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Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie A. Sitz, Tamerat Aligaz, Petr Chadraba, Kim Lewandowski - DePaul University, CTI, Winter 2005 HCI 445 - Professor Daniel Mittleman

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Page 1: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

Contextual Inquiry & Analysis – Focus GroupCase Study - TiVo™Carrie A. Sitz, Tamerat Aligaz, Petr Chadraba, Kim Lewandowski - DePaul University, CTI, Winter 2005HCI 445 - Professor Daniel Mittleman

Page 2: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 2 of 32Contextual Inquiry & Analysis – Focus Group

Inquiry Analysis Team

Carrie Sitz – Human-Computer Interaction, DePaul [email protected]

Tamerat Aligaz – Human-Computer Interaction, DePaul [email protected]

Petr Chadraba – Human-Computer Interaction, DePaul [email protected]

Kim Lewandowski – Human-Computer Interaction, DePaul [email protected]

Page 3: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 3 of 32Contextual Inquiry & Analysis – Focus Group

Report Contents

IntroductionStakeholdersFocus Group SummaryProfile of Focus Group ParticipantsKey FindingsConclusionAppendix A – Focus Group Results MatrixAppendix B – Results of TIVO Feature Prioritization ExerciseAppendix C – Focus Group Timeline and Role InstructionsAppendix D – Focus Group Note-Taking Sheet (Sample)Appendix E – Focus Group Script with QuestionsAppendix F – Videotaping Consent FormAppendix G – Demographics FormAppendix H – TIVO Feature Prioritization Exercise Form

Page 4: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 4 of 32Contextual Inquiry & Analysis – Focus Group

Introduction

TiVo is a next-generation technology that automatically finds and records televisionprogramming. It is controlled and commanded manually by the user via a remote control anddelivers feedback via the user’s television screen. TiVo can also pause and rewind live television,and play it in slow motion. TiVo Two is now in development and will boast a new AI feature thatanticipates what the user might want to watch (based on his or her viewing history) and recordssuch programming. Another significant difference between TiVo and TiVo Two is an increasedamount of available hard-disk space.

Previously, eyeConsultancy conducted interviews of current TiVo users that revealed insights intowhat these target users like and dislike about the existing TiVo interface, as well as features theywould like to see added to and/or omitted from the TiVo system. On Saturday, February 12,eyeConsultancy conducted a focus group made up of four TiVo users. The objective of this focusgroup was to determine how these target users’ current TiVo usage activities may motivate theopinions revealed during the interviews. During the focus group, we also extracted feedbackconcerning the types of feature modifications and completely new features that current TiVousers would like to see in an upgrade to the TiVo system. Ultimately, the goal was to shape aclearer understanding of the wants and needs of TiVo’s target audience.

Page 5: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 5 of 32Contextual Inquiry & Analysis – Focus Group

Stakeholders

Following is a preliminary list of the stakeholders in the development of TiVo Two. Certainly, theproject’s success will ultimately depend on user adoption of the new system; however, there aremany other groups of people that hold a stake in this project’s success.

1) Users (current TiVo and potential TiVo Two users): Users could enjoy a moresatisfactory and easy usage experience through an enhanced interface.

2) Owners of TiVo, Inc.: Their revenue is dependant upon the success/failure of therelease of TiVo Two.

3) Skip Commershel (VP of Development): His job and reputation could be dependantupon the success/failure of the release of TiVo Two.

4) Product Developers: These people must build TiVo Two according to the establishedrequirements.

5) TiVo Marketing and Public Relations Staff: These people are required to promoteTiVo Two new product features. They (and the company as a whole) will benefit fromany increased customer base resulting from TiVo Two’s enhancements.

6) Vendors/Merchants Selling the TiVo Product: Their revenue is partially dependantupon the success/failure of the release of TiVo Two.

7) Service Technicians and Customer Support Staff: They will be required to maintainthe functionality of the enhanced TiVo Two for all users.

8) Advertisers: They will be concerned with the TiVo Two’s viewership and the visibility oftheir marketing efforts within the system.

9) Television Stations and Cable Companies: These organizations make theirprogramming data available to the TiVo Two system for download by customers. Theyhave existing relationships with advertisers and sponsors that should be honored by theTiVo Two system.

Page 6: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 6 of 32Contextual Inquiry & Analysis – Focus Group

Focus Group Summary

Our team conducted its focus group in a private meeting room at the Chicago Public Library’sEdgewater branch. (See the next pages for a diagram and digital images of the meeting-roomset-up.) The team arrived at location at 1:30 pm to set up the room and to brief each otherabout our specific roles and responsibilities (see timeline and roles sheet in Appendix C). Audioand video recorders were also tested and set up during this time. The four focus groupparticipants then arrived by 2:00 pm. Refreshments were available, and the participants wereinvited to treat themselves and allowed to mingle with each other.

