The UX of TV - Release 2

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Includes a new forward from the authors that summarizes the radical changes that have occurred in the connected TV landscape since this presentation was given in 2012. Since our original presentation was first presented in 2012, we’ve seen a continuation and acceleration of most if not all of the trends cited here.

Razorfish designers Kyle Outlaw & Ed Mansfield present the challenges and opportunities for user experience professionals in what is known as the "connected TV" space.

First, they will aim to establish connected TV as a disruptive technology that is just in its beginning stages. They'll describe what connected TV is (and isn’t) and then get into some statistics on device, apps and online video usage in order to demonstrate – after many years of hype – that web-TV convergence is finally happening. They'll discuss the big players in this area such as Xbox, Google, Roku, Samsung, and the features they support in addition to some visions of what Apple might do in this space. And they'll summarize key trends to watch including new interfaces, social television and second screen viewing, among others.

Kyle & Ed will also discuss how UX professionals can prepare for this new frontier through cross-disciplinary knowledge sharing, investing in technology and partnerships, and most importantly by designing proof-of-concept prototypes. They'll conclude by talking about some key design considerations for connected TV, such as designing for the 10-foot experience, second screen and smartphone interaction, responsive design, apps versus TV-optimized websites, optimizing content for branded channels and more.

This talk is appropriate for anyone interested in learning about recent developments in the connected TV space, and wants to understand both the challenges and opportunities for user experience professionals.

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  • Photo credit: Jared eberhardt​ - Flickr - Attribution-ShareAlike 2.0 Generic (CC BY-SA 2.0)
  • Source: Business Insider - http://www.businessinsider.com/the-streaming-media-device-report-market-forecasts-top-players-and-consumer-viewing-trends-that-will-shape-the-market-2016-2
  • Source: Business Insider - http://www.businessinsider.com/the-streaming-media-device-report-market-forecasts-top-players-and-consumer-viewing-trends-that-will-shape-the-market-2016-2
  • Source: Business Insider - http://www.businessinsider.com/the-streaming-media-device-report-market-forecasts-top-players-and-consumer-viewing-trends-that-will-shape-the-market-2016-2
  • Source: Business Insider - http://www.businessinsider.com/the-streaming-media-device-report-market-forecasts-top-players-and-consumer-viewing-trends-that-will-shape-the-market-2016-2
  • Source: Business Insider - http://www.businessinsider.com/the-streaming-media-device-report-market-forecasts-top-players-and-consumer-viewing-trends-that-will-shape-the-market-2016-2
  • The UX of TV - Release 2

    1. © 2012 Razorfish. All rights reserved THE UX OF TVA NEW FRONTIER FOR USABILITY PROFESSIONALS KYLE OUTLAW AND ED MANSFIELD RELEASE 2 WITH NEW FWD
    2. © 2012 Razorfish. All rights reserved FWD: RELEASE 2 README
    3. © 2012 Razorfish. All rights reserved 2 Since our original presentation was first presented in 2012, we’ve seen a continuation and acceleration of most if not all of the trends cited here.
    4. © 2012 Razorfish. All rights reserved 3 Customers continue to migrate en masse from cable and satellite to streaming video services such Netfix and HBO NOW. Source: Business Insider
    5. © 2012 Razorfish. All rights reserved 4 Customers continue to migrate en masse from cable and satellite to streaming video services such Netfix and HBO NOW. Source: Business Insider
    6. © 2012 Razorfish. All rights reserved 5 50% of US homes have an internet- connected television. Source: Business Insider
    7. © 2012 Razorfish. All rights reserved 6 Source: Yahoo! and Razorfish survey Source: Ericsson presents TV & Video Consumer Trend Report 2011 - Ericsson
    8. © 2012 Razorfish. All rights reserved 7 Broadcast and cable are in adapt-or- die mode. As streaming media device use continues to grow, the role of user experience in the creation of these new services will continue to be more relevant than ever.
    9. © 2012 Razorfish. All rights reserved 8 Ed Mansfield Associate UX Director at Razorfish Past: Chase Specialties: mobile, tablet, financial services, automotive Clients: Ford, XM Radio, Merrill Lynch, Morgan Stanley, JP Morgan Twitter: @elmansfield Who we are Kyle Outlaw VP Experience at Razorfish Past: R/GA, WorldNow, Modem Media Specialties: mobile, tablet, social, online video Clients: Mercedes-Benz, Smart, UNIQLO, AXE, Citibank, Ralph Lauren, Victoria Secret Twitter: @koutlaw
    10. © 2012 Razorfish. All rights reserved 9 Let’s face it. Despite our love for TV, the experience is broken.
