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CHT Video APP

Personal video app experiences across multiple devices

Statement

This project aimed to integrate the platforms along with the winning marketing strategy to ensure a consistent and enjoyable video-watching experience across the various platform. By the time, Chunghwa Telecom operated multiple video platforms, including mobile Hami TV(mobile phone app), Hami movie(mobile phone app), Hami short film(mobile phone app), Hichannel website(desktop website), and MOD (VOD TV). Each platform's account was independent and the usage was not ideal.

Role

User research (with isobar)

Interaction Design

IA Design

Usability Test

Timeline

Oct.2014- Feb. 2015

Challenge
Multiple non integrated video platforms under one brand

There were five independent video platforms. It's not only hard to communicate the selling package to the users but also the root of the inconsistent watching experience between different platforms.

The lack of appealing content

Seeing the rise of Netflix, Hulu, Mango, and other video platforms, the key to customer loyalty is the appealing content. However, the materials on Chunghwa Telecom’s video platforms were usually described as dull and unattractive, because there were only one or two mainstream films in the whole package. In other words, most of the content was too old to attract subscribers who have high requirements for the video quality and substances.

User Research
Target users - audience who's under 44 is the main on-demand streamline video users.

20-24 years old

  • Free users,
    Get used to contribute content

25-45 years old

  • Subscription -based users. Some will convert to loyal users

  • Word-of-mouth

over 45 years old

  • TV users

從極端使用者身上汲取靈感
Users are grouped by daily time spent, jobs to be done, and the motivation to buy services.

Traditional TV

Light user

Heavy user

Binge-watching user

Light user - Watch short films for entertainment 

  • Regard watching a movie as a entertainment. 

  • Usually watch specific channels, like sport, travel, and cooking.

Heavy user - Watch VOD dramas 

  • Rely on the online social media to get information.

  • Refer to the official website, social networking sites and other platforms for more information

Heavy user - Binge-watching user

  • Fancy for the drama-relevant information and products, such as behind-the-scenes footage, and to edit the favorite clips

The relationship between the device and the viewing behavior

1. Use the platform according to different environments and time 
2. Watch on mobile phone outside. Watch TV at home. Watch films on computer in bedroom

3. Many people would like to change their behaviors from "watching" into "listening" to the films while the mobile network was not ideal or while they were working.
4. Watching TV at home to share the time and bond with the loved one. 
5. Watching movies is a social activity

Measurement of the subscription fee

Users are willing to pay for the video subscription to replace the existing services for better quality and convenience, but it has to be much better than the existing one.
Users compare the value of the VOD subscription with the existing cable TV at home, about 500 NTD a month.

Home is still the primary scenario

The trend is watching across devices at anytime, anywhere​

Need to communicate the main differences between the traditional TV and the new platforms

Design Strategy
Focus on content

  • Add appealing videos to the platform. 

  • Curate the content

  • AR integration

Link personal and family use

  • Intuitive and easy to use: Easy to watch on the go, easy to find, easy to pay, no more adapting

  • Personal: Anytime, anywhere, any devices with the same experience

  • Connected TV experience and function

Multi-screen interaction

  • The viewing mode is related to the situation.

  • People are multi-tasks. They watch movies and use phone in the same time

  • Make the other device as an extension  such as remote control, cheering sticks, etc.

Business model

  • Cable TV Group: Recommend them to compare the cost of cable TV with various monthly fees.

  • Price sensitive group: Freemium model. 

  • Community promotion: Recommend trial code and share points. 

  • Combine curation and brand content marketing.

  • Ads: Reduce non-related ads and cross selling

1
First Design Concept
Personalization

The core concept emphasized the customization. It tailored the different homepage designs and recommended content for different audiences like the sports fans, binge-watching fans. In that way, it creates a unique atmosphere and matches personalized interactive functions.

One button for all

The new design features the mobile app a one-button to interact with the TV in different scenarios, such as cheering for the game, shopping when watching Korean drama or screenshot the impressive shot. This interactive button engages the audience thrillingly and straightforwardly.

Audio mode

Additionally, the unique design was the "Audio mode" of this video platform. An interesting finding inspired it in the interview: many people would like to change their behaviors from "watching" into "listening" to the films while the mobile network was not ideal or while they were working. The audio mode provides them a podcast-like experience and satisfies their desire to "watch" the video while not sacrificing the experiences.

UI sample designed by Wilson Chen
2
Modified Design Proposal
Reframe the project goal

The customers were impressed with the first proposal. However, due to limited resources, we determined to step back. Focusing on optimizing the current layout and UI flow across the multiple platforms, instead of innovating the interactions modes and the business models.

Platform integration

It integrated the cross-platform watching experience. The users can watch the films seamlessly when they changed the devices in different scenarios. So they can watch drama on the phone when commuting, and continuously watch it on laptop or TV when they are home.

Content curation

Furthermore, it curated the contents according to the user testing results, make the content looks appealing. It also improves the details of each film with the descriptions and the eye-catching stills as they are critical to appeal the audiences who haven't heard about these films.

UI sample designed by Wilson Chen
Wireframe
分享你貼滿海報的牆
線上藝廊享樂免計畫
獨樂樂不如眾樂樂
Result and reflection

It was not easy to carry out this project as it required the different parties from marketing, sales, design and developing teams to collaborate to integrate the multiple platforms.

​

Communication and the collaboration were two primary takeaways I earned from this project. I learned to manage the project holistically from the different stakeholders, rather than only doing design works. It's vital to practice how to communicate with the key men and when to consider to retreat under certain circumstances. 

​

Due to the lacking of a clear business strategy, the project had disrupted and changed its directions many times. At first, everyone was excited to create this product at the highly innovative service. Then we gradually modified the design to fit the goal and considered the available resources, and release the product by stages. 


Fortunately, at the end of August 2015, we started the next phase of the project. By then, we had the opportunity to review and get feedback from the users to verify our design.
 

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