USING DESIGN THINKING TO PROTOTYPE THE FUTURE OF TV
For six decades now, television’s evolution has been animated by paradoxical forces: when using their devices, people negociate desires for more content all the while expecting similar levels of seamlessness.
In this context we decided to undertake an internal study to better understand how people watch TV in light of the emergence of connected devices and the explosion of content across platforms.
RESEARCH DESIGN
To build a strong understanding of the changing TV landscape, we knew we needed to get acquainted with real people, to understand their problems, frustrations, workarounds, and desires.
We started by defining parameters to recruit avarage and extreme users and launched the ethnography.
The study involved:
- a self-immersion period when participants were required to track
their TV consumption habits in a daily diary;
- and an observation / in-depth interview with an anthropologist from
our team.
We started by defining parameters to recruit avarage and extreme users and launched the ethnography.
The study involved:
- a self-immersion period when participants were required to track
their TV consumption habits in a daily diary;
- and an observation / in-depth interview with an anthropologist from
our team.
PARTICIPANT PORTRAITS
Based on the material we collected from the fieldwork, both through the homework diaries and the in-depth ethnographic interview, we created a series of portraits of our television viewers.
TAKING THE CONSUMERS' POINT OF VIEW
Once all the participants portraits were ready, we shared them with the rest of the team to give everyone a clear sense of the ethnography.
As a team, we organized an insight session to share our impressions from the fieldwork. We developed tension statements directly connected to our participants in order to frame major issues and uncovered needs. Then, we categorized the statements highlighting patterns that led us to some key insights.
As a team, we organized an insight session to share our impressions from the fieldwork. We developed tension statements directly connected to our participants in order to frame major issues and uncovered needs. Then, we categorized the statements highlighting patterns that led us to some key insights.
CUSTOMERY JOURNEY MAP: the decisional distillery
While focusing on the analysis of the consumers we defined a customer journey map focused on how the decision making and the recommendation process take place.
Given the complexity of the current media landscape, the infographic has been developed in 3 versions comparing: the limited access to content in the 30s, the explosion of TV content in the 70s, and the proliferation of the internet in the 2010s.
APPLYING THE RESEARCH FINDINGS TO A CLIENT PROJECT
With the research findings in mind, we developed a tablet application for a Canadian media company that owns a TV channel. App main features:
- direct access to the channel’s timeline;
- possibility to consume live content on tablets;
- real time social network interaction on the content aired.
- direct access to the channel’s timeline;
- possibility to consume live content on tablets;
- real time social network interaction on the content aired.
This project has been developed at Nurun in collaboration with Jean Pascal Mathieu, Cécile Eymard, Edouard Plante and Chloé Roubert. All information herein is proprietary and may not be communicated in part or in whole without prior written consent of Nurun.
