A great way to boost service design is to start with passion and live experiences. User Intelligence prototyped and tested YLE’s new event page during the Eurovision 2013 buzz. Our interactive prototype was connected to live content at the height of the competition and evaluated by the Eurovision enthusiasts. This setting provided remarkable insights for the new service concept.

1. CASE: YLE Eurovision
Janne Lohvansuu

2. CASE: YLE Eurovision
Janne Lohvansuu
#Sdbreakfast
@jannelohvansuu
@UI_com

3. We are an international consultancy, specializing in
Research
Design
Strategy
Focus on media, telecom and health

4. THE WHEEL OF USER
EXPERIENCE

5. Par a digm
One that serves as a pattern or model

6. © Gustavo Devito

7. 86%
Of mobile internet users
are using their devices
while watching TV
ComScore Mobile Marketing Metrics 2013

8. Service
design
to empower the use of
nd
2
screen
& enable the change in a TV paradigm

9. Yle is Finland's national public service broadcasting company
4 x television channels
6 x radio channels
Online services

10. © YLE

11. First of all:
UNDERSTAND
THE CUSTOMER
JOURNEY

12. How to create event hype stamina?
Uuden
Musiikin
Kilpailu
UMK
UMK
Finals
Eurovision
Opening
Party
Eurovision
Finals

13. Then:
UNDERSTAND
THE DETAILS OF
THE CUSTOMER
JOURNEY

14. What happens
Before
During
After

15. Event page concept
After
During
Before
Screen
estate

16. Understanding the change
What did
we do?
Quick prototyping
Rapid tests in live event
Rinse and repeat

17. “BEFORE”

18. “DURING”

19. IN-EVENT TESTING
© YLE

20. WITH EXTREME USERS
© YLE

21. USING LIVE CONTENT

22. AND HAVING FUN!
© YLE

23. ITERATIVE CO-CREATION

24. PROTOTYPE

26. How to
change
paradigms?
Have enthusiasm & energy
Engage extreme users
Make the process lively!

27. Mobile
tasks
Observing
& testing in
events
Proto with
live content

28. Thank
Janne Lohvansuu
You!
Managing Director, partner
+358505663850
lohvansuu@userintelligence.com
@jannelohvansuu