(HCI Team Project at IIT Bombay) This project considers a timeframe (early 2009) when 3G telephony has just been launched in India. Going by the penetration of mobile telephony in India, 3G telephony has a big playground. One possibility is that 3G telephony may completely change the way people watch TV. Already, some 3G phones have a ’audio / video out’ socket that can connect to a TV to watch videos. But it can have a lot more impact. If video on demand becomes the main method of accessing TV, the notion of ’prime time’ will disappear from TV. Sure enough, there will still be have some ’live’ events, but even that might change with interactive TV. In this project , the task is to define new ways of watching TV on a 3G phone (perhaps connected to a big screen). How will the soap change? What happens to re-runs? What happens to live cricket? To news? To movie channels? What kind of interfaces will emerge? As one of the 3 teams tasked with the same project, we decided to focus on the increased opportunities promised by 3G phones in the way people currently watch movies. We conducted 8 contextual interviews in this regard. The interpretation session followed by affinity diagramming and culture-modeling activities helped us derive a number of personas relevant to this topic. We created a pre-scenario and post-scenario of introducing our design considering the case of our primary persona. A high-level conceptual model of our design is also included in this presentation. The flash based prototype will be demonstrated separately.

1. Movies on 3G Phones
Spring 2009 - Course on HCI
IDC, IIT Bombay
Group Members: Archana S Kumar, Daksh Pasbola, Sujoy K Chowdhury, Vibhuti Agrawal, Vijayant Verma

2. BACKGROUND
This project considers a timeframe (early 2009) when 3G telephony has just been launched in
India. Going by the penetration of mobile telephony in India, 3G telephony has a big
playground. One possibility is that 3G telephony may completely change the way people watch
TV. Already, some 3G phones have a 'audio / video out' socket that can connect to a TV to watch
videos. But it can have a lot more impact. If video on demand becomes the main method of
accessing TV, the notion of 'prime time' will disappear from TV. Sure enough, there will still be
have some 'live' events, but even that might change with interactive TV. In this project , the task
is to define new ways of watching TV on a 3G phone (perhaps connected to a big screen). How
will the soap change? What happens to re-runs? What happens to live cricket? To news?
To movie channels? What kind of interfaces will emerge?
As one of the 3 teams tasked with the same project, we decided to focus on the increased
opportunities promised by 3G phones in the way people currently watch movies. We conducted
8 contextual interviews in this regard. The interpretation session followed by affinity
diagramming and culture-modeling activities helped us derive a number of personas relevant to
this topic. We created a pre-scenario and post-scenario of introducing our design considering
the case of our primary persona. A high-level conceptual model of our design is also included in
this presentation. The flash based prototype will be demonstrated separately.
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

3. CONTEXTUAL INQUIRY: USER DEMOGRAPHICS
Code Demographics
FS01 Job seeker, Kolkata, 25, Female, Single
FW02 S/W Engineer, Mumbai, 25, Female, Married
FW03 S/W Engineer, Mumbai, 23, Female, Single
FH04 House-wife, Mumbai, 32, Female, Married
MW05 Creative Designer, Mumbai, 32, Male, Married
FS06 PhD Student, Mumbai, 25, Female, Single
MS07 MBA Student, Mumbai, 22, Mumbai, Male, Married
MW08 Movie buff, Mumbai, 27, Mumbai, Male, Married
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

4. AFFINITY DIAGRAM & CULTURE MODEL
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

5. Findings
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

6. FINDINGS
Watching habits:
• Young: No particular watching habit, watch only when they get time (KI)
• Working people: Only when they get back home (KI)
• Most often watch at a stretch (KI)
• Watches TV as ‘fillers’, not as followers (KI)
Sharing/ Recommendation: Tag:
• Unidirectional recommendation (DI) KI = Key Insight
UG/C = User Goals/ Constraints
• Multidirectional recommendation (DI)
P&O = Problems & Opportunities
• Expert recommendation (DI) B = Breakdowns
• Socialization/ Discussion (UG, DI) DI = Design Idea
Genre:
• Fun and entertainment is most preferred (KI)
• Not much into serious movies, because primarily for relaxation (KI, UG)
• Due to academic and work pressure (UC)
Views towards censorship:
• Most preferred differential censorship (DI)
• Movie-buffs prefer uncensored (DI)
• Cultural barrier comes into play while viewing in shared medium like TV (UC, P&O)
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