    11. © 2012 Razorfish. All rights reserved 10 For Example: Image Source: Gizmodo • Too many remotes • 1000 channels and nothing on • Clunky channel guides • Lack of device compatibility • Constant interruptions • And the list goes on…
    12. © 2012 Razorfish. All rights reserved OUR MOBILE DEVICES NOT TOO LONG AGO… 11 Image Source: Wikipedia
    13. © 2012 Razorfish. All rights reserved WHAT A DIFFERENCE A FEW YEARS MAKES 12
    14. © 2012 Razorfish. All rights reserved 13 Source: AOL:
    15. © 2012 Razorfish. All rights reserved 14 “Well, you just end up with a table full of remotes, a cluster full of boxes, a bunch of different UIs -- and that's the situation we have today. The only way that's ever gonna change is if you can really go back to square one and tear up the set-top box and redesign it from scratch with a consistent UI across all these different functions and get it to the consumer in a way that they're willing to pay for it.” –Steve Jobs, Patron Saint of User Experience Practitioners Source: AOL:
    16. © 2012 Razorfish. All rights reserved 15 Our TVs are much too complicated. It doesn’t have to be that way.
    17. © 2012 Razorfish. All rights reserved 16 Who will change it? We will. TV is the next big problem for UX to solve.
    18. © 2012 Razorfish. All rights reserved 17 By knowing what’s going on in the connected TV landscape… … and getting the skills to do it. But How? This is what we want to talk about today.
    19. © 2012 Razorfish. All rights reserved IN THIS PRESENTATION WE’LL COVER 18 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
    20. © 2012 Razorfish. All rights reserved 1. THE RISE OF CONNECTED TELEVISION
    21. © 2012 Razorfish. All rights reserved 20 It’s a term used to describe the integration of the internet and web features into TV sets and set-top boxes, as well as the convergence between computers and these television sets or set-top boxes. What is Connected TV? Source: Wikipedia
    22. © 2012 Razorfish. All rights reserved 21 • Smart TV • Cloud TV • Hybrid TV Also known as:
    23. © 2012 Razorfish. All rights reserved 22 But why should we care?
    24. © 2012 Razorfish. All rights reserved 23 Connected TV is already here. It’s just not very evenly distributed. Source: William Gibson – “the future is already here it is just unevenly distributed.”
    25. © 2012 Razorfish. All rights reserved 24 96.56 million 67.2 million 63.9 million Millions already have this capability in their homes. 227 million have access through game consoles. Source: Nintendo (June 2012); Microsoft (April 2012); Sony (March 2012)
    26. © 2012 Razorfish. All rights reserved 25 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Connected TV sales are growing with 91 million units projected for 2012. 2012 2014 2016 Source: Global Flat-panel TV and Connected TV Forecast - Kantideep Thota Source: Global Smart TV Market (2011 – 2016) Critical Capability, Use Case Analysis & Forecast By Accessories, Platforms, Middleware, Application & Geography - MarketsAndMarkets.com
    27. © 2012 Razorfish. All rights reserved 26 Second screen viewing is the new normal. 80% of US adults mobile multi-task while watching TV. Consumer activities while watching TV Source: Yahoo! and Razorfish survey Source: Ericsson presents TV & Video Consumer Trend Report 2011 - Ericsson
    28. © 2012 Razorfish. All rights reserved 27 Source: HBO Here are those cord-cutting stats you asked for – Rebecca Greenfield Cord-cutting is on the rise. Cable is not. 2.65 million Americans cut the cord in 2008-2011.
