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(HCI Team Project at IIT Bombay) This project considers a timeframe (early 2009) when 3G telephony has just been launched in India. Going by the penetration of mobile telephony in India, 3G telephony …

(HCI Team Project at IIT Bombay) This project considers a timeframe (early 2009) when 3G telephony has just been launched in India. Going by the penetration of mobile telephony in India, 3G telephony has a big playground. One possibility is that 3G telephony may completely change the way people watch TV. Already, some 3G phones have a ’audio / video out’ socket that can connect to a TV to watch videos. But it can have a lot more impact. If video on demand becomes the main method of accessing TV, the notion of ’prime time’ will disappear from TV. Sure enough, there will still be have some ’live’ events, but even that might change with interactive TV. In this project , the task is to define new ways of watching TV on a 3G phone (perhaps connected to a big screen). How will the soap change? What happens to re-runs? What happens to live cricket? To news? To movie channels? What kind of interfaces will emerge?
As one of the 3 teams tasked with the same project, we decided to focus on the increased opportunities promised by 3G phones in the way people currently watch movies. We conducted 8 contextual interviews in this regard. The interpretation session followed by affinity diagramming and culture-modeling activities helped us derive a number of personas relevant to this topic. We created a pre-scenario and post-scenario of introducing our design considering the case of our primary persona. A high-level conceptual model of our design is also included in this presentation. The flash based prototype will be demonstrated separately.

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  • 1. Movies on 3G Phones Spring 2009 - Course on HCI IDC, IIT Bombay Group Members: Archana S Kumar, Daksh Pasbola, Sujoy K Chowdhury, Vibhuti Agrawal, Vijayant Verma
  • 2. BACKGROUND This project considers a timeframe (early 2009) when 3G telephony has just been launched in India. Going by the penetration of mobile telephony in India, 3G telephony has a big playground. One possibility is that 3G telephony may completely change the way people watch TV. Already, some 3G phones have a 'audio / video out' socket that can connect to a TV to watch videos. But it can have a lot more impact. If video on demand becomes the main method of accessing TV, the notion of 'prime time' will disappear from TV. Sure enough, there will still be have some 'live' events, but even that might change with interactive TV. In this project , the task is to define new ways of watching TV on a 3G phone (perhaps connected to a big screen). How will the soap change? What happens to re-runs? What happens to live cricket? To news? To movie channels? What kind of interfaces will emerge? As one of the 3 teams tasked with the same project, we decided to focus on the increased opportunities promised by 3G phones in the way people currently watch movies. We conducted 8 contextual interviews in this regard. The interpretation session followed by affinity diagramming and culture-modeling activities helped us derive a number of personas relevant to this topic. We created a pre-scenario and post-scenario of introducing our design considering the case of our primary persona. A high-level conceptual model of our design is also included in this presentation. The flash based prototype will be demonstrated separately. FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 3. CONTEXTUAL INQUIRY: USER DEMOGRAPHICS Code Demographics FS01 Job seeker, Kolkata, 25, Female, Single FW02 S/W Engineer, Mumbai, 25, Female, Married FW03 S/W Engineer, Mumbai, 23, Female, Single FH04 House-wife, Mumbai, 32, Female, Married MW05 Creative Designer, Mumbai, 32, Male, Married FS06 PhD Student, Mumbai, 25, Female, Single MS07 MBA Student, Mumbai, 22, Mumbai, Male, Married MW08 Movie buff, Mumbai, 27, Mumbai, Male, Married FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 4. AFFINITY DIAGRAM & CULTURE MODEL FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 5. Findings FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 6. FINDINGS Watching habits: • Young: No particular watching habit, watch only when they get time (KI) • Working people: Only when they get back home (KI) • Most often watch at a stretch (KI) • Watches TV as ‘fillers’, not as followers (KI) Sharing/ Recommendation: