The UX of TV - Release 2

© 2012 Razorfish. All rights reserved 7 Broadcast and cable are in adapt-or- die mode. As streaming media device use continues to grow, the role of user experience in the creation of these new services will continue to be more relevant than ever.

© 2012 Razorfish. All rights reserved 8 Ed Mansfield Associate UX Director at Razorfish Past: Chase Specialties: mobile, tablet, financial services, automotive Clients: Ford, XM Radio, Merrill Lynch, Morgan Stanley, JP Morgan Twitter: @elmansfield Who we are Kyle Outlaw VP Experience at Razorfish Past: R/GA, WorldNow, Modem Media Specialties: mobile, tablet, social, online video Clients: Mercedes-Benz, Smart, UNIQLO, AXE, Citibank, Ralph Lauren, Victoria Secret Twitter: @koutlaw

© 2012 Razorfish. All rights reserved 10 For Example: Image Source: Gizmodo • Too many remotes • 1000 channels and nothing on • Clunky channel guides • Lack of device compatibility • Constant interruptions • And the list goes on…

© 2012 Razorfish. All rights reserved 14 “Well, you just end up with a table full of remotes, a cluster full of boxes, a bunch of different UIs -- and that's the situation we have today. The only way that's ever gonna change is if you can really go back to square one and tear up the set-top box and redesign it from scratch with a consistent UI across all these different functions and get it to the consumer in a way that they're willing to pay for it.” –Steve Jobs, Patron Saint of User Experience Practitioners Source: AOL:

© 2012 Razorfish. All rights reserved IN THIS PRESENTATION WE’LL COVER 18 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. LET’S DO THIS Prototyping and Evangelization 5. KEY TAKEAWAYS Recap and Reference Materials

© 2012 Razorfish. All rights reserved 20 It’s a term used to describe the integration of the internet and web features into TV sets and set-top boxes, as well as the convergence between computers and these television sets or set-top boxes. What is Connected TV? Source: Wikipedia

© 2012 Razorfish. All rights reserved 24 96.56 million 67.2 million 63.9 million Millions already have this capability in their homes. 227 million have access through game consoles. Source: Nintendo (June 2012); Microsoft (April 2012); Sony (March 2012)

© 2012 Razorfish. All rights reserved 25 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Connected TV sales are growing with 91 million units projected for 2012. 2012 2014 2016 Source: Global Flat-panel TV and Connected TV Forecast - Kantideep Thota Source: Global Smart TV Market (2011 – 2016) Critical Capability, Use Case Analysis & Forecast By Accessories, Platforms, Middleware, Application & Geography - MarketsAndMarkets.com

© 2012 Razorfish. All rights reserved 26 Second screen viewing is the new normal. 80% of US adults mobile multi-task while watching TV. Consumer activities while watching TV Source: Yahoo! and Razorfish survey Source: Ericsson presents TV & Video Consumer Trend Report 2011 - Ericsson

© 2012 Razorfish. All rights reserved 27 Source: HBO Here are those cord-cutting stats you asked for – Rebecca Greenfield Cord-cutting is on the rise. Cable is not. 2.65 million Americans cut the cord in 2008-2011.

© 2012 Razorfish. All rights reserved 28 Our appetite for live on-demand streaming content is breaking records. June 2010 1.6 million viewers April 2011 2.4 million viewers August 2012 3.2 million viewers Source: Viewers opted for the Web over TV to watch Curiosity's landing – CBS News

© 2012 Razorfish. All rights reserved 29 40% of Americans live-streamed. Live-stream viewers were also 2x more likely to watch primetime coverage on TV. Source: Apple and the iPhone TV: one day all televisions will be this way – Computerworld Source: Olympics Platforms Score – Variety

© 2012 Razorfish. All rights reserved 32 “As the Consumer Electronics Show continued in Las Vegas, at least one theme became clear: The next big technology war is for your living room.” - Hayley Tsukayama, Washington Post The Next Technology War

© 2012 Razorfish. All rights reserved 46 It’s a software user interface designed for display on a large television with interaction using a regular television- style remote control. What is the 10 ft experience? Source: Wikipedia

© 2012 Razorfish. All rights reserved 47 While there are similarities with mobile, and tablet design, the 10 foot experience is an altogether different beast. Let’s talk about the challenges and opportunities.

© 2012 Razorfish. All rights reserved 62 • Evangelize it • Share knowledge across disciplines • Demo key services and devices with partners • Upgrade our TVs sets or set top boxes A Call to Action for UX

© 2012 Razorfish. All rights reserved 64 • 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 Advantages to prototyping 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 65 • Concept • Prototype • Validate internally • Test internally • Learn from user behavior • Iterate Inspired by Lean UX Source: Lean UX: Getting out of the Deliverables Business - Jeff Gothelf

© 2012 Razorfish. All rights reserved 66 • 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 Key ingredients

© 2012 Razorfish. All rights reserved 79 • Keyboards and TVs don’t 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 Some things we are learning:

© 2012 Razorfish. All rights reserved 81 • 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 Key Takeaways

© 2012 Razorfish. All rights reserved 83 “When you’re young, you look at television and think, There’s a conspiracy. The networks have conspired to dumb us down. But when you get a little older, you realize that’s not true. The networks are in business to give people exactly what they want. That’s a far more depressing thought. Conspiracy is optimistic… We can have a revolution!” –Steve Jobs In closing…

