Case study: ITV

Foolproof was engaged by ITV in the early stages of developing a new site to support broadband TV On Demand, allowing users the opportunity to stream TV episodes to their PCs and other digital devices.

ITV recognised the importance of understanding user needs and preferences and appointed Foolproof to provide the user insights needed to inform design and development decisions throughout the project.
 

What we did

We devised a two-phase approach to support the rollout of the site. In phase one, focus groups were used to explore the drivers and barriers that would impact on usage of the Video On Demand service. This included a detailed analysis of the features and tools that would be required to support user needs.

The findings from this phase enabled the development of a working prototype for the site to allow early stage testing with users. The prototype tests provided feedback on user preferences for page layout, navigation, content and labelling. This allowed the ITV team to move forward confidently to the build phase.
 

The Results

A combination of user requirements gathering and prototype testing ensured the development team had the detailed brief and evidence needed to plan and deliver the new site with confidence. This kept the project on schedule and reduced the need for costly changes of requirements in the delivery schedule.
 

ITV say:

“Foolproof provided us with a real world understanding of what our users wanted and expected from the Video On Demand service, it allowed us to focus our thinking and decision-making around the real needs of our customers. A thoroughly professional approach and a great team to work with.”

ITV Insights Manager