Tag: • Unidirectional recommendation (DI) KI = Key Insight UG/C = User Goals/ Constraints • Multidirectional recommendation (DI) P&O = Problems & Opportunities • Expert recommendation (DI) B = Breakdowns • Socialization/ Discussion (UG, DI) DI = Design Idea Genre: • Fun and entertainment is most preferred (KI) • Not much into serious movies, because primarily for relaxation (KI, UG) • Due to academic and work pressure (UC) Views towards censorship: • Most preferred differential censorship (DI) • Movie-buffs prefer uncensored (DI) • Cultural barrier comes into play while viewing in shared medium like TV (UC, P&O) FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 7. FINDINGS Advertisements: • Flip channels between a small number of channels (KI) • Get irritated where switching takes time (DTH), even if offers more functionality (B) • Mostly get distracted by tickers (B) • Do not mind viewing certain kind of ads repeatedly, e.g.: Vodafone, Airtel (KI) Screen-size: • Prefer to watch action and block-busters in Cineplex for sound effect and togetherness with partner/ friends (KI, UG) • Thinks mobile screen size is a limitation, but curious to explore the opportunities offered by their existing high end handsets (B, P&O) Subtitles: • Distracting, incorrect, amusing, out of synch with scene (B) • Required for foreign movies (UG) • Not all customization options are known (UC) Tag: KI = Key Insight Regional content: UG/C = User Goals/ Constraints • Rarely goes to Cineplex for regional movies (KI) P&O = Problems & Opportunities • Sense of obligation from family/ culture (KI) B = Breakdowns DI = Design Idea Repetition: • Movies repeatedly watched has a significant overlap with personal state of being and profession . Reference: Outsourced, Ice Princess, Roadies. (KI, DI) FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 8. Persona FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 9. PERSONA-1 (PRIMARY PERSONA) Demographic variables: Financial status: upper middle class Age: 28 Education: Graduate + MBA Profession: Sales Professional Family: Recently married Responsibilities: Sole breadwinner and supporting parents Behavioral variables: • Frequency of watching movies: infrequent • Desires to spend time on entertainment • Frequent mobile use • Has to work on Saturdays • Buying preference- Would not like to spend money on eating out or over indulge on life-style • Attitude towards technology: tech-savvy • Advanced beginner • Carries music on the cell-phone User goals: Life goals: earning money to have a better life-style. Desire to spend more time with family and on entertainment as a stress-buster FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 10. PRE-SCENARIO BASED ON PRIMARY PERSONA Jay Mehta, 28 yrs old Sales Executive, working in an MNC in Mumbai. It’s a typical day in his routine. He has just left home for his workplace in Worli. Friday, 8.30 am Santacruz, Mumbai FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 11. PRE-SCENARIO BASED ON PRIMARY PERSONA Jay is on his way, roughing peak hour traffic. He receives a mail message for an urgent client-meeting-request from his boss. Now heads towards the meeting venue, Cuffe Parade. Its going to be a busy day ahead… Friday, 9.30 am Bandra, Mumbai FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 12. PRE-SCENARIO BASED ON PRIMARY PERSONA Jay is back to office after attending the client meeting, and trying to catch up with the Oh yes, he is just morning mails. got married… He has skipped lunch and munching a sandwich. The phone rings, its Ria, his wife. Friday, 2.30 pm Worli, Mumbai FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 13. PRE-SCENARIO BASED ON PRIMARY PERSONA Jay, you shouldn't be skipping lunch so often.. Okay darling, tell me… Friday, 2.30 pm Worli, Mumbai FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 14. PRE-SCENARIO BASED ON PRIMARY PERSONA Hope you remember its Friday, and we had planned to watch ‘Slumdog Millionaire’ together today. It’s coming at 8 pm on Star. I have planned your favorite Thai Curry and with fish and rice today. It would be fun… you there? Sure, I’ll be there. Bye. Friday, 2.30 pm Worli, Mumbai FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 15. PRE-SCENARIO BASED ON PRIMARY PERSONA Oh no, 20 more mails to go… and this report needs to be ready for Monday morning. Saturday is going to be busy… Friday, 8.30 pm Worli, Mumbai FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 16. PRE-SCENARIO BASED ON PRIMARY PERSONA Jay reaches home at last. Friday, 11.15 pm Santacruz, Mumbai GOALS PERSONAS DESIGN IDEAS FINDINGS CONCEPTUAL MODEL
