2. recap
The users- ‘The Family’
Housewives
Working professionals
(bread winners)
Children
Retired people
Top Insights
3. Insights on TV?
- TV is a shared family space.
- Life revolves around the fixed TV schedules.
- Often conflicts happen on simultaneous viewing of programmes.
- There is a notion that T.V. is addictive and bad for kids.
- Parents do not watch television if the kids have exams.
- Many people say they do not watch the television, but they do.
- People spend more time in surfing channels than viewing one channel.
- People are often multitasking while viewing TV.
- People use the television as background sound for activities.
- Simultaneous advertisements on channels provides for idle breaks.
4. Insights on email ?
- Mails are very personal to many users.
- Elders often share their passwords with members of the family.
- Mailing or chatting via the internet is second to talking on the phone.
- Many people learn to use the email and chatting services via
internet mainly to keep in touch with family members outside India.
The internet medium then becomes a much cheaper method of
communicating as compared to the phone.
- Many women attempted to learn using computers but lost interest.
- People
wish to be in-tune with latest technology.
Housewives find computers tedious to operate.
- Execution of too many steps in order to start the computer and send an
email, or access the net.
Not as easy as listening to voice messages.
6. Primary Goals
Business Goals
1.The ‘New’ Google TV.
To introduce the concept of video mail.
The platform change.
2. Popularizing Gmail on TV for the masses.
3. Targeting a segment of society who are predominantly TV users (not much familiar
with internet).
7. Primary Goals
Functionality Goals
1. To retain all the qualities of TV and Gmail.
2. Accessing mails easier and faster.
3. Least obstruction in ongoing TV programmes.
8. Primary Goals
Cost and TimeLine
1. An
attempt to provide a less expensive alternative to avail of emailing for non
computer savvy people.
2. The product offers basic model with upgradation options, proportionate to cost.
9. Primary Goals
Marketing Goals
1. The ‘family mail concept’
(a great way to take a trip down memory lane)
2. ‘Simultaneous email access’
Constant touch with your emails while you get your daily does of entertainment on
TV.
3. “Advertising according to user needs”
A revenue model for the interactive T.V. interface.
10. User Experience Goals
Learnability
- Users should be able to learn on their own.
- People should be tempted to explore features of Google TV.
Ease and Speed of Use
- Users should not get confused with overload of information.
- Users should be able to select choices with ease.
- Users should not find the Gmail service obstructive.
Retention Over Time
- Retaining all features of the T.V.
- Retaining basic features of Gmail.
Subjective Desirability
- Provide features to meet latent needs of users.
- Contemporary look and feel.
23. persona 1
Husband (High computer savvy)
Wife (Non Computer savvy)
Son (loves videogames and animation)
A family of 3. Husband Ravi Katre is a software engineer at XYZ company. His wife Shanti is a homemaker and they have a son, Raj
who goes to school and studies in the eight standard.
A Typical Day
Ravi generally starts off his day by starting his laptop as soon as he wakes up to checks his mails from his colleague’s onsite, to
plan for the day. While the laptop loads he brushes his teeth. Later he returns to check his mail. While having breakfast he prefers
to watch a particular show on CNBC.
Shanti’s day generally starts by her waking up and cooking breakfast for her son and husband and getting her son ready for school.
After they leave for their respective work/study places she is left alone. She manages her housework and often keeps the tv on as a
background noise while she finishes her household chores. She often brings her kitchen to the living room. She prefers watching
cookery shows and serials.
Shanti doesn’t know computers so much, but she wishes that she knew. Her husband keeps on telling her to learn a few basic stuff
from him. She is reluctant and gets confused with the complexity of using a computer.
Raj, after coming back from school at 5 , wants to watch an animated serial on TV, but his swimming class prevents him from doing
so. He has a lot of tuition classes and generally comes back at 8pm, when most of his favorite shows are over.
The family has dinner together, Shanti generally watches her serials. Ravi sometimes get to watch when there is some live event
happening like cricket, budget or breaking news (where he surfs multiple news channels to get multiple perspectives). Poor Raj
doesn’t get to see his animations except for Saturday when he’s home, but then it’s tough to catch up with the story. They prefer
catching up on their in-laws who stay in Nasik religiously on Sundays. Raj’s grandparents often wish, they could see Raj. They talk
for quite some time over the phone.
24. persona 2
Husband (High computer savvy)
Wife (High Computer savvy)
Son (Addicted to TV)
Daughter (Studying Abroad)
A family of 4. Husband Samir Soni is a Market Research Analyst at XYZ company. His wife Shanti is a Consultant at a BPO and
they have a son, Ramu who goes to school and studies in the 10th standard. Their daughter Sunita has just gone abroad for her
Masters.
Typical Day
Samir starts off his day early. His wife has often night shifts. So he has to take his son Ramu to school. Father and son have
breakfast while watching TV and then Samir drops Ramu to school on his way to work.
Shanti, comes back at 10 a.m. in the morning from an often “a very hectic day”. She munches something which Samir had cooked
and left for her and goes off to sleep. When she wakes up in the late afternoon/evening, she catches up with work for a few
minutes, checks mail and watches TV. She loses quite a few of her favorite serials due to her shift timings.
Ramu is a TV addict. The only time he is allowed to watch TV is during breakfast. With his board exams looming ahead, his parents
are speaking of getting rid of the cable connection.
Sunita is studying for her graduate course in Seattle. She chats on and off every other day with her Mom on gmail. Her mom can’t
use yahoo messenger because of usage policy in her workplace. She can’t chat with her Dad just as much because of the
difference in timings. Although she makes it up by calling up on gmail voice chat on weekends. Often she sends photos from her
trips and life in Seattle. She also makes it a point to speak to her Grandparents in Jaipur. She can’t chat over gmail, due to the
reason that her Grandparents are averse to technology. She regrets that she can’t talk as often as she wishes due to the high costs
involved in making ISD calls.
