This document outlines the agenda for a class on broadcasting and service design. The 15-week course will cover topics like user observation, problem definition, idea generation, prototyping service concepts, and presenting final designs. Students will learn service design methodologies and apply them to challenges in the broadcasting industry to develop new user-centered services and interactions. The goal is to help transition viewers to more active users in evolving digital television platforms like IPTV, smart TVs, and connected experiences across multiple screens.

1. Broadcasting | Service Design by jylee 2013
Broadcasting | Service Design
2013 2nd semester class by jylee
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2. Class Schedule
Broadcasting | Service Design by jylee 2013
1
09/05
Introduction
- Ice Braking
- 수업 소개
2
09/12
방송영상환경(1)
방송 영상 환경에서의 사용자 중심의 새로운 서비스 및 인터랙션 방법 소개
3
09/19
방송영상환경(2) _ 추석
시청자에서 사용자로의 변화의 패러다임 (IPTV/SmartTV/NScreen)
4
09/26
서비스 디자인 방법론 소개
- 서비스 디자인 사례
- 방송과 TV에서의 서비스 디자인
5
10/02
사용자 관찰(1)
- Shadowing/Interview/Observation
- 무엇이 문제인가?
6
10/09
사용자 관찰(2) _ 한글날
- Contextual Inquiry
- The Five Why Technique
7
10/16
문제 정의(1)
- Affinity Diagram/Persona
- Background Research (Understanding Users)
8
10/23
중간고사
- Service Idea/Service Principle
9
10/30
아이디어 발산
- 다양한 아이디어 발상 방법 소개
- Brainstorming/Ideation
10
11/06
아이디어 수렴
- Idea Grouping
- Service Concept(Service Headline)
11
11/13
서비스 프로토타입(1)
- Service Scenario
- Service Prototyping (Role Playing)
12
11/20
서비스 프로토타입(2)
- Service Prototyping
13
11/27
서비스 프로토타입(3)
- Service Blueprint
14
12/04
최종 결과물 Wrap Up
- 최종 Design/Paper Refine
15
12/11
기말고사
- 최종 Presentation
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3. Broadcasting | Service Design by jylee 2013
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4. Broadcasting | Service Design by jylee 2013
Let’s face it. Despite our love for TV, the
experience is broken.
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5. Broadcasting | Service Design by jylee 2013
For Example:
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Too many remotes
100 channels and nothing on
Clunky channel guides
Lack of device compatibility
Constant interruptions
Image Source: Gizmodo
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6. Broadcasting | Service Design by jylee 2013
OUR MOBILE DEVICES NOT
TOO LONG AGO…
Image Source: Wikipedia
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7. Broadcasting | Service Design by jylee 2013
WHAT A DIFFERENCE A FEW YEARS MAKES
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8. Broadcasting | Service Design by jylee 2013
“Well, you just end up with a table full of remotes, a clust
er 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 re
ally go back to square one and tear up the set-top bo
x 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:
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9. Broadcasting | Service Design by jylee 2013
Our TVs are much too complicated.
It doesn’t have to be that way.
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10. Broadcasting | Service Design by jylee 2013
TV is the next big problem for UX
to solve.
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11. Broadcasting | Service Design by jylee 2013
But How?
By knowing what’s going
on in the connected TV
landscape…
… and getting the skills
to do it.
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12. Broadcasting | Service Design by jylee 2013
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
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13. Broadcasting | Service Design by jylee 2013
1. THE RISE OF CONNECTED TELEVISION
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14. Broadcasting | Service Design by jylee 2013
What is Connected TV?
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.
Source: Wikipedia
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15. Broadcasting | Service Design by jylee 2013
Also known as:
•
•
•
•
•
•
Smart TV
Cloud TV
Hybrid TV
Internet TV
ITV
Interactive TV
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16. Broadcasting | Service Design by jylee 2013
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.”
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17. Broadcasting | Service Design by jylee 2013
90%
80%
70%
Connected TV sales are growing with
91 million units projected for 2012.
60%
50%
40%
30%
20%
10%
0%
2012
2014
2016
Source: Global Flat-panel TV and Connected TV Forecast - Kantideep Thota Source: Global Smart TV Market (2011 – 2016) Critical C
apability, Use Case Analysis & Forecast By Accessories, Platforms, Middleware, Application & Geography - MarketsAndMarkets.com
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18. Broadcasting | Service Design by jylee 2013
Consumer activities while watching TV
Second screen viewing is the new
normal.
80% of US adults mobile
multi-task while watching TV.
Source: Yahoo! and Razorfish survey Source: Ericsson presents TV & Video Consumer Trend Report 2011 - Ericsson
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19. Broadcasting | Service Design by jylee 2013
Cord-cutting is on the rise.
Cable is not.
2.65 million Americans cut the cord
in 2008-2011.
