6. 6 | zeebox @ Pinewood studios
Connected
Multitaskers
Gadgeteers Sportsters
Convenience
Fiends
Social
Watchers
TV
Mavens
News
Leaders
Pop Idols
Filling
The Void
Casual
Middle
William Mahmood William Mahmood Glenn Masterson Glenn Masterson William Mahmood William Mahmood William Mahmood Mia Horberg Oliver Kirkland Chris Williams
Glenn Masterson Susie Veronica Hulea Veronica Hulea Glenn Masterson Gema Socorro Glenn Masterson Scarlett Joel John Cochrane
Lachlan Gema Socorro Will Shaw Lachlan Lachlan Mia Horberg Will Shaw jason forbes Nick Doherty
Mark Kellett Mia Horberg Lachlan Mark Kellett Gema Socorro Andy Smith Lachlan Simon Miller Matthew Engler
Gema Socorro Glen Alex Nunes Oliver Kirkland Oliver Kirkland Duncan Riley Mark Kellett
Oliver Kirkland Renaud Guerin Mark Kellett Piotr Gabryanczyk Mia Horberg jason forbes Gema Socorro
Mia Horberg Andy Smith Oliver Kirkland Joel Peter Goodall Kris Teehan Duncan Riley
Glen Peter Goodall Will Ryan David Furey Will Ryan Tricia Wagstaff Andrea Nagel
Renaud Guerin Will Ryan Chris Williams x Joel matt flores matt flores
Andy Smith Kevin Wright Duncan Riley Craig Blair Chris Williams Simon Miller James Kuntz
Peter Goodall Joel Matt Galloway Anthony Rose Duncan Riley Michael Slater Adrian Spender
Will Ryan Chris Warren Nick Doherty John Morrell Matt Galloway Marc Davies Max Bleyleben
Kevin Wright Duncan Riley Kris Teehan Reuben Scratton Sarah Batters
Joel Matt Galloway Craig Blair Alice Sinclair Kris Teehan
Scarlett jason forbes Ed Clinton Yasho Shah Matthew Engler
Chris Williams Andrea Nagel matt flores Alex Skeith matt flores
Duncan Riley Sarah Batters James Kuntz Niels Robert Marsh
Matt Galloway Nick Doherty Nick Faulkner ernesto schmitt Chiel Kunkels
jason forbes Kris Teehan Jens Driller John Cochrane Marc Davies
Andrea Nagel Robin Morley Alice Sinclair Michael Slater
Sarah Batters Matthew Engler Robert Marsh Ash Chauhan
Nick Doherty Ed Clinton Morten Max Bleyleben
Kris Teehan matt flores Adrian Spender
Robin Morley David Jakes Michael Slater
Tricia Wagstaff Neil Saunders Ash Chauhan
Craig Blair GAP
Matthew Engler Nick Faulkner
Ed Clinton Max
matt flores Jens Driller
James Kuntz Justin
David Jakes Robert Marsh
Hugh Jackson Ben Letton
GAP Abigail Harris
John Morrell Morten
Reuben Scratton Adrian Spender
Jens Driller Candice Goonewardene
Yasho Shah Simon Miller
Justin Chris Lyon Anderson
Robert Marsh Michael Slater
Ben Letton Martyn
Adrian Spender Alex Steven
Dimple David Boyle
Simon Miller Marc Davies
Chris Lyon Anderson Michael Slater
Ash Chauhan David Boyle
Martyn
David Boyle
Marc Davies
Max Bleyleben
Segment Popn zeebox Bias
Connected Multitaskers 12% 26% +117%
Gadgeteers 10% 23% +130%
Sportsters 7% 13% +86%
Convenience Fiends 21% 11% -48%
Social Watchers 16% 10% -38%
TV Mavens 11% 6% -45%
News Leaders 13% 6% -53%
Pop Idols 16% 2% -86%
Filling The Void 8% 2% -75%
Casual Middle 31% 1% -96%
8. 8 | zeebox @ Pinewood studios
TV MAVEN
Andrew Wallace Andrew is a 37-year-old male who lives in Stockport and works as an IT consultant for a small consultancy firm
in Manchester. He commutes to work by train every day, alternating on journeys between working and enjoying
entire TV series, plus movies and music, on his laptop.
Andrew describes himself as a "TV junkie". He's very selective about what he watches, but once a show has
him hooked, he commits to it whole-heartedly. Andrew enjoys his reputation among colleagues and family
(especially his two brothers) as "the guy who knows what's good to watch on TV". He's prepared to put up with
The X Factor too, if he's watching with his family.
He has Sky (including the movies package), and his favourite channel is Sky Atlantic. His favourite TV shows
include The Thick of It, Homeland and Later... with Jools Holland. He uses his iPhone non-stop all day, and can
frequently be found on IMDB checking up on "what else that guy's been in" while watching TV.
He describes his guilty pleasures as Come Dine With Me and Amazon Prime. Andrew is married and has two
sons (Thomas, 9 and Jack, 6).
Andrew's goals while using zeebox
End goals:
• To find out the hottest, quality "next TV big thing" before anyone else
• To dig in to his favourite shows and get all the extra info he can get his hands on
• To make sure he never misses the next episodes of his favourites - wherever they end up on the schedule
Life goal:
• To be admired for his taste and his knowledge of "quality" TV culture
Experience goals:
• To feel like this app is where the "clued-up" people hang out
• To feel like this app has got a total handle on what's happening in the TV world
9. 9 | zeebox @ Pinewood studios
POP IDOL
Gemma Clark
Gemma is a 34-year-old female who works in a North London secondary school, teaching
geography. She's married and has a son and a daughter (Joshua, 6 and Grace, 3). Gemma drives to and from
work about 50 minutes of travel per day, which she normally spends listening to Heart.
