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Leading the product 2017 - Sally O'Donoghue

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Speaker Slides - Sally O'Donoghue - 10 years of ABC iview

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Leading the product 2017 - Sally O'Donoghue

  1. 1. Leading The Product 2017 Speaker Slides Melbourne and Sydney, Australia Sally O’Donoghue ABC, iview For more information go to www.leadingtheproduct.com
  2. 2. IVIEW HELPSCOUT OVERVIEW 10 years of ABC iview Sally O’Donoghue, ABC TV Leading the Product Conference October 2017 ABC iview – Leading the Product 2017
  3. 3. IVIEW HELPSCOUT OVERVIEW 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 ABC iview – Leading the Product 2017 10 years of ABC iview
  4. 4. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 Sustainable is better than first
  5. 5. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
  6. 6. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
  7. 7. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 0 100 200 300 400 500 600 700 800 900 Sep2008 Oct2008 Nov2008 Dec2008 Jan2009 Feb2009 Mar2009 Apr2009 May2009 Jun2009 Jul2009 Aug2009 Sep2009 Oct2009 Nov2009 Dec2009 Jan2010 Feb2010 Mar2010 Apr2010 May2010 Jun2010 Jul2010 Aug2010 Unique Visitors (‘000s) 2008 - 2010 481 264 173 138 91 44 ABC iView* Ten Video Sites FixPlay* Plus7* SBS Player* Foxtel Download Player* Reach (‘000s) August 2010 Sources: ABC WebTrends Visitors Data; Nielsen Digital Reach Data, 2008 - 2010
  8. 8. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 • 7x separate TV apps • Internally-built Flash web player • 3x streaming formats • Varying levels of video security • Local video storage & processing • Multiple external dev partners • Unsupported hosting • Dozens of bespoke websites • Little re-usable code
  9. 9. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 0 2 4 6 8 10 12 14 16 18 20 Netflix iview 9Now TenPlay 7Plus SBS OD Foxtel Go Stan Amazon Prime Nielsen Digital Ratings Monthly (DRM) % Active Reach 2017 YTD NB: Nielsen DRM reach does not include ABC TV’s websites, or children’s unassisted use of ABC KIDS and ABC ME apps. Nor does it count smart TVs, Apple TV, Telstra TV and gaming consoles.
  10. 10. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 We’ve learned: To challenge the quick wins that cost us later We now have: • 4 core code bases, incl. 1x TV app serving 7 platforms • ‘universal’ HTML web player • Internal development and support for apps , focus on API management • Efficient, secure, scalable iview platform • Reusable code/components • Strategy addressing tech debt, and future-state architecture
  11. 11. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 The loudest voices aren’t necessarily the ones to prioritise
  12. 12. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 Remember these? 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
  13. 13. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 “How are we going to build for Android?” 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 “So many device variations. Design, dev and testing will hurt.” “So many OS versions. Nightmare!” “Articles are one thing – secure, stable video playback is much harder” “Can the native player support our secure streams?”
  14. 14. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 Build it and they will come? (Eventually) 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 iOS 65% Mobile 4% Desktop 19% TVs 12% iview Program Plays 2014 iOS 59% Mobile 14% Desktop 15% TVs 12% iview Program Plays 2017 Source: ABC WebTrends Program Plays data 2014, 2017
  15. 15. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 Smartphone projections 2014 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Source: Telsyte Australian Market Smartphone Study 2014
  16. 16. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Source: Telsyte Dec 2016Source: Statista 2017 https://www.statista.com/statistics/245191/market-share-of-mobile- operating-systems-for-smartphone-sales-in-australia/ Market Share Smartphone market 2016
  17. 17. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 We’ve learned: • That some users will be more vocal than others • To keep our decisions consistent with our strategy • That our users love having real conversations with us • To be mindful of the ongoing of cost of platforms and features • To be mindful of the hidden costs (like opportunity)
  18. 18. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 Dial up the discovery phase
  19. 19. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
  20. 20. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 iview 2012 Redesign goals • Surface more browsable content content • Improve product and external search • Provide related content recommendations • Improve UI/UX consistency between platforms • Make last night’s catch up more prominent • Reinforce our network channel brands 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
  21. 21. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Detailed design objectives For new users, make it easier to: Understand that iview is a free on-demand streaming video service Understand what devices they can use iview on Understand why only a certain number of episodes are available, and when they’re expiring For our ongoing users, make it easier to: Search content Browse content Find more content from around the ABC Access iview via search engines Filter by channel and genres Browse by clusters/collections For children and parents, make it easier to: Find and play one of their child’s favourite shows Line up several shows for their child to watch Determine the age-appropriateness of children’s TV at a glance Enjoy safe viewing, limit access to children’s TV only
  22. 22. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Project resource plan & schedule Skillset Resource Available Work effort Product & Delivery Product/Delivery Manager 100% 26 weeks Design UX Lead 80% 13 weeks Visual Design Lead 20% 3 weeks Visual Designer 100% 5 weeks Dev Tech Lead & FE Dev 50% 10 weeks Back-End Developer 100% 16 weeks iOS Developer 100% 16 weeks Ops Media Ops Lead 15% 3 weeks
  23. 23. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Started off as… • Front-end updates on desktop and mobile • Back-end updates to CMS and APIs • Existing hosting platform
  24. 24. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Midway through became… • Front-end updates on desktop and mobile • Back-end updates to CMS and APIs • Existing hosting platform PLUS: • Major CMS upgrade and new APIs • Provision of a new hosting platform • Migration to platform • Maintaining legacy APIs • Changes to Flash compatibility with older browsers
