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Project Management and Production of Digital Content PDI E2005 Room 4A.16 Session 11 15 November 2005 Peter Olaf Looms Tine Sørensen.

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Presentation on theme: "Project Management and Production of Digital Content PDI E2005 Room 4A.16 Session 11 15 November 2005 Peter Olaf Looms Tine Sørensen."— Presentation transcript:

1 Project Management and Production of Digital Content PDI E2005 Room 4A.16 Session November 2005 Peter Olaf Looms Tine Sørensen

2 - 2 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Today’s programme - Validating Projects 17:00-18:00 18:00-18:10 18:10-19:00 19:00 -19:10 19:10-21:00 lecture on approaches for validating new media projects - the case of ROFL Break lecture on Qualitative and Quantitative Methods for validating new media projects Break Feedback on Course Evaluation Criteria for evaluating the two cases Case 2; group work (planning) Evaluation of session 11; introduction to session 12

3 - 3 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Contents of the lecture We will take a closer look at: ROFL, a concrete project involving digital TV, the Web and mobile - see PDI_E2005_11a.ppt Qualitative and quantitative approaches Quick and dirty versus expensive approaches “Do it yourself” or “Hire a specialist” Review of qualitative methods including: Segmentation models Radar tools for prioritisation Focus group In-depth interview Heuristics User scenario with mock-up Observation - dummy in laboratory Eye-tracking and galvanic response with dummy Ethnography Video ethnography

4 - 4 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Contents of the lecture (continued) We will take a closer look at: Quantitative methods including: Surveys Log file analysis A useful article for this session is enclosed on the site: Handout_1: Lekakos, Georgios et al. Information Systems in the Living Room: A Case Study of Personalized Interactive TV Design * There is also a summary of qualitative methods on the site: Handout_2

5 Source: Undervisningsministeriet Market issuesMarket analysis Internal issues Market Strategy Options Omverdens-model SOR-model Maslows behovsmodel Købemotiver/ Købstyper/ klasser Købsadfærd Beslutningsproces/ Buy-grid- modellen Opinionsledere Porter’s 5 forces Konkurrenceformer Priskrydselasticitet Konkurrent- analyse Konkurrentreaktion Markedsanalysens arbejdsproces Markedsanalyse - typer og metoder Indsamling af primære og sekundære data Analyse – og præsentation af resultater Værdikæde- analyse SWOT-analyse Ide og mål- fastsættelse Generisk strategi Konkurrence- mæssig position Eksportmotiver Eksport- beredskab Segmentering og valg af målgruppe Valg af positionerings- strategi Vurdering og valg af eksportmarked Handlings- parametrenes egenskaber og sammenhænge Lovreguleringer PLC-kurven og valg af parametermiks Internettets mulighed er Product Price Prisstrategi Prisdifferentiering Place Distributionsstrategi Promotion Push-pull strategi Too much for one night!

6 - 6 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Project management and validation - asking the right questions at the right time Resources Time brief pitch dummy format product launch Product development Production Operation What product is required? Is there market potential? Who is the potential audience? What is the competition? The needs and motives of the target group? Is there a unique selling proposition? What are our goals and success criteria? What demands do we need to make of the product? How do we market our product - channels? Optimal outreach to our target audience? What do we need in our marketing campaign?

7 - 7 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Product life cycle Jørgen H.K. Jepsen Afsætningsøkonomisk modelsamling : Produktlivscyklus Innovators Early Adopters Early majority Launch GrowthMaturityDecline Time Users Late majority Laggards Critical Mass

8 - 8 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Example of radar tool for early validation

9 - 9 - Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Figure 36 Summary of forecasts: Feb 2001 GSM telefoni WAP over GPRS/EDGE terminal WAP over UMTS terminal PDA med Internet adgang Digital TV/STB 2. generations TTV 2. generations TTV Digital video Recorder, PVR ELLER Video On Demand via bredbånd 2. generations spillekonsoller PC med Internet adgangDAB Kilder: Arbejdsgruppens skøn baseret på en vurdering af primære kilder New Markets - how do we spot new trends?