7. FINDINGS
Advertisements:
• Flip channels between a small number of channels (KI)
• Get irritated where switching takes time (DTH), even if offers more functionality (B)
• Mostly get distracted by tickers (B)
• Do not mind viewing certain kind of ads repeatedly, e.g.: Vodafone, Airtel (KI)
Screen-size:
• Prefer to watch action and block-busters in Cineplex for sound effect and togetherness
with partner/ friends (KI, UG)
• Thinks mobile screen size is a limitation, but curious to explore the opportunities offered
by their existing high end handsets (B, P&O)
Subtitles:
• Distracting, incorrect, amusing, out of synch with scene (B)
• Required for foreign movies (UG)
• Not all customization options are known (UC) Tag:
KI = Key Insight
Regional content: UG/C = User Goals/ Constraints
• Rarely goes to Cineplex for regional movies (KI) P&O = Problems & Opportunities
• Sense of obligation from family/ culture (KI) B = Breakdowns
DI = Design Idea
Repetition:
• Movies repeatedly watched has a significant overlap with personal state of being and
profession . Reference: Outsourced, Ice Princess, Roadies. (KI, DI)
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

8. Persona
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

9. PERSONA-1 (PRIMARY PERSONA)
Demographic variables:
Financial status: upper middle class
Age: 28
Education: Graduate + MBA
Profession: Sales Professional
Family: Recently married
Responsibilities: Sole breadwinner and supporting parents
Behavioral variables:
• Frequency of watching movies: infrequent
• Desires to spend time on entertainment
• Frequent mobile use
• Has to work on Saturdays
• Buying preference- Would not like to spend money on eating out or
over indulge on life-style
• Attitude towards technology: tech-savvy
• Advanced beginner
• Carries music on the cell-phone
User goals:
Life goals: earning money to have a better life-style. Desire to spend
more time with family and on entertainment as a stress-buster
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

10. PRE-SCENARIO BASED ON PRIMARY PERSONA
Jay Mehta, 28 yrs old Sales
Executive, working in an MNC in
Mumbai.
It’s a typical day in his routine.
He has just left home for his
workplace in Worli.
Friday, 8.30 am Santacruz, Mumbai
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

11. PRE-SCENARIO BASED ON PRIMARY PERSONA
Jay is on his way, roughing peak
hour traffic.
He receives a mail message for an
urgent client-meeting-request from
his boss. Now heads towards the
meeting venue, Cuffe Parade.
Its going to be a busy day ahead…
Friday, 9.30 am Bandra, Mumbai
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

12. PRE-SCENARIO BASED ON PRIMARY PERSONA
Jay is back to office after
attending the client meeting, and
trying to catch up with the
Oh yes, he is just
morning mails.
got married…
He has skipped lunch and
munching a sandwich. The phone
rings, its Ria, his wife.
Friday, 2.30 pm Worli, Mumbai
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

13. PRE-SCENARIO BASED ON PRIMARY PERSONA
Jay, you shouldn't
be skipping lunch
so often..
Okay darling,
tell me…
Friday, 2.30 pm Worli, Mumbai
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

14. PRE-SCENARIO BASED ON PRIMARY PERSONA
Hope you remember its Friday, and
we had planned to watch ‘Slumdog
Millionaire’ together today. It’s
coming at 8 pm on Star. I have
planned your favorite Thai Curry and
with fish and rice today. It would be
fun… you there?
Sure, I’ll be
there. Bye.
Friday, 2.30 pm Worli, Mumbai
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

15. PRE-SCENARIO BASED ON PRIMARY PERSONA
Oh no, 20 more mails to go… and
this report needs to be ready for
Monday morning. Saturday is
going to be busy…
Friday, 8.30 pm Worli, Mumbai
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

16. PRE-SCENARIO BASED ON PRIMARY PERSONA
Jay reaches home at last.
Friday, 11.15 pm Santacruz, Mumbai
GOALS PERSONAS DESIGN IDEAS FINDINGS CONCEPTUAL MODEL