Source: HBO Here are those cord-cutting stats you asked for – Rebecca Greenfield
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20. Broadcasting | Service Design by jylee 2013
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
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21. Broadcasting | Service Design by jylee 2013
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 Platfo
rms Score – Variety
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22. Broadcasting | Service Design by jylee 2013
This has all caught the attention of
some big players…
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23. Broadcasting | Service Design by jylee 2013
2. THE WAR FOR YOUR LIVING ROOM
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24. Broadcasting | Service Design by jylee 2013
The Next Technology War
“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
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25. Broadcasting | Service Design by jylee 2013
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THE TV SET MANUFACTURERS
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27. Broadcasting | Service Design by jylee 2013
THE GAME CONSOLE MAKERS
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28. Broadcasting | Service Design by jylee 2013
THE SET TOP BOX MANUFACTURERS
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29. Broadcasting | Service Design by jylee 2013
THE CONTENT PROVIDERS
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30. Broadcasting | Service Design by jylee 2013
THE CABLE AND SATELLITE PROVIDERS
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31. Broadcasting | Service Design by jylee 2013
There is an elephant in the living room.
Where’s Apple in all of this?
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32. Broadcasting | Service Design by jylee 2013
“I finally cracked it.”
Source: Steve Jobs – Walter Isaacson
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33. Broadcasting | Service Design by jylee 2013
Source: Steve Jobs – Walter Isaacson
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34. Broadcasting | Service Design by jylee 2013
3. IMPLICATIONS FOR UX
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35. Broadcasting | Service Design by jylee 2013
What does all this mean
for usability professionals?
To begin with we’ll need
to contend with the
10 foot experience.
Image Source: Wikipedia
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36. Broadcasting | Service Design by jylee 2013
What is the 10 ft experience?
It’s a software user interface designed for display on a
large television with interaction using a regular
television-style remote control.
Source: Wikipedia
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37. Broadcasting | Service Design by jylee 2013
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.
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38. Broadcasting | Service Design by jylee 2013
1. CONSIDER THE USER’S ENVIRONMENT
Image Source: MorgueFile
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39. Broadcasting | Service Design by jylee 2013
2. UNDERSTAND THE PHYSICAL CONSTRAINTS
Image Source: Wikipedia
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40. Broadcasting | Service Design by jylee 2013
3. KNOW THE DISPLAY RULES
Image Source: Wikipedia
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41. Broadcasting | Service Design by jylee 2013
4. EVALUATE THE CONTENT
Image Source: Wikipedia
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42. Broadcasting | Service Design by jylee 2013
5. IDENTIFY THE INTERACTION METHODS
Image Source: Wikipedia
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43. Broadcasting | Service Design by jylee 2013
Now let’s talk about the
opportunities and
advanced capabilities.
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44. Broadcasting | Service Design by jylee 2013
1. New INTERFACES
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45. Broadcasting | Service Design by jylee 2013
2. SOCIAL TV AND COMMUNITY VIEWING
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46. Broadcasting | Service Design by jylee 2013
3. SUPER-NICHE AND ORIGINAL PROGRAMMING
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47. Broadcasting | Service Design by jylee 2013
4. APPS AND GAMES
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48. Broadcasting | Service Design by jylee 2013
5. RECOGNITION AND PERSONALIZATION
Source: Razorfish Emerging Experiences
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49. Broadcasting | Service Design by jylee 2013
6. WATCHING SMART TV
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WATCHING HABIT
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52. Broadcasting | Service Design by jylee 2013
CHANGES OF
WATCHING ENVIRONMENT
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53. Broadcasting | Service Design by jylee 2013
CHANGES OF
WATCHING ENVIRONMENT
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54. Broadcasting | Service Design by jylee 2013
CHANGES OF
WATCHING ENVIRONMENT
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55. Broadcasting | Service Design by jylee 2013
CHANGES OF
WATCHING ENVIRONMENT
스마트한 컨텐츠
따로 또 같이
상황에 적합한 사용성
쉬운 검색/
정보 제공
공감 가능한 서비스
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56. Broadcasting | Service Design by jylee 2013
CHASM
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57. Broadcasting | Service Design by jylee 2013
Diversity of
INPUT DEVICE
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58. Broadcasting | Service Design by jylee 2013
Diversity of
INPUT DEVICE
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59. Broadcasting | Service Design by jylee 2013
Diversity of
INPUT DEVICE
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60. Broadcasting | Service Design by jylee 2013
Diversity of
INPUT DEVICE
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61. Broadcasting | Service Design by jylee 2013
Diversity of
INPUT DEVICE
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62. Broadcasting | Service Design by jylee 2013
Diversity of
INPUT DEVICE
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63. Broadcasting | Service Design by jylee 2013
Diversity of
INPUT DEVICE
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64. Broadcasting | Service Design by jylee 2013
Diversity of
INPUT DEVICE
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65. Broadcasting | Service Design by jylee 2013
Diversity of
INPUT DEVICE
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66. Broadcasting | Service Design by jylee 2013
Diversity of
INPUT DEVICE
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67. Broadcasting | Service Design by jylee 2013
Diversity of
INPUT DEVICE
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68. Broadcasting | Service Design by jylee 2013
Diversity of
INPUT DEVICE
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69. Broadcasting | Service Design by jylee 2013
Diversity of
INPUT DEVICE
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70. Broadcasting | Service Design by jylee 2013
FOR NEXT WEEK
추석동안..
독특한 시청형태/TV주변 상황 등 기록
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71. Broadcasting | Service Design by jylee 2013
뜻 깊은 한가위 되세요.
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