Speaker Slides - Sally O'Donoghue - 10 years of ABC iview

1. Leading The Product 2017
Speaker Slides
Melbourne and Sydney, Australia
Sally O’Donoghue
ABC, iview
For more information go to
www.leadingtheproduct.com

2. IVIEW HELPSCOUT OVERVIEW
10 years of ABC iview
Sally O’Donoghue, ABC TV
Leading the Product Conference
October 2017
ABC iview – Leading the Product 2017

3. IVIEW HELPSCOUT OVERVIEW
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
ABC iview – Leading the Product 2017
10 years of ABC iview

4. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
Sustainable is
better than first

5. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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6. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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7. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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0
100
200
300
400
500
600
700
800
900
Sep2008
Oct2008
Nov2008
Dec2008
Jan2009
Feb2009
Mar2009
Apr2009
May2009
Jun2009
Jul2009
Aug2009
Sep2009
Oct2009
Nov2009
Dec2009
Jan2010
Feb2010
Mar2010
Apr2010
May2010
Jun2010
Jul2010
Aug2010
Unique Visitors (‘000s) 2008 - 2010
481
264
173
138
91
44
ABC iView* Ten Video Sites FixPlay* Plus7* SBS Player* Foxtel
Download
Player*
Reach (‘000s) August 2010
Sources: ABC WebTrends Visitors Data; Nielsen Digital Reach Data, 2008 - 2010

8. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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• 7x separate TV apps
• Internally-built Flash web player
• 3x streaming formats
• Varying levels of video security
• Local video storage & processing
• Multiple external dev partners
• Unsupported hosting
• Dozens of bespoke websites
• Little re-usable code

9. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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0
2
4
6
8
10
12
14
16
18
20
Netflix iview 9Now TenPlay 7Plus SBS OD Foxtel Go Stan Amazon
Prime
Nielsen Digital Ratings Monthly (DRM)
% Active Reach 2017 YTD
NB: Nielsen DRM reach does not include ABC TV’s websites, or children’s unassisted use of ABC KIDS and ABC ME apps.
Nor does it count smart TVs, Apple TV, Telstra TV and gaming consoles.

10. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
We’ve learned:
To challenge the quick wins that cost us later
We now have:
• 4 core code bases, incl. 1x TV app serving 7 platforms
• ‘universal’ HTML web player
• Internal development and support for apps , focus on API management
• Efficient, secure, scalable iview platform
• Reusable code/components
• Strategy addressing tech debt, and future-state architecture

11. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
The loudest voices
aren’t necessarily the ones
to prioritise

12. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
Remember these?
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13. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
“How are we going to build for Android?”
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“So many device variations.
Design, dev and testing will hurt.”
“So many OS versions.
Nightmare!”
“Articles are one thing – secure,
stable video playback
is much harder”
“Can the native player support our
secure streams?”

14. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
Build it and they will come? (Eventually)
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
iOS 65%
Mobile 4%
Desktop 19%
TVs 12%
iview Program Plays 2014
iOS 59%
Mobile 14%
Desktop 15%
TVs 12%
iview Program Plays 2017
Source: ABC WebTrends Program Plays data 2014, 2017

15. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
Smartphone projections 2014
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Source: Telsyte Australian Market Smartphone Study 2014

16. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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Source: Telsyte Dec 2016Source: Statista 2017
https://www.statista.com/statistics/245191/market-share-of-mobile-
operating-systems-for-smartphone-sales-in-australia/
Market Share
Smartphone market 2016

17. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
We’ve learned:
• That some users will be more vocal than others
• To keep our decisions consistent with our strategy
• That our users love having real conversations with us
• To be mindful of the ongoing of cost of platforms and features
• To be mindful of the hidden costs (like opportunity)

18. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
Dial up the discovery phase

19. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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20. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
iview 2012 Redesign goals
• Surface more browsable content content
• Improve product and external search
• Provide related content recommendations
• Improve UI/UX consistency between platforms
• Make last night’s catch up more prominent
• Reinforce our network channel brands
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

21. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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Detailed design objectives
For new users, make it easier to:
Understand that iview is a free on-demand streaming video service
Understand what devices they can use iview on
Understand why only a certain number of episodes are available, and when they’re expiring
For our ongoing users, make it easier to:
Search content
Browse content
Find more content from around the ABC
Access iview via search engines
Filter by channel and genres
Browse by clusters/collections
For children and parents, make it easier to:
Find and play one of their child’s favourite shows
Line up several shows for their child to watch
Determine the age-appropriateness of children’s TV at a glance
Enjoy safe viewing, limit access to children’s TV only

22. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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Project resource plan & schedule
Skillset Resource Available Work effort
Product &
Delivery
Product/Delivery
Manager
100% 26 weeks
Design UX Lead 80% 13 weeks
Visual Design Lead 20% 3 weeks
Visual Designer 100% 5 weeks
Dev Tech Lead & FE Dev 50% 10 weeks
Back-End Developer 100% 16 weeks
iOS Developer 100% 16 weeks
Ops Media Ops Lead 15% 3 weeks

23. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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Started off as…
• Front-end updates on desktop and mobile
• Back-end updates to CMS and APIs
• Existing hosting platform

24. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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Midway through became…
• Front-end updates on desktop and mobile
• Back-end updates to CMS and APIs
• Existing hosting platform
PLUS:
• Major CMS upgrade and new APIs
• Provision of a new hosting platform
• Migration to platform
• Maintaining legacy APIs
• Changes to Flash compatibility with older browsers

25. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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26. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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Launched!

27. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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Feedback in first 14 days
• 650 emails
• 500 posts on social media
• 150 message board posts
• 30 phone calls
Sentiment: (mostly)

28. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
We’ve learned:
• To increase focus on discovery and tech scoping
• To ensure we have the resources to deliver and maintain
• To always employ best-practice agile
• To build in a buffer between go-live and marcomms
• To not roll out a wholesale update, to 100% of users
• To warn users that changes are coming
• To always consider onboarding

29. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
‘Give me six hours to chop down a
tree and I will spend the first four
sharpening the axe’
- Abraham Lincoln

30. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
2015
Challenges
• Underserving 18-35s - the segment consuming most internet TV but least engaged with ABC TV
• Service and audience unsupported after-hours when audience is watching most
• Content rights generally limited to 14-day catch-up
Initiatives
• Business case for Digital-First Australian Content Fund
• 50 hours digital-first content for 18-35s
• Dedicated digital Arts channel on iview
• Pivot online editors to video and social media editors
• 3x new after-hours staff (Audience Support, Media Ops, Dev Ops)
• Renegotiated rights with Screen Producers Australia
Results (2016)
• iview Digital First plays up 87%
• Monthly Visitors up 43%
• Monthly Plays up 51%
• Arts channel doubled visits; Arts & Culture plays up 66%
• App Store Ratings consistently 4 or 5 * / 5

31. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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2017
Challenges
• ABC pivot of digital resources to enterprise / platform resulting in iview’s features not keeping pace
• Adult audience acquisition through content working well but frequency of adult iview use could be better
Initiatives
• Business case for Accelerated iview Roadmap
• Dedicated delivery squad of 16 people to fast-track best-practise UX
(Video quality & Flash retirement; Player functionality; IA; Onboarding and Personalisation)
• Establishment of a Digital Integration Team to lead social strategy and social best-practise across ABC and 3rd party
platforms
Goals
• Total iview plays YOY uplift 30%
• Adult iview plays YOY uplift +54%
• Stretch goal of 100m monthly plays in time for iview’s 10th birthday, July 2018

32. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
UCD makes all the difference

33. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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Play School Art Maker app

34. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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35. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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36. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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The family of apps
• Adults, pre-school kids & school-age kids have very different needs and behaviours
• Explosion of tablet usage by children from 2011
• AppStore discoverability (Kids and Family sections)
• ABC KIDS iview March 2015
• ABC ME iview Sept 2016

37. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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ABC KIDS iview
ABC KIDS audience most active segment in iview 2014…
but what were we missing?
Problems:
Reliance on parent to navigate
Promotion, curation, recommendations less relevant
Need to rethink UI for young children (image-led)
Goal:
Design a product that any child age 2yrs+ could pick up and play
independently, and that parents can trust as a safe environment

38. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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ABC KIDS iview
Approach:
• UI is pure simplicity
• Invisible and intuitive functionality (e.g. favourites)
• Parent settings (timer, content filter) to address
screen-time anxiety
Result:
• Program plays doubled in first 4 months (x5 in 18mths)
• Complements broadcast TV, part of daily life in Australian
households (1.7m+ downloads)

39. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
Focus on your purpose
and strengths

40. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
iview Product Team
has recently shipped:
• iview on Apple’s new TV app
• New website player, retirement of Flash
• Autoplay next episode
• Upgrade to video streaming quality
• Live streaming of all ABC channels
• Chromecast rebuild
• Support for GoogleCast Discovery feed
• Support for Universal Search on Apple TV
• New TV app rollout to Sony, Samsung, PlayStation, LG,
Panasonic, Xbox One
• Unmetered streaming on Optus Mobile

41. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
But thinks like this
(+ solves problems
collaboratively)
Support
Insights
Content
Curation
Platforms
Partners
Marketing
Community

42. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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• 4m iview plays across Series 1 & 2
• Social video for YCAT Down Syndrome reached 90m people
• The format’s been picked up and adapted in 10 countries
• Rose d’Or winner 2017

43. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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• More than 2.7m viewers tuned in to the live coverage during April
• The program performed strongly in regional areas, particularly Southern NSW – 18% share
• Our audience discovered a whole new solar system!

44. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
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• Share of 17.1% attracting 1.6m viewers across ABC main channel and iview
• Australians adopting Keep Cups to supermarkets banning plastic bags
• ABC TV’s Facebook video about banana waste reached more than 19m people

45. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
I’ve learned:
• Run your own day / week, making time for the big stuff
• Boss your inbox – most emails can wait
• Your most important choices are who you hire
• Empower your team, loosen then reins
• Look after your team, treat team members equitably (rather than equally)
• Make your business cases for step-change, based on real data and insights
• Look after yourself – resilience takes health and happiness
• A deep belief in your purpose, and the value of your product and content, is key

46. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
A deep belief in
your purpose, and
the value
of your product
and content,
is key
Winner:
REALITY & FACTUAL
ENTERTAINMENT
You Can’t Ask That –
Australia, ABC TV

47. IVIEW HELPSCOUT OVERVIEWABC iview – Leading the Product 2017
Thank you
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
See you at our 10th birthday party next year!