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

THE SET TOP BOX MANUFACTURERS 2012 Razorfish. All rights reserved 28

THE CONTENT PROVIDERS 2012 Razorfish. All rights reserved 29

THE CABLE AND SATELLITE PROVIDERS 2012 Razorfish. All rights reserved 30

There is an elephant in the living room.Wheres Apple in all of this? 2012 Razorfish. All rights reserved 31

I finally cracked it.Source: Steve Jobs Walter Isaacson 2012 Razorfish. All rights reserved 32

THE MYTHICAL ITV Image Source: ADR Studio 2012 Razorfish. All rights reserved 33

Or maybe just an iBox?Source: Apple in talks to use Apple TV as cable box, report says - Hayley TsukayamaImage Source: ADR Studio 2012 Razorfish. All rights reserved 34

Above all the hope is that Apple will bring some muchneeded standardizationFor now we have a very fragmented television ecosystem to contendwith. 2012 Razorfish. All rights reserved 35

3. IMPLICATIONS FOR UX 2012 Razorfish. All rights reserved

What does all this mean forusability professionals? Tobegin with well need tocontend with the 10 footexperience. Image Source: Wikipedia 2012 Razorfish. All rights reserved 37

What is the 10 ft experience?Its a software user interface designed for display on alarge television with interaction using a regular television-style remote control.Source: Wikipedia 2012 Razorfish. All rights reserved 38

While there are similarities with mobile, and tabletdesign, the 10 foot experience is an altogetherdifferent beast. Lets talk about the challengesand opportunities. 2012 Razorfish. All rights reserved 39

First, the challenges 2012 Razorfish. All rights reserved 40

1. CONSIDER THE USERS ENVIRONMENTImage Source: MorgueFile 2012 Razorfish. All rights reserved 41

2. UNDERSTAND THE PHYSICAL CONSTRAINTSImage Source: Wikipedia 2012 Razorfish. All rights reserved 42

3. KNOW THE DISPLAY RULESImage Source: Wikipedia 2012 Razorfish. All rights reserved 43

4. EVALUATE THE CONTENTImage Source: Wikipedia 2012 Razorfish. All rights reserved 44

5. IDENTIFY THE INTERACTION METHODSImage Source: Wikipedia 2012 Razorfish. All rights reserved 45

Now lets talk about the opportunitiesand advanced capabilities. 2012 Razorfish. All rights reserved 46

1. NEW INTERFACES 2012 Razorfish. All rights reserved 47

2. SOCIAL TV AND COMMUNITY VIEWING 2012 Razorfish. All rights reserved 48

3. SUPER-NICHE AND ORIGINAL PROGRAMMING 2012 Razorfish. All rights reserved 49

4. APPS AND GAMES 2012 Razorfish. All rights reserved 50

5. RECOGNITION AND PERSONALIZATIONSource: Razorfish Emerging Experiences 2012 Razorfish. All rights reserved 51

4. LETS DO THIS 2012 Razorfish. All rights reserved

For most of us, connected TVremains unchartered territory.How do we get started? 2012 Razorfish. All rights reserved 53

A Call to Action for UX Evangelize it Share knowledge across disciplines Demo key services and devices with partners Upgrade our TVs sets or set top boxes 2012 Razorfish. All rights reserved 54

Last but not least, the best way is tolearn by doing.We can create prototypes. 2012 Razorfish. All rights reserved 55

Advantages to prototyping Give project visibility and buy-in within customer and developer organizations Encourage early participation and involvement See the design in its intended context Provide immediate observation of user performance and consequences of design decisions Source: UX For the Masses - Neil Turner Source: Advantages of and cautions about using prototype - Rex Hartson; Pardha S. Pyla 2012 Razorfish. All rights reserved 56

Inspired by Lean UX Concept Prototype Validate internally Test internally Learn from user behavior IterateSource: Lean UX: Getting out of the Deliverables Business - Jeff Gothelf 2012 Razorfish. All rights reserved 57

Key ingredients Sketch pad and pen or pencil Wire framing software Photoshop HTML editor FTP client Browser-enabled set top box Wide-screen TV monitor Video content 2012 Razorfish. All rights reserved 58