  • 17. PRE-SCENARIO BASED ON PRIMARY PERSONA Guess every one’s asleep.. So much for a Friday evening with Ria. Let me check the TV…I might as well catch something interesting… Friday, 11.30 pm Santacruz, Mumbai GOALS PERSONAS DESIGN IDEAS FINDINGS CONCEPTUAL MODEL
  • 18. PRE-SCENARIO BASED ON PRIMARY PERSONA Star…nope.. Zee…nope.. HBO…seems interesting, guess this is the last scene… Aaah..i better go off to bed, maybe next weekend. Friday, 11.30 pm Santacruz, Mumbai FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 19. PERSONA - 2 Male Student (Ajay Gupta) - Age 20, Student, IIT, Mumbai  An IIT student from U.P.  Loves to watch movies but is very selective about movies  Likes to watch them on big screens but don’t want to spend much.  Don’t want to make much effort when he feels like watching a movie  Uses laptop or a desktop to watch movies  Downloads movies from internet or share files with other fellow student  Likes to use a high end mobile phone but it must be affordable  Uses his mobile to communicate with others as well as taking pictures and listen to music or watching short video clips  Normally exchanges music and videos through a Bluetooth  Normally gets to watch movies during his free time, like late nights or when he has no academic pressure.  Excited about movies which suits his taste and share his reviews with friends  Is against censorship of any kind on TV which has a certification from censor board of India  Likes to watch popular English movies as well as foreign language movies (with subtitles) FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 20. PERSONA - 3 Software Professional (Neha Chopra) - Age 28, Married  Likes to watch movies for entrainment purpose  Doesn’t care about cost and maintains a good lifestyle  She is very busy from Mon-Friday only gets time for entertainment on weekends  Uses laptop or a desktop to check emails and to finish pending office work  Watches movies with her family  Uses a high end mobile phone  Like to share video clips and music files of her favorite actors with friends  Normally exchanges music and videos through a Bluetooth but don’t do that often as it takes lot of time  Usually entertains herself through her phone on way back to home or when is traveling  Isn’t excited about new movies watches them only when she gets to know that movie is worth watching  Her choice of movies mainly depend on family decision  Hardly gets time to watch television  Normally watches programs on TV while having dinner or doing household work  TV remote is normally is in the hands of her husband  Tries to catch up a movie on TV but forgets the schedule FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 21. PERSONA - 4 Female Student (Sonam Sharma)-Age 23, Doing Ph.D  Sometimes watch movies for entrainment purpose  Normally watch them on big screens with her friends  She is not a frequent visitor in cinema hall. Sometimes id forced by her room mates to watch movies  She is very focused on her studies  Uses a normal phone is not at all excited about gadgets  Thinks phone is just to keep track of conversations and nothing else  She doesn’t like to spend much on materialistic things  Watches movies if highly recommended by her friends or family  Normally watches a movie which relate to her life in someway  Has no access to television in hostel therefore hardly watches movies on television FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 22. Goals FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 23. GOALS Business Goal Primary Product Goals Utilize increased Entertainment which is opportunities offered • Customized by 3G • On-demand • On-the-fly User Goal User Problems • Accessible Entertainment Little Access to TV due to • Personalized Content  Lifestyle (Working People)  Family Choices  Others (Hostelites etc.) FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 24. GOALS- Primary Product Goals Customised On-demand On-the-fly Strategy Gain Rapid Market- share by Focusing on Medium to Advanced Mobile Users Target Audience Moore’s Technology Adoption Lifecycle FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 25. Design Idea FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 26. GOALS - Primary Product Goals Customized On-demand On-the-fly Scope Design Ideas User Profiling to PUSH Content • Delivery of Ads through tickers, during Capture User Demographics, Usage paused