After a brief introduction, the moderator (Carrie Sitz) started the focus group on time (at 2:15pm). Consent forms to obtain permission to videotape (see form in Appendix F) were handedout to the participants by the assistant moderator (Petr Chadraba). The moderator also read aStatement of Informed Consent that stated some of the rights of the participants, and thenbegan the formal focus group discussion. The two observers (Tamerat Aligaz and KimberlyLewandowski) were busy taking notes (see note-taking sheet sample in Appendix D) while theassistant moderator communicated with the moderator and assisted in writing participantthoughts and suggestions on the dry-erase board and in passing out materials throughout thesession.

The focus group script worked just as planned (see script in Appendix E), and the focus groupended earlier than the anticipated time (concluding around 3:00 pm). At this point, theparticipants were invited to partake in a second round of refreshments. In the end, although wehad a difficult time finding replacements for our original recruits at the last minute, particularly ona Saturday afternoon, the overall outcome of our focus group was perfect, yielding a largeamount of valuable data and responses.

Page 7: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 7 of 32Contextual Inquiry & Analysis – Focus Group

Focus Group Summary (cont.)

Meeting-Room Diagram

Page 8: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 8 of 32Contextual Inquiry & Analysis – Focus Group

Focus Group Summary (cont.)

Meeting-Room Images

Page 9: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 9 of 32Contextual Inquiry & Analysis – Focus Group

Focus Group Participant Profiles

The following information was gleaned from a demographics form (see Appendix G) that eachfocus group participant was given to fill out:

Recruit #1Sex: MaleAge Range: 36 to 45Race/Ethnicity: CaucasianLanguages Spoken: EnglishIncome Range: $21,000 to $40,000Completed Education: High SchoolHousehold Status: [no info]Television Experience: Currently uses a television

with remote controlTelevision Usage: Watches television 6 to 10 hours

per weekDVR (e.g., TiVo) Experience: YesComputer Experience: Weekly usageInternet Experience: Weekly usage

Recruit #2Sex: MaleAge Range: 16 to 25Race/Ethnicity: CaucasianLanguages Spoken: EnglishIncome Range: $41,000 to $60,000Completed Education: Bachelor’s degreeHousehold Status: RoommateTelevision Experience: Currently uses a television

with remote controlTelevision Usage: Watches television 11 to 20 hours

per weekDVR (e.g., TiVo) Experience: YesComputer Experience: Daily usageInternet Experience: Daily usage

Recruit #3Sex: FemaleAge Range: 16 to 25Race/Ethnicity: CaucasianLanguages Spoken: English and JapaneseIncome Range: $20,000 or lessCompleted Education: Bachelor’s degreeHousehold Status: RoommateTelevision Experience: Currently uses a television

with remote controlTelevision Usage: Watches television 6 to 10 hours

per weekDVR (e.g., TiVo) Experience: YesComputer Experience: Daily usageInternet Experience: Daily usage

Recruit #4Sex: MaleAge Range: 16 to 25Race/Ethnicity: BlackLanguages Spoken: English, French, and ArabicIncome Range: $41,000 to $60,000Completed Education: Bachelor’s degreeHousehold Status: Head of householdTelevision Experience: Currently uses a television

with remote controlTelevision Usage: Watches television 21 to 30 hours

per weekDVR (e.g., TiVo) Experience: YesComputer Experience: Daily usageInternet Experience: Daily usage

Page 10: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 10 of 32Contextual Inquiry & Analysis – Focus Group

Key Findings

The following is an itemization of the key findings from our focus group. The findings are themost salient among the responses that we garnered from our respondents and are organizedaccording to the four main topics we addressed in our focus group session: Features, RemoteControl, Set-Top Box, and Hard-Drive Indicator & AI Engine. To peruse the entirety of ourfindings, please see our Focus group Results Matrix in Appendix A and our TiVo FeaturePrioritization Exercise Results in Appendix B.

