A presentation given on the ServDes 2012 conference by Patrik Axelsson and Rasmus Sellberg. It discusses two different user research methods that we used in design projects for TV4 related to television services.

1. designing the future
of broadcasting
ServDes 2012
DAYTO N A C OMMU N IC AT IO N A B
Riddargatan 17D, 114 57 Stockholm, Sweden
Phone +46 8 579 397 50, Fax +46 8 579 397 55
www.daytona.se, info@daytona.se

2. Concept Developers Strategists Project Managers
Art Directors Interaction Designers Copywriter
Developers Office Manager

7. per day
‣ 25 new episodes
‣ 300 clips
‣ 700 articles
‣ 3000 user comments

8. brief
Reimagine the video-on-demand service
TV4 Play from the ground up on:
‣ Web
‣ iPhone
‣ iPad
‣ Android

9. brief
process
strategy – concept – design

10. research ∈ strategy

11. method

12. existing service lots of data

13. usage analysis
traffic sources
landing pages
behavioral
# of videos watched
groups
searches
...and much more

14. findings

15. example:
catch-up behavior
Number of VoD views of a particular video over time
VoD views
days after broadcast
0 1 2 3 4 5 6 7

16. analysis
traffic sources
Catch-up viewer Zapper
landing pages
The parent Archive grazer
# of videos watched
searches
Live viewer Clip surfer
...and much more behavioral groups

17. concept

18. Catch-up viewer Zapper Clip surfer
The parent Archive grazer Live viewer
core features
Content Editorial
“Last week” separation inspiration
etc ...

19. Example: “Last week”

20. Example: “Last week”

21. Example: “Last week”

22. design for
the service.
not the platform.

23. new brief
how do we cater to the
engagement around our
content?

24. what does it mean when
the target user group is
”everyone”?
What binds people together on the
web might not be demographics,
but behaviors.

25. tools for mapping the
design space
Interviews
Focus groups
Ethnographical methods

26. Identifying forums and environments
for communication and interaction
Identifying flows of information and
content sharing.

27. method

28. facebook familjeliv tv4.se
twitter aftonbladet tv-planeten

29. general What types of discussions takes place here?
discussion
What language is used?
tonality How do users express themselves?
Customary behavior
Pervasive themes
subject related
topics Typical questions
Terminology
Signifying communication capturing the
post examples
overall feeling of the conversation
What other sites and services do the users
environment
tend to use?

30. We only did observation.
No participation.
Upside = got a whole of information
Downside = Missed out on private
conversation

31. findings

32. got an idea of
‣ What kind and level of engagement
‣ General approach to participation
‣ Communication with both TV4 and
peers

33. and
We found one of TV4’s most
engaging formats to be...

34. 6000+ episodes and counting

35. Though technologists’ anticipation on the
future of television is high...

36. ”The future is already here. It’s just not
very evenly distributed.”
- William Gibson
majorities & laggards

37. ...we’ll start by making it easier for
people to talk.
photo by: http://www.flickr.com/people/jocke66/

38. concept

39. relevant content
is relevant
wherever it is discussed

40. ‣ Clearer publication time line
‣ Domain driven content structure
‣ Make all content shareable and
commentable

41. TV4.se compared to TV4 Play is
optimized to support conversation
wherever that takes place

42. epilogue

43. questions we will
take with us

44. 1
can digital context have as
much design impact as
physical, and how can you
better record it?

45. 2
now when real time
statistics is easily available
-
how do you and can you use
it for observation?

46. than ks!