Movies, content (Sharukh Movies History, Preferences for personalized have mandatory Sharukh Ads) Experience •Delivery of Recommended Content like Movies, Ads •Online Tickets for recommended movies Social Networking •Collaborative Movie Viewing Forge social networks to develop an •Twitter Feeds as Tickers experience •Comments (Audio/Text) from Community •Subscription Models based on Community Preferences FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 27. GOALS - Primary Product Goals Customized On-demand On-the-fly Scope Design Ideas Search • Genres/Categories/Language etc. Advanced Options for search based on •Based on Social Networking options Multiple Parameters Multiple Options •Subtitles Selection of Different Options of same •Edited/Un-cut/Un-censored Versions content Alerts & Actions • Setting of Actions based on specific criteria -Purchase 1st Day 1st Show Tickets of Gulaal - Download Songs of Gulaal when they are released FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 28. GOALS - Primary Product Goals Customized On-demand On-the-fly Scope Design Ideas Multiple Interfaces • Port for Connection to TV Options for Connecting to Different • USB Port for Connection to Mediums Computers/Laptops Content Format Delivery •Different Ads for Mobiles and Different Auto-detect the Medium being currently for TV used •Different Content pushed based on Medium being used Download Options • Based on Time • Based over multiple sessions •Storing/ Streaming options FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 29. Conceptual Model FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 30. CONCEPTUAL MODEL Movies on 3G phones could conceptually be… a TV … an on-device movie library/store a controlling device latched to the TV … a real-time socialization enabler for movies GOALS PERSONAS DESIGN IDEAS FINDINGS CONCEPTUAL MODEL
  • 31. After - Scenario Post Scenarios FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 32. PRIMARY PERSONA Jay is starting a new day, getting into his car. He is not as stressed as he used to be 6 months ago. Movies on 3G phones have changed his life radically. He ended up watching 4 block- busters last week, and still has TEMPORARY more quality time for family and work (of course). Friday, 8.30 am Santacruz, Mumbai FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 33. PRIMARY PERSONA On his way, Jay is watching the latest English movie of Will Smith on his phone. He receives a mail message for an urgent client- meeting request from his boss. He stops, but he knows he is going to watch the rest of this movie on his way back home. Friday, 9.30 am Worli, Mumbai FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 34. PRIMARY PERSONA Jay is back to office after attending the client meeting, and trying to catch up with the morning mails. He has skipped lunch and munching a sandwich, and watching the movie Mission Impossible II. The action movies charge him up for the rest of the day. The phone rings, its Ria, his wife. Friday, 2.30 am Worli, Mumbai FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 35. PRIMARY PERSONA Okay darling, tell me… Jay, you shouldn't be skipping lunch so often.. Friday, 2.30 am Worli, Mumbai FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 36. PRIMARY PERSONA Hope you remember its Friday, and we had planned to watch ‘Naya Jamana’ together today. It’s coming at 8 pm on Star. But I don’t think you are going to make it by 8. Friday, 2.30 am Worli, Mumbai FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 37. PRIMARY PERSONA You know, TV doesn’t give me the feel any more. We will be watching it off my phone, and the time we dictate. OK? Bye for now. Friday, 2.30 am Santacruz, Mumbai FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL
  • 38. PRIMARY PERSONA Jay reaches home tired, but looking forward to seeing the movie. They are great stress- busters, more-so-ever if you watch them with your dear ones. Friday, 10.30 am Santacruz, Mumbai GOALS PERSONAS DESIGN IDEAS FINDINGS CONCEPTUAL MODEL
  • 39. PRIMARY PERSONA Who knew 6 months ago that I would be using my cell phone as TV remote? And so many interesting feeds I get in mobile screen when I use it to view movies on TV screen. Ria is getting some drinks we before we could continue with ‘Naya Jamana’. Friday, 12.30 am Santacruz, Mumbai GOALS PERSONAS DESIGN IDEAS FINDINGS CONCEPTUAL MODEL
  • 40. End of Presentation Thank You! Group Members: Archana S Kumar, Daksh Pasbola, Sujoy K Chowdhury, Vibhuti Agrawal, Vijayant Verma