    29. © 2012 Razorfish. All rights reserved 28 Our appetite for live on-demand streaming content is breaking records. June 2010 1.6 million viewers April 2011 2.4 million viewers August 2012 3.2 million viewers Source: Viewers opted for the Web over TV to watch Curiosity's landing – CBS News
    30. © 2012 Razorfish. All rights reserved 29 40% of Americans live-streamed. Live-stream viewers were also 2x more likely to watch primetime coverage on TV. Source: Apple and the iPhone TV: one day all televisions will be this way – Computerworld Source: Olympics Platforms Score – Variety
    31. © 2012 Razorfish. All rights reserved 30 This has all caught the attention of some big players…
    32. © 2012 Razorfish. All rights reserved 2. THE WAR FOR YOUR LIVING ROOM
    33. © 2012 Razorfish. All rights reserved 32 “As the Consumer Electronics Show continued in Las Vegas, at least one theme became clear: The next big technology war is for your living room.” - Hayley Tsukayama, Washington Post The Next Technology War
    34. © 2012 Razorfish. All rights reserved 33 MEET SOME OF THE CONTENDERS
    35. © 2012 Razorfish. All rights reserved 34 THE TV SET MANUFACTURERS
    36. © 2012 Razorfish. All rights reserved 35 THE GAME CONSOLE MAKERS
    37. © 2012 Razorfish. All rights reserved 36 THE SET TOP BOX MANUFACTURERS
    38. © 2012 Razorfish. All rights reserved 37 THE CONTENT PROVIDERS
    39. © 2012 Razorfish. All rights reserved 38 THE CABLE AND SATELLITE PROVIDERS
    40. © 2012 Razorfish. All rights reserved 39 There is an elephant in the living room. Where’s Apple in all of this?
    41. © 2012 Razorfish. All rights reserved 40 “I finally cracked it.” Source: Steve Jobs – Walter Isaacson
    42. © 2012 Razorfish. All rights reserved THE MYTHICAL ITV 41 Image Source: ADR Studio
    43. © 2012 Razorfish. All rights reserved 42 Or maybe just an iBox? Source: Apple in talks to use Apple TV as cable box, report says - Hayley Tsukayama Image Source: ADR Studio
    44. © 2012 Razorfish. All rights reserved 43 Above all the hope is that Apple will bring some much needed standardization… For now we have a very fragmented television ecosystem to contend with.
    45. © 2012 Razorfish. All rights reserved 3. IMPLICATIONS FOR UX
    46. © 2012 Razorfish. All rights reserved 45 What does all this mean for usability professionals? To begin with we’ll need to contend with the 10 foot experience. Image Source: Wikipedia
    47. © 2012 Razorfish. All rights reserved 46 It’s a software user interface designed for display on a large television with interaction using a regular television- style remote control. What is the 10 ft experience? Source: Wikipedia
    48. © 2012 Razorfish. All rights reserved 47 While there are similarities with mobile, and tablet design, the 10 foot experience is an altogether different beast. Let’s talk about the challenges and opportunities.
    49. © 2012 Razorfish. All rights reserved 48 First, the challenges…
    50. © 2012 Razorfish. All rights reserved 1. CONSIDER THE USER’S ENVIRONMENT 49 Image Source: MorgueFile
    51. © 2012 Razorfish. All rights reserved 2. UNDERSTAND THE PHYSICAL CONSTRAINTS 50 Image Source: Wikipedia
    52. © 2012 Razorfish. All rights reserved 3. KNOW THE DISPLAY RULES 51 Image Source: Wikipedia
    53. © 2012 Razorfish. All rights reserved 4. EVALUATE THE CONTENT 52 Image Source: Wikipedia
    54. © 2012 Razorfish. All rights reserved 5. IDENTIFY THE INTERACTION METHODS 53 Image Source: Wikipedia
    55. © 2012 Razorfish. All rights reserved 54 Now let’s talk about the opportunities and advanced capabilities.
    56. © 2012 Razorfish. All rights reserved 1. NEW INTERFACES 55
    57. © 2012 Razorfish. All rights reserved 2. SOCIAL TV AND COMMUNITY VIEWING 56
    58. © 2012 Razorfish. All rights reserved 3. SUPER-NICHE AND ORIGINAL PROGRAMMING 57
    59. © 2012 Razorfish. All rights reserved 4. APPS AND GAMES 58
    60. © 2012 Razorfish. All rights reserved 5. RECOGNITION AND PERSONALIZATION 59 Source: Razorfish Emerging Experiences
    61. © 2012 Razorfish. All rights reserved 4. LET’S DO THIS
    62. © 2012 Razorfish. All rights reserved 61 For most of us, connected TV remains unchartered territory. How do we get started?
