Microsoft hired Experientia, in partnership with Amberlight, to assess the qualitative user experience of its own Mediaroom software and to compare it with the leading pay TV competitor in Italy. The results of the study were used for marketing and as input for the next product iteration.
The study, which compared Wind Infostrada TV (which uses the Microsoft Platform) with Fastweb TV, involved 90-minute sessions with thirty participants and focused on task performance in eight common tasks, overall user preferences and key usability issues.
Microsoft hired Experientia, in partnership with Amberlight, to assess the qualitative user experience of its Digital TV Mediaroom (MR) software (also known as MSTV) and to compare it with the leading pay TV competitor in Italy, identifying potential improvements to the overall user experience.
Microsoft wanted to utilise the research data to help articulate the Mediaroom value proposition, position Mediaroom publicly, and to gain directional guidance for internal product planning, identifying consumer desires relative to competitor experiences.
Experientia identified four main objectives to be achieved through the research. To:
-Compare task performance on MR and key competitor on 8 common tasks
-Compare user preferences for MR vs. key competitor
-Capture key usability issues with on-screen display and remote control
-Provide local usability expert view of end-to-end user experience
The participant sample involved 30 people, each of whom was a satellite TV customer and contributed to household decisions about TV consumption. In 90 minute one-on-one sessions, participants were asked to complete 8 tasks, with both Mediaroom and a key local competitor. Experientia observed and measured the task performance, and carried out pre- and post-test surveys.
Microsoft received a report in which Experientia detailed the reasons participants preferred a given IPTV platform, overall preferences, including ranking and performance against competitors, outline of the task performance by participants, usability observations, expert opinions on the platform, possible areas of intervention/improvement and recommendations for specific improvements.