I’m an interaction and user experience designer dedicated to solving problems with inventive solutions that meet customers’ needs.

HBO VUI

 

HBO VUI

INVOLVEMENT

I partnered with another designer to work on this project. We implanted ourselves within the engineering team throughout the project to translate concepts into features, and define the product. This was my first VUI project and I was excited to see what we would accomplish. I delivered flows, wireframes, prototypes, and design specs. I presented these works to gain sign off from executives, senior stakeholders and other teams throughout the project lifecycle.

Part 1

Deliver V1 for Amazon Fire TV Cube launch

HBO GO & HBO NOW can be integrated with Alexa using the Video Skills API that Amazon has supplied. After integration, end-users will be able to use their Echo or FireTV voice remote to directly control the integrated HBO GO/NOW app. 

A note on GO: VSK Integration for HBO GO was removed from delivery by legal and distribution because of concerns regarding PII. A similar concern exists for Google Home voice controls and at the time of this writing, only HBO NOW is supported on Google voice platform.

Part 2

We started asking ourselves what a stand-alone HBO VUI app/skill would look like? Would users want this and if so and what users would use it for. We also partnered with our digital marketing group to explore what could be put on the Echo show. We build multiple prototypes on Google Home and Amazon Alexa to test our concepts.

 

BUSINESS GOALS

  • Provide an alternative way for consumers to browse and play our content

  • Support only existing features, i.e. do not create features triggered by voice interactions that do not exist in our apps today

  • Meet or exceed consumer's voice functionality expectations 

  • Reduce friction in difficult tasks (typing on CTV with a standard remote)

  • Create habit-forming behavior (I always use voice search because it's easier and it works)

  • Create Future Marketing Opportunities through the use of Voice

    • DSM could use this for show specific tie in’s Westworld, Silicon Valley, GOT, etc…

  • Keep HBO Relevant as it relates to Voice being the future of Consumer Interactions

  • Make Voice User Interface support NATIVE to our apps

 

Research

  • Voice search exceeds 20% of all search traffic and is growing – Search Engine Watch

  • Virtual assistants exceed 50 billion searches per month – The Next Web

  • 45MM homes and 60MM Americans use this technology (VUI) on a regular basis – Forbes

  • More than 35% of millennials will use a virtual assistant in 2017 – eMarketer

  • 72% of people who own a voice-activated speaker say their their devices are often used as part of their daily routine – ThinkWithGoogle

Assumptions

  • Amazon defined all available voice directives, anything above and beyond is custom and might not even be possible in the current framework

  • Amazon controls the Alexa responses, any additional desired response is custom and might not even be possible in the current framework

  • HBO will instrument analytics to measure/understand customer usage

  • Amazon will enable analytics dashboard in the future to help measure/understand customer usage

  • HBO will commit to future phases to extend beyond basic MVP feature-set

 

Guiding Principles

Our guiding principles follow the Three Pillars of VUI Design

  • PURPOSE

    • Interactions that provide value

    • Interactions that are easy and approachable

    • Interactions that can replace pulling out a phone or opening a laptop

    • Interactions that are uniquely suited for voice


  • PERSONAL

    • Intuitive interactions that sound and feel normal

    • Interactions that are cooperative and helpful

    • Interaction style that is consistent across devices

    • Interaction style tat reflects the HBO brand

  • PERSISTENCE

    • Interactions that are habit-forming

    • Interactions that reduce friction

    • Interactions that are repeatable without being redundant

 

User Experience Goals

  • Reduce friction

  • Increase speed of search

  • Increase speed of surfacing video assets

  • Search and Play available globally via VUI (do not have to navigate to search "section" to search, do not have to navigate to an asset page to view asset)

  • Follow PUWILO rules

  • Meet or exceed consumer voice expectations

 

User Stories

  • SEARCH

    • As a user, I would like to search the HBO NOW app using voice commands 

      • As a user, I would like to search by Series

      • As a user, I would like to search by Movie Title

      • As a user, I would like to search by Franchise (Amazon defines franchise as various movie and series titles)

  • PLAY

    • As a user, I would like to play a video asset from Amazon's universal search page in the HBO NOW app

    • As a user, I would like to play a video from anywhere in the HBO NOW app

      • As a user I would like to play a video by Title

      • As a user I would like to play a video by Series Title, Season and Episode Number

  • TRANSPORT CONTROLS

    • As a user, I would like to pause a video asset

    • As a user, I would like to resume a video asset

    • As a user, I would like to skip to the next episode

    • As a user, I would like to fast forward

      • As a user I would like to fast forward x seconds/minutes/hours

    • As a user, I would like to rewind

      • As a user I would like to rewind x seconds/minutes/hours

    • As a user, I would like to skip ahead 10 seconds

    • As a user, I would like to jump back 10 seconds

 

Alexa VSK State Diagram

Document produced to demonstrate customer request, action taken, and Alexa response. This was then turned into user flows which is represented in the next section.

AlexaVSKStateDiagram.png
 

VSK Utterances + Responses Flow

Document produced to demonstrate user flow; customer request, action taken, and Alexa response.

Detail 3

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Detail 4

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