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Enhancing TiVo User Experience and Co-Creation

The document discusses how TiVo could improve user experiences by making playlists and organization of content better, allowing streaming between devices instead of copying, and being more open. It also discusses how Google uses co-creation approaches like getting feedback from employee friends on designs and providing open APIs, but that experiences also need to be designed to be co-creative.

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Heinz Edward
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28 views2 pages

Enhancing TiVo User Experience and Co-Creation

The document discusses how TiVo could improve user experiences by making playlists and organization of content better, allowing streaming between devices instead of copying, and being more open. It also discusses how Google uses co-creation approaches like getting feedback from employee friends on designs and providing open APIs, but that experiences also need to be designed to be co-creative.

Uploaded by

Heinz Edward
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

multiple playlists or ways of organizing

them better. Users have to page down long


lists in its video-on-demand service. While
different units, say, in a living room and
bedroom, can be networked, TiVo
physically copies content from one unit to
another and does not allow streaming. Al, a
result, disks can become full quickly. The
proprietaryTiVo format makes it hard for
people to transfer and watch content on
other devices. TiVo could make experiences
more contextualized, more personalized,
and more integrated with other media
experiences. More than 160,000 enthusiasts
actively pa1ticipate in discussion forums on
TiVo's website, where they have generated
more than 5.5 million posts. Their passion is
evident. TiVo could step in and structure the
dialogue more forcefully among its fans on
such an active website. In pa1ticular, the
company could more actively leverage its
willing customer base, through co-creation,
and evolve the design of its website and
offerings.
Expanding the Scope and Scale
of Interactions
Expanding Platforn1 Linkages
Even ever-inventive Google hasn't yet
tapped into the full potential of co-
creation. Of course, it has embraced
several co-creative approaches to
innovation, such as tapping a worldwide
network of friends of its employees to
help the company's software designers
create new web services. Google
employees send out early mock-ups of
web services to their friends and ask them
to comment on those designs. Marissa
Mayer, Google's vice president of Search
Product and User Experience, says of the
network, "They're co-creating products.
They're not writing software code, but are
offering a huge amount of insight to shape
the products." Fmther, by using open APis
in its software, Google invites the
worldwide community of software
developers to co-design new mash-up
applications and services based on
Google's core system. For example, this is
how Google Maps works. Google follows
the same approach with its Android
platform, which provides an open
approach to enabling mobile telecom
services.
But merely providing open platforms to
employees and customers does not
necessarily mean that people's experiences
in using the platforms are co-creative. They
must be proactively designed that way.
Consider

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