2014 Smart TV project booklet

Iceberg -- Team 1 Design

Smart TV BT Company

Cross Disciplinary

team 1 Iceberg

Team Memberrs

Iceberg Team -- Exploring New Peaks

Khashayar Faiz

Zhengyi Wang

MA Interaction Design Nationality: Iran Tel: 07856906668 email: khashayarfaiz@ gmail.com

MA Interaction Design Nationality: China Tel: 07419211002 email: wangzhengyi. jenny@gmail.com

Sai Yao

John Morgan

MA Interaction Design Nationality: China email: isabelsaisai@ gmail.com

MA Interaction Design Nationality: United Kingdom Tel: 07826141665

Huichun Cao

Abdullahi Daniyan

MA Industrial Design and Technology Nationality:China Tel: 07709615315 email: missingcao90@ gmail.com

MSc Signal Processing in Communication Systems Tel: 07746637412 email: danab.f2001@ gmail.com

Chenpu Fu MADigital Communication Systems Nationality:China email: c.fu-13@@student. lbobo.ac.uk

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Catalogue INTRODUCTION Brief Time Plan

RESEARCH Initial Research Gorilla Interview & Observation Semi-Structed Interview

DATA ANALYSIS Data Collection Key Insights Persona Scenario

CONCEPTS Initial Concepts Concept Finalization

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BT Overview BT is one of the worlds leading communications services companies, serving the needs of customers in the UK and in more than 170 countries worldwide.Their main activities are the provision of fixed-line services, broadband, mobile TV products and services as well as networked IT services.

BT has recently invested heavily in BT Sport to create a sports package that will attract more consumers and therefore convert more broadband sales through ‘Bundle’ sales.

Company Goals

Brief of

BT Smart TV project

•Enhance key live events or BT produced ‘flagship’ shows.

•Keep viewers engaged before, during and after broadcast.

•To acquire more ‘BT Infinity’ or high band width service customers •Provide a USP for BT Broadband and BT TV so that customers choose these services as their provider over competitors.

Project Overview To create an interactive service around BT Sport that generates a Unique Selling Point (USP) andcauses more customers to migrate from competitor’s services to BT’s broadband bundles. The interactive service will specifically target Rugby because it is a popular marquee sport within BT’s possession. The Interactive service will be targeted towards Male/ Female Rugby fans aged 20-30 that currently pay for a Sky Sports membership, this market may be modified with research findings. New technology that is expected to be available in one years time will be considered in the final concepts and £100,000,000 will be used as

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Group Overview Group ‘Iceberg’ has a cross-disciplinary skill set that spans Design and technology. This will allow for the creation of design concepts derived from a user centred process that will have a technical grounding that ensures feasibility for possible implementation one year in to the future. All team members will contribute to all stages of the process with experts in particular fields leading specific parts of the project.

Client Deliverables There are a set of client and academic deliverables, below the client deliverables are defined: •Project Brief – 04/03/2014 •Formal presentation – Research findings, Design process, and Final concept-13/05/2014 For a detailed plan of how the team intends to deliver the proposed work please refer to Time Plan.

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Time plan of the whole project

The Gantt Chart was made at the beginning of the projec team. Google Document was used to make the Gantt Cha and on time. This Gantt Chart was specifically very helpful which dictated the methods and lengths of methods we u we’re always on track.

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Time plan

ct where everyone was present to make sure that the timetable is suitable for everyone in the art and it was used throughout the project to make sure that the deadlines will be met properly l for the team to clarify that there was not considerable amount of time for user research phase used for the user research stage. It was a very good tool to drive us forward and to make sure

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research

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1 Initial Research

2 Gorilla Interview & Obersevation

3 Semi-Structured Interview

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Initial Research

B

T’s broadband internet subscribers are more than Sky Sport subscribers (BT’s main competitor); so, BT are trying to use this customer base to attract sports fan to its BT Sports after huge investments in this area (£900 million). This is the reason why BT sport is free for BT broadband and BT infinity customers. oreover, BT have the best infrastructure for data transfer through cables in the UK. Therefore, they are trying to use this capability to deliver experiences that would put them in the lead in the competition as they require higher amount of data usage. sing the internet for watching sports or other programmes on TV means that users could save money on installation steps as well.