17. PRE-SCENARIO BASED ON PRIMARY PERSONA
Guess every one’s asleep..
So much for a Friday evening with Ria.
Let me check the TV…I might as well
catch something interesting…
Friday, 11.30 pm Santacruz, Mumbai
GOALS PERSONAS DESIGN IDEAS FINDINGS CONCEPTUAL MODEL

18. PRE-SCENARIO BASED ON PRIMARY PERSONA
Star…nope..
Zee…nope..
HBO…seems interesting, guess
this is the last scene…
Aaah..i better go off to bed,
maybe next weekend.
Friday, 11.30 pm Santacruz, Mumbai
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

19. PERSONA - 2
Male Student (Ajay Gupta) - Age 20, Student, IIT, Mumbai
 An IIT student from U.P.
 Loves to watch movies but is very selective about movies
 Likes to watch them on big screens but don’t want to spend much.
 Don’t want to make much effort when he feels like watching a movie
 Uses laptop or a desktop to watch movies
 Downloads movies from internet or share files with other fellow student
 Likes to use a high end mobile phone but it must be affordable
 Uses his mobile to communicate with others as well as taking pictures and listen to music
or watching short video clips
 Normally exchanges music and videos through a Bluetooth
 Normally gets to watch movies during his free time, like late nights or when he has no
academic pressure.
 Excited about movies which suits his taste and share his reviews with friends
 Is against censorship of any kind on TV which has a certification from censor board of
India
 Likes to watch popular English movies as well as foreign language movies (with subtitles)
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

20. PERSONA - 3
Software Professional (Neha Chopra) - Age 28, Married
 Likes to watch movies for entrainment purpose
 Doesn’t care about cost and maintains a good lifestyle
 She is very busy from Mon-Friday only gets time for entertainment on weekends
 Uses laptop or a desktop to check emails and to finish pending office work
 Watches movies with her family
 Uses a high end mobile phone
 Like to share video clips and music files of her favorite actors with friends
 Normally exchanges music and videos through a Bluetooth but don’t do that often as it
takes lot of time
 Usually entertains herself through her phone on way back to home or when is traveling
 Isn’t excited about new movies watches them only when she gets to know that movie is
worth watching
 Her choice of movies mainly depend on family decision
 Hardly gets time to watch television
 Normally watches programs on TV while having dinner or doing household work
 TV remote is normally is in the hands of her husband
 Tries to catch up a movie on TV but forgets the schedule
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

21. PERSONA - 4
Female Student (Sonam Sharma)-Age 23, Doing Ph.D
 Sometimes watch movies for entrainment purpose
 Normally watch them on big screens with her friends
 She is not a frequent visitor in cinema hall. Sometimes id forced by her room mates to
watch movies
 She is very focused on her studies
 Uses a normal phone is not at all excited about gadgets
 Thinks phone is just to keep track of conversations and nothing else
 She doesn’t like to spend much on materialistic things
 Watches movies if highly recommended by her friends or family
 Normally watches a movie which relate to her life in someway
 Has no access to television in hostel therefore hardly watches movies on television
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

22. Goals
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

23. GOALS
Business Goal Primary Product
Goals
Utilize increased Entertainment which is
opportunities offered • Customized
by 3G • On-demand
• On-the-fly
User Goal
User Problems
• Accessible Entertainment
Little Access to TV due to • Personalized Content
 Lifestyle (Working People)
 Family Choices
 Others (Hostelites etc.)
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

24. GOALS- Primary Product Goals
Customised On-demand On-the-fly
Strategy
Gain Rapid Market-
share by Focusing on
Medium to Advanced
Mobile Users
Target
Audience
Moore’s Technology Adoption Lifecycle
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

25. Design Idea
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

26. GOALS - Primary Product Goals
Customized On-demand On-the-fly
Scope Design Ideas
User Profiling to PUSH Content • Delivery of Ads through tickers, during
Capture User Demographics, Usage paused Movies, content (Sharukh Movies
History, Preferences for personalized have mandatory Sharukh Ads)
Experience •Delivery of Recommended Content like
Movies, Ads
•Online Tickets for recommended movies
Social Networking •Collaborative Movie Viewing
Forge social networks to develop an •Twitter Feeds as Tickers
experience •Comments (Audio/Text) from
Community
•Subscription Models based on
Community Preferences
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

