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Project Management and Project Management and Production of Digital ContentProduction of Digital Content
PDI E2005PDI E2005Room 4A.16Room 4A.16
Session 1115 November 2005Peter Olaf Looms
Tine Sørensen
- 2 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Today’s programme - Validating ProjectsToday’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 ROFLBreak
lecture on Qualitative and Quantitative Methods for validating new media projects
Break
Feedback on Course EvaluationCriteria for evaluating the two casesCase 2; group work (planning)Evaluation of session 11; introduction to session 12
- 3 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Contents of the lectureContents 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 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Contents of the lecture (continued)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
Source: Undervisningsministeriet http://pub.uvm.dk/2003/afsaetning/2.htm
Market issues Market 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 muligheder• Product• Price• Prisstrategi• Prisdifferentiering• Place•Distributionsstrategi•Promotion•Push-pull strategi
Too much for one night!
- 6 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Project management and validationProject management and validation- asking the right questions at the right time- 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 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Product life cycleProduct life cycle
Jørgen H.K. Jepsen Afsætningsøkonomisk modelsamling : Produktlivscyklus
Innovators
EarlyAdopters
Early majority
Launch Growth Maturity DeclineTime
Users Late majority
Laggards
Critical Mass
- 8 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Example of radar tool for early validationExample of radar tool for early validation
- 9 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Figure 36 Summary of forecasts: Feb 2001Figure 36 Summary of forecasts: Feb 2001
1998 2000 2002 2004 2006 2008 2010
1-20 % 21-50% 51% 50% Udgår
GSM GSM telefonitelefoni
WAP over GPRS/EDGE terminal
WAP over UMTS terminalWAP over UMTS terminal
PDA med Internet adgang
Digital TV/STBDigital TV/STB
2. generations TTV2. generations TTV
Digital video Recorder, PVR Digital video Recorder, PVR ELLERELLER Video On Demand via bredbånd Video On Demand via bredbånd
2. generations spillekonsoller2. generations spillekonsoller
PC med Internet adgang
DABDAB
Kilder: Arbejdsgruppens skøn baseret på en vurdering af primære kilder
New Markets - how do we spot new trends?New Markets - how do we spot new trends?
- 10 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Project Manager’s Toolkit - ValidationProject 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 E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
- 12 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Media, services, platforms and devicesMedia, services, platforms and devices
0
20
40
60
80
100
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
% af danske husstande
Sources: Gallup Annual Survey, Gallup Index Danmark og Danmarks Statistik
VCR
Text TVTV
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
2. Quantitative research2. Quantitative research
Interviews (OFTEL study)
Use Cases: examples of real-Use Cases: examples of real-world applicationworld application
From DR and R&D project called CONTESSA
- 15 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Validation methods - what do we need?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 E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
System architecture of CONTESSASystem architecture of CONTESSA
Service Maker
- 17 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Heuristics (Jakob Nielsen et al)Heuristics (Jakob Nielsen et al)
Jacob Nielsen (2005)http://www.useit.com/papers/heuristic/heuristic_list.html
Bruce Tognazzini (2003)http://www.asktog.com/basics/firstPrinciples.html
- 18 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Use cases for validating systems:Use cases for validating systems:CONTESSA 1CONTESSA 1
- 19 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
CONTESSA 2CONTESSA 2
- 20 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
CONTESSA 3CONTESSA 3
- 21 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
CONTESSA 4CONTESSA 4
- 22 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
CONTESSA 5CONTESSA 5
- 23 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
CONTESSA 6CONTESSA 6
- 24 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
CONTESSA 7CONTESSA 7
- 25 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
CONTESSA 8CONTESSA 8
- 26 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
CONTESSA 9CONTESSA 9
- 27 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Use cases to define Master Control and Use cases to define Master Control and Continuity at DR (TV, radio, Web and others)Continuity at DR (TV, radio, Web and others)
- 28 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Use cases to define Master Control and Use cases to define Master Control and Continuity at DR (TV, radio, Web and others)Continuity at DR (TV, radio, Web and others)
- 29 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Use cases to define Master Control and Use cases to define Master Control and Continuity at DR (TV, radio, Web and others)Continuity at DR (TV, radio, Web and others)
- 30 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
- 31 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
- 32 -Project Management and Production of Digital Content PDI E2005Project 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 E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
- 34 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
- 35 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
- 36 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
- 37 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Demos using PowerPointDemos 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 E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Demos - Director and FlashDemos - Director and Flash
- 39 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Demos - Director and FlashDemos - 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 E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Discussion of qualitative validation methodsDiscussion of qualitative validation methods
Heuristic evaluationPerformance measuresThinking aloudObservation(includes ethnographical and contextual enquiry)Questionnaires and diariesInterviewsFocus groupsLogging actual useUser feedback after the event
- 41 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Activity: when to use the various tools?Activity: when to use the various tools?
