Adaptive Path on Streaming Video: 5 Basic Viewer Needs

[NewTeeVee Live 2010] Adaptive Path is known for their focus on creating highly user-centric experiences through the application of Design Thinking methodology. Today, Peter Merholz, President and co-founder of Adaptive Path, is sharing findings from recent work the company has done in the areas of video/broadcast content consumption. Merholz focused on 5 main consumer needs:

Not everyone wants all the bells and whistles. Some people just want to have the same experience they always had.

Keep it simple. Simplicity will beat complexity all things held equal. Netflix has been brilliant about making experiences simpler: Eliminated the need to go to store, stream to TV without having to go to PC. Apple TV remote control – simple. Sony/GTV remote—extremely complicated. (By the end of the day, Merholz’ acronym: YHGTBFKM used for complex experiences replaced the earlier reigning term of the day: Cord Cutters)

It should just work. Complex manuals and diagrams are out. (Unless it’s an Ikea armoire. RL)

It should be Frictionless. People have less tolerance for traditional Technical friction and Experiential friction. Users expect to “think of it and it appears.” Kindle is an example for a frictionless experience (not to be confused with Simple).

It should be balanced. Companies should focus on creating a balanced experience between Content, Control, Connection, Simplicity, Frictionless-ness.

This post was written by Ravit Lichtenberg and is also published on her blog.

Hubert Nguyen
Categories: Events, General
Tags: business, streaming, Video