Apple TV App
A custom TV app for Germany’s public broadcaster ZDF, tailored to user needs and optimized for a new platform — Apple’s brand-new Apple TV. The app enables viewers to catch up on missed programs and stream live content from ZDF and its partner networks.
Impact
Launched the pre-installed ZDF app for Apple TV’s 2015 debut in Germany, reaching millions of users, and earning a 4.7-star App Store rating.
Client
ZDF
Role
Research, UX Design, Wireframes, User Flows
Duration
September 2015 - Oktober 2015
Awards
Red Dot Design Award - 1x Winner
iF Design Award - 1x Winner
Adapting to a New Platform
Apple’s brand-new Apple TV box is about to launch — and Germany’s public broadcaster ZDF has partnered with Apple to be one of the first pre-installed apps available at launch in 2015.
The ZDF already offers its streaming services across various smart devices, but how can this experience be reimagined and optimized for an entirely new platform?
New Platform, New Rules
Using the TV itself is easy – everyone knows how to use it. This became the guiding objective for the project as I set out to design the user experience for the ZDF app.
Research & Early Testing
With early access to the new Apple TV box ahead of its official launch, I began with in-depth research and hands-on testing to understand the platform’s capabilities. This allowed me to quickly get familiar with its new features and behaviors. I also conducted a thorough review of Apple’s design guidelines for tvOS to ensure a seamless and native experience.
Key take-away
Unlike other existing set-top boxes, Apple introduced a fundamentally different interaction model: Instead of a fixed focus, the Apple TV used a floating focus controlled via touchpad.
Turning Knowledge Into Guidelines
Throughout this phase, I gathered key insights that shaped the foundation for adapting the UX to the new platform. I also distilled my findings into a practical guide — eight core principles to consider when designing and developing for the new Apple TV.
8 UX Guidelines
1. Stick to the App Guidelines, except it creates a new value for the user
The Apple TV works different from other TV boxes. The all new touch remote changes the interaction with the box and implies new UI principles.
2. Make focus obvious
While using the Apple TV, the user sits at a distance and needs to have a clear view on what he is doing and where he is navigating. Additionally, he is able to skip through content extremely quickly.
3. Don’t see focus as a limitation, but as a chance
Focus gains a totally new and higher significance on TV and needs to be rethought.
4. No diagonal navigation
Even though the touch remote invites the user to make diagonal touch gestures, the Apple TV does not support diagonal navigation.
5. Use the touchpad wisely
The new Apple TV remote works completely different than all other remotes. It has a touch pad, which enables a much faster navigation and uses a floating instead of a fixed focus.
6. Reduce
The Apple TV impresses with its light and airy design, which only works without overloaded screens. Furthermore, no one wants to read long copies on TV.
7. Performance is key
The new Apple TV lives through its fluent and vivid navigation. Every jiggle strikes even more attention than on mobile devices. People are used to having their TV work perfectly at all times.
8. Be emotional
The TV is the flagship for big and beautiful visuals. Therefore, make every screen a cinematic experience.
Defining the Structure
In the next step I continued to work on the sitemap and information architecture.
Holding a Special Place in the ZDF Universe
The ZDF streaming service for the Apple TV includes a bookmark list and an easy-to-use UI adapted perfectly to the new platform. In addition to the main channels, the app also offers access to on-demand content as well as live streams from its own channels and partner stations.