The UX of TV

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    17-Aug-2014
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    Design

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Razorfish designers Kyle Outlaw & Ed Mansfield present the challenges and opportunities for user experience professionals in what is known as the "connected TV" space. First, they will aim to establish connected TV as a disruptive technology that is just in its beginning stages. They'll describe what connected TV is (and isn’t) and then get into some statistics on device, apps and online video usage in order to demonstrate – after many years of hype – that web-TV convergence is finally happening. They'll discuss the big players in this area such as Xbox, Google, Roku, Samsung, and the features they support in addition to some visions of what Apple might do in this space. And they'll summarize key trends to watch including new interfaces, social television and second screen viewing, among others. Kyle & Ed will also discuss how UX professionals can prepare for this new frontier through cross-disciplinary knowledge sharing, investing in technology and partnerships, and most importantly by designing proof-of-concept prototypes. They'll conclude by talking about some key design considerations for connected TV, such as designing for the 10-foot experience, second screen and smartphone interaction, responsive design, apps versus TV-optimized websites, optimizing content for branded channels and more. This talk is appropriate for anyone interested in learning about recent developments in the connected TV space, and wants to understand both the challenges and opportunities for user experience professionals.

Transcript of The UX of TV

  • THE UX OF TVA NEW FRONTIER FORUSABILITY PROFESSIONALSNYC UXPA AUGUST 21, 2012 2012 Razorfish. All rights reserved
  • Who we areKyle Outlaw Ed MansfieldXD at Razorfish Sr. IA at RazorfishPast: R/GA, WorldNow, Modem Media Past: ChaseSpecialties: mobile, tablet, social, online video Specialties: mobile, tablet, financial services,Clients: AXE, Citibank, Ralph Lauren, Victoria automotiveSecret, Kraft, Morgan Stanley Clients: Ford, XM Radio, Merrill Lynch,Twitter: @koutlaw Morgan Stanley, JP Morgan Twitter: @elmansfield 2012 Razorfish. All rights reserved 1
  • Lets face it. Despite ourlove for TV, the experience is broken. 2012 Razorfish. All rights reserved 2
  • For Example: Too many remotes 1000 channels and nothing on Clunky channel guides Lack of device compatibility Constant interruptions And the list goes on Image Source: Gizmodo 2012 Razorfish. All rights reserved 3
  • OUR MOBILE DEVICES NOT TOO LONG AGO Image Source: Wikipedia 2012 Razorfish. All rights reserved 4
  • WHAT A DIFFERENCE A FEW YEARS MAKES 2012 Razorfish. All rights reserved 5
  • Well, you just end up with a table full of remotes, acluster full of boxes, a bunch of different UIs -- and thatsthe situation we have today. The only way thats evergonna change is if you can really go back to squareone and tear up the set-top box and redesign it fromscratch with a consistent UI across all these differentfunctions and get it to the consumer in a way thattheyre willing to pay for it.Steve Jobs, Patron Saint of User Experience PractitionersSource: AOL: 2012 Razorfish. All rights reserved 6
  • Our TVs are much too complicated.It doesnt have to be that way. 2012 Razorfish. All rights reserved 7
  • Who will change it?We will. TV is the next big problemfor UX to solve. 2012 Razorfish. All rights reserved 8
  • But How?By knowing whats going on and getting the skillsin the connected TV to do it.landscapeThis is what we want to talk about today. 2012 Razorfish. All rights reserved 9
  • IN THIS PRESENTATION WELL COVER 1. THE RISE OF CONNECTED TV Definition, Stats/Trends 2. THE WAR FOR YOUR LIVING ROOM Key Players, An Elephant in the Living Room 3. IMPLICATIONS FOR UX Challenges and Opportunities 4. LETS DO THIS Prototyping and Evangelization 5. KEY TAKEAWAYS Recap and Reference Materials 2012 Razorfish. All rights reserved 10
  • 1. THE RISE OF CONNECTED TELEVISION 2012 Razorfish. All rights reserved
  • What is Connected TV?Its a term used to describe the integration of theinternet and web features into TV sets andset-top boxes, as well as the convergence betweencomputers and these television sets or set-top boxes.Source: Wikipedia 2012 Razorfish. All rights reserved 12
  • Also known as: Smart TV Cloud TV Hybrid TV 2012 Razorfish. All rights reserved 13
  • But why should we care? 2012 Razorfish. All rights reserved 14
  • Connected TV is already here.Its just not very evenly distributed.Source: William Gibson the future is already here it is just unevenlydistributed. 2012 Razorfish. All rights reserved 15
  • Millions already have this capability in their homes.227 million have access through game consoles. 96.56 million 67.2 million 63.9 million Source: Nintendo (June 2012); Microsoft (April 2012); Sony (March 2012) 2012 Razorfish. All rights reserved 16
  • 90% 80%Connected TV sales are 70%growing with 91 million units 60%projected for 2012. 50% 40% 30% 20% 10% 0% 2012 2014 2016Source: Global Flat-panel TV and Connected TV Forecast - Kantideep ThotaSource: Global Smart TV Market (2011 2016) CriticalCapability, Use Case Analysis & Forecast By Accessories, Platforms, Middleware, Application & Geography - MarketsAndMarkets.com 2012 Razorfish. All rights reserved 17
  • Consumer activities while watching TVSecond screen viewing isthe new normal. 80% of USadults mobile multi-taskwhile watching TV. Source: Yahoo! and Razorfish surveySource: Ericsson presents TV & Video Consumer Trend Report 2011 - Ericsson 2012 Razorfish. All rights reserved 18
  • Cord-cutting is on the rise. Cable isnot. 2.65 million Americans cut thecord in 2008-2011.Source: HBO Here are those cord-cutting stats you asked for Rebecca Greenfield 2012 Razorfish. All rights reserved 19
  • Our appetite for live on-demand streaming content isbreaking records. June 2010 April 2011 August 2012 1.6 million viewers 2.4 million viewers 3.2 million viewers Source: Viewers opted for the Web over TV to watch Curiositys landing CBS News 2012 Razorfish. All rights reserved 20
  • 40% of Americans live-streamed.Live-stream viewers were also2x more likely to watchprimetime coverage on TV.Source: Apple and the iPhone TV: one day all televisions will be this way ComputerworldSource: Olympics PlatformsScore Variety 2012 Razorfish. All rights reserved 21
  • This has all caught the attention ofsome big players 2012 Razorfish. All rights reserved 22
  • 2. THE WAR FOR YOUR LIVING ROOM 2012 Razorfish. All rights reserved
  • The Next Technology WarAs the Consumer Electronics Show continued in LasVegas, at least one theme became clear: The nextbig technology war is for your living room.- Hayley Tsukayama, Washington Post 2012 Razorfish. All rights reserved 24
  • MEET SOME OF THE CONTENDERS 2012 Razorfish. All rights reserved 25
  • THE TV SET MANUFACTURERS 2012 Razorfish. All rights reserved 26
  • THE GAME CONSOLE MAKERS 2012 Razorfish. All rights reserved 27