User Research

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To find out more about the women audience in sport, I conducted a literature review, quantitative survey and 3 qualitative interviews.

The purpose of the research was to discover 3 things:

1. Type of women watching sports
2. Technological Habits
3. Motivational & Attractive Factors

Personas & Scenarios

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From the research, personas and scenarios were developed.

I found that the main motivation for watching sports was mainly social as it is an opportunity to bond with their family and friends.

The research also confirmed the growing use of smartphones as a second screen application and social media.

Developing Features

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Based on the personas and scenarios, it was clear there were 3 key features of the application.

1. Second Screen Application - the application's platform would be a smartphone as it used dominantly by women, especially when watching sports.
2. Social Media Integration- it would curate all post about the particular sport of game from various social media platform and display as one news feed.
3. Game Statistics - based on the secondary person, women like to find out further detail about the game, and this feature would cater to those users.

Task Breakdown

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Based on the scenarios, I developed a storyboard and a task breakdown.

Site Map and Content Inventory

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On the side, a site map and content inventory were created for an overview of the application.

Low-Fidelity Paper Prototype

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Based on the task breakdown, a Low-Fi Paper prototype was developed and tested. I wrote down a list of tasks for the user to follow through, and they provided feedback.

In general, the feedback was positive due to a familiar interface layout. However, there was an opportunity to improve the navigation as it was unclear.

High-Fidelity Prototype

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High fidelity was produced using JustInMind and tested with the users.

The interface was received positively, but navigation was unclear and colour contrast was not distinct enough to differentiate. Further suggestion includes the ability to filter newsfeed to certain social media stream (i.e. Instagram feed only).

Final Prototype

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Based on the feedback for the high-fidelity prototype, the final prototype was iterated accordingly.

Reflection

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There are three key features to a successful iTV application - interaction, interface and navigation. For this task, the interaction and interface were strong due to using the principle of consistency by using a familiar social media layout and interface.

However, great experience requires well thought out usability & visual design. For this task, I felt that the focus on visual design wasn't great, and so it didn't create the meaningful experience as that the emotionally engaging and aesthetically pleasing component that will boost the viewer’s enjoyment.