Major Telecommunications Provider · 2018
The future of "TV"
A series of concepts that aim to solve for the changing ways consumers access entertainment.
- Stakeholder interviews
- 10
- User interviews
- 6
- Contextual inquiries
- 4
- Survey Respondents
- 750
- Wireframes
- 95+
Process
Discovery & Primary Research
The team engaged our client stakeholders through a series of interviews utilizing a stakeholder interview protocol, ensuring their line of questioning was consistent throughout.
Using the information gathered during this initial phase of discovery the team created research plans for three subsequent endeavors:
- Competitive and comparative analysis; what competitors are currently doing and from which comparable consumer experiences we could take cues.
- Contextual inquiries; the team visited ten people in their homes to observe and document how they consume video content.
- User evaluative interviews; further honing in on the insights gathered from the contextual inquiries, the team conducted one-hour interviews with a representative sample of an additional ten people to evaluate early-stage concepts.
Deliverables
Wireframes
Home - Primary row
Home - Secondary & Tertiary rows
Full Gamut of the Experience
Mobile form factor
Motion Design Strategy
Our approach to enhancing user interaction through motion design involved initially exploring various low-fidelity motion compositions. This phase allowed us to experiment with diverse methods to intuitively guide users through the interface, ensuring a seamless navigational experience.
Once the foundational concepts were established, the visual design team collaborated closely with our motion designer to evolve these into high-fidelity animations that enrich the platform's visual and interactive appeal.
Motion: Primary Row Navigation
We've introduced large, visually striking content cards in the On Demand section, emphasizing new catalog additions and upcoming specials. The motion design here is strategic, using hover-to-play animations to not only attract attention but also to give users a clear sense of their location within the interface and what actions are available to them.
Motion: Themed Categories
For each themed category, horizontal navigation is enriched with subtle motion cues. These animations serve as gentle guides, helping users navigate through the categories with ease and understanding, thus anchoring them within their exploration of themed content.
Motion: Video Title Details
Engaging with a video title triggers playful animations that introduce UI elements in a manner that's both engaging and informative. This approach to motion design not only delights but also clarifies the user's current position and available interactions within the interface, enhancing the overall experience by providing context and direction.
Detailed Viewing Strategy
Complimenting a robust set of detailed designs across a wide array of interfaces (TV, Web, Mobile Apps) the team defined strategies for which content should be prioritized based on the users' context — such as time of day. This armed our client with the tactical insights they needed to implement our strategic design decisions based on the primary design research.
