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Ideas are cheap

(implementation is expensive)

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Product Development

(the Apple way, or the Google way?)

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Are you the audience?

(probably not)

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Connected

Multitaskers Gadgeteers Sportsters

Convenience

Fiends

Social

Watchers

TV

Mavens

News

Leaders Pop Idols

Filling

The Void

Casual

Middle

William Mahmood William Mahmood Glenn Masterson Glenn Masterson William Mahmood William Mahmood William Mahmood Mia Horberg Oliver Kirkland Chris Williams

Glenn Masterson Susie Veronica Hulea Veronica Hulea Glenn Masterson Gema Socorro Glenn Masterson Scarlett Joel John Cochrane

Lachlan Gema Socorro Will Shaw Lachlan Lachlan Mia Horberg Will Shaw jason forbes Nick Doherty

Mark Kellett Mia Horberg Lachlan Mark Kellett Gema Socorro Andy Smith Lachlan Simon Miller Matthew Engler

Gema Socorro Glen Alex Nunes Oliver Kirkland Oliver Kirkland Duncan Riley Mark Kellett

Oliver Kirkland Renaud Guerin Mark Kellett Piotr Gabryanczyk Mia Horberg jason forbes Gema Socorro

Mia Horberg Andy Smith Oliver Kirkland Joel Peter Goodall Kris Teehan Duncan Riley

Glen Peter Goodall Will Ryan David Furey Will Ryan Tricia Wagstaff Andrea Nagel

Renaud Guerin Will Ryan Chris Williams x Joel matt flores matt flores

Andy Smith Kevin Wright Duncan Riley Craig Blair Chris Williams Simon Miller James Kuntz

Peter Goodall Joel Matt Galloway Anthony Rose Duncan Riley Michael Slater Adrian Spender

Will Ryan Chris Warren Nick Doherty John Morrell Matt Galloway Marc Davies Max Bleyleben

Kevin Wright Duncan Riley Kris Teehan Reuben Scratton Sarah Batters

Joel Matt Galloway Craig Blair Alice Sinclair Kris Teehan

Scarlett jason forbes Ed Clinton Yasho Shah Matthew Engler

Chris Williams Andrea Nagel matt flores Alex Skeith matt flores

Duncan Riley Sarah Batters James Kuntz Niels Robert Marsh

Matt Galloway Nick Doherty Nick Faulkner ernesto schmitt Chiel Kunkels

jason forbes Kris Teehan Jens Driller John Cochrane Marc Davies

Andrea Nagel Robin Morley Alice Sinclair Michael Slater

Sarah Batters Matthew Engler Robert Marsh Ash Chauhan

Nick Doherty Ed Clinton Morten Max Bleyleben

Kris Teehan matt flores Adrian Spender

Robin Morley David Jakes Michael Slater

Tricia Wagstaff Neil Saunders Ash Chauhan

Craig Blair GAP

Matthew Engler Nick Faulkner

Ed Clinton Max

matt flores Jens Driller

James Kuntz Justin

David Jakes Robert Marsh

Hugh Jackson Ben Letton

GAP Abigail Harris

John Morrell Morten

Reuben Scratton Adrian Spender

Jens Driller Candice Goonewardene

Yasho Shah Simon Miller

Justin Chris Lyon Anderson

Robert Marsh Michael Slater

Ben Letton Martyn

Adrian Spender Alex Steven

Dimple David Boyle

Simon Miller Marc Davies

Chris Lyon Anderson Michael Slater

Ash Chauhan David Boyle

Martyn

David Boyle

Marc Davies

Max Bleyleben

David Boyle

Segment Popn zeebox Bias

Connected Multitaskers 12% 26% +117%

Gadgeteers 10% 23% +130%

Sportsters 7% 13% +86%

Convenience Fiends 21% 11% -48%

Social Watchers 16% 10% -38%

TV Mavens 11% 6% -45%

News Leaders 13% 6% -53%

Pop Idols 16% 2% -86%

Filling The Void 8% 2% -75%

Casual Middle 31% 1% -96%

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Audience personas

(have fun inventing people)

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TV MAVEN

Andrew Wallace Andrew is a 37-year-old male who lives in Stockport and works as an IT consultant for a small consultancy firm

in Manchester. He commutes to work by train every day, alternating on journeys between working and enjoying

entire TV series, plus movies and music, on his laptop.

Andrew describes himself as a "TV junkie". He's very selective about what he watches, but once a show has

him hooked, he commits to it whole-heartedly. Andrew enjoys his reputation among colleagues and family

(especially his two brothers) as "the guy who knows what's good to watch on TV". He's prepared to put up with

The X Factor too, if he's watching with his family.

He has Sky (including the movies package), and his favourite channel is Sky Atlantic. His favourite TV shows

include The Thick of It, Homeland and Later... with Jools Holland. He uses his iPhone non-stop all day, and can

frequently be found on IMDB checking up on "what else that guy's been in" while watching TV.

He describes his guilty pleasures as Come Dine With Me and Amazon Prime. Andrew is married and has two

sons (Thomas, 9 and Jack, 6).

Andrew's goals while using zeebox

End goals:

• To find out the hottest, quality "next TV big thing" before anyone else

• To dig in to his favourite shows and get all the extra info he can get his hands on

• To make sure he never misses the next episodes of his favourites - wherever they end up on the schedule

Life goal:

• To be admired for his taste and his knowledge of "quality" TV culture

Experience goals:

• To feel like this app is where the "clued-up" people hang out

• To feel like this app has got a total handle on what's happening in the TV world

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POP IDOL

Gemma Clark

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Gemma is a 34-year-old female who works in a North London secondary school, teaching

geography. She's married and has a son and a daughter (Joshua, 6 and Grace, 3). Gemma drives to and from

work about 50 minutes of travel per day, which she normally spends listening to Heart.