  25. 25. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
  26. 26. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Launched!
  27. 27. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Feedback in first 14 days • 650 emails • 500 posts on social media • 150 message board posts • 30 phone calls Sentiment: (mostly)
  28. 28. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 We’ve learned: • To increase focus on discovery and tech scoping • To ensure we have the resources to deliver and maintain • To always employ best-practice agile • To build in a buffer between go-live and marcomms • To not roll out a wholesale update, to 100% of users • To warn users that changes are coming • To always consider onboarding
  29. 29. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 ‘Give me six hours to chop down a tree and I will spend the first four sharpening the axe’ - Abraham Lincoln
  30. 30. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2015 Challenges • Underserving 18-35s - the segment consuming most internet TV but least engaged with ABC TV • Service and audience unsupported after-hours when audience is watching most • Content rights generally limited to 14-day catch-up Initiatives • Business case for Digital-First Australian Content Fund • 50 hours digital-first content for 18-35s • Dedicated digital Arts channel on iview • Pivot online editors to video and social media editors • 3x new after-hours staff (Audience Support, Media Ops, Dev Ops) • Renegotiated rights with Screen Producers Australia Results (2016) • iview Digital First plays up 87% • Monthly Visitors up 43% • Monthly Plays up 51% • Arts channel doubled visits; Arts & Culture plays up 66% • App Store Ratings consistently 4 or 5 * / 5
  31. 31. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2017 Challenges • ABC pivot of digital resources to enterprise / platform resulting in iview’s features not keeping pace • Adult audience acquisition through content working well but frequency of adult iview use could be better Initiatives • Business case for Accelerated iview Roadmap • Dedicated delivery squad of 16 people to fast-track best-practise UX (Video quality & Flash retirement; Player functionality; IA; Onboarding and Personalisation) • Establishment of a Digital Integration Team to lead social strategy and social best-practise across ABC and 3rd party platforms Goals • Total iview plays YOY uplift 30% • Adult iview plays YOY uplift +54% • Stretch goal of 100m monthly plays in time for iview’s 10th birthday, July 2018
  32. 32. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 UCD makes all the difference
  33. 33. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Play School Art Maker app
  34. 34. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
  35. 35. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
  36. 36. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 The family of apps • Adults, pre-school kids & school-age kids have very different needs and behaviours • Explosion of tablet usage by children from 2011 • AppStore discoverability (Kids and Family sections) • ABC KIDS iview March 2015 • ABC ME iview Sept 2016
  37. 37. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 ABC KIDS iview ABC KIDS audience most active segment in iview 2014… but what were we missing? Problems: Reliance on parent to navigate Promotion, curation, recommendations less relevant Need to rethink UI for young children (image-led) Goal: Design a product that any child age 2yrs+ could pick up and play independently, and that parents can trust as a safe environment
  38. 38. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 ABC KIDS iview Approach: • UI is pure simplicity • Invisible and intuitive functionality (e.g. favourites) • Parent settings (timer, content filter) to address screen-time anxiety Result: • Program plays doubled in first 4 months (x5 in 18mths) • Complements broadcast TV, part of daily life in Australian households (1.7m+ downloads)
  39. 39. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 Focus on your purpose and strengths
  40. 40. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 iview Product Team has recently shipped: • iview on Apple’s new TV app • New website player, retirement of Flash • Autoplay next episode • Upgrade to video streaming quality • Live streaming of all ABC channels • Chromecast rebuild • Support for GoogleCast Discovery feed • Support for Universal Search on Apple TV • New TV app rollout to Sony, Samsung, PlayStation, LG, Panasonic, Xbox One • Unmetered streaming on Optus Mobile
  41. 41. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 But thinks like this (+ solves problems collaboratively) Support Insights Content Curation Platforms Partners Marketing Community
  42. 42. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 • 4m iview plays across Series 1 & 2 • Social video for YCAT Down Syndrome reached 90m people • The format’s been picked up and adapted in 10 countries • Rose d’Or winner 2017
  43. 43. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 • More than 2.7m viewers tuned in to the live coverage during April • The program performed strongly in regional areas, particularly Southern NSW – 18% share • Our audience discovered a whole new solar system!
  44. 44. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 • Share of 17.1% attracting 1.6m viewers across ABC main channel and iview • Australians adopting Keep Cups to supermarkets banning plastic bags • ABC TV’s Facebook video about banana waste reached more than 19m people
  45. 45. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 I’ve learned: • Run your own day / week, making time for the big stuff • Boss your inbox – most emails can wait • Your most important choices are who you hire • Empower your team, loosen then reins • Look after your team, treat team members equitably (rather than equally) • Make your business cases for step-change, based on real data and insights • Look after yourself – resilience takes health and happiness • A deep belief in your purpose, and the value of your product and content, is key
  46. 46. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 A deep belief in your purpose, and the value of your product and content, is key Winner: REALITY & FACTUAL ENTERTAINMENT You Can’t Ask That – Australia, ABC TV
  47. 47. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017 Thank you 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 See you at our 10th birthday party next year!

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