TOPIC ONE – TiVo FeaturesOur Feature Prioritization Exercise (see form in Appendix H) quantitatively revealed that, amongour focus group respondents, these TiVo features are considered the most important (see alsothe Features Chart)

Features Chart

Following our Prioritization Exercise, we asked each respondent to pinpoint their top favoritefeatures from among those they had scored favorably in the Exercise. The following featuresemerged as the most important to our respondents:

• Pause• Fast forward• Rewind• Replay• Slow-motion playback• Record

Importance of Select TiVo Features to Focus Group Respondents(Likert Scale with 5 Being Very Important)

3

3.5

3

5 5 5

4.25 4.254

3

44.25

1.5

2.25

3

4.75

43.75

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4

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0

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CR

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esp

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ses

Page 11: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 11 of 32Contextual Inquiry & Analysis – Focus Group

Of note, half of our respondents pinpointed the “Save to VCR” feature as being the leastimportant to them. One reason offered was that TiVo is typically purchased to eliminate theneed to record TV programming through a VCR.

Lastly, among the potential new TiVo features posed to our focus group respondents, “individualuser accounts” and the “chronological organization of program episodes” received the highestapproval. First, an individual user account is envisioned as a personalized folder that contains allof one individual’s favorite and recorded shows. This account could be made accessible to thatone person only or to all users of the system. Second, the chronological organization of programepisodes would allow a user to view an entire recorded season of a show chronologicallyaccording to when each episode was originally aired.

Of particular note here, the concept of accessing your e-mail or the Internet through TiVo metuniversal disapproval.

TOPIC TWO – TiVo Remote ControlOverall, there was a general satisfaction with TiVo’s remote control among the respondents. Onerespondent commented, and the others agreed, that the remote control seems distinctive enoughto be easily identified as the “TiVo” remote.

Some changes were suggested to improve the remote control, but they were varied. This ispotentially an area to look into further.

TOPIC THREE – TiVo Set-Top BoxThe consensus among the focus group respondents was that TiVo’s set-top box is too “bulky.” Ingeneral, they felt that it could be slimmer, especially given that its functionality does not actuallyrequire such a large box.

There was also some agreement concerning the suggestion that basic functional buttons (e.g.,play, record, etc.), similar to those on the TiVo remote control, be added to the set-top box as analternate way to interact with the system.

TOPIC FOUR – TiVo Hard-Drive Indicator and AI EngineHard-Drive Indicator (Storage-Space Indicator)The hard-drive indicator is a potential new feature for TiVo that would allow the user to see howmuch storage space they have remaining on their hard drive for recording more programs. First,the focus group respondents rated the importance of having more storage space as very high.On a Likert Scale of 1 to 5, with 5 being “very important,” the averaged response was a 4.25/4.5(one respondent waffled between a rating of 4 and 5). Next, they all indicated that they wouldfind a hard-drive indicator, alerting them of their remaining storage capacity, as something thatwould be useful to them. As for where this indicator should be placed, there was consensus thatit should be located on the TiVo screen (possibly on the record screen). There were alsosuggestions that the user should be able to call up this indicator when desired and that low-storage alerts should be considered.

Of note, it was mentioned by one respondent that if more storage space were made available,the organization of recorded programs (such as user account folders and customized categories)would likely become more important to users.

AI Engine (TiVo’s System for Making Program Recommendations)

Page 12: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 12 of 32Contextual Inquiry & Analysis – Focus Group

TiVo’s artificial intelligence (AI) engine is the system whereby TiVo makes recommendations tousers, based on their past viewing and recording habits, concerning programs they might like towatch. When asked to rate this feature, the focus group respondents indicated that, overall, itwas not very important to them. On a Likert Scale of 1 to 5, with 5 being “very important,” theaveraged response was a 2.5. Of note, however, the break down of the responses is 3, 1, 3, and3. This shows that only one respondent truly rated the feature as not important. The otherthree were merely lukewarm about the feature. When asked for suggestions on how TiVo couldbetter present recommendations to them, there were no concrete ideas for improvement offered.In essence, this seems to be a feature that might require some further exploration on our part todiscern there is potential for improvement.

Page 13: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 13 of 32Contextual Inquiry & Analysis – Focus Group

Conclusion

The questions posed during our focus group where intended to delve deeper into the key findingsgleaned from our interviews. Indeed, the results of our focus group have given us a greaterunderstanding of not only which aspects of TiVo are most favored, but also why exactly thoseaspects are viewed so positively. Conversely, we also now have a better grasp on exactly whycertain aspects of the system are not well liked. In essence, our focus group session successfullydrew out specific opinions from our respondents, providing us with deeper insight into whatmotivates people’s actions when using the TiVo system. We also garnered a number of valuablethoughts and ideas on potential additions and changes for the next-generation version of TiVo.By probing deeply into our respondents’ experiences using TiVo, we also were able to form aclear picture of what exactly motivated these suggestions. Overall, we now have a fullerunderstanding of TiVo’s target audience, how they use the TiVo system, and how their mannersof usage drive their like and dislikes and their ideas for changing the system.