BT Infinity (52M

BT

BT B

M

U

U

ser can have BT TV and receive BT Sport through that. The best options for BT TV in order to watch sports matches are paying £21/month for TV Essentials + unlimited data or alternatively, paying

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Sky Digital Satellite Platform

£33/month for TV Entertainment + unlimited BT Infinity 2. other However, for BT TV, there are expenses which are not included in the package. For example, adding HD channel would

PC, Mac, Smartphone, Tablet App/Online

cost user £3/month or BT Film and TV Box Set would cost £5/month or BT Music would cost again £3/month. Other options are £3/month for Kids channel, £3.50/month for Box Office

business offerings

Mb - 69Mb)

Home

Broadband (14Mb)

BT TV

e.g. Laptop Phone Smart TV Internet-connected Devices

movies, and £16/month for Sky Movies. There are other hidden costs as well and TV activation fee (£35) is one of them.

1 out of 4 TV sold in the world is Smart TV which

means the option to get BT internet straight onto TV is quite likely to be a good option too.

If user is already using Sky platform, By having BT Broadband, they can have BT Sport for free.

If the internet provider is not BT, it costs £12/ month (which incl. app + online player as well) If user has got their internet from BT (BT Broadband/BT Infinity), BT Sport comes with it for free. However, there is a £16 payable for line rental. The cost of the most suitable option options are £16/month for Unlimited Broadband or £23/month for Unlimited Infinity.

There are also incentives, such as Sainsbury’s giftcard + discount for a few months on BT internet)

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Initial Research competitor analysis Sky Sport Sky Sports is the dominant subscription television sports brand in the United Kingdom and Ireland. Sky Sports 1, 2, 3, and 4 are available as a premium package on top of the basic Sky package. Meanwhile,Sky owns exclusive UK and Ireland, or UK-only exclusivity rights to a number of sports, most notably the ones listed below. They also transmit a large range of other sports. Some of the BSB’s Sport Channel programming were The Football League, the US Open, and the American football from the NFL. Sky owns exclusive UK and Ireland, or UK-only exclusivity rights to a number of sports.

BBC Sport

competitor analysis Sky Broadband Sky Broadband is an internet service provider for Sky customers.

From a marketing perspective, Sky Broadband is an example of converged service. In October 2007, Sky reached the 1 million mark in terms of customer numbers, and claim to be adding one new customer every 40 seconds.[ By September 2009, it had 2.3 million customers. By July 2012 Sky had reached 4 million customers, and unbundled exchanges covering over 70% of the United Kingdom.

Sky also introduced a free broadband and calls package for its digital TV subscribers within the Sky Broadband network area. This means anyone on Sky can get free broadband.

Football

BBC Sport is a department of the BBC North division providing national sports coverage for BBC Television, radio and online. The BBC holds the television and radio UK broadcasting rights to several sports, broadcasting the sport live or alongside flagship analysis programmes.

Results, analysis and coverage is also added to the BBC Sport Website[1] and through the BBC Red Button interactive television service.

Rugby

Televised football rights are the cornerstone of Sky Sports and BSkyB’s business model.

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The vast amounts of money Sky invested in football television rights have changed English football almost beyond recognition.

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2

Sky Sports have introduced many new features into coverage of the game including the initiallycontroversial permanent

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The power of television over sport can perhaps be best portrayed by the change of rugby league. Sky also held the rights to show the

majority of the matches from the Four Nations and the previous competition the Tri Nations live, with the other games being shown live or in highlights form on BBC Sport.

Smart TV: What are the benefits ?

