APPLE TV APPS

CASE STUDY

UPCOMING PHASE 2 UPDATE 2019

After a successful 2018 launch on Apple TV and Roku, the team is now hard at work iterating the design and feature set for a phase 2 update which will include Live TV the number one feature requested by our users.

Taking the many learnings from our MVP and and with much of the business logic and technical foundation established it is now time to start pushing boundaries and innovate! This major uupdate is slated or Q4 and we cant wait to get this into the living rooms of our audience.

Concept incorporating Live TV and alternate vertical navigation

Project Vision and Plan (MVP)

A simple and intuitive experience that is as visually rich as our television heritage, creates compelling connections between broadcast and digital, and adapts to user behaviors and viewing habits across day parts, and during breaking news, weather and events.

DEFINING SCOPE

Features/sections in scope

  • Weather
  • Splash Screens
  • Continuous Play
  • Settings (Privacy Policy, Autoplay on/off, etc)
  • In-App Search
  • L1 + L2 Navigation
  • Autoplay
  • Pre-roll

Features out of scope

  • Onboarding
  • Personalization
  • Live TV
  • Interactive Radar
WHO ARE OUR USERS

Passive or Active / usage accross day parts

NBC New York users are most likely to be actively viewing in the morning. The evening (8-11pm) not only attracts the largest audience, but the most active viewership.

OTT usage spikes in the evening across, although about 20% say they currently use their OTT device in the early morning, indicating OTT opportunity in the morning as well. Most morning viewing is more passive, while active OTT viewing spikes at night. That said, nearly half of NBC New York users say they are actively watching an OTT device in the morning.

INFORMATION ARCHITECTURE

Card Sorting

In order to categorize content in a way that made sense to our users as well as from a workflow perspective, a card sorting excercise with our UX designers and editorial team was essential. This influenced the navigation and screen flow and gave the product team a starting point when working on the architecture.

INFORMATION ARCHITECTURE

Screen Flow

WIREFRAMES

Interaction Design

WIREFRAMES

LAYOUT AND HEIRARCHY

ITERATE

STRUCTURE AROUND TV WATCHING BEHAVIORS

Users fall on a spectrum from wanting to immediately watch what is featured or recommended vs. already knowing the specific story or content they want to watch. A successful OTT experience must satisfy these different user goals and provide clear pathways to access and watch content with the least amount of friction.

This mindset changes at various times for any given user, therefore the architecture should reflect these user goals at any time.

VISUAL DESIGN

TAKE CUES FROM APP DESIGN SYSTEM

Before visual design begins, understanding how this fits into the larger product portfolio is something the team was tasked to achieve. Although this is a new product, having cross over on iconography, typography and colors helps carry over a visual identity that we hope our users will naturally recognize in time.

VISUAL DESIGN

COLOR AND TYPOGRAPHY

VISUAL DESIGN

Broadcast Inspiration

VISUAL DESIGN

WEATHER DESIGN ITERATIONS

USER TESTING

REMOTE PROTOTYPE

USER TESTING

XCODE PROTOTYPE

SOME KEY TAKEAWAYS

Overall Design - Users on both platforms enjoyed the overall look and feel of the app.

Weather - Most users preferred Current Conditions weather and wanted a full day’s scope. Some users preferred a video forecast. For the majority of users on both platforms current conditions such as hourly are important.

Autoplay - Some users mistook the video for live video as a result of autoplay. Users want to be in control of their content on first load and not have video autoplay.