Page 14: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 14 of 32Contextual Inquiry & Analysis – Focus Group

Appendix A - Focus Group Results Matrix(Combination of Observer Notes and Audio/Video Transcription Excerpts)

MatrixCategories

TopicQuestions

Recruit#1

Recruit#2

Recruit#3

Recruit#4

Conclusions

WARM-UP

Warm-Up How he/sheheard about TiVo

Sister has it Roommate incollege hadone

Sister andbrother-in-law have it

Friend has it N/A

Warm-Up His/her favoriteTV programs

24King of Queens

24West WingMI 5

SeinfeldAmazingRace

Sanford andSonHistoryChannel

N/A

TOPIC ONE – TiVo Features

Technological Most importantfeatures

PauseReplayMain menuSlow motionFast forwardRecordSet-uptroubleshoot-ingCustomersupport

Favoritefeatures:replay live TVand slow-motionplayback (slow-motionplayback usefulwhen watchingsportingevents)

PauseRecordFast forwardSlow motionSeasonPass(“You can justset it toSeasonPassand then youdon’t have toworry about itanymore, andit alwaysrecords it everytime”)

Favoritefeature: Pauseand replay liveTV

PauseReplaySearch forprogramsAlerts tochangechannel

Favoritefeatures:finding afavoriteprogram andsetting TiVoto record

MutePauseReplayMain menuFast forwardRecordProgrambannerPlanning yourfavoriteprograms andsetting TiVo torecordSave to VCRSearchSet-uptroubleshoot-ingVideorecordingquality optionsTiVo customersupport

Favorite:Recording liveTV

Pause, fast-forward,rewind, replay,slow-motionplayback, andrecord all seemto be highlyimportantfeatures [Seealso featureprioritizationtable].

Technological Least importantfeatures

Save to VCR (“Ihave 120 hourson my TiVo, soI don’t need toarchiveanything, andif I want toarchiveanything, I justkeep until Idelete […].So I don’t haveto worry aboutcassettes.”)Mute button

Save to VCR(That is thewhole pointof gettingTiVo, so thatyou don’thave to useyour VCR.)TiVolutionmagazineand networkshowcases

Thumbsup/thumbsdown rating ofshows (“Idon’t want towaste my timeratingshows.”)Agrees withRecruit #3about the lackof importanceof TiVolutionmagazine

Save to VCRseems to beconsidered anextraneousfeature.

Page 15: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 15 of 32Contextual Inquiry & Analysis – Focus Group

Technological Possible newfeatures

Automatic fastforwardingthrough allcommercials(with a “quick”button to dothis)Satellite TiVoPicture inpicture

Ability towatch liveTV whilerecordingprograms

Varied response[should tocompare withinterview andsurveyresponses toget a betterpicture]

Thoughts on usefulness of the following potential features:

User Controland Freedom/Security

Individual useraccounts

Useful Useful (“Well, Ithink thatwould beuseful becauseif you havemultiple peopleusing it, youcould haveyour differentpre-settings.Or if you havekids, you canautomaticallyset TiVo to notlet them watchcertainthings.”)

Not useful(“I wouldn’twant to login everytime.”)

Useful 75% wouldfind it useful

User Control andFreedom

Custom-createdcategories

Useful Not needed Agrees withRecruit #4that it’s notcritical

Not critical Lukewarmresponse

User Control andFreedom

Chronologicalorganization ofprogram episodes

Useful(“Because Idon’t know thetitles of eachepisode”)

(“I think that italready kind ofdoes it?Because it isshowing all ofthe [episodes]in sequence –It’s just fromthe bottom tothe top.”)

Useful (Tohave all theshows shelikes towatch alltogethersomewhere)

Useful 75% wouldfind it useful

Environmental Text-sizecustomization

Not useful Useful(Because hedoesn’t like thecurrent colors)

Somewhatuseful

Somewhatuseful

Positive, butlukewarm,response

Learnability On-screen helpguide

Useful (Maybe) Useful Useful (Butdepends onwhat thecontent wouldbe)

Positive, butlukewarm,response

Technological E-mail andInternet access

Not useful Not useful Not useful Not useful 0% would findit useful

Page 16: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 16 of 32Contextual Inquiry & Analysis – Focus Group

Temporal Programrecommendations

Useful(“Wouldn’tmind option toincrease”)

Useful (Itactually bringsout new ideasfor programs towatch.)

Not useful(“I feel like Ialreadyknow what Iwant towatch, and itcan be sortof annoyingwhen itcomes up.”)

