Project Management and Production of Digital Content PDI E2005 Room 4A.16

1. Project Management and Production of Digital ContentPDI E2005Room 4A.16 Session 11 15 November 2005 Peter Olaf Looms Tine Sørensen

2. 17:00-18:00 18:00-18:10 18:10-19:00 19:00 -19:10 19:10-21:00 lecture on approaches for validating new media projects - the case of ROFL Break lecture on Qualitative and Quantitative Methods for validating new media projects Break Feedback on Course Evaluation Criteria for evaluating the two cases Case 2; group work (planning) Evaluation of session 11; introduction to session 12 Today’s programme - Validating Projects

3. Contents of the lecture • We will take a closer look at: • ROFL, a concrete project involving digital TV, the Web and mobile - see PDI_E2005_11a.ppt • Qualitative and quantitative approaches • Quick and dirty versus expensive approaches • “Do it yourself” or “Hire a specialist” • Review of qualitative methods including: • Segmentation models • Radar tools for prioritisation • Focus group • In-depth interview • Heuristics • User scenario with mock-up • Observation - dummy in laboratory • Eye-tracking and galvanic response with dummy • Ethnography • Video ethnography

4. Contents of the lecture (continued) • We will take a closer look at: • Quantitative methods including: • Surveys • Log file analysis • A useful article for this session is enclosed on the site: • Handout_1: Lekakos, Georgios et al. Information Systems in the Living Room: A Case Study of Personalized Interactive TV Design * • There is also a summary of qualitative methods on the site: • Handout_2

5. Too much for one night! Source: Undervisningsministeriet http://pub.uvm.dk/2003/afsaetning/2.htm

6. Project management and validation- asking the right questions at the right time What product is required? Is there market potential? Who is the potential audience? What is the competition? Resources brief pitch dummy format product launch The needs and motives of the target group? Is there a unique selling proposition? What are our goals and success criteria? What demands do we need to make of the product? Product development Production Operation How do we market our product - channels? Optimal outreach to our target audience? What do we need in our marketing campaign? Time

7. Product life cycle Late majority Users Early majority Laggards Early Adopters Innovators Time Launch Growth Maturity Decline Critical Mass Jørgen H.K. Jepsen Afsætningsøkonomisk modelsamling : Produktlivscyklus

8. Example of radar tool for early validation

9. PC med Internet adgang WAP over GPRS/EDGE terminal PDA med Internet adgang New Markets - how do we spot new trends? Figure 36 Summary of forecasts: Feb 2001 DAB GSM telefoni Digital TV/STB 2. generations spillekonsoller 2. generations TTV Digital video Recorder, PVR ELLER Video On Demand via bredbånd WAP over UMTS terminal Kilder: Arbejdsgruppens skøn baseret på en vurdering af primære kilder

10. Qualitative Tools Focus group In-depth interview Heuristics User scenario with mock-up Observation - dummy in laboratory Eye-tracking and galvanic response with dummy Ethnography Video ethnography Quantitative Tools Radar tools for prioritisation of early ideas Surveys Log file analysis Project Manager’s Toolkit - Validation

12. Media, services, platforms and devices TV • Increase in supply of media • Increase in the number of delivery platforms and devices • Limited overall increase in mediia cnsumption (hours per week) • Small increase in media consumption (kroner/year) Text TV Mobile VCR Internet DVD Broadband Video console Digital TV Sources: Gallup Annual Survey, Gallup Index Danmark og Danmarks Statistik

13. 2. Quantitative research Interviews (OFTEL study)

14. Use Cases: examples of real-world application From DR and R&D project called CONTESSA

15. Validation methods - what do we need? • Proof of Concept - the format is valid and has perceived added value for the user • Proof of Concept - the format is valid and meets client’s requirements • Content OK • Navigation and interaction design OK

16. System architecture of CONTESSA Service Maker

17. Heuristics (Jakob Nielsen et al) Jacob Nielsen (2005) http://www.useit.com/papers/heuristic/heuristic_list.html Bruce Tognazzini (2003) http://www.asktog.com/basics/firstPrinciples.html

18. Use cases for validating systems:CONTESSA 1

19. CONTESSA 2

20. CONTESSA 3

21. CONTESSA 4

22. CONTESSA 5

23. CONTESSA 6

24. CONTESSA 7

25. CONTESSA 8

26. CONTESSA 9

27. Use cases to define Master Control and Continuity at DR (TV, radio, Web and others)

28. Use cases to define Master Control and Continuity at DR (TV, radio, Web and others)

29. Use cases to define Master Control and Continuity at DR (TV, radio, Web and others)

32. Tidlig version af DR Ekstra Video demo of DR’s Digital Text (intern pitch) Director dummy for at teste navigationen

37. Demos using PowerPoint • Strengths: • Fast ,easy and cheap • Good to get initial reactions to interaction design • Good for initial testing of content • Initial indication as to whether the eTV / iTV format will be a success • Weaknesses: • Not suitable where the context of the application is important • Not suitable for interactive programming where timing and synchronisation in relation to video content is critical

38. Demos - Director and Flash

39. Demos - Director and Flash • Strengths: • Good at simulating eTV and iTV programming and services • Suitable for time-based applications where the interactivity is synchronised with video • Can use a remote control • Suitable for testing and validating interaction design • Valid basis to assess user added-value • Weaknesses: • Takes a few man-days to produce • Risk of simulating something that cannot be implemented on one or more of the digital television platforms(APIs)

40. Discussion of qualitative validation methods Heuristic evaluation Performance measures Thinking aloud Observation(includes ethnographical and contextual enquiry) Questionnaires and diaries Interviews Focus groups Logging actual use User feedback after the event

41. Activity: when to use the various tools? √ √ √ √ √ √ √ √ √ √ √ √

42. Need for specialist help; quick and cheap or...

43. Segmentation models

44. Mobile devices Active Users 28% 10% SMS’erne Intensive techbrugere Advanced Phone Simple phone 22% 40% Basics Tech ignoranterne = ? = ? Passive Users Kilde: Gallup Telecom Index 3 kvt 2004 Base: Har personligt mobiltelefon

45. Youth: Role models /Group hierarchies Leaders Trendsetters Advisors ”Police” Followers

46. INTERNET SEGMENTS Heavy users More than 1 hour/day on weekdays Intensive users 31 % of users 55% men 31% er 15-30 Recreative users 10 % of users 58% men 27% are 15-30 Dedicated Disagree wit the statement: I’ve got better things to do with my time than the Internet”” Half-hearted Agree with the statement: ”I’ve got better things to do with my time than the Internet” Impatient users 28 % of users 41% men 21% are 15-30 Occasional users 30 % of users 41% men 18% are 15-30 Light users Less than 1 hour/day on weekdays Kilde: NetBehaviour – månedligt snit af jan-sept 2004

47. Storforbrugere Bruger nettet > 1 time på en alm. hverdag Videnskab + IT DR netradio Kultur DR2 P3 DR 1 DR musik SKUM dr.dk Forbrug Pragmatiske Enige i at ”jeg har bedre ting at bruge min tid på end internettet” Engagerede Uenige i at ”jeg har bedre ting at bruge min tid på end internettet” P1 DR Spil P4 P2 Lavforbrugere Bruger nettet < 1 time på en alm. hverdag Kilde: NetBehaviour – månedligt snit af jan-sept 2004

49. Interactive media account for a small proportion of media consumption Kilde: Gallup Mediedagen 2004 (18-50 år) Base: totalaktivitet

50. Media are part of the ”Time Business”