    63. © 2012 Razorfish. All rights reserved 62 • Evangelize it • Share knowledge across disciplines • Demo key services and devices with partners • Upgrade our TVs sets or set top boxes A Call to Action for UX
    64. © 2012 Razorfish. All rights reserved 63 Last but not least, the best way is to learn by doing. We can create prototypes.
    65. © 2012 Razorfish. All rights reserved 64 • 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 Advantages to prototyping Source: UX For the Masses - Neil Turner Source: Advantages of and cautions about using prototype - Rex Hartson; Pardha S. Pyla
    66. © 2012 Razorfish. All rights reserved 65 • Concept • Prototype • Validate internally • Test internally • Learn from user behavior • Iterate Inspired by Lean UX Source: Lean UX: Getting out of the Deliverables Business - Jeff Gothelf
    67. © 2012 Razorfish. All rights reserved 66 • 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 Key ingredients
    68. © 2012 Razorfish. All rights reserved 67 We believe that employees will use a TV-optimized web site view, share, comment on and help curate agency case studies, interviews, and demos. Hypothesis
    69. © 2012 Razorfish. All rights reserved 1. SKETCHING 68
    70. © 2012 Razorfish. All rights reserved 2. WIREFRAMES 69
    71. © 2012 Razorfish. All rights reserved 2. PHOTOSHOP AND EXPORT IMAGES 70
    72. © 2012 Razorfish. All rights reserved 3. ADJUST THE CODE FOR TV DISPLAY 71
    73. © 2012 Razorfish. All rights reserved 4. UPLOAD IT 72
    74. © 2012 Razorfish. All rights reserved 5. TEST IT ON PC 73
    75. © 2012 Razorfish. All rights reserved 5. TESTING ON CONNECTED TVS 74
    76. © 2012 Razorfish. All rights reserved 5. TESTING ON CONNECTED TVS 75
    77. © 2012 Razorfish. All rights reserved 5. TESTING ON CONNECTED TVS 76
    78. © 2012 Razorfish. All rights reserved KEY SCREENS 77
    79. © 2012 Razorfish. All rights reserved KEY SCREENS 78
    80. © 2012 Razorfish. All rights reserved 79 • 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 Some things we are learning:
    81. © 2012 Razorfish. All rights reserved 5. SUMMARY
    82. © 2012 Razorfish. All rights reserved 81 • 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 Key Takeaways
    83. © 2012 Razorfish. All rights reserved 82 We are in the very early days of the reinvention of television. We need to insert ourselves into the process at the very beginning.
    84. © 2012 Razorfish. All rights reserved 83 “When you’re young, you look at television and think, There’s a conspiracy. The networks have conspired to dumb us down. But when you get a little older, you realize that’s not true. The networks are in business to give people exactly what they want. That’s a far more depressing thought. Conspiracy is optimistic… We can have a revolution!” –Steve Jobs In closing…
    85. © 2012 Razorfish. All rights reserved THANK YOU!
    86. © 2012 Razorfish. All rights reserved APPENDIX 85 User Experience and design for connected TV Re-thinking User Interface Design, Jim Mischel http://blog.smartbear.com/software-quality/bid/167284/Re-Thinking-User- Interface-Design-for-the-TVPlatform Samsung User Experience Guidelines, Samsung Developers Forum http://www.samsungdforum.com/Guide/View/Developer_Documentation/User_Ex perience_Guideline_1.5 Google TV design patterns, Google Developers, Google Developers https://developers.google.com/tv/android/docs/gtv_android_patterns Opera design guidelines for Wii, Dev.Opera http://dev.opera.com/articles/view/creating-web-content-for-tv/ Make your website TV friendly with our 10 great tips, Sam Nurmi http://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 Nurmi http://royal.pingdom.com/2012/03/14/make-your-website-tv-friendly-with-our-10- great-tips/
    87. © 2012 Razorfish. All rights reserved APPENDIX 86 UX and TV The Shift From Watching TV to Experiencing TV, Richard MacManus http://www.readwriteweb.com/archives/the_shift_from_watching_tv_to_experienci ng_tv.php Designing for Context: The Multiscreen Ecosystem, Avi Itzkovitch http://uxmag.com/articles/designing-for-context-the-multiscreen-ecosystem Prototyping Lean UX: Getting Out of the Deliverables Business, Jeff Gothelf http://uxdesign.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the- deliverables-business/
