App Development Research | SEIDMON ASSOCIATES

Project: App Development Research

Major cable network seeking to develop and market mobile apps
Goal is to promote tune-in, deepen engagement and exploit loyalty
Branding is king; therefore, apps need to deliver same integrity and experience consumers expect
First app (in beta) will be the surrogate for subsequent releases

Distribute beta app to participants for real-condition trial
Gather in-field feedback on key issues (functionality, design, situational usage, enjoyment)
Conduct face-to-face in-depth interviews to deepen understanding of app’s strengths and weaknesses
Expose design/feature options to determine better solutions
After release, recruit viewers to download and use app as it is commercially intended
Conduct in-depth online discussions with users (throughout the week) to gauge real-world reactions

Users want big logo-driven series icons on default screen since they’re primarily seeking long-form video from favorite programs
A splash screen with selected series is only acceptable if users can filter it themselves — otherwise exhibit everything
Video data tagging needs to be streamlined to offer more practical information
Lower-screen advertising needs to be noticeable but non-intrusive
Upcoming new episode alerts are appealing but not nearly as useful as remote-recording activation
Showcasing episodes that require a fee adds insult to injury when most apps offer free long-form