Not useful 50% wouldfind it useful

TOPIC TWO – TiVo Remote Control

Technological/Aesthetic

Satisfied or notsatisfied withexisting TiVoremote control

Satisfied Satisfied Satisfied Satisfied There seems tobe a generaloverallsatisfactionwith theexistingremote.

Technological/Aesthetic

What he/she likesabout the remotecontrol

(“I think that itis a distinctivedesign.” – Youknow it is forTiVo among allyour remotes.)

Central areaof remotewhere themain buttonsare (“Yourthumb canmoveeasily.”)Colored, topTiVo button

Remote designis distinctive.

Technological/Aesthetic

Possible changesto the remotecontrol

Disagreed withRecruit #4’scommentabout thephone-likeinterface.

Move the playand pausebuttons (playin the middleand pause atthe top)Also: akeyboardinterface forusing an on-screen helpmenu

Wonderswhy TiVoput thepausebutton in themiddle ofthe remote.Disagreedwith Recruit#4’scommentabout thephone-likeinterface.

There’s toomany buttons,so a phone-likeinterface withnumbersincluded oneach buttonmay be helpful.

Variedresponse[should tocompare withinterview andsurveyresponses toget a betterpicture]

TOPIC THREE – TiVo Set-Top Box

Technological/Aesthetic

Comments onexisting box

Blends in withother electronicequipment

It is about thesize of a VCR,black, withindicator lights,but no buttonsto push.Agrees that itis bulky.

Agrees thatit is bulky.

It is bulky.The box shouldnot be as bigas it is, givencurrenttechnology andTiVo’sfunctionality.

Most seem toagree that thebox is toolarge/bulky.

Technological/Aesthetic

Possible changesto box

Agrees aboutmaking the boxsmaller

Non-verballyagreed aboutputtingalternatebuttons on boxthat matchthose onremote control.

Put alternatebuttons onbox thatmatch thoseon remotecontrol.

Make the boxsmaller.Non-verballyagreed aboutputtingalternatebuttons on boxthat matchthose onremote control.

All seem toagree onmaking the boxsmaller andincludingnavigation/feature buttons onit.

Page 17: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 17 of 32Contextual Inquiry & Analysis – Focus Group

buttons on boxthat matchthose onremote control.It should beonly a fewmillimetersthick.

on remotecontrol.Make thebox smaller.Make thebox silver.

puttingalternatebuttons on boxthat matchthose onremote control.

includingnavigation/feature buttons onit.

TOPIC FOUR – TiVo Hard-Drive Indicator and AI Engine

Technological Importance (1 to5) of having morestorage space

4 5 4 or 5 4 4.25 to 4.5(veryimportant)

Feedback Usefulness ofindicator to tellhim/her howmuch storagespace is left torecord moreprograms

Useful (“Whoknows howmuch otherpeople in thehouse arerecording.”)

Useful Useful Useful 100% wouldfind a storage-space indicatoruseful

Feedback Where shouldsuch an indicatorbe located

There shouldbe an alert totell you whenyou’re gettinglow on storage(and a way toset the systemto issue alerts)

There shouldbe an indicatorlight (red,yellow, green)that you cancall up

There shouldbe anindicator inthe corner ofthe screenwhen you’reselectingshows torecord

When youpress theremote control,or turn the TVon, theindicatorshould appearon the screen.It should alsoappear onstart-up or onrequest.

Seems to be aconsensus thatthere should bean indicator onthe TiVo screen(possibly onthe recordscreen). Theuser shouldalso be able tocall up theindicatorwheneverdesired. Low-storage alertsshould also beconsidered.

Technological/User Control andFreedom

What mightbecome importantif he-she hadmore storagespace

Organization(user accountsand filefolders)

Could recordmore moviesand keepthem longer

New idea:More storagespace maydirectlygenerate aneed for betterorganizationthrough useraccounts andcustomcategorization/filing.

Technological/Temporal

Importance (1 to5) of TiVo’scurrentrecommend-ations

3 3 1 3 2.5 (onlysomewhatimportant)

Page 18: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

Page 18 of 32Contextual Inquiry & Analysis – Focus Group

Technological/Temporal

Possible betterways for TiVo topresentrecommend-ations

Likes the wayTiVo does itnow, at thebottom of theplaylist

Variedresponse[should tocompare withinterview andsurveyresponses toget a betterpicture]

Page 19: Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™usabilityperspective.tripod.com/focus.pdf · Contextual Inquiry & Analysis – Focus Group Case Study - TiVo™ Carrie

DePaul University, CTI, Winter 2005HCI 445: Sitz, Aligaz, Chadraba, Lewandowski

Contextual Inquiry Case Study - TiVoTM

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Appendix B - Results of TiVo Feature Prioritization Exercise

