Content Overload causing a growth in UX and personalisation
Paywizard are at the BVE 2018 event this week at London’s ExCel, and user experience was an interesting topic of discussion in the Connected Media Europe Theatre on day 1. There are so many different content offerings available for customers and using UI to grab the attention of consumers is an important way for pay-TV operators to stay in the race. But how do you build a compelling a user experience?
In a panel session, hosted by Will Garside, four industry experts delved into the topic. Nordija CEO, Thomas Christensen, commented that “finding content is like drinking water from a fire hose, in the sense that there’s so much of it”. Most users when browsing their TV service, whether that’s OTT or a more traditional satellite/cable or IPTV service, are looking for relevant content, and almost expect to see recommendations from all services. With content being so widely accessible, how should operators use personalisation to improve user experience?
Top Tips for Operators
Suitest CSO Mirko Nedeljkovic – “If you can’t invest in a lot of QA and UX design, invest in automation. Improve procedure, save cost, save time and resources.
Nordija CEO, Thomas Christensen – “You need to experiment. Get tools ready so you can experiment.”
StreamOne Founder and CEO, Ruud van der Linden – “Start building content recommendations from day 1 and stop treating it as an add on.”
ContentWise VP of Technical Services, Renato Bonomini – “Data, you need to understand it, and use it. Don’t copy what others are doing. Understand your business goals and focus on that.”
Myths of TV Engagement: What Works and what Doesn’t in UX Personalisation
Mario Scriminaci, Head of Product Management at ContentWise discussed what to do and what not to do when it comes to UI in another talk session at the Connected Media Theatre. He covered the ever-popular heat maps on what customers generally look at on screens, which differs across smart TVs, PCs and mobile devices. Heat maps generally suggest the top left corner of a screen is an important position to put recommendations, and although this is true, we need to break the loop.
All operators need to use machine learning and data insight to identify and understand what works for them, and how their own viewers behave and react when using their TV service. What works for one service, may not work for another, so personalisation is critical for each service type.
Overall, it seems that it’s important that operators are using their own data to work out the best way to provide personalised recommendations for consumers, and not just mimicking what others in the industry are doing.
Stay up to date
At Paywizard, we believe that operators of all types should focused on delivering an excellent customer experience at all stages of the customer lifecycle. Building a personalised and targeted UI/UX is one part of this journey to help build customer satisfaction and loyalty long-term. Stay tuned for more updates.