A smart TV is cleverer than your average HD TV – if you connect it to the internet, you can access an exciting range of additional services. Most smart TVs will offer the following: • TV and films: stream the latest blockbuster movies on Netflix and NOW TV, or catch up on must-see TV programme using BBC iPlayer, ITV Player, Channel 4’s 4oD. • Social networking: keep up with friends via Facebook and Twitter on your TV - read, post and tweet

technology What is Smart TV

without interrupting your viewing.

• Web browsing: some smart TV models have web browsers allowing you to surf the internet and view web pages, images and videos on the big screen.

“If you want to stream video on your smart TV, it’s best to go for an unlimited broadband package to avoid any excess data charges.”

Smart TVs are available from four main manufacturers: LG, Panasonic, Samsung, Sony and Toshiba. Each brand offers its own unique smart TV package and each has it’s own strengths and weaknesses.

Smart TV could access apps, browse the web and stream videos on the big screen right from the comfort of your sofa. They are becoming more common, with a wide range of models to choose from, including Best Buys for affordable prices.

Smart TV services are not always easy to use, video streaming quality can depend on your broadband.

It is now a common feature on more premium TV, and it’s a great if want to use internet services,

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Gorilla Interview

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TV Services

Warm Up Age? Gender?

Occupation?

Do you play rugby?

What technology gadgets do you own?

How did you get in to rugby? – Where did it all start?

What TV do you own?

Do you buy a subscription to a service provider that offers rugby?

Do you use red button or any other special interactive services?

Are you actively engaged when you watching a game on television?

Middle Environment Where do you watch the matches?

Who do you watch the matches with?

Where is your favourite place to watch rugby? – Why?

Structured Interview

Memory’s How many times do you think about rugby in a day?

Questionnaire

What’s your best memory of watching rugby?

Sport specifics What level of competition do you follow?

Culture Tell us your perspective on the culture of rugby?

Describe the atmosphere in a good Rugby game?

Is rugby part of your private or social life? – how do they differ?

News How do you follow the schedules and fixtures?

How do you keep up with results?

Do you follow a particular league?

Warm Down Devices Do you do other things when you are watching rugby?

Do you use a phone or tablet when watching a game on TV? – How, When?

Do you use any other media? – What? Why? Do you use a second screen when watching a game? – Tablet? Phone?

Do you follow/watch match reviews?

Games and Other TV What do you think of Rugby on TV? Explain the experience of watching rugby on TV? When you watch the games on TV, do you watch it live?

Do you watch the whole game or highlights?

Do you gamble on Rugby?

Do you play Rugby video games? Fantasy Rugby?

How do you get your Rugby information?

What Rugby Apps do use?

1 Nam inum alia adicia Am ipsapid mi, eici Tem faccum vendaeped.

2 We are making the questionnaire in library.

Nam inum alia adicia Am ipsapid mi, eici Tem faccum vendaeped.

We are talking about queations which be asked in the following interviews

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data analysis

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One of the team members is putting her insights onto the wall, at the same time, she describes the insights to the others.

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The insights from research are ordered as four themes, which are: basic information, live game experience, TV experience and technology.

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After gathering all the insights, the useless notes are picked by the team members.

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Team are discussing about the insights and talking about how to do the further analyzing.

Data collection 1 We analysed our user research thematically in an affinity diagram, all of the qualitative methods were included in the same analysis, the qualitative methods were.

Submersion ‘Light touch’ Interviews Semi structured interviews Initially each participant was introduced to the group by presenting key information from interviews on single Post-It notes. These extracts of information were then organised in to themes and discussed between the whole groups to uncover insights.

It was agreed that our sample of 5 participants from semi-structured interviews did not require a persona to summarize the information provided.sit experovid molorunt lia es volorit eturiam enihillam.

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Data collection 2

T

he picture above shows that team members are reordering the stick notes. Several patterns are gradually exposed, after that the rest of notes are gathered as the patterns.

Key insights from this round of research were: Fans enjoy the physicality of rugby, not in a brutal way but the sportsmanship of the physicality The comradery of fans and teams is a big part of the live experience Fans prefer the live experience Rugby fans usually play or used to play Rugby.