Method Scoping Development Production OperationRamme-koncept
Intern/eksternpitch
Mock-upellerdummy
Lancering Alm. Drift ogvedlige-holdelse
Validering af mål,udviklingsmodel,metoder, Screening afidéer/ forløbige koncepter Heuristikker
At tænke højdt
Iagttagelse
Spørgeskema
Interviews
Fokus Grupper
Måling af faktisk brug
Bruger feedback (web,e-mail, telefon, post)Ethnografiske studier
√
√
√√
√
√
√
√
√√
√
√
- 42 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Need for specialist help; quick and cheap or...Need for specialist help; quick and cheap or...
Method Fordele UlemperValidering af mål,udviklingsmodel,metoder, Screening afidéer/ forløbige koncepter Heuristikker
At tænke højdt
Iagttagelse
Spørgeskema
Interviews
Fokus Grupper
Måling af faktisk brug
Bruger feedback (web,e-mail, telefon, post)Ethnografiske studier
Segmentation modelsSegmentation models
- 44 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Kilde: Gallup Telecom Index 3 kvt 2004Base: Har personligt mobiltelefon
ActiveUsers
PassiveUsers
Simplephone
AdvancedPhone
Intensive techbrugere
Tech ignoranterneBasics
Mobile devices
10%
40%22%
28%
= ?= ?
SMS’erne
Youth: Role models /Group hierarchies
TrendsettersAdvisors
Leaders
”Police”
Followers
Heavy usersMore than 1 hour/day on weekdays
Light usersLess than 1 hour/day on weekdays
Ded
icatedD
isagree w
it the statem
ent:
I’ve got better things to do w
ith my tim
e than th
e Internet””
Intensiveusers
31 % of users55% men
31% er 15-30
Recreativeusers
10 % of users58% men
27% are 15-30
Occasionalusers
30 % of users41% men
18% are 15-30
Impatientusers
28 % of users41% men
21% are 15-30
Kilde: NetBehaviour –månedligt snit af jan-sept 2004
Hal
f-h
eart
edA
gre
e w
ith
th
e st
atem
ent:
”I
’ve
got
bet
ter
thin
gs t
o do
with
my
time
than
th
e In
tern
et”
INTERNET SEGMENTS
StorforbrugereBruger nettet > 1 time
på en alm. hverdag
LavforbrugereBruger nettet < 1 time
på en alm. hverdag
EngageredeUenige i at
”jeg har bedre ting at bruge min tid på end internettet”
PragmatiskeEnige i at
”jeg har bedre ting at bruge min tid på end internettet”
Kilde: NetBehaviour – månedligt snit af jan-sept 2004
SKUMDR musik
Kultur
Forbrug
Videnskab+ IT
DR Spil
DR 1
DR2
DRnetradio
P2
P3
P4
dr.dk
P1
Medieaktiviteter - døgnrytme (Kilde: Mediedagen 2004)
0%
10%
20%
30%
40%
50%
60%
70%
Kl 00-02
Kl 02-04
Kl 04-06
Kl 6-8 Kl 8-10 Kl 10-12
Kl 12-14
Kl 14-16
Kl 16-18
Kl 18-20
Kl 20-22
Kl 22-24
Andel af al tid
sender sms
Spiller på PC/playstation
Ugeblade og magasiner
Aviser
Radio
TV
Internet
Kilde: Gallup Mediedagen 2004 (18-50 år)Base: totalaktivitet
Interactive media account for a small proportion of mediaconsumption
Døgnrytme - intensitet
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0-1 2-3 4-5 6-7 8-910-11 12-13 14-15 16-17 18-19 20-21 22-23
Intensitet
RADIO
TV
dr.dk
Tekst-tv
DR Mobil
Media are part of the ”Time Business”
- 52 -Project Management and Production of Digital Content PDI E2005Project Management and Production of Digital Content PDI E2005 • Session 11 • Peter Looms & Tine Sørensen
Modtager SMS
Modtager E-mail
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 AthenDet tværmedielle døgn: OL i Athen
Role models / Archetypes
To be continued...To be continued...