© 2012 Razorfish. All rights reserved APPENDIX 85 User Experience and design for connected TV Re-thinking User Interface Design, Jim Mischel http://blog.smartbear.com/software-quality/bid/167284/Re-Thinking-User- Interface-Design-for-the-TVPlatform Samsung User Experience Guidelines, Samsung Developers Forum http://www.samsungdforum.com/Guide/View/Developer_Documentation/User_Ex perience_Guideline_1.5 Google TV design patterns, Google Developers, Google Developers https://developers.google.com/tv/android/docs/gtv_android_patterns Opera design guidelines for Wii, Dev.Opera http://dev.opera.com/articles/view/creating-web-content-for-tv/ Make your website TV friendly with our 10 great tips, Sam Nurmi http://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 Nurmi http://royal.pingdom.com/2012/03/14/make-your-website-tv-friendly-with-our-10- great-tips/

© 2012 Razorfish. All rights reserved APPENDIX 86 UX and TV The Shift From Watching TV to Experiencing TV, Richard MacManus http://www.readwriteweb.com/archives/the_shift_from_watching_tv_to_experienci ng_tv.php Designing for Context: The Multiscreen Ecosystem, Avi Itzkovitch http://uxmag.com/articles/designing-for-context-the-multiscreen-ecosystem Prototyping Lean UX: Getting Out of the Deliverables Business, Jeff Gothelf http://uxdesign.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the- deliverables-business/

© 2012 Razorfish. All rights reserved APPENDIX 87 Apple TV Apple in talks to use Apple TV as cable box, report says, Hayley Tsukayama http://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.html Here Are Apple's Plans To Make TV A Thousand Times Better, Jay Yarow http://www.businessinsider.com/heres-how-apple-is-telling-cable-companies-it-will-make- apple-tv-work-2012-8 Apple, Microsoft, Google and the sad state of TV, Janko Roettgers http://gigaom.com/video/apple-tv-set-top-box/ Apple “iBox”: The Classic Concept and Renderings of Apple iTV, Farhat http://hitechanalogy.com/apple-ibox-classic-concept-renderings-apple-itv-artist-2/ Apple's New Front in the Battle for TV, Jessiva E. Vascellaro and Shalini Ramachandran http://online.wsj.com/article SB10000872396390444233104577591713616924328.html

© 2012 Razorfish. All rights reserved APPENDIX 88 Apple TV More Apple TV Hints, Directly From Steve Jobs, Evan Niu http://m.aol.com/dailyfinance/default/articleStory.do?category=main&url=http://www.dailyfin ance.com/2012/06/15/more-apple-tv-hints-directly-from-steve-jobs/&icid=dsk_df_news One on One: Walter Isaacson, Biographer of Steve Jobs, Nick Bilton http://bits.blogs.nytimes.com/2011/11/18/one-on-one-walter-isaacson-biographer-of-steve- jobs/

© 2012 Razorfish. All rights reserved MORE REFERENCE 89 Bodymetrics and Kinect How Bodymetrics and Razorfish are out to Change Retail, Shareen Pathak http://creativity-online.com/news/how-bodymetrics-and-razorfish-are-out-to- change-retail/233471 Cord cutting HBO, Here Are Those Cord-Cutting Stats You Asked For, Rebecca Greenfield http://www.theatlanticwire.com/technology/2012/08/hbo-here-are-those-cord- cutting-stats-you-asked/ 55292/

© 2012 Razorfish. All rights reserved APPENDIX 90 Connected TV Blogs Lost Remote http://lostremote.com Techcrunch http://techcrunch.com Mashable http://www.mashable.com GigaOm http://gigaom.com Venturebeat http://venturebeat.com

© 2012 Razorfish. All rights reserved APPENDIX 91 Linkedin Groups Connected TV http://www.linkedin.com/groups?gid=2553526&trk=group-name Emerging TV http://www.linkedin.com/groups/Emerging-TV-4543560?gid=4543560&trk=group- name UX TV http://www.linkedin.com/groups/UX-TV-3773977?gid=3773977&trk=group-name Smart UX http://www.linkedin.com/search- fe/group_search?pplSearchOrigin=GLHD&keywords=Smart+tv Social TV http://www.linkedin.com/groups/Social-TV-next-generation-media- 2188349?gid=2188349&trk=groupname

© 2012 Razorfish. All rights reserved APPENDIX 92 Image Credits Slide 2: Scrap Television Graveyard – thesuccess http://www.morguefile.com/archive/display/738604 Slide 3: How Grandma Sees the Remote – Roz Chast http://gizmodo.com/357331/how-grandma-sees-the-remote Slide 4: Mobile Phone Evolution – Anders K. Larsen http://upload.wikimedia.org/wikipedia/commons/d/d6/Mobile_phone_evolution.jpg Slides 32, 33: iTV concept designs – ADR Studio ADR Studio, http://www.Adr-studio.it/ Slide 36: Screenshot of XBMC Media Center home screen using default PM3.HD skin http://en.wikipedia.org/wiki/File:Screenshot000.png Slide 40: Modern HDTV Stand – breda http://www.morguefile.com/archive/display/641764

© 2012 Razorfish. All rights reserved APPENDIX 93 Image Credits Slide 40: Modern HDTV Stand – breda http://www.morguefile.com/archive/display/641764 Slide 42: SMPTE Color Bars – Denelson83 http://en.wikipedia.org/wiki/File:SMPTE_Color_Bars.svg Slide 44: PlayStation 3 BD Remote (with and without PlayTV overlay) – Alphathon http://en.wikipedia.org/wiki/File:PS3_BD_Remote.png