The document proposes new features for the AT&T U-verse Online platform to improve the viewing experience for users. It suggests recommendations based on a user's mood, time of day, and what friends enjoy. Users would be able to share video clips, access content across devices, and earn rewards for interacting more. The platform would sync across devices using a U-verse cloud. It provides mockups of features like mood recommendations, user profiles, content sharing between devices, and gamification through points and badges. Implementing these changes could lead to improved discovery of content, greater user engagement, better retention, and new subscribers. The proposed timeline is 8-15 weeks for design and 22-26 weeks for testing, with a total

1. &

2. making
AT&T U-verse Online
®
a smarter way to watch
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3. ”there was 57 channels
and nothin’ on”
~Bruce Springsteen
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4. finding something to
watch can be tough
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5. for years we’ve tried to
make it less so
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6. 1953
TV Guide
1956
remote control
1981
on-screen
1998
TiVo Suggestions
published introduced program guides arrive
appear
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7. yet we still can’t decide
on anything
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8. if deciding is the hardest part,
let’s make that easier
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9. U-verse Online should
know what you like
What you’ve watched, what you’ve recorded at home
and what’s waiting in your online queue. We’re talking
an intuitive experience.
hi, Chris
there are 2 new
episodes ready
for you!

10. U-verse Online should
recommend
by mood
Tell it how you feel and it’ll
show you what to watch. One
day, you won’t even have to
do that — it’ll know by
monitoring your social feeds.
how are you
feeling today?

11. U-verse Online should
make suggestions
based on time of day
In the morning, get sports
highlights with your coffee.
Over lunch, a half-hour
comedy to go with
your leftovers.
7 :18 am
1 :05 pm

12. U-verse Online should
tell you what
friends love most
Friends are always recommending
movies and shows. Now when they talk
about something on Twitter or Facebook,
it’ll appear on your page.

13. while we’re at it...
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14. U-verse Online should
also reward
your viewing
Unlock special content and win prizes —
the more you interact, the more you’ll get.
It’s that easy.

15. U-verse Online should
let you share
clips you create
Assemble your own show highlights,
program your own channels and enjoy
other ways to make the content yours.

16. U-verse Online should
go anywhere
Move content from your TV to your phone
or add a set-top box that serves up
programming just for you (because it
knows you’re sitting in front of it).

17. U-verse Online should
do all this, because...
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18. doesn’t
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19. doesn’t
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20. doesn’t
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21. here’s how we’ll
make it happen:
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22. U-VERSE ONLINE
The goal of U-verse Online is to put the user
in control of their entertainment experience
across all devices. This is achieved by
focusing on the areas highlighted in
the map below.
KEY: Set Top Desktop Mobile Tablet
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23. MOOD RECOMMENDATIONS
Users can discover new content by revealing
their mood. Moods can range from basic
(“Romance” = Sleepless in Seattle) to specific
(“whimsical” = Big Fish).
KEY: Set Top Desktop Mobile Tablet
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24. DEVICE/USER DETECTION
Users create a profile that houses their preferences,
custom playlists and calendar/reminders. They
can also see friends’ profiles to discover new content.
KEY: Set Top Desktop Mobile Tablet
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25. U-VERSE CLOUD
Syncs all of a user’s U-verse devices so they can
access their profile, complementary content, purchased
movies/shows, and live content. Also enables the
transfer (flicking) of content between devices.
KEY: Set Top Desktop Mobile Tablet
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26. GAMIFICATION
Users check-in to shows and movies, participate
in trivia and other challenges, and collect
points/badges to unlock exclusive content.
KEY: Set Top Desktop Mobile Tablet
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27. REINVENTED SCRUBBER
The new scrubber includes tools that enhance the
user’s viewing experience, including heat mapping,
viewer comments, and the ability to cut clips.
KEY: Set Top Desktop Mobile Tablet
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28. the impact will be
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29. the impact will be
improved discovery
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30. the impact will be
improved discovery
greater engagement
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31. the impact will be
improved discovery
greater engagement
better retention
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32. the impact will be
improved discovery
greater engagement
better retention
plus new subscribers
32

33. the new
AT&T U-verse Online:
®
it’s tuned to you
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34. Scope, Timing & Cost
VISIONING/ CONCEPTUAL EXPERIENCE CREATIVE USABILITY FINAL STEPS
DIGITAL DESIGN DESIGN DESIGN TESTING
ROADMAP
weeks: 1-4 weeks: 5-8 weeks: 8-15 weeks: 13-23 weeks: 22-26
• Development of • Two distinct • Interaction flows for • Visual designs • Test plan • Functional specs
experience strategy concepts consisting selected concept (comps) for 3
across desktop, of home page and screens: desktop, Scenario Delivery of PSD files
tablet, mobile select interior pages • Wireframes for tablet and mobile development
desktop, tablet and
• Competitive analysis mobile • Build guide for • Reporting (usability
handoff findings)
• Ideation • Content strategy
• Prototype
• Initial creative boards development
TOTAL COST: $1,200,000
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35. Thanks!
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