HypothesisWe believe that employees will use a TV-optimizedweb site view, share, comment on and help curateagency case studies, interviews, and demos. 2012 Razorfish. All rights reserved 59

1. SKETCHING 2012 Razorfish. All rights reserved 60

2. WIREFRAMES 2012 Razorfish. All rights reserved 61

2. PHOTOSHOP AND EXPORT IMAGES 2012 Razorfish. All rights reserved 62

3. ADJUST THE CODE FOR TV DISPLAY 2012 Razorfish. All rights reserved 63

4. UPLOAD IT 2012 Razorfish. All rights reserved 64

5. TEST IT ON PC 2012 Razorfish. All rights reserved 65

5. TESTING ON CONNECTED TVS 2012 Razorfish. All rights reserved 66

5. TESTING ON CONNECTED TVS 2012 Razorfish. All rights reserved 67

5. TESTING ON CONNECTED TVS 2012 Razorfish. All rights reserved 68

KEY SCREENS 2012 Razorfish. All rights reserved 69

KEY SCREENS 2012 Razorfish. All rights reserved 70

Some things we are learning: Keyboards and TVs dont mix well Hierarchy needs to be as flat as possible Everything needs to be 3X larger With text display less is more Browser behavior varies widely across devices 2012 Razorfish. All rights reserved 71

5. SUMMARY 2012 Razorfish. All rights reserved

Key Takeaways TV is the next big problem for UX to solve Connected TV is here already but it remains a fragmented ecosystem in need of standardization Know the challenges with designing for TV Understand the opportunities and new capabilities Evangelize internally and with clients Embrace the prototype 2012 Razorfish. All rights reserved 73

We are in the very early days of thereinvention of television.We need to insert ourselves intothe process at the very beginning. 2012 Razorfish. All rights reserved 74

In closingWhen youre young, you look at television andthink, Theres a conspiracy. The networks haveconspired to dumb us down. But when you get a littleolder, you realize thats not true. The networks are inbusiness to give people exactly what they want.Thats a far more depressing thought. Conspiracy isoptimisticWe can have a revolution!Steve Jobs 2012 Razorfish. All rights reserved 75

THANK YOU! 2012 Razorfish. All rights reserved

APPENDIXUser Experience and design for connected TVRe-thinking User Interface Design, Jim Mischelhttp://blog.smartbear.com/software-quality/bid/167284/Re-Thinking-User-Interface-Design-for-the-TVPlatformSamsung User Experience Guidelines, Samsung Developers Forumhttp://www.samsungdforum.com/Guide/View/Developer_Documentation/User_Experience_Guideline_1.5Google TV design patterns, Google Developers, Google Developershttps://developers.google.com/tv/android/docs/gtv_android_patternsOpera design guidelines for Wii, Dev.Operahttp://dev.opera.com/articles/view/creating-web-content-for-tv/Make your website TV friendly with our 10 great tips, Sam Nurmihttp://royal.pingdom.com/2012/03/14/make-your-website-tv-friendly-with-our-10-great-tips/Make your website TV friendly with our 10 great tips, Sam Nurmihttp://royal.pingdom.com/2012/03/14/make-your-website-tv-friendly-with-our-10-great-tips/ 2012 Razorfish. All rights reserved 77

APPENDIXUX and TVThe Shift From Watching TV to Experiencing TV, Richard MacManushttp://www.readwriteweb.com/archives/the_shift_from_watching_tv_to_experiencing_tv.phpDesigning for Context: The Multiscreen Ecosystem, Avi Itzkovitchhttp://uxmag.com/articles/designing-for-context-the-multiscreen-ecosystemPrototypingLean UX: Getting Out of the Deliverables Business, Jeff Gothelfhttp://uxdesign.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the-deliverables-business/ 2012 Razorfish. All rights reserved 78