Fans receive Rugby info passively through Facebook and Twitter.

Rugby fans are usually introduced to the sport by their father.Erum quam rerem experis et fugiat.

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key insights Key Findings

Solutions

1.

Users did not want distractions because they were intensely involved with the game.

We continually focused least interaction and maximum experience.

2.

Users enjoyed getting together for ‘big’ games – Liked to share the experience.

The design helps users organise ‘gatherings’ and share information to enhance the groups social experience.

3.

Users wanted to re-live the intensity of key moments of the game.

Our design includes a replay feature that doesn’t compromise the live experience.

4.

Users loved the live atmosphere of the game.

Our design allows the user to tailor the audible experience.

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Age: 27 Job:Marketing Assistant Nationality:English

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Watch ‘big’ rugby games with his friends in a social setting.

experience goals

experience goals

experience goals

basics

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Not to have the experience interrupted ‘unnecessary’

background David is a big rugby fan and has been in to rugby from a young age. His dad used to play and this encouraged David to play at school, since then he has been hooked. Regularly David goes to a live local match with his family and he enjoys the friendly atmosphere. David likes rugby because of the people, the tactics, the team aspect and the physicality of the game.

typical scenario

To receive an intense sport experience for both halves of the game

David Barrington

persona

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engagement

David is interested in most Rugby games but gets particularly excited about big international or club matches. He finds out about scheduled events through twitter and specific matches from the Sky sports website. He arranges with his four friends to watch the game around his house, they all bring beer and food. When David is watching the game he does not like distractions and is completely lost in the moment with his friends. At half time the group is less engaged with the TV, going to the toilet or kitchen and using their phones or tablets. When the game is on David may send or reply to a message (SMS, Facebook, Twitter) but he is main attention is given to the TV. David enjoys being able to hear what the referee is saying and sometimes catching a shout from a player and would like more audio from pitch level because it puts him ‘inside’ the game. He likes the curated TV experience and finds that the camera angles and commentary is relevant and adds to the game. He is currently content and happy with the television experience offered by his current provider and there are no particular pain points in his user journey.David enjoys being able to hear what the referee is saying and sometimes catching a shout from a player and would like more audio from pitch level because it puts him ‘inside’ the game. He likes the curated TV experience and finds that the camera angles and commentary is relevant and adds to the game. He is currently content and happy with the television experience offered by his current provider and there are no particular pain points in his user journey.

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Scenario

T

he scenario was been used to create a story to show the final concept. It shows how the persona uses the app within the context. In the story, David used the App to gathering his friends, check the statistics of the player, playing back and adjust the audio channels. It helps people to understand better the interaction between users, the App and the TV.

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concept Concept Generation

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1 Brain

Strom

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How Might We

3 Evalua4 tion

Site Map

Design Concept Finalization

5 Wireframe

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6 Prototype

interfaces 23

1

We got plenty of ideas from a brainstorm

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A 5 minutes presentation shows these ideas to others

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Adding some new ideas

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Initial Concept w

e divide whole conpets into 7 groups. Each one has the main title. You will see them in the following part one by one.dolupta turibus.

1.Audio atmosphere

Imitating the Live atmosphere of users who watch the match in their own place. They also can control the sound of channels and the angle of cameras with options available on the smart TV.

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2.Sensors experience

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Extend the existing TV technology or Project. To give users a 4D experience when they are watching the match in their own home.

For example, The TV has shock mounts or colourful lights around it, which shocking or flashing when players hit each other or score goals.

3. Second green

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The ‘second screen’ is a synchronised device of the smart TV. User could benefited by this device.

Such as: 1. Play back in slow motion 2. medical stats or swap shot 3. Socialising with other fans

4.Game capturing

6 6.Fans’ interaction The TV can collect fans’ applause’s of the winning team and play it in a live stadium.