    88. © 2012 Razorfish. All rights reserved APPENDIX 87 Apple TV Apple in talks to use Apple TV as cable box, report says, Hayley Tsukayama http://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.html Here Are Apple's Plans To Make TV A Thousand Times Better, Jay Yarow http://www.businessinsider.com/heres-how-apple-is-telling-cable-companies-it-will-make- apple-tv-work-2012-8 Apple, Microsoft, Google and the sad state of TV, Janko Roettgers http://gigaom.com/video/apple-tv-set-top-box/ Apple “iBox”: The Classic Concept and Renderings of Apple iTV, Farhat http://hitechanalogy.com/apple-ibox-classic-concept-renderings-apple-itv-artist-2/ Apple's New Front in the Battle for TV, Jessiva E. Vascellaro and Shalini Ramachandran http://online.wsj.com/article SB10000872396390444233104577591713616924328.html
    89. © 2012 Razorfish. All rights reserved APPENDIX 88 Apple TV More Apple TV Hints, Directly From Steve Jobs, Evan Niu http://m.aol.com/dailyfinance/default/articleStory.do?category=main&url=http://www.dailyfin ance.com/2012/06/15/more-apple-tv-hints-directly-from-steve-jobs/&icid=dsk_df_news One on One: Walter Isaacson, Biographer of Steve Jobs, Nick Bilton http://bits.blogs.nytimes.com/2011/11/18/one-on-one-walter-isaacson-biographer-of-steve- jobs/
    90. © 2012 Razorfish. All rights reserved MORE REFERENCE 89 Bodymetrics and Kinect How Bodymetrics and Razorfish are out to Change Retail, Shareen Pathak http://creativity-online.com/news/how-bodymetrics-and-razorfish-are-out-to- change-retail/233471 Cord cutting HBO, Here Are Those Cord-Cutting Stats You Asked For, Rebecca Greenfield http://www.theatlanticwire.com/technology/2012/08/hbo-here-are-those-cord- cutting-stats-you-asked/ 55292/
    91. © 2012 Razorfish. All rights reserved APPENDIX 90 Connected TV Blogs Lost Remote http://lostremote.com Techcrunch http://techcrunch.com Mashable http://www.mashable.com GigaOm http://gigaom.com Venturebeat http://venturebeat.com
    92. © 2012 Razorfish. All rights reserved APPENDIX 91 Linkedin Groups Connected TV http://www.linkedin.com/groups?gid=2553526&trk=group-name Emerging TV http://www.linkedin.com/groups/Emerging-TV-4543560?gid=4543560&trk=group- name UX TV http://www.linkedin.com/groups/UX-TV-3773977?gid=3773977&trk=group-name Smart UX http://www.linkedin.com/search- fe/group_search?pplSearchOrigin=GLHD&keywords=Smart+tv Social TV http://www.linkedin.com/groups/Social-TV-next-generation-media- 2188349?gid=2188349&trk=groupname
    93. © 2012 Razorfish. All rights reserved APPENDIX 92 Image Credits Slide 2: Scrap Television Graveyard – thesuccess http://www.morguefile.com/archive/display/738604 Slide 3: How Grandma Sees the Remote – Roz Chast http://gizmodo.com/357331/how-grandma-sees-the-remote Slide 4: Mobile Phone Evolution – Anders K. Larsen http://upload.wikimedia.org/wikipedia/commons/d/d6/Mobile_phone_evolution.jpg Slides 32, 33: iTV concept designs – ADR Studio ADR Studio, http://www.Adr-studio.it/ Slide 36: Screenshot of XBMC Media Center home screen using default PM3.HD skin http://en.wikipedia.org/wiki/File:Screenshot000.png Slide 40: Modern HDTV Stand – breda http://www.morguefile.com/archive/display/641764
    94. © 2012 Razorfish. All rights reserved APPENDIX 93 Image Credits Slide 40: Modern HDTV Stand – breda http://www.morguefile.com/archive/display/641764 Slide 42: SMPTE Color Bars – Denelson83 http://en.wikipedia.org/wiki/File:SMPTE_Color_Bars.svg Slide 44: PlayStation 3 BD Remote (with and without PlayTV overlay) – Alphathon http://en.wikipedia.org/wiki/File:PS3_BD_Remote.png
    95. © 2012 Razorfish. All rights reserved APPENDIX 94 Special Thanks Special thanks to Tiffany Milano @TiffanyMilano for her research assistance.

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