APPENDIXApple TVApple in talks to use Apple TV as cable box, report says, Hayley Tsukayamahttp://www.washingtonpost.com/business/technology/apple-in-talks-to-use-apple-tv-as-cable-box-reportsays/2012/08/16/f5ad15d6-e796-11e1-8487-64e4b2a79ba8_story.htmlHere Are Apples Plans To Make TV A Thousand Times Better, Jay Yarowhttp://www.businessinsider.com/heres-how-apple-is-telling-cable-companies-it-will-make-apple-tv-work-2012-8Apple, Microsoft, Google and the sad state of TV, Janko Roettgershttp://gigaom.com/video/apple-tv-set-top-box/Apple iBox: The Classic Concept and Renderings of Apple iTV, Farhathttp://hitechanalogy.com/apple-ibox-classic-concept-renderings-apple-itv-artist-2/Apples New Front in the Battle for TV, Jessiva E. Vascellaro and Shalini Ramachandranhttp://online.wsj.com/articleSB10000872396390444233104577591713616924328.html 2012 Razorfish. All rights reserved 79

APPENDIXApple TVMore Apple TV Hints, Directly From Steve Jobs, Evan Niuhttp://m.aol.com/dailyfinance/default/articleStory.do?category=main&url=http://www.dailyfinance.com/2012/06/15/more-apple-tv-hints-directly-from-steve-jobs/&icid=dsk_df_newsOne on One: Walter Isaacson, Biographer of Steve Jobs, Nick Biltonhttp://bits.blogs.nytimes.com/2011/11/18/one-on-one-walter-isaacson-biographer-of-steve-jobs/ 2012 Razorfish. All rights reserved 80

MORE REFERENCEBodymetrics and KinectHow Bodymetrics and Razorfish are out to Change Retail, Shareen Pathakhttp://creativity-online.com/news/how-bodymetrics-and-razorfish-are-out-to-change-retail/233471Cord cuttingHBO, Here Are Those Cord-Cutting Stats You Asked For, Rebecca Greenfieldhttp://www.theatlanticwire.com/technology/2012/08/hbo-here-are-those-cord-cutting-stats-you-asked/55292/ 2012 Razorfish. All rights reserved 81

APPENDIXConnected TV BlogsLost Remotehttp://lostremote.comTechcrunchhttp://techcrunch.comMashablehttp://www.mashable.comGigaOmhttp://gigaom.comVenturebeathttp://venturebeat.com 2012 Razorfish. All rights reserved 82

APPENDIXLinkedin GroupsConnected TVhttp://www.linkedin.com/groups?gid=2553526&trk=group-nameEmerging TVhttp://www.linkedin.com/groups/Emerging-TV-4543560?gid=4543560&trk=group-nameUX TVhttp://www.linkedin.com/groups/UX-TV-3773977?gid=3773977&trk=group-nameSmart UXhttp://www.linkedin.com/search-fe/group_search?pplSearchOrigin=GLHD&keywords=Smart+tvSocial TVhttp://www.linkedin.com/groups/Social-TV-next-generation-media-2188349?gid=2188349&trk=groupname 2012 Razorfish. All rights reserved 83

APPENDIXImage CreditsSlide 2: Scrap Television Graveyard thesuccesshttp://www.morguefile.com/archive/display/738604Slide 3: How Grandma Sees the Remote Roz Chasthttp://gizmodo.com/357331/how-grandma-sees-the-remoteSlide 4: Mobile Phone Evolution Anders K. Larsenhttp://upload.wikimedia.org/wikipedia/commons/d/d6/Mobile_phone_evolution.jpgSlides 32, 33: iTV concept designs ADR StudioADR Studio, http://www.Adr-studio.it/Slide 36: Screenshot of XBMC Media Center home screen using default PM3.HDskinhttp://en.wikipedia.org/wiki/File:Screenshot000.pngSlide 40: Modern HDTV Stand bredahttp://www.morguefile.com/archive/display/641764 2012 Razorfish. All rights reserved 84

APPENDIXImage CreditsSlide 40: Modern HDTV Stand bredahttp://www.morguefile.com/archive/display/641764Slide 42: SMPTE Color Bars Denelson83http://en.wikipedia.org/wiki/File:SMPTE_Color_Bars.svgSlide 44: PlayStation 3 BD Remote (with and without PlayTV overlay) Alphathonhttp://en.wikipedia.org/wiki/File:PS3_BD_Remote.png 2012 Razorfish. All rights reserved 85

APPENDIXSpecial ThanksSpecial thanks to Tiffany Milano @TiffanyMilano for her research assistance. 2012 Razorfish. All rights reserved 86