27. GOALS - Primary Product Goals
Customized On-demand On-the-fly
Scope Design Ideas
Search • Genres/Categories/Language etc.
Advanced Options for search based on •Based on Social Networking options
Multiple Parameters
Multiple Options •Subtitles
Selection of Different Options of same •Edited/Un-cut/Un-censored Versions
content
Alerts & Actions • Setting of Actions based on specific
criteria
-Purchase 1st Day 1st Show Tickets of
Gulaal
- Download Songs of Gulaal when they
are released
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

28. GOALS - Primary Product Goals
Customized On-demand On-the-fly
Scope Design Ideas
Multiple Interfaces • Port for Connection to TV
Options for Connecting to Different • USB Port for Connection to
Mediums Computers/Laptops
Content Format Delivery •Different Ads for Mobiles and Different
Auto-detect the Medium being currently for TV
used •Different Content pushed based on
Medium being used
Download Options • Based on Time
• Based over multiple sessions
•Storing/ Streaming options
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

29. Conceptual Model
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

30. CONCEPTUAL MODEL
Movies on 3G phones could conceptually be…
a TV …
an on-device movie library/store
a controlling device
latched to the TV …
a real-time socialization enabler for movies
GOALS PERSONAS DESIGN IDEAS FINDINGS CONCEPTUAL MODEL

31. After - Scenario
Post Scenarios
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

32. PRIMARY PERSONA
Jay is starting a new day, getting
into his car. He is not as stressed
as he used to be 6 months ago.
Movies on 3G phones have
changed his life radically. He
ended up watching 4 block-
busters last week, and still has
TEMPORARY more quality time for family and
work (of course).
Friday, 8.30 am Santacruz, Mumbai
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

33. PRIMARY PERSONA
On his way, Jay is watching the
latest English movie of Will Smith
on his phone. He receives a mail
message for an urgent client-
meeting request from his boss.
He stops, but he knows he is
going to watch the rest of this
movie on his way back home.
Friday, 9.30 am Worli, Mumbai
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

34. PRIMARY PERSONA
Jay is back to office after attending
the client meeting, and trying to
catch up with the morning mails.
He has skipped lunch and
munching a sandwich, and
watching the movie Mission
Impossible II. The action movies
charge him up for the rest of the
day. The phone rings, its Ria, his
wife.
Friday, 2.30 am Worli, Mumbai
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

35. PRIMARY PERSONA
Okay darling,
tell me…
Jay, you shouldn't
be skipping lunch
so often..
Friday, 2.30 am Worli, Mumbai
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

36. PRIMARY PERSONA
Hope you remember its Friday, and
we had planned to watch ‘Naya
Jamana’ together today. It’s coming
at 8 pm on Star. But I don’t think you
are going to make it by 8.
Friday, 2.30 am Worli, Mumbai
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

37. PRIMARY PERSONA
You know, TV doesn’t
give me the feel any
more. We will be
watching it off my phone,
and the time we dictate.
OK? Bye for now.
Friday, 2.30 am Santacruz, Mumbai
FINDINGS PERSONAS GOALS DESIGN IDEAS CONCEPTUAL MODEL

38. PRIMARY PERSONA
Jay reaches home tired, but
looking forward to seeing the
movie. They are great stress-
busters, more-so-ever if you
watch them with your dear
ones.
Friday, 10.30 am Santacruz, Mumbai
GOALS PERSONAS DESIGN IDEAS FINDINGS CONCEPTUAL MODEL

39. PRIMARY PERSONA
Who knew 6 months ago that I would be
using my cell phone as TV remote? And so
many interesting feeds I get in mobile
screen when I use it to view movies on TV
screen. Ria is getting some drinks we
before we could continue with ‘Naya
Jamana’.
Friday, 12.30 am Santacruz, Mumbai
GOALS PERSONAS DESIGN IDEAS FINDINGS CONCEPTUAL MODEL

40. End of Presentation
Thank You!
Group Members: Archana S Kumar, Daksh Pasbola, Sujoy K Chowdhury, Vibhuti Agrawal, Vijayant Verma