10 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Project Manager’s Toolkit - Validation Qualitative Tools Focus group In-depth interview Heuristics User scenario with mock-up Observation - dummy in laboratory Eye-tracking and galvanic response with dummy Ethnography Video ethnography Quantitative Tools Radar tools for prioritisation of early ideas Surveys Log file analysis

11 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen

12 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Media, services, platforms and devices Sources: Gallup Annual Survey, Gallup Index Danmark og Danmarks Statistik VCR Text TV TV Mobile Digital TV Video console DVD Internet Increase in supply of media Increase in the number of delivery platforms and devices Limited overall increase in mediia cnsumption (hours per week) Small increase in media consumption (kroner/year) Broadband

13 2. Quantitative research Interviews (OFTEL study)

14 Use Cases: examples of real- world application From DR and R&D project called CONTESSA

15 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Validation methods - what do we need? Proof of Concept - the format is valid and has perceived added value for the user Proof of Concept - the format is valid and meets client’s requirements Content OK Navigation and interaction design OK

16 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen System architecture of CONTESSA Service Maker

17 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Heuristics (Jakob Nielsen et al) Jacob Nielsen (2005) Bruce Tognazzini (2003)

18 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Use cases for validating systems: CONTESSA 1

19 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen CONTESSA 2

20 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen CONTESSA 3

21 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen CONTESSA 4

22 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen CONTESSA 5

23 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen CONTESSA 6

24 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen CONTESSA 7

25 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen CONTESSA 8

26 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen CONTESSA 9

27 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Use cases to define Master Control and Continuity at DR (TV, radio, Web and others)

28 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Use cases to define Master Control and Continuity at DR (TV, radio, Web and others)

29 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Use cases to define Master Control and Continuity at DR (TV, radio, Web and others)

30 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen

31 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen

32 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Tidlig version af DR Ekstra Video demo of DR’s Digital Text (intern pitch) Director dummy for at teste navigationen

33 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen

34 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen

35 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen

36 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen

37 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Demos using PowerPoint Strengths: Fast,easy and cheap Good to get initial reactions to interaction design Good for initial testing of content Initial indication as to whether the eTV / iTV format will be a success Weaknesses: Not suitable where the context of the application is important Not suitable for interactive programming where timing and synchronisation in relation to video content is critical

38 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Demos - Director and Flash

39 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Demos - Director and Flash Strengths: Good at simulating eTV and iTV programming and services Suitable for time-based applications where the interactivity is synchronised with video Can use a remote control Suitable for testing and validating interaction design Valid basis to assess user added-value Weaknesses: Takes a few man-days to produce Risk of simulating something that cannot be implemented on one or more of the digital television platforms(APIs)

40 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Discussion of qualitative validation methods Heuristic evaluation Performance measures Thinking aloud Observation(includes ethnographical and contextual enquiry) Questionnaires and diaries Interviews Focus groups Logging actual use User feedback after the event

41 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Activity: when to use the various tools? √ √ √ √ √ √ √ √ √ √ √ √

42 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Need for specialist help; quick and cheap or...

43 Segmentation models

44 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Kilde: Gallup Telecom Index 3 kvt 2004 Base: Har personligt mobiltelefon Active Users Passive Users Simple phone Advanced Phone Intensive techbrugere Tech ignoranterne Basics Mobile devices 10% 40% 22% 28% = ? SMS’erne

45 Youth: Role models /Group hierarchies Trendsetters Advisors Leaders ”Police” Followers

46 Heavy users More than 1 hour/day on weekdays Light users Less than 1 hour/day on weekdays Dedicated Disagree wit the statement: I’ve got better things to do with my time than the Internet”” Intensive users 31 % of users 55% men 31% er Recreative users 10 % of users 58% men 27% are Occasional users 30 % of users 41% men 18% are Impatient users 28 % of users 41% men 21% are Kilde: NetBehaviour – månedligt snit af jan-sept 2004 Half-hearted Agree with the statement: ”I’ve got better things to do with my time than the Internet” INTERNET SEGMENTS

47 Storforbrugere Bruger nettet > 1 time på en alm. hverdag Lavforbrugere Bruger nettet < 1 time på en alm. hverdag Engagerede Uenige i at ”jeg har bedre ting at bruge min tid på end internettet” Pragmatiske Enige i at ”jeg har bedre ting at bruge min tid på end internettet” Kilde: NetBehaviour – månedligt snit af jan-sept 2004 SKUM DR musik Kultur Forbrug Videnskab + IT DR Spil DR 1 DR2 DR netradio P2 P3 P4 dr.dk P1

48

49 Kilde: Gallup Mediedagen 2004 (18-50 år) Base: totalaktivitet Interactive media account for a small proportion of media consumption

50 Media are part of the ”Time Business”

51

52 Project Management and Production of Digital Content PDI E2005 Project Management and Production of Digital Content PDI E2005 Session 11 Peter Looms & Tine Sørensen Modtager SMS Modtager Lytter til radio (FM) Følger med på iTV Finder resultater på TTV Ser dansk medaljehåb i TV Lytter til rapportage fra stadion (Web streaming) kl.6 kl.12 kl.18 kl. 24 Hvordan finder han ud af, hvad han vil i dag? Inspiration Hvornår bruger han DRs tilbud? Døgnrytme Hvilke medier bruger han? medier på tværs Hjælp til at bruge vores samlede tilbud Det tværmedielle døgn: OL i Athen

53 Role models / Archetypes

54 To be continued...


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