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The ZDF App Universe

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The Slides to my session at the UX Camp Europe on 07th June 2014.

The german version of the presentation can be found here:
http://de.slideshare.net/tjonas/das-zdf-app-universum-35132934

Giving some insights on how we build a consistent App Universe and Brand Experience with the ZDFheute and ZDFMediathek Apps for and with our Customer ZDF.
I am also talking about the Olympic Games and FIFA World Cup extensions for the ZDFMediathek.

In end I am pointing out the most important learnings and reasons on how to build up a good User Experience and how this pays off to the customers Brand.

www.cellular.de

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The ZDF App Universe

  1. 1. The ZDF App Universe 07.06.2014, UX Camp Europe, Berlin
  2. 2. The ZDF App Universe
  3. 3. The ZDF App Universe Is a running process ZDFmediathekZDFheute Sotchi Smartphone Tablet Smartphone & Tablet Smartphone & Tablet
  4. 4. ZDFheute - finally for Smartphone
  5. 5. ZDFheute auf dem Smartphone „We are not suppliers. Partnership gets the best results.“ Erik Spiekermann
  6. 6. What do we want?
  7. 7. What do we want? We will not be the first app, but we want to raise the bar for News Apps.
  8. 8. Nativ vs. Hybrid
  9. 9. Nativ vs. Hybrid
  10. 10. Nativ vs. Hybrid
  11. 11. iOS5? No.
  12. 12. iOS5? No.
  13. 13. Experience-Lifecycle Start in den Tag Unterwegs Bei der Arbeit Couching Zu Bett gehenUnterwegs tagesschau begleitet mich durch den Tag Schneller Überblick Nachrichtenüberblick heute in 100s heute journal+ Letzter Blick Erleben Eilmeldung
  14. 14. Experience-Lifecycle Start in den Tag Unterwegs Bei der Arbeit Couching Zu Bett gehenUnterwegs tagesschau begleitet mich durch den Tag Schneller Überblick Nachrichtenüberblick heute in 100s heute journal+ Letzter Blick Erleben Eilmeldung The App is with the user the whole day
  15. 15. Show-Lifecycle
  16. 16. Concept & Design & Concept & Design Somehow agile
  17. 17. Die Lasche Divides between quick overview and getting in more deep.
  18. 18. Live is Live Live is something special: the App changes slightly automatically
  19. 19. Clockwork Orange Transpoting an important Brand Element directly to the App 1 Developer 1 Designer 1 Evening A few Beer
  20. 20. plus!
  21. 21. Mainzelmännchen
  22. 22. ZDFheute auf dem Smartphone „ZDF hat die Messlatte für Nachrichten Apps höher gelegt. Dafür zahle ich gern GEZ Gebühren.“ Appstore Nutzer
  23. 23. ZDFheute iPad - News are Landscape
  24. 24. „Do one thing everyday, that scares you.“ Eleanor Roosevelt
  25. 25. Let‘s go just landscape ZDFheute for iPad will not support portrait-mode
  26. 26. The screen is huge, we want to lead the eye 1. Try
  27. 27. The screen is huge, we want to lead the eye 2. Try
  28. 28. The screen is huge, we want to lead the eye 3. Try
  29. 29. The screen is huge, we want to lead the eye
  30. 30. Being simple means to leave open space
  31. 31. Mobile First The Website follows the iPad App
  32. 32. The ZDF App Universe With the ZDFheute Apps we set the basis. ZDFheute
  33. 33. Full success
  34. 34. "This was one of the smoothest projects I did in my whole career." ZDF
  35. 35. ZDFmediathek - the „watch-box“ becomes easy
  36. 36. “If you can't explain it to a six year old, you don't understand it yourself.” Albert Einstein
  37. 37. Where we had to start from
  38. 38. Having a look at the problems
  39. 39. Having a look at the problems Performance is an experience-killer!
  40. 40. Goals for the new Apps
  41. 41. Goals for the new Apps Brand Experience becomes important
  42. 42. Goals for the new Apps New features are not that important.
  43. 43. Content Lifecycle Vorschau Live VoD Bald weg Trailer Live Stream Ganze Folge Ganze Folge Video Formate Das werde ich schauen Das schaue ich Das mag ich Das dürft ihr nicht verpassen Social Kommunikation How does a TV-Show „live“?
  44. 44. Structure - not that easy Show, Show-channels, Topics, Topic-channels, Categories
