User Research and Design for Live TV UX in China

In current Chinese TV market, Live TV programs are buffeted by internet contents from smart TV/over-the-top (OTT) box and other screens like mobile phone and pad. The user experience of Live TV watching can't satisfy user needs. We defined Chinese typical TV users: elderly, housewife, then qualitative and quantitative studies are implemented. In the qualitative study, 30 users' telephone interviews were implemented to understand general behavior of Chinese users when watching live TV. We designed a questionnaire according to telephone interview results, and then conducted a survey with 100 Chinese typical TV users to understand their habits, needs and pain points associated with live TV watching experience. Based on our research, we summarized 3 live TV UX directions: 1. Integrate live show functions with Internet functions. 2. Base smart services on users' habits and needs. 3. Information visualization. We explored some design hypotheses for future live TV viewing scenarios based on those identified research directions.