(5 = very important, 4 = important, 3 = no opinion, 2 = not very important, 1 = never heard of it)

Feature Recruit #1 Recruit #2 Recruit #3 Recruit #4 Average

Mute button on TiVoremote control

2 1 4 5 3

Now Playing list ofrecorded programs

4 2 4 4 3.5

Thumbs up/thumbsdown ratingsystem/remotebuttons

4 5 2 1 3

Pause live TV 5 5 5 5 5

Replay live TV 5 5 5 5 5

TiVo Central – mainmenu

5 5 5 5 5

Slow motion playback 5 3 5 4 4.25

Fast forward or frameforward

5 2 5 5 4.25

Record button 4 4 3 5 4

Status bar/recordedprogram tracker

4 3 1 4 3

Program banner withprogram information

4 3 4 5 4

Find your favoriteprograms or settingTiVo to record

4 3 5 5 4.25

TiVolution magazineand networkshowcases

2 2 1 1 1.5

Save to VCR 2 1 1 5 2.25

Instant recordingfrom networkpreviews andcommercials

4 3 2 3 3

Search programs torecord – by name

4 5 5 5 4.75

Search programs torecord – by showgenre

4 2 5 5 4

Browse favoritechannels

3 4 3 5 3.75

Program informationand list ratingadvisories

3 1 3 3 2.5

Recording programconflict alerts

5 1 5 5 4

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Alerts to changechannel to recordpreviously scheduledprogramming

4 3 5 4 4

Recordingsuggestions

1 3 2 3 2.25

Messages from TiVo 2 1 5 3 2.75

Set-up andtroubleshootingassistance screens

5 2 4 5 4

SeasonPass 1 5 1 2 2.25

Customized set-up 1 4 1 4 2.5

Video recordingquality options

3 5 1 5 3.5

TiVo customersupport

5 5 3 5 4.5

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Appendix C - Focus Group Timeline and Role Instructions

TIMELINE1:30 pm – EyeConsultancy Arrives on Location & Sets Up & Briefs2:00 pm – Participants Arrive on Location2:15 pm – Focus Group Script Begins/Intro/Consent Forms2:30 pm – TOPIC ONE2:50 pm – TOPIC TWO3:05 pm – TOPIC THREE3:20 pm – TOPIC FOUR3:35 pm – Wrap Up and Conclusion3:45 pm – EyeConsultancy Debriefs4:00 pm – Adjourn

VIDEO OPERATIONS INSTRUCTIONS1. Setup the video camera behind the moderator at a location that will capture all of the

participants. Once you are set up, resist the urge to move locations or get up for anyreason, or to touch or fiddle with the camera for any reason.

2. Before the participants enter the room, the camera location should be set up and thecamera should be on.

3. Remember to test the camera and recording before the participants arrive. It isimportant to make sure that the recording feature is indeed working as well as to makesure that the sound quality is acceptable and that the camera location captures theentire room and all participants.

4. Make sure the film in the camera will last the entire session.5. Make sure that the power source to the camera is sufficient to last the entire session.6. Once you have the camera set up and tested, you can switch to the role of an observer

for the rest of the session.7. Once all of the participants have left, the camera can be turned off. Be sure to leave it

on until the last minute in order to capture any last minute comments.

MODERATOR INSTRUCTIONS1. Make sure that everyone has arrived on time and set the focus group timeline into

action.2. Make sure that there are “do not disturb” signs on the doors.3. Provide assistant moderator, observers, and video camera operator with instructions and

brief them on their roles within the session.4. Be sure the room is set up to the specifications in the room layout document and take

some photos of the room and the location if allowed.5. Take time to observe the participants as they arrive and get some notes on their

expected participation levels and a potential seating arrangement, and make anyrequests to the assistant moderator.

6. Respect the participants, listen closely, and think fast. Know the script and be preparedto drive/moderate the discussion as planned.

7. Maintain control of the discussion. Most of the time, the moderator can use bodylanguage and verbal emphasis to maintain control, subtly directing the discussion tocertain participants and topics. However, if a digression is moving in an unproductivedirection for too long, the moderator should not hesitate to exert more overt control andrefocus the discussion on the necessary topics

8. Always be moving forward. The moderator should monitor the flow of the conversationand introduce topics at appropriate times, making the transition feel natural rather than

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controlling the flow by stopping discussion or abruptly changing the topic. The assistantmoderator will pass notes to the moderator concerning the timeline progress ifnecessary.

9. Maintain a neutral/non-judgmental demeanor. The moderator acts as mediator, helpingthe participants express their views without stifling their eagerness to do so. Therefore,the moderator should not express his or her views, but rather facilitate the views of thegroup to draw out concepts that the group has an aptitude for and an eagerness todiscuss. Be prepared to be flexible.

