The ZDF App Universe07.06.2014, UX Camp Europe, Berlin

The ZDF App Universe

The ZDF App Universe Is a running process

ZDFmediathekZDFheute SotchiSmartphone Tablet Smartphone & Tablet Smartphone & Tablet

ZDFheute - finally for Smartphone

ZDFheute auf dem Smartphone

„We are not suppliers. Partnership gets the best results.“

Erik Spiekermann

What do we want?

What do we want?

We will not be the first app, but we want to raise the bar for News Apps.

Nativ vs. Hybrid

Nativ vs. Hybrid

Nativ vs. Hybrid

iOS5? No.

iOS5? No.

Experience-Lifecycle

Start in den Tag Unterwegs Bei der Arbeit Couching Zu Bett gehenUnterwegs

tagesschau begleitet mich durch den Tag

Userstoryboard

Schneller ÜberblickNachrichtenüberblick

heute in 100s

heute journal+

Letzter BlickErleben

Eilmeldung

Experience-Lifecycle

Start in den Tag Unterwegs Bei der Arbeit Couching Zu Bett gehenUnterwegs

tagesschau begleitet mich durch den Tag

Userstoryboard

Schneller ÜberblickNachrichtenüberblick

heute in 100s

heute journal+

Letzter BlickErleben

Eilmeldung

The App is with the user the whole day

Show-Lifecycle

Concept & Design & Concept & DesignSomehow agile

Die LascheDivides between quick overview and getting in more deep.

Live is LiveLive is something special: the App changes slightly automatically

Clockwork OrangeTranspoting an important Brand Element directly to the App

1 Developer

1 Designer

1 Evening

A few Beer

plus!

Mainzelmännchen

ZDFheute auf dem Smartphone

„ZDF hat die Messlatte für Nachrichten Apps höher gelegt. Dafür zahle ich gern GEZ Gebühren.“

Appstore Nutzer

ZDFheute iPad - News are Landscape

„Do one thing everyday, that scares you.“Eleanor Roosevelt

Let‘s go just landscapeZDFheute for iPad will not support portrait-mode

The screen is huge, we want to lead the eye

1. Try

The screen is huge, we want to lead the eye

2. Try

The screen is huge, we want to lead the eye

3. Try

The screen is huge, we want to lead the eye

Being simple means to leave open space

Mobile FirstThe Website follows the iPad App

The ZDF App Universe With the ZDFheute Apps we set the basis.

ZDFheute

Full success

"This was one of the smoothest projects I did in my whole career."

ZDF

ZDFmediathek - the „watch-box“ becomes easy

“If you can't explain it to a six year old, you don't understand it yourself.”

Albert Einstein

Where we had to start from

Having a look at the problems

Having a look at the problems

Performance is an experience-killer!

Goals for the new Apps

Goals for the new Apps

Brand Experience becomes important

Goals for the new Apps

New features are not that important.

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“?

Structure - not that easyShow, Show-channels, Topics, Topic-channels, Categories

Structure - not that easyShow, 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.

Keeping in mind the ZDF App UniverseMake use of the UX/UI Paradigms of the ZDFheute Apps

Keeping in mind the ZDF App UniverseMake use of the UX/UI Paradigms of the ZDFheute Apps

Mediathek DesignDoes the design really have to be oriented on the Website?

We gave it a try...

Mediathek Design: Color!And we decide together with the customer to go a new way.

The ZDF App UniverseMake use of the UX/UI Paradigms of the ZDFheute Apps

The ZDF App UniverseWe are not totally dogmatic!

Watched lastNew and small but nice.

Watched lastNew and small but nice.

Custom DropdownA standard picker somehow did not do the job.

My Videos ListOnly there, if I need it

My Videos List„No matter how cool your interface is, it would be nice, if there were less of it.“

My Videos List„No matter how cool your interface is, it would be nice, if there were less of it.“

The ZDF App Universe Mediathek Apps are based on the ZDFheute Apps.

ZDFheute ZDFmediathek

The users say, this was the right way

The ZDFMediathek Apps are THE example for UX as a Killer Feature.

Sotchi in the ZDFmediathekOlympic games as we always wanted it to be

„With great power comes great responsibility.“Spiderman

Sotchi HAS to be part of the Mediathek

Be carefulThe extremyl successful ZDFMediathek Apps must not loose quality!

WorkshopHow do Olympic Games work? And how do the work at the ZDF?

Event-Lifecycle - next Step

EventErsehnen

Informieren und Termine freihalten

Event-Lifecycle - next Step

EventErsehnen Erleben

Live-Dabei sein: Zuhause, Kneipe, Stadion

Event-Lifecycle - next Step

EventErsehnen Erleben Erinnern

Highlights mit Freunden analysieren

Event-Lifecycle - next Step

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

Basis is the MediathekRe-use of the well-known navigation-elements. Modificated when necessary.

Parallel: We need an EPGHow much pixels is an hour?

Parallel: We need an EPGBe fast, be simple.

The EPG for the whole MediathekFrom the very beginning produced to work in the main Mediathek as well.

Watching Olympic games works differentWhich athlete is in the lead?

Olympic NewsAs known from the ZDFheute App already.

Mobile First - once moreThe Website follows the iPad Design.

The ZDF App UniverseSotchi fits seamless into the Mediathek Apps and enhances them.

ZDFheute ZDFmediathek Olympia Special

Olympic games as we always wanted it to be

Watching the olympic games makes the most fun at the ZDF.

Next: Fifa WM for the Mediathek

Fifa WM - that how soccer on TV should be

Fifa WM - that how soccer on TV should be

Learnings

Together for a better User Experience.

Passion as crucial factor of success.

Methods and Process vs Creativity?

New features are not this important.

But the implemented featureset has to be „flauschig“.

Hybrid Apps are dangerous in terms of building a „flauschige“ App.

User Experience and Performancebelong together even closer than we though.

The impact of a good UX on the Brand is huge!

The ZDFMediathek Apps proofed the existence of the Killer Feature UX to everybody.

Fin.Thorsten JonasHead of Conceptwww.cellular.de

email: tjonas@cellular.detwitter: @dolbydigger