  45. 45. Structure - not that easy Show, Show-channels, Topics, Topic-channels, Categories Important Meta-Rule: Fast way to the video: if possible at least one video should be directly available from every page of the app.
  46. 46. Keeping in mind the ZDF App Universe Make use of the UX/UI Paradigms of the ZDFheute Apps
  47. 47. Keeping in mind the ZDF App Universe Make use of the UX/UI Paradigms of the ZDFheute Apps
  48. 48. Mediathek Design Does the design really have to be oriented on the Website? We gave it a try...
  49. 49. Mediathek Design: Color! And we decide together with the customer to go a new way.
  50. 50. The ZDF App Universe Make use of the UX/UI Paradigms of the ZDFheute Apps
  51. 51. The ZDF App Universe We are not totally dogmatic!
  52. 52. Watched last New and small but nice.
  53. 53. Watched last New and small but nice.
  54. 54. Custom Dropdown A standard picker somehow did not do the job.
  55. 55. My Videos List Only there, if I need it
  56. 56. My Videos List „No matter how cool your interface is, it would be nice, if there were less of it.“
  57. 57. My Videos List „No matter how cool your interface is, it would be nice, if there were less of it.“
  58. 58. The ZDF App Universe Mediathek Apps are based on the ZDFheute Apps. ZDFheute ZDFmediathek
  59. 59. The users say, this was the right way
  60. 60. The ZDFMediathek Apps are THE example for UX as a Killer Feature.
  61. 61. Sotchi in the ZDFmediathek Olympic games as we always wanted it to be
  62. 62. „With great power comes great responsibility.“ Spiderman
  63. 63. Sotchi HAS to be part of the Mediathek
  64. 64. Be careful The extremyl successful ZDFMediathek Apps must not loose quality!
  65. 65. Workshop How do Olympic Games work? And how do the work at the ZDF?
  66. 66. Event-Lifecycle - next Step
  67. 67. Event Ersehnen Informieren und Termine freihalten Event-Lifecycle - next Step
  68. 68. Event Ersehnen Erleben Live-Dabei sein: Zuhause, Kneipe, Stadion Event-Lifecycle - next Step
  69. 69. Event Ersehnen Erleben Erinnern Highlights mit Freunden analysieren Event-Lifecycle - next Step
  70. 70. Ersehnen Erleben Erinnern The most important User-Demands Ich möchte live Olympia schauen Ich möchte Olympia Kompakt in Videoclips sehen Ich will wissen was jetzt, oder später läuft Ich will den Medaillenspiegel sehen Ich möchte mir Archiv Clips vergangener Wettkämpfe ansehen Ich möchte redaktionelle Tipps bekommen Ich brauche einen Highlight Alarm Ich möchte teilen/empfehlen
  71. 71. Basis is the Mediathek Re-use of the well-known navigation-elements. Modificated when necessary.
  72. 72. Parallel: We need an EPG How much pixels is an hour?
  73. 73. Parallel: We need an EPG Be fast, be simple.
  74. 74. The EPG for the whole Mediathek From the very beginning produced to work in the main Mediathek as well.
  75. 75. Watching Olympic games works different Which athlete is in the lead?
  76. 76. Olympic News As known from the ZDFheute App already.
  77. 77. Mobile First - once more The Website follows the iPad Design.
  78. 78. The ZDF App Universe Sotchi fits seamless into the Mediathek Apps and enhances them. ZDFheute ZDFmediathek Olympia Special
  79. 79. Olympic games as we always wanted it to be
  80. 80. Watching the olympic games makes the most fun at the ZDF.
  81. 81. Next: Fifa WM for the Mediathek
  82. 82. Fifa WM - that how soccer on TV should be
  83. 83. Fifa WM - that how soccer on TV should be
  84. 84. Learnings
  85. 85. Together for a better User Experience.
  86. 86. Passion as crucial factor of success.
  87. 87. Methods and Process vs Creativity?
  88. 88. New features are not this important.
  89. 89. But the implemented featureset has to be „flauschig“.
  90. 90. Hybrid Apps are dangerous in terms of building a „flauschige“ App.
  91. 91. User Experience and Performance belong together even closer than we though.
  92. 92. The impact of a good UX on the Brand is huge!
  93. 93. The ZDFMediathek Apps proofed the existence of the Killer Feature UX to everybody.
  94. 94. Fin. Thorsten Jonas Head of Concept www.cellular.de email: tjonas@cellular.de twitter: @dolbydigger

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