ASSISTANT MODERATOR INSTRUCTIONS1. The assistant takes care of the needs of the focus group participants and collects

information, leaving the moderator to focus on maintaining a productive discussion.2. Before participants are brought into the focus group room, they should be greeted by

the assistant moderator and welcomed.3. Before the discussion begins, the assistant should greet the participants when they first

come in, bring them into the discussion room, and provide them with nametags orname tents and show them to their seats.

4. As the script dictates, the assistant moderator will pass out any initial paperwork (suchas consent forms) as well as provide handouts and materials as the focus group sessionprogresses.

5. As the discussion progresses, the assistant can bring in notes from the observers andtake care of requests from both the observers, moderator, and participants.

6. Towards the end of the focus group session, the assistant moderator will show theguests out and thank them for their participation.

7. It is the assistant’s job to bring refreshments to participants throughout the focus groupsession; however, do not interrupt discussion to ask if someone would like somethingadditional to drink.

8. As the script dictates, the assistant will need to have access to the dry-erase board tocapture key discussion topics from the participants.

9. Keep a copy of the focus group timeline and monitor the progress against the actualtime, and pass the moderator notes to speed up or slow down if necessary. Keep themoderator on schedule.

10. Maintain a neutral demeanor at all times in regards to the discussion at hand and donot offer opinions or insights.

OBSERVER INSTRUCTIONS1. Set up outside of the focus group discussion circle but in an area where you can see the

faces of all of the participants. Once you are set up, resist the urge to move locations orget up for any reason.

2. Listen and do not speak during the focus group. As tempting as it is to immediatelydiscuss what you are observing, make sure to listen to what people are really saying.

3. Take copious notes while observing and follow along with the script.4. Do not jump to conclusions. Use people's statements as guides to how they think about

the topic and what their values are, but do not treat the specifics of their statements asviewpoint of the entire group. Be aware of non-verbal reactions and note those details.

5. Feel free to pass questions to the assistant moderator, but do not overdo it. Occasionalquestions to the group are OK, but there should not be more than a couple in a session.Write your question clearly and concisely on the note cards provided, and phrase it as ifyou were talking to the moderator. Then give it to the assistant moderator, who willthen take it to the moderator. When appropriate for the flow of conversation, themoderator will introduce the question. However, the moderator may decide never tointroduce it, if the timing or topic is inappropriate.

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6. People are contradictory. Listen to how people are thinking about the topics and whatcriteria they use to come to conclusions, not necessarily the specific desires they voice.A person may not realize that two desires are impossible to have simultaneously, or heor she may not care. Two people may think they are agreeing, when they are actuallysaying the exact opposite. Pay close attention and document what they are saying notwhat you think they are saying.

7. Maintain a neutral demeanor at all times and once again do not speak during the focusgroup.

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Appendix D - Focus Group Note-Taking Sheet (Sample)

TOPIC ONE – TIVO FEATURES

GOALS

FACTS

NEEDS

IDEAS

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Appendix E - Focus Group Script with QuestionsHello, everyone, and welcome to our focus group...

My name is Carrie, and I am a HCI student at DePaul University. As you mayalready know, I am taking a user-experience course and part of that course isconducting a focus group. My course team, eyeConsultancy, has been asked tofind out from existing TiVo users what works and does not work within theexisting TiVo interface and system. I am not associated with the actualdevelopment of a TiVo Two; this is a focus group for scholastic researchpurposes only. I have no emotional or financial interest in TiVo or TiVo Two,so you can say whatever comes to your mind. In fact, we encourage you to sayanything that comes to mind, as there are no right or wrong answers or commentsin a focus group, and we are very interested in what you have to say. Pleasefeel free to speak up and even disagree with others in the room because it isimportant that we get to hear everything that everyone is thinking.

We invited you here because you all are users of the first TiVo system, and weassume you will have some opinions about what is and is not working. Whatwe're going to do today is talk about some of your experiences in using TiVo,as well as some ideas that you may have to share about how to develop TiVo Two,in order to create a service that is best tailored for what you want and need.We will be incorporating your comments and suggestions in a report that will beshared only with our professor and classmates at DePaul University.

The discussion is going to be pretty casual, but there will be a couple oftimes when I will ask you to concentrate on certain things, and I do ask thatyou speak one at a time so that we can hear what everyone is saying.

Also, since we have a lot of ground to cover today and none of us wants to behere for hours, I may have to ask you to wrap up a thought or put it aside sothat we can move on.