7 7.Internet Club

It is a internet club focusing on connecting more users, who are not familiar with each other, to take part in watching match’s and playing games. meanwhile, the discussion and comments will be displayed on the TV screen. Furthermore, user would be informed of news from other fans through a pop-up a AD.

Capturing the actions from both of the fans and players by sensors, to imitate a real experience and truly involving you as being part of the game.

5: Physical status Collecting the vital signs and analysing the living status of players, to be aware of how

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How Might We

T

he insights from our research analysis were converted into “How might we” statements to generate concepts that aligned with our research. For example “How might we enhance the TV experience to have the atmosphere of a live experience?”. These questions were categorised in different groups; such as, physicality or sociality and an effort was made to generate as many concepts as possible for each section and even to address two or more categories within one concepts. Some of the concepts were very interesting and they would definitely provide new experiences but were not feasible due to technological limitations or not being deliverable by BT based on current infrastructure and technologies (decisions were made after presenting and discussing the concepts to Martin from BT and getting feedback from him).

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Evaluation This session is about concepts evaluation. The team created the assessment form to mark all of the seven concepts in four different aspects, which are feasibility, creative, user satisfaction,cost. Each team member evaluates the concepts independently and put the average score into the form. Adding the scores of each concept. Finally, the concept of extension screen and the information got the same score (15) witch also is the

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DIGITAL TOUCHPOINT Search Competitors’ website

BT Sports on SKY Online Ads

AWARENESS

CONSIDERATION

Nesletter

Social network

PUECHASES

Radio TV Print Outdoor

PR Word of Mouth

Website

Website

Game

ERVICE

LOYALTY Sale

TV Call center

Mobile BT box

Touch point Map The picture below shows our research analysis about which touch points our user may interaction with our service/product and the uses’ possible journey of it.orupta nusdae comnima ipicten imagnisit.

PHYSICAL TOUCHPOINT PERSONA

MAIN USER ACTIONS/INTENTIONS TOUCHPOINTS

GET INFORMATION

CONTACT

WATCH THE GAME LIVING ROOM

TV SOCIAL NETWORK MOBILE PHONE

ON THE MOVE

PC APPLICATION WEBSITE TABLET

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OFFICE

HOME

SHARE

PLAY

Sitemap Design

The first main elements of the sitemap are Fixtures and Live View. Setting and Help are quite generic so they are not explained in the sitemap.

The first iteration of the sitemap didn’t include Fixture. However, it plays an important role to increase users’ interaction with the App. even before the map which is why it is developed further to have functions such as share and reminder. Share option under Fixtures is about sharing information with friends and family where as share option under Live View is about sharing players information on TV screen to be shared at the moment with the people present in front of TV.

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Wireframe

design

The next step was to draw the skeleton of the app, Low fidelity sketches helped to undestand what needs to be where for higher accessability and based on level of imortance.

Each person in the team had to present five wireframes based on the sitemap to have

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more options to consider and each one of the sitemaps were discussed in the team. It was decided that ‘Live View’ and ‘Fixtures’ sections were more important than ‘Help’ and ‘Setting’ hence bigger portion of area allocated to these two buttons. Arrangement of information was decided for Fixtures and other pages went through the same process

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Prototype

sync

Sync phone with TV

The prototypes helped us break down the sequence of actions within the user journey that are likely to occur and we will be making changes to these concepts to optimise the experience within this sequence. After that, we sorted the problems arising from prototype due to the App. has been tested. There is evident that prototype contributed to our final concepts which would be a fusion of 3 concepts out of the 5 initial concepts.

aduio channel Adujust the different voice channel

rewind Tap ‘5s’ button could play back

statistics

Swipe to sharing players information on TV

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Prototype

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Interfaces

Log In

Home

Fixture

Sharing Through Text

Text

Reminder

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Interfaces Sync

Player Selection

Statistic Sharing

Audio Channel

Rewind

Rewind & Audio Control 35

Final Scenario Final Scenario

B0b has two good friends Tom and Dan. They are big fans of rugby...

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