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Overview

I had the privilege to be part of a 5-day design sprint focused on customer awareness and engagement with video on multimodal devices.

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All of the customers we interviewed (5/5) were excited about Alexa being proactively recommending video as long as the videos were relevant recommendations based on their watching habits.

Learnings from our customers will help shape our design direction and product strategy.

A large proportion of customers who own multimodal devices today do not use video on multimodal.

Echo show devices have been on the market for over two years. In those two years our growth has plateaued. Of the customers engaging with Alexa Video, only half actively engage on a monthly basis.

There are a few reasons why customers are not engaged with video; first, there is a lack awareness of video on multimodal devices. There is no indication that the customer can play videos from the home screen except for the discovery panel. The discovery panel video shortcut drops customers into Prime Video, which limits the discovery of other providers.

Second, when customers do engage, they only see Prime Video, Hulu and NBC. In general, low customer engagement discourages large providers (like Netflix and YouTube) from on-boarding their services onto Alexa Video; so even though we have data that our customers want to see more providers, we are unable to satisfy that need.

The final reason there is low engagement is that the existing CX is broken and not bar raising. The current VUI is incomplete and doesn’t cover every user scenario or edge-case. It’s hard to browse and discover new content, leading customers to watch the same content they watch on their tv.

When thinking about multimodal devices and video experiences it’s easy to compare an echo show to a mini TV and come to the fast conclusion that the experience should just be a scaled down FireTV interface; but this device doesn’t live in the same context as a TV. Customers aren’t sitting on the couch about to watch an hour long show or engage in a cinematic film experience. Multimodal is its’ own space, and Alexa should provide the right content for that moment.

Our goal for 2020 is increasing our monthly active customers to be engaging with video. We believe that this target, coupled with endpoint growth will make multimodal an appealing solution for our partners and customers.

More providers Increase short form providers available on video multimodal (ie Youtube)

Less Friction Drive down friction through NLU, ER, latency and error messaging

CX Gaps Find broken windows and CX gaps; prioritize and resolve

Customer Awareness Increase customer awareness to further drive engagement

New customers who have purchased new devices, have recently become a subscriber to a MM supported video provider or is already a subscriber to a provider that has recently become a MM video provider.

Through research, we’ve discovered that multimodal devices have already carved out their own space. They play a key role for busy moments in the kitchen, whether it is there to fill the background while washing dishes or staying up to date on news or tv, entertaining kids or getting inspiration to cook something new.

Now that Echo Show 5 has been out on the market for two months, we also considered other placements — whether it is in the bedroom, bathroom, living room or kitchen.

Monday’s structured discussions create a path for the sprint week. In the morning, we’ll start at the end and agree to a long-term goal. Next, we’ll make a map of the challenge. In the afternoon, we’ll ask the experts at our company to share what they know.

Finally, we’ll pick a target: an ambitious but manageable piece of the problem that you can solve in one week.

Tuesday is about turning abstract ideas into concrete concepts. First, each sprinter will participate in lightning demos (quick presentations of cool apps and services that are relevant and interesting), then we’ll divide or swarm based on the target area(s) from Day 1. We’ll sketch alone using a 4 step process, and get ready for the Sticky Decision Wednesday morning.

Wednesday kicks off with the Sticky Decision. This is where our deciders once again weigh in. This time, they choose what we’ll storyboard, build, and test. After the decision is made, the rest of the day is spent storyboarding the prototype we’ll build Thursday and test Friday.

On Thursday, we’ll adopt a “fake it” philosophy to turn that storyboard into a prototype. Creating a lean prototype will allow us to validate and learn with real customers. On Thursday, we’ll also make sure everything is ready for Friday’s test by confirming the schedule, reviewing the prototype, and writing an interview script.

We asked customers to imagine they were getting ready for work and drinking coffee that morning. On the home screen of the Echo Show there are three tiles: the first tile is a calendar with upcoming events, the largest tile is personal photos, and the last tile is live TV. We learned from previous studies that in the morning customers are busy and want to stay up to date with short form content. Another study also showed customers interest in live tv, which is why we chose to use live news on the third tile.

As the tile plays the live news, the closed captioning is on within sight of the customer. The customer can then tap the tile to watch the live tv in fullscreen with sound. To see what other channels or content is available the customer taps the screen and swipes up. The live TV continues playing in a minimized format with three tiles providing other content that is valuable to the customer based on their usage and patterns. For example, in this scenario above, the customer follows the Seahawks closely, while their child enjoys the show Captain Underpants.

In the evening scenario we asked the customers to imagine they are coming home from work. An ambient slow motion video plays in fullscreen. When the customer walks up to the screen the Echo Show senses the customer then suggests video content for the evening. The suggestions are based on the customers habits.

The first of the three tiles is a curated playlist of late show short form videos, the second tile is live news and the third is an episodic food show. Below that is a hint action button that says discover more, it is both a voice hint as well as a direct ingress into video home.

The customer selects the first tile and that would take them into the video playlist where they can watch late night laughs on autoplay to play in the background while cooking dinner. If the customer selects discover more, because they were looking for different content, they go to video home. Video home in this CX includes many playlists of different topics, trending or recommended. As the customer scrolls down the page they can all check out what channels are live as well as dive deeper into their streaming providers.

Friday is testing and observing, taking notes, and learning.

“It’s a lot of work to initiate a video right now — it has to be very intentional; whereas if I am walking by and I see something interesting, I am more likely to just watch it, even if it is something I wouldn’t have normally watched.” -Amazon Customer

“Can you watch amazon prime on it? Oh, cause I didn’t know that or how to get to it, that’s sometimes my problem, how do I get to where I am going.” — Amazon Customer

“Oh it’s okay, there are times I love it, because like I said one of the things I do like to do like when I am cleaning the house I will actually put on something like top music videos or whatever, and it will just play a lot of videos that are current new music and I enjoy that. I like it in those instances, but at other times of course it’s not convenient — at work I just want to see one video.” — Amazon Customer

[On Discover More] “I like the idea of discovering video if it is based off of my interests” — Amazon Customer

“These videos are not quite meeting my needs…if it is stuff that is edited for me, then I would be interested. It’s really about how to do I find good background noise while I am cooking.” — Amazon Customer

“[I dislike that] there’s no native Youtube app” — Amazon Customer

“I’d rather if it was going to recommend something, recommend something on the channels I subscribe to.” — Amazon Customer

“It looks like a live feed of the today show; my wife would love that, if she came in (to the kitchen) she would tap that. She’s already got in going in the bedroom, so I could see her using this in the kitchen…I am not much of a good morning America or today person myself” — Amazon Customer

The sprint has validated our hypothesis and provided us with feedback that video is desirable on multimodal devices. It provided us with key insights on how we should continue to improve awareness and engagement for video consumption on a device that doesn’t live in the same context as a TV.

We also understood that random feature discovery can be helpful at times, however, we recognize that our customers want to discover content and features in a more relatable manner, especially for video. As such, we will prioritize more contextually relevant content and feature discovery, and build on familiarity using common standards.

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