Her day has barely begun when her school breaks up at 3.30; her home life is extremely busy, not least
because she has to fit marking and lesson preparation around attending to her young family. But when she
does find time to escape, TV is a huge part of her leisure time: her primary means of relaxing while she's at
home.
Gemma enjoys big TV moments like the launch and climax of Strictly Come Dancing, I'm A Celebrity and
Celebrity Big Brother - and loves turning them into family events, sometimes phone-voting for the fun of it. She
reads Heat often and Mail Online religiously, enjoying and mocking the latest celebrity gossip in equal measure.
On a normal evening of TV watching she flicks distractedly, but happily and comfortably, on her laptop between
Facebook, email and her favourite shopping sites (ASOS and Not on the High Street).
She has Sky including movies (primarily for the kids) and sport (solely for her husband who occasionally takes
over the living room with his mates, when she's visiting her friends or mum with the kids).
Gemma’s goals while using zeebox
End goals:
• To make sure she never misses the next big TV show / moment / talking point
• To help plan her family's TV viewing
• To have much more fun around her favourite entertainment shows than she'd have without the app
Life goal:
• To enjoy her leisure time to the fullest, and ensure her family does too
Experience goals:
• To feel like the app is as fun and diverting as her favourite TV shows
• To feel like the app loves big, bold TV entertainment as much as she does
10. 10 | zeebox @ Pinewood studios
SOCIAL WATCHER
Sophie Griffiths
Sophie is a 26-year-old female who works as a legal secretary at a large firm of solicitors in Bristol city
centre. She shares a flat with two friends but is considering moving in with her boyfriend of nine
months, who works at the same law firm.
Sophie lives in Clifton and travels to work by bus - 30 minutes each way. En route she's totally engrossed by
Facebook, texts, and (increasingly) Twitter on her Samsung Galaxy S3. Sophie uses Facebook and texts to
keep up with gossip and organise her social life; Twitter mainly to eavesdrop on celebrities, follow updates from
her favourite websites (Heatworld and Digital Spy) and chat about TV with a bunch of people ranging from
friends (the minority) to TV / pop culture obsessives and critics she's gradually stumbled across.
TV is Sophie's key leisure activity - and it's rarely a solitary experience. She enjoys watching in the pub or
inviting friends round for wine-and-TV nights, and when she's alone at home she uses her laptop and
smartphone to chat about and interact with her favourite shows (X Factor, TOWIE, Celebrity Juice...) as she
watches.
Sophie has Freeview, and her favourite channels include ITV2 and Really. Her boyfriend has Sky, which she
has mixed feelings about - he seems to spend most of his time watching sport.
Sophie’s goals while using zeebox
End goals:
• To find out what shows are coming up which she'll want to join in with or talk about with her mates
• To make sure she doesn't miss a single one of those shows
• To interact with shows live, either alone or with a roomful of friends
• To get much more conversation around her favourite shows than she'd get from using Facebook or Twitter alone
Life goal:
• To have memorable times laughing and socialising with her friends, in person or virtually
Experience goals:
• To feel like the app is buzzing with fellow TV addicts with something engaging to say
• To feel part of a big, live, up-to-the-minute TV conversation
• To feel like the app loves TV as much as she does
11. 11 | zeebox @ Pinewood studios
GADGETEER
Craig Buckler
Craig is a 33-year-old male who lives in Leeds and works as a deputy general manager for a large supermarket chain. His
store is on a retail park on the outskirts of the city, and Craig drives there daily. He looks forward to the 20 minute journey
each way as his car's his pride and joy: he loves upgrading and modifying it, especially the in-car entertainment which he's
constantly tweaking to get it to talk to his phone, tablet and array of Bluetooth accessories.
He enjoys TV - although his large Samsung LCD screen's as likely to be used for Xbox games (especially COD Black Ops
II), Netflix and movies he's downloaded via Bit Torrent and transferred to his Apple TV. At the moment his main phone and
tablet are an iPhone 5 and a Galaxy Note 10.1, but this changes regularly. Craig lives alone but often has his mates
around to watch telly and game (his TV set up is so complex he's always in charge of the controls).
TV shows Craig makes a special effort to see include Top Gear, The Gadget Show and Red Dwarf (he thought this season
was a welcome return to form). While his favourite shows are on, Craig loves getting involved - posting to forums, replying
to the stars' Twitter accounts, putting classic YouTube moments and spoof images onto Facebook. He also loves browsing
tech sites and forums like T3 and iwantoneofthose.com to pick up the latest gadgets and post about them too.
Craig has Sky+HD with all available channels, but he's always on the look-out for alternatives and wouldn't hesitate to
switch if a good one arrived.
Craig's goals while using zeebox
End goals:
• To make sure he never misses his favourite shows
• To have a clever, sexy way to operate his TV and set-top box
• To have a slick, new way to chat and post content about his favourite shows online
Life goal:
• To be recognised by friends and society as an early adopter who's always ahead of the curve
Experience goals:
• To feel like he's at the cutting edge of something new as he uses the app
• To be surprised and impressed by cool, innovative ways to use it - ways he can show his friends and spread the word
12. 12 | zeebox
Choosing the features to build
(there are always more than you have time for)