Her day has barely begun when her school breaks up at 3.30; her home life is extremely busy, not least

because she has to fit marking and lesson preparation around attending to her young family. But when she

does find time to escape, TV is a huge part of her leisure time: her primary means of relaxing while she's at

home.

Gemma enjoys big TV moments like the launch and climax of Strictly Come Dancing, I'm A Celebrity and

Celebrity Big Brother - and loves turning them into family events, sometimes phone-voting for the fun of it. She

reads Heat often and Mail Online religiously, enjoying and mocking the latest celebrity gossip in equal measure.

On a normal evening of TV watching she flicks distractedly, but happily and comfortably, on her laptop between

Facebook, email and her favourite shopping sites (ASOS and Not on the High Street).

She has Sky including movies (primarily for the kids) and sport (solely for her husband who occasionally takes

over the living room with his mates, when she's visiting her friends or mum with the kids).

Gemma’s goals while using zeebox

End goals:

• To make sure she never misses the next big TV show / moment / talking point

• To help plan her family's TV viewing

• To have much more fun around her favourite entertainment shows than she'd have without the app

Life goal:

• To enjoy her leisure time to the fullest, and ensure her family does too

Experience goals:

• To feel like the app is as fun and diverting as her favourite TV shows

• To feel like the app loves big, bold TV entertainment as much as she does

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SOCIAL WATCHER

Sophie Griffiths

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Sophie is a 26-year-old female who works as a legal secretary at a large firm of solicitors in Bristol city

centre. She shares a flat with two friends but is considering moving in with her boyfriend of nine

months, who works at the same law firm.

Sophie lives in Clifton and travels to work by bus - 30 minutes each way. En route she's totally engrossed by

Facebook, texts, and (increasingly) Twitter on her Samsung Galaxy S3. Sophie uses Facebook and texts to

keep up with gossip and organise her social life; Twitter mainly to eavesdrop on celebrities, follow updates from

her favourite websites (Heatworld and Digital Spy) and chat about TV with a bunch of people ranging from

friends (the minority) to TV / pop culture obsessives and critics she's gradually stumbled across.

TV is Sophie's key leisure activity - and it's rarely a solitary experience. She enjoys watching in the pub or

inviting friends round for wine-and-TV nights, and when she's alone at home she uses her laptop and

smartphone to chat about and interact with her favourite shows (X Factor, TOWIE, Celebrity Juice...) as she

watches.

Sophie has Freeview, and her favourite channels include ITV2 and Really. Her boyfriend has Sky, which she

has mixed feelings about - he seems to spend most of his time watching sport.

Sophie’s goals while using zeebox

End goals:

• To find out what shows are coming up which she'll want to join in with or talk about with her mates

• To make sure she doesn't miss a single one of those shows

• To interact with shows live, either alone or with a roomful of friends

• To get much more conversation around her favourite shows than she'd get from using Facebook or Twitter alone

Life goal:

• To have memorable times laughing and socialising with her friends, in person or virtually

Experience goals:

• To feel like the app is buzzing with fellow TV addicts with something engaging to say

• To feel part of a big, live, up-to-the-minute TV conversation

• To feel like the app loves TV as much as she does

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GADGETEER

Craig Buckler Craig is a 33-year-old male who lives in Leeds and works as a deputy general manager for a large supermarket chain. His

store is on a retail park on the outskirts of the city, and Craig drives there daily. He looks forward to the 20 minute journey

each way as his car's his pride and joy: he loves upgrading and modifying it, especially the in-car entertainment which he's

constantly tweaking to get it to talk to his phone, tablet and array of Bluetooth accessories.

He enjoys TV - although his large Samsung LCD screen's as likely to be used for Xbox games (especially COD Black Ops

II), Netflix and movies he's downloaded via Bit Torrent and transferred to his Apple TV. At the moment his main phone and

tablet are an iPhone 5 and a Galaxy Note 10.1, but this changes regularly. Craig lives alone but often has his mates

around to watch telly and game (his TV set up is so complex he's always in charge of the controls).

TV shows Craig makes a special effort to see include Top Gear, The Gadget Show and Red Dwarf (he thought this season

was a welcome return to form). While his favourite shows are on, Craig loves getting involved - posting to forums, replying

to the stars' Twitter accounts, putting classic YouTube moments and spoof images onto Facebook. He also loves browsing

tech sites and forums like T3 and iwantoneofthose.com to pick up the latest gadgets and post about them too.

Craig has Sky+HD with all available channels, but he's always on the look-out for alternatives and wouldn't hesitate to

switch if a good one arrived.

Craig's goals while using zeebox

End goals:

• To make sure he never misses his favourite shows

• To have a clever, sexy way to operate his TV and set-top box

• To have a slick, new way to chat and post content about his favourite shows online

Life goal:

• To be recognised by friends and society as an early adopter who's always ahead of the curve

Experience goals:

• To feel like he's at the cutting edge of something new as he uses the app

• To be surprised and impressed by cool, innovative ways to use it - ways he can show his friends and spread the word

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Choosing the features to build

(there are always more than you have time for)

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Prototyping

(we use Flinto and proto.io)

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A/B Testing

(we use Swrve)

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Left or

Top navigation?

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Product Teams

(three’s company)

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Reading

(yes, actual physical books)

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