Before we get started, I want to introduce you to a few people that will be inthe room during our discussion today. Petr is the Assistant Moderator who isworking with me. Kim, who is sitting over there [point], will be taking notesand observing, and finally Tam is the man with the video camera. With yourpermission, we would like to videotape our session for research purposes (so Idon't have to take notes during our discussion), but the footage will be keptconfidential and will not be used for marketing or promotional purposes.

Now, I would like to read to you what's called a Statement of Informed Consent.It is a standard text that I read to everyone I interview. It sets out yourrights as a person who is participating in this kind of research.

As a participant in this research:

* You may stop at any time.* You may ask questions at any time.* You may leave at any time.* Your answers are kept confidential.

* Also, there is no deception involved in this research.

Here is a form that gives us permission to videotape this discussion and to usethe videotape in our research report for school. Please take a quick moment toread this consent form and sign at the bottom. Once you are finished, you cangive your signed form to Petr.

[Petr will pass out the consent forms. Give them some time to read and signthe consent forms.]

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Does anyone have any questions before we begin?

[Answer any questions and then begin the focus group questions.]

OK, before we get started, let us take a quick moment to introduce ourselves.We will go around the table, and I would like each of you to tell us fourthings about yourself...

* Your first name* How you heard about TiVo* What your favorite television programs are* Something interesting about yourself

[X], I would like you to start the introduction, and we will then go around thetable in this direction [point].

OK, let’s get started...

TOPIC ONE - TiVo Features

[Prioritization Exercise]

Petr is going to pass out a piece of paper with some TiVo features on it, aswell as some pens. Please take a careful look at the features and score themon how important they are to you. Score them from 1 to 5, with 1 being leastimportant. When you are finished, please take a moment to jot down some ideasfor new features that you would like to see in TiVo Two. If you have anyquestions, please do not hesitate to ask.

[Give the participants some time to complete – 5 minutes max.]

Now, we will go around the room, and I would like each of you to say whichfeature you thought was the most important and why. Let us start on this sideof the room this time...

[Ask probing questions to really clarify what people like the most.]

Now, we’ll start on this side of the room, and I’d like each of you to saywhich feature you ranked as the least important to you and why.

[Ask probing questions to really clarify what people do not like or use andwhy.]

Did everyone have a chance to think of some features that they would like tosee in TiVo Two that do not exist in the current TiVo?

[If not, be sure to give everyone a few moments to jot a few things down beforemoving on.]

Now, let us start on this side of the room, and let us get everyone’s ideas forsome new features.

[As each individual shares their ideas, Petr needs to write them on the board.]

[Ask probing questions to get the full details on the feature that theparticipant is describing.]

[Make sure you have covered the following features:o Individual User Accountso Password-Protected Access

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o Custom-Created Categorieso Chronological Organization of Program Episodeso Text-Size Customizationo Screen/Interface Customizationo On-Screen Help Guideo Parental Controlso Language Selectiono Sort Feature for Recorded Shows

TOPIC TWO – TiVo Remote Control

Now that we have talked about the features that TiVo has, should have, andshould not have, let us talk about the remote control.

Petr is going to pass a TiVo remote around the room to make sure that everyonehas seen this remote before.

[Petr - Pass the remote around and make sure that it does not stop anywhere andends up in the middle of the table for anyone to look at if they want to.]

How many of you have used a TiVo remote similar to this one?

If I could see a quick show of hands as to who is satisfied with the existingremote control and would not want to see any changes...

[Wait long enough for the observers to collect the names of those that aresatisfied.]

For those of you that are satisfied, what is it that you like about the remote?

Now, for those of you that did not raise your hands, what do you have to sayabout the existing remote? Let us start over here this time...

[Be sure to cover each person that did not raise their hands and probe them forsome of the specific details on what they do not like or would change and askthem if there is anything that they do like about the remote.]

OK, now for those of you that raised your hands earlier, indicating that youare satisfied with the remote control, have any of you changed your mind afterhearing what the others have said? Are there any features or changes to theremote that were suggested that you would like to see?

TOPIC THREE – TiVo Set-Top Box

Next, we are going to discuss the TiVo hard-drive case or box.

Petr is going to pass around some photos of a recent TiVo box.

[Petr - Pass the images/print-outs around.]

How many of you have used a TiVo box similar to this one?

[Pick a specific person and use their name] [X], what do you think of the boxdesign?

[Probe for the real details and then go around the room using each person’sname to keep him or her awake – it is almost over!]

TOPIC FOUR – TiVo Hard-Drive Indicator and AI Engine

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A couple of things that could possibly be added to TiVo’s next-generationsystem