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Concept testing for split screen concept
[NDA]: Due to non-disclosure agreement signed with the project stakeholders, only limited work is shared.
Tools used: Figma, Figjam, Usertesting.com
Group size: 2
TASK
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Stakeholder interviews
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Interviews followed by concept testing
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Insights delivery
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How Might We workshop
RESEARCH QUESTIONS
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Situations: In what instances participants use portrait mode and in what instances landscape mode is used? Why?
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Activities: What secondary activities people engage in while watching a content? When do they do that and why?
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Thoughts and Relevancy: What are users' thoughts on having games in OTT? What do they think of relevancy of split screen concept in their life?
PARTICIPANTS SAMPLING
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16 participants were recruited
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2 cohorts: Gamers and Non-Gamers
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Fair mix across age (18-35), geography (PAN India Tier 1 & 2), occupation (Homemakers, students, working professionals)
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Gender (M:F:: 1:3)
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Other OTT users along with Zee5
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Have habit of switching from landscape to portrait mode
CONCEPTS TESTING
Based on the research questions, 1:1 semi structured interviews were conducted, followed by concepts testing. The 3 concepts were key images showcasing the idea of split screen:
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What are your thoughts regarding the concept?
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How would you rate the concept on a scale of 1-5 for relevancy in your life and why? (1: Extremely irrelevant, 5: Extremely relevant)
INSIGHTS
The insights captured were around:
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- Thoughts regarding different concepts
- In what all instances the concepts could work
- Interactivity with game elements
- Type of games in split screen concept
- Multi-tasking and its impact
- Reasons for switching from landscape to portrait mode
HOW MIGHT WE - WORKSHOP
Based on the insights captured, some How Might We (HMW) questions were derived. These questions were then provided to designers to ideate on (in a workshop).
- How might we minimise sensory overload while giving users the option to choose from a variety of games rather than limiting to just one?
- How might we ensure game elements properly fitting into the space with better interactivity?
- How might we enable games as and when users are bored and wish to play i.e. without making the users feel they are missing on something?
- How might we cover all the possible scenarios in which users would engage in playing games while using split screen for watching content?
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