Amazon commissioned UIC Digital to better understand the prominence of Public Service Broadcasting (PSB) related services on connected TV devices in the UK. I worked with the Head of UX to conduct research and presented the findings of this study to Amazon.
My Role
Research (qualitative and quantitative). I conducted all usability testing sessions alone. I worked with the Head of UX, 1 project manager and a client director.
Research (qualitative and quantitative). I conducted all usability testing sessions alone. I worked with the Head of UX, 1 project manager and a client director.
Impact
Amazon recognised the value and versatility of the insights we provided by providing this feedback: "These insights gathered from this research study are extremely interesting and will be utilised for a wide variety of projects" - Sonika Mistry, Senior CX Manager at Amazon. In addition to this, the work I did positioned our team and company as a thought leader in understanding PSB integration within modern TV ecosystems.
Amazon recognised the value and versatility of the insights we provided by providing this feedback: "These insights gathered from this research study are extremely interesting and will be utilised for a wide variety of projects" - Sonika Mistry, Senior CX Manager at Amazon. In addition to this, the work I did positioned our team and company as a thought leader in understanding PSB integration within modern TV ecosystems.
Objectives
To better understand the prominence of PSB-related services, the objectives of this study were to answer 3 main questions:
1. What are the most important aspects of the Freeview Play service for customers?
2. How do Freeview Play UX/UI implementations vary across connected TV devices?
3. How does the prominence of PSB apps vary across connected devices such as Smart TVs, SMPs and STBs?
Qualitative Research
We began the study by conducting qualitative research. We tested the following devices that were requested by Amazon:
To better understand the prominence of PSB-related services, the objectives of this study were to answer 3 main questions:
1. What are the most important aspects of the Freeview Play service for customers?
2. How do Freeview Play UX/UI implementations vary across connected TV devices?
3. How does the prominence of PSB apps vary across connected devices such as Smart TVs, SMPs and STBs?
Qualitative Research
We began the study by conducting qualitative research. We tested the following devices that were requested by Amazon:
For the overall analysis of the behaviour and content availability, we spent time navigating through, interacting with and documenting findings for each device.
Quantitative Research
Where quantitative benchmarking of the devices was undertaken, we ensured that each device's configurations and starting points were as 'like for like' as possible.
Where quantitative benchmarking of the devices was undertaken, we ensured that each device's configurations and starting points were as 'like for like' as possible.
Usability testing
After analysing the devices from a UX perspective, 17 participants were recruited to undertake the testing of various devices. I ran all of the usability testing sessions alone, ensuring that each participant tested devices they did not already own.
After analysing the devices from a UX perspective, 17 participants were recruited to undertake the testing of various devices. I ran all of the usability testing sessions alone, ensuring that each participant tested devices they did not already own.
Testing setup
Presenting findings
Once we had gathered all of our research, we presented our insights to Amazon in 2 phases. Phase 1: Benchmarking and Phase 2: User testing feedback. This study outlined the following:
1. Participants watched more catch-up than live TV and expected PSB and VSOD apps to be pre-installed when setting up a new device.
2. Freeview Play UX/UI implementations vary across connected TV devices by their names, methods of access and screen positioning which testing revealed confused customers.
3. PSB app availability was consistently good across all devices although some made accessing these apps easier than others.
As well as insights, we provided Amazon with a list of recommendations and a list of things to avoid so they could know what to change to better their product for customers. Our work was extremely well received with Amazon confirming that our findings would aid them in a variety of projects.
Once we had gathered all of our research, we presented our insights to Amazon in 2 phases. Phase 1: Benchmarking and Phase 2: User testing feedback. This study outlined the following:
1. Participants watched more catch-up than live TV and expected PSB and VSOD apps to be pre-installed when setting up a new device.
2. Freeview Play UX/UI implementations vary across connected TV devices by their names, methods of access and screen positioning which testing revealed confused customers.
3. PSB app availability was consistently good across all devices although some made accessing these apps easier than others.
As well as insights, we provided Amazon with a list of recommendations and a list of things to avoid so they could know what to change to better their product for customers. Our work was extremely well received with Amazon confirming that our findings would aid them in a variety of projects.