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UX on the big Screen
Thorsten Jonas | Head of Concept CELLULAR | @dolbydigger

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Thorsten Jonas
Head of Concept CELLULAR - @dolbydigger

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Thorsten Jonas
Head of Concept CELLULAR - @dolbydigger

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Stuff we do at CELLULAR
Sunrise
ZDF
TUI Cruises
TV Spielfilm

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Why UX on TV?

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460 Mio. Connected TV-Devices

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In 2019:
80% of Internet-Traffic is Video

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1 out of 8 US citizens
own an 4K TV today!

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Smart TV Functionality reaches „the masses“

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„Hey, did you know? By pushing the Red Button, you can
watch all the parallel olympic sports live as well.“

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People might watch less „classic“ TV

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But the TV will be used more than ever.

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Thesis
In the future, the TV will be
always on.

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In addition big screens become
usual out of home as well

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In fact, big interactive screens are everywhere.

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The 5 Dimensions of UX on TV

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#1 Ease of Use

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Thesis
A TV screen is a totally
different thing

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My Grandma

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My Grandma
The last technical device she
was able to handle was her TV.

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Using the (classic) TV is super easy and
almost the same for the past 40 years.

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Using the (classic) TV is super easy and
almost the same for the past 40 years.
Even my grandma knew how to
use it up to a very high age!

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Recommendation
An App on TV should be as
easy to use as the TV itself

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#2 Platform

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Learning
Performance of todays
„Smart TVs“ is a killing joke

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But
The Smart TV is the most
widely spread TV device

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„Hey, did you know? By pushing the Red Button, you can
watch all the parallel olympic sports live as well.“

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Recommendation
Do not forget Smart TV!
But make performance your
first principle.

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Thesis
Set-Top Boxes UI principles
could differ significantly

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ZDF App - Apple TV ZDF App - Amazon Fire TV

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Recommendation
Stick to platform guidelines

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Stick to platform guidelines
Side effect:
You get featured

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Learning
Signage Screens are a whole
new thing
I mean really!

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#3 Distance

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Thesis
Distance of usage to the screen
varies dramatically

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Average Distance to a TV screen:
2-4m

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Average Distance to an interactive signage screen:
0,3m

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Average Distance to a TV screen:
2-4m

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Field of view is the whole screen

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Learning
Give the content room. Reduce.
And once you are done, reduce
again.

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Hyper - Apple TV MLB App - Apple TV

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Learning
Create a cinematic experience

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ZDF - Apple TV NASA - Apple TV

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Average Distance to an interactive signage screen:
0,3m

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Average Distance while interacting with a digital signage screen:
30cm

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Average Distance when taking notice of a digital signage screen:
2-4m

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Average Distance while interacting with a digital signage screen:
30cm

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Average Distance while consuming on a digital signage screen:
100cm

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Notice Interact Consume
How to handle this?

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1. Make one out of these two
Notice Interact Consume

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1. Make one out of these two
Notice Interact & Consume

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Reduce the important
content to the field of view

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Field of view

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2. Create special „notice“-mode
Notice Interact & Consume

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Make use of the full screen

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Field of view

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Trigger usage with moving
elements

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#4 Input Method

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Learning
Input methods for TV screens
compare like chalk to cheese

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Input Method: 4-Way Remote

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Learning 4-Way Remote
People need to see where
they are on screen

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Question
Where is the focus?

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Homescreen - Samsung

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ZDF App - Apple TV

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Recommendation
Make focus obvious

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Recommendation
Use focus as value

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Learning 4-Way Remote
The remote does not support
„diagonal“ directions

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Recommendation 4-Way Remote
Avoid diagonal navigation

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Homescreen - Fire TV

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Recommendation 4-Way Remote
Arrange content 1-dimensional

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#2 Input Method: Touch Remote

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Learning Touch Remote
Touch remote is nice,
but also hard to use
sometimes

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Recommendation Touch Remote
Make the user feel the interface

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ZDF App - Apple TV

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#2 Input Method: Touch Screen

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Learning Touch Screen
Height is a totally new issue

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She is on her Tip-toes
already!

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Recommendation Touch Screen
Make sure all interactive
elements are in reach

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Learning Touch Screen
Everything is touched

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Recommendation Touch Screen
Be Super-Chrystal-Clear
about what is touchable

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#2 Input Method: Voice

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62 seconds!
And the job is not done yet…

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62 seconds!
But I am angry!

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Learning
Data Input on TV is horrible

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#5 Mobile

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Thesis
Remote Control Apps suck

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No haptic Feedback!

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Thesis
But Content Discovery on
mobile rules

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Learning
Mobile is the perfect
complement to the TV remote

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Recommendation
Connect your Mobile and
TV Apps

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Recommendation
A Mobile and TV App of the
same service should to be
connected always

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Prediction
And this is just the beginning

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You are in TV Mode close

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You are in TV Mode close

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Learning
Mobile is the perfect
complement to the TV remote

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Learning
Mobile is the perfect
complement to TV Apps

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UX on TV
starts on the Mobile Device

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Thank you.
Thorsten Jonas | Head of Concept CELLULAR | @dolbydigger