Microsoft

Marcus EhrenbladUncategorized

Why a wavelet?

What differentiate a company like Tagflix from another technology company is certainly its User Experience (UX). The wavelet which characterises Tagflix’s UX has been carefully thought of. But a great tech is not enough: it had to be confronted to the hard and ruthless judgment of audiences in different contexts and for different content types. This post discusses feedbacks we received regarding the Tagflix wavelet.

What differentiate a company like Tagflix from another technology company is certainly its User Experience (UX). As least that’s the main thing users will notice and remember. As Tagflix is very much user centered and content first, its first priority was never to disturb the content, gamify, distract and ultimately annoy he who is watching the video.

The wavelet which characterises Tagflix’s UX has been carefully thought of. Its engineers and designers includes people with vast amount of experience from the best technology companies in the world such as Groupon, Google, or Uber. But a great tech is not enough: it had to be confronted to the hard and ruthless judgment of audiences in different contexts and for different content types.

Recent meetings with Hearst, VICE and Vogue, (the latter of which uses YouTube player also), revealed that quote “the UX was an improvement on Youtube”, and they loved how the Tagflix UX left the video undisturbed (ie. no wavelet at all) until the audience mouses over and interacts. So neat the Ex e-commerce director of Bally described it as: “ [the wavelet] with which the audience can interact will be the new foundation for consumer online-retail experience”.

Encouraging

However one fashion magazine Director felt that “the wavelet would work well for the male consumers as it feels reassuringly techie – but for the millennial female audience I feel it would put them off.”

Some of the items we included in our response were:

  • The wavelet only appears when the audience ‘opts in’ and desires something.
  • We can run a pre-roll 3-5 second message to raise awareness and engagement – this only needs to be done once per user, as the UX is so simple.
  • The discovery process is natural and unrushed, as the audience can go backwards and forwards within the video without having to pause, FWD or RWD the video
  • Audience first thinking – delivery a consistent audience interaction on all videos you post is critical to ensuring that the audience expectations are met and not confusing. Hence we cannot tweak our UX for each client – we did have design contributions from the UX team from Google, Uber and Burberry  – so we feel we have thought about the overall experience in all sectors – including luxury.

The overall objective is to create an ‘opt-in’ audience experience that is simple and clean. And provide the audience insights required to drive ROI for all our partners, as well as create new revenues from shopping and in-stream advertising. And solving the audience’s curiosity in the process.