shalini Ramachandranhttp://online.wsj.com/articleSB10000872396390444233104577591713616924328.html © 2012 Razorfish. All rights reserved 79

APPENDIXApple TVMore Apple TV Hints, Directly From Steve Jobs, Evan Niuhttp://m.aol.com/dailyfinance/default/articleStory.do?category=main&url=http://www.dailyfinance.com/2012/06/15/more-apple-tv-hints-directly-from-steve-jobs/&icid=dsk_df_newsOne on One: Walter Isaacson, Biographer of Steve Jobs, Nick Biltonhttp://bits.blogs.nytimes.com/2011/11/18/one-on-one-walter-isaacson-biographer-of-steve-jobs/ © 2012 Razorfish. All rights reserved 80

MORE REFERENCEBodymetrics and KinectHow Bodymetrics and Razorfish are out to Change Retail, Shareen Pathakhttp://creativity-online.com/news/how-bodymetrics-and-razorfish-are-out-to-change-retail/233471Cord cuttingHBO, Here Are Those Cord-Cutting Stats You Asked For, Rebecca Greenfieldhttp://www.theatlanticwire.com/technology/2012/08/hbo-here-are-those-cord-cutting-stats-you-asked/55292/ © 2012 Razorfish. All rights reserved 81

APPENDIXConnected TV BlogsLost Remotehttp://lostremote.comTechcrunchhttp://techcrunch.comMashablehttp://www.mashable.comGigaOmhttp://gigaom.comVenturebeathttp://venturebeat.com © 2012 Razorfish. All rights reserved 82

APPENDIXLinkedin GroupsConnected TVhttp://www.linkedin.com/groups?gid=2553526&trk=group-nameEmerging TVhttp://www.linkedin.com/groups/Emerging-TV-4543560?gid=4543560&trk=group-nameUX TVhttp://www.linkedin.com/groups/UX-TV-3773977?gid=3773977&trk=group-nameSmart UXhttp://www.linkedin.com/search-fe/group_search?pplSearchOrigin=GLHD&keywords=Smart+tvSocial TVhttp://www.linkedin.com/groups/Social-TV-next-generation-media-2188349?gid=2188349&trk=groupname © 2012 Razorfish. All rights reserved 83

APPENDIXImage CreditsSlide 2: Scrap Television Graveyard – thesuccesshttp://www.morguefile.com/archive/display/738604Slide 3: How Grandma Sees the Remote – Roz Chasthttp://gizmodo.com/357331/how-grandma-sees-the-remoteSlide 4: Mobile Phone Evolution – Anders K. Larsenhttp://upload.wikimedia.org/wikipedia/commons/d/d6/Mobile_phone_evolution.jpgSlides 32, 33: iTV concept designs – ADR StudioADR Studio, http://www.Adr-studio.it/Slide 36: Screenshot of XBMC Media Center home screen using default PM3.HDskinhttp://en.wikipedia.org/wiki/File:Screenshot000.pngSlide 40: Modern HDTV Stand – bredahttp://www.morguefile.com/archive/display/641764 © 2012 Razorfish. All rights reserved 84

APPENDIXImage CreditsSlide 40: Modern HDTV Stand – bredahttp://www.morguefile.com/archive/display/641764Slide 42: SMPTE Color Bars – Denelson83http://en.wikipedia.org/wiki/File:SMPTE_Color_Bars.svgSlide 44: PlayStation 3 BD Remote (with and without PlayTV overlay) –Alphathonhttp://en.wikipedia.org/wiki/File:PS3_BD_Remote.png © 2012 Razorfish. All rights reserved 85

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The UX of TV

by Kyle Outlaw on Aug 23, 2012

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