Entrevista: Smart TV

How to address usability issues in Smart TV interfaces?

When it comes to improving usability in entertainment platforms, especially in Smart TV interfaces, there are several fundamental techniques that every researcher and designer should consider. Here we analyze the case of the agency PuntoLab, which worked on improving an entertainment platform facing significant challenges. This experience teaches us a lot about how to conduct effective usability evaluations.

What were the initial problems?

Platform users were not finding what they were looking for, which generated frustration and visible dissatisfaction in social networks and customer service centers. There were complaints about the information architecture and problems such as the inability to find popular series. In addition, the payment system had recurring failures. All this reflected a mismatch between users' expectations and what the platform offered, resulting in a highly unsatisfactory experience.

What solutions did PuntoLab propose?

To address these problems, PuntoLab decided to involve regular users of entertainment platforms in usability testing. Through various techniques, they sought to identify existing problems and understand actual user behavior. These techniques included:

• Tree Testing: through mini-tasks, assessed whether the platform's navigation structure was intuitive. This helped to understand the mental model of the users compared to the one proposed by the company.
• Card Sorting: Allowed users to organize content in a way they considered logical, which helped to adjust the information architecture.
• First Click: Observed where users clicked first to determine the efficiency of the interface.
• Usability testing: Evaluated users' ability to interact with the platform intuitively.
• Diaries: Obtained qualitative data on how users interacted with the platform on a daily basis, identifying frustrations and unmet expectations.

How did the implementation of these techniques work?

Through these techniques, PuntoLab discovered the critical points that needed urgent improvement. They detected problems such as incompatibility with common TV models, which generated significant access barriers. It also became evident that the login process required significant adjustments, and the need to redesign the information structure emerged.

What challenges did you face and what did you learn?

• The need to investigate how competing users behave was highlighted as a missed opportunity, as it could have enriched the understanding of the platform ecosystem and how users interact with different services.
• Implementing a setup that mimicked the home environment during testing allowed for more realistic results, although it did involve a learning curve.
• The importance of being involved as a real user of the system to detect problems that are not evident from an internal perspective of the design team.

What were the most memorable findings?

The experience at PuntoLab showed that adjusting the platform to support more TVs and modifying the login process significantly improved the usability experience. However, one of the most surprising findings was the reluctance of users to switch platforms, demonstrating a loyalty despite persistent problems.

The PuntoLab case emphasizes the relevance of conducting thorough usability evaluations and understanding that mass consumer platforms must be accessible and easy to use for the general public. It's not just about how the product works, but how it fits into the daily lives of its users.

Involving interns in the testing process was also vital. Their direct involvement allowed them to understand first-hand the user's difficulties, paving the way for more accurate and effective improvements.

Exploring and applying these techniques not only helps in identifying bugs, but also provides a solid foundation for more user-centered design. In the end, usability is not just a goal, but an essential component of the success of any digital platform.