The document provides recommendations for improving the STV Player iPad app based on research of competitors' apps and user feedback. Key areas for improvement include aligning the app interface with the website, allowing resumed playback from where users left off, and adding closed captioning. Additional suggestions are to reorganize the "Recent" section, access categories through a menu, and indicate when program availability will expire. An ad-free subscription and cross-device synchronization are also proposed.
2. INTRODUCTION
By Q1 2013 24% of all UK households owned a tablet device, an
increase of 13% on the previous year. Consumer uptake of tablets
outpaces all other devices.
3. According to YouGov research, Apple continues to dominate the tablet
market despite increasing competition.
4. COMPETITORS
As part of my research, I road-tested iPad apps from the major
players in catch-up TV and video-on-demand streaming.
5. Comparing features across the competition I found 3 areas in which the
STV Player iPad app user experience could be improved.
6. Consistency of visual identity
The UI of the web-based STV player is dissimilar to the current app
interface.
Solution:
Redesign the app interface to align more closely with the web-based
version. A common design system strengthens the STV brand.
8. Interrupted playback doesn’t resume
If users exit a video during playback then return to it later, they can’t
continue watching from the point they exited.
“....if you cancel your view and restart you are
brought back to the very beginning for the
programme and if you wish to start off from were
you left you are forced to watch the very same
advertisements again.”
27 March 2014
“Once you start watching you cannot stop
and go back to it without starting at the
beginning again - and going through all
the adverts again.”
3 Jan 2014
iTunes App Store
Solution:
Allow user to resume playback where they left off.
10. No subtitles/closed captioning
Accessibility concern for users who have hearing difficulties.
Solution:
For a consistent user experience across devices, offer the option for
users to enable closed captioning (where available) during playback.
12. FURTHER IDEAS
Recent
Is limited to the 20 most recent
programmes, which only goes back
approx 4 days.
Solution:
Improve findability of programmes by
re-organising this section by day, with
most recent day’s schedule at the top.
14. Categories
Displayed as a separate screen. Some of
the categories have an associated image,
others show the STV Player logo.
Solution:
Remove redundancy by accessing
categories via menu instead.
16. Days Left to Watch
Show when the availability of a programme will expire.
Live Streaming
Ability to watch live broadcast stream. Registered users can already
watch live via the web-based STV Player.
17. Ad-Free Subscription Service
Users strongly dislike the number and duration of adverts.
Offer a premium subscription service to enable users to enjoy an ad-
free version.
“Your STV”
Give users the ability to queue programmes within a playlist so that they
can create their own custom schedule.
THE FUTURE
(if time/money/resources were no object!)
20. Cross-platform synchronisation
- Video playback - start viewing a programme on one device, resume
watching it on another
- Favourites visible across devices
“Each household in the UK has, on average, three different
types of internet-enabled device.” Ofcom, 2013.
Gamification
- Incentivise repeated app use by awarding badges or achievements
- Increases user engagement and participation
- No other catch-up TV service does this
21. CONCLUSION
- Tablet sales continue to grow at a rapid rate
- Increasingly important touchpoint for user experience
- Current STV Player ipad app isn’t as feature-rich as competitors
- What it lacks in content it could make up for in pioneering new
features
