Home entertainment is increasingly consumed through customizable channels, and the rise of streaming services, such as Netflix, Hulu, and Amazon Prime Video, has drastically changed the landscape. There has been a shift from watching live television to viewing content in any room on a variety of devices. This provides a much more engaging and personal experience for consumers that reflects broader consumer trends across all technology and digital services.
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Of course, like all things digital, this has led to major developments in user experience, from traditional menu interfaces to modern digital dashboards. In the past good user experience was defined by efficient and effective functionality. Did the navigation work? Was it intuitive? But is good functionality enough to leave a lasting impression, engage with the consumer and encourage further purchasing or recommendations?

To that end, we’re conducting a study that explores how user experience on home entertainment platforms affects an individual’s response to the brand. What factors are ultimately most important to consumers when choosing an entertainment platform, and which emotional drivers really resonate with users?

We’ve set out to discover what great user experience looks like across a demographic range. Does need drastically differ, and who has the highest expectations of UX? Are there specific consumer typologies that are consistent in their views of user experience?

A decade ago cable providers offered a cutting edge user interface by incorporating a program guide into their systems. But with video streaming now available across multiple providers and platforms, the user experience – the focal point for the consumer – is highly variable. A satisfying and compelling user experience is the Holy Grail for designers of these interfaces. The best user experience should elicit a positive emotional experience during use. But how providers do that is a considerable challenge. And it’s something we look forward to finding out.

So stay tuned to the Zanthus blog and mailers to learn more in a couple of months when the research is completed and the analysis is in. Make sure you’re signed up to receive Zanthus newsletters and be the first to read about new developments.

To find out more about this blog post or talk about how we might be able to help you, contact:

Mike Lehman  |  mlehman@zanthus.com  |  971 404-0275 x 102

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Customer Experience and User Experience are terms that are bandied about.  What’s the difference, and why might we care?  What’s useful about the distinction between Customer Experience (CX) and User Experience (UX) isn’t so much finding lines of demarcation, but rather seeing how these disciplines are converging in useful ways to provide product and marketing teams with meaningful insights.Cx_Meet_Ux

User Experience traces its origins to website and product design, with simplicity as a critical measure of success – specifically, ensuring users can easily and efficiently accomplish their objective when using a product, site, or app.  The measured outcome has been centered on satisfaction with the experience.  As the practice has evolved, UX professionals have sought to assess and suggest ways to create engagement and delight.

Customer experience, on the other hand, has traditionally focused on a broader evaluation of the end-to-end experience with not just the product, but with surrounding aspects of what happens before, during and after usage moments of truth.  Today’s CX reviews incorporate brand imagery and price/value assessments to yield a fuller view of the total brand relationship;  this shift toward overall brand health is reflected in the reliance by many companies on Net Promoter Score (tied to likelihood to recommend the brand) as the key performance indicator.

Today, CX and UX teams are a bit siloed. For example, some UX groups are still aligned with Product teams while CX groups are aligned with Marketing and Customer Care teams. The next phase of customer intimacy will involve UX and CX working together to create a holistic understanding of the total brand experience.

For example, UX professionals are well-served by understanding how any usage interaction fits into larger questions of how that experience supports the larger brand image.  CX managers in turn are well-served by understanding response to critical moments of UX interaction to drive end-to-end customer engagement.

Aligning CX and UX teams will require commitment by senior executives to set up an organizational structure that facilitates the sharing of insights across disciplines.  The result?  Deeper customer intimacy.

To find out more about this blog post or talk about how we might be able to help you, contact:

Mike Lehman  |  mlehman@zanthus.com  |  971 404-0275 x 102

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The Over-the-Top (OTT) video streaming market includes a rapidly expanding set of providers – and perhaps not surprisingly, consumers are challenged to make sense of the choices. OTT_Pic_07.12.2016

Providers who capture share of mind and wallet will deliver on several critical aspects of customer experience.

First, to level set, we define three categories of providers in the OTT ecosystem.

Provider Types Examples
Gateway Video Streaming platform Apple TV, Roku, PlayStation
Multichannel Video Streaming providers Netflix, Hulu, Amazon, PlayStation Vue
Add-On Video Streaming providers HBO, Showtime, PBS, ABC

Apple and Google are digital market leaders conspicuously absent as multi-channel video streaming providers – but we think it’s only a matter of time before they enter the market full bore, once they work through licensing agreements with studios and TV networks. Some might argue Google is well on its way with its internet and TV service, the YouTube Red subscription service with multiple channels and self-generated professional shows, and rumors of its Unplugged service next year.

How will players breakthrough in a crowded-yet-diffuse OTT market?  We find several dynamics of the customer experience drive consumer market appeal for digital lifestyle solutions.

1 Simplicity
  • Is the streaming service easy to buy (and cancel)?
  • Is it easy to find and choose what I want to watch?
  • Is it easy to use?
2 Valued Choice
  • Does the streaming service offer content tailored to my liking? (Content is king.)
  • Do I have ample content to choose from?  (Choice is queen.)
3 Engagement
  • Is it rewarding to use the service?
  • Is it emotionally satisfying to use the service? Namely, is it enjoyable; does it reflect favorably on me to use it?
4 Value for the Price
  • Does it offer a good value for the price paid?

Apple and Google are well-positioned to make a play as multi-channel video streaming providers because they have the resources to vertically integrate their services – by providing both the gateway to content (via devices or directly via their apps) and offering well-packaged streaming video services.

In order to break through, service providers will need to effectively compete on these four dimensions.

To find out more about this blog post or talk about how we might be able to help you, contact:

Mike Lehman  |  mlehman@zanthus.com  |  971 404-0275 x 102

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Zanthus is delighted to have the opportunity to collaborate again with our friends at Lan Su Chinese Garden, located just a few blocks from us in NW Portland.

Moon-locking Pavilion. On clear nights, visitors see the moon's reflection as a shimmering spotlight in the center of the lake. From within the garden, the city recedes as visitors take in the detailed architecture and weave their way through the garden.

Moon-locking Pavilion. On clear nights, visitors see the moon’s reflection as a shimmering spotlight in the center of the lake. From within the garden, the city recedes as visitors take in the detailed architecture and weave their way through the garden.

We last gave them a hand in 2012 when they wanted to dig into what their guests and members look for when visiting the garden.  This time around, we’re helping them with a study aimed at optimizing their programs for families and children, as well as checking back in with members and visitors to ensure Lan Su fulfills its commitment to deliver a special experience.

As one of the most authentic Ming Dynasty-styled Chinese gardens outside of China, Lan Su is a rare refuge of calm, culture and beauty in the heart of Portland’s resurgent Old Town/Chinatown district.  We are proud to be a business supporter and sponsor of this unique urban oasis.

If you’re in the neighborhood, be sure to visit the garden!  http://www.lansugarden.org/

Zanthus is a boutique research consultancy serving Fortune 500 companies.

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To find out more about this blog post or talk about how we might be able to help you, contact:

Brian Moffett  |  bmoffett@zanthus.com  |  971 404-0275 x 109

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