Product design at SVT
1 thing I learnt A powerful design process and an engaged team are important for great products to take shape.
I worked for three years at SVT, the Swedish national television, in several of their scrum teams. At one point Malin who is the product owner for services for kids told me and the team: "The current system for kids to watch shows, and find new favorites, is not performing as well as it should. How might we reimagine the system and also optimize it for kids' new main device – tablets?"
Me and the team's concept developer started by doing ethnographic research with kids. We met kids and parents and spoke about media consumption and about our competitors. We also let kids show us their favorite TV shows. I looked extra much for interaction design aspects but together me and the concept developer synthesized our findings.
An important research insight, which I based my interaction design work on, was that kids are in discovery mode to find a show to watch, but then want to focus on just one episode.
Over the course of two months I and the development team ideated solutions and eventually found the core concept for the product: only episodes as content, 2 taxonomies + search as information architecture, swipe + tap as main interaction patterns and a content rich grid + focused full screen player as interface.
Throughout the project I lead the team and some stakeholders as they tested and validated each major decision with kids. During my time at SVT I conducted or facilitated over 1000 research, test and validation sessions.
A few months after launching the reimagined system the key KPI's were up – monthly returning users increased 150%, minutes of episodes watched increased 300%.
Some steps in the evolution of the use case "Choose a series and start an episode"
Swipe lists and tap "Abby's" and "Babar" to try the prototypes. The prototypes where built for landscape iPad (kids' main device) and each question was answered via tests with 10–30 children.
Prototype C1 Question Does the basic behaviour Swipe to see more and Tap to open episode lists work? Answer Yeah :)
Prototype C2 Question If we add an A-Z list with character portraits above the categories, will kids still use the categories? Answer Cat's are used much less, but A-Z does not replace categories completely.
Prototype C7 Question When an episode list is open, other shows are dimmed and thus a bit difficult to see. If we add a Close button, will kids close the episode list before they look for other shows? Answer Nope. Kids still leave the episode list open...
Prototype D1 Question Is it ok to have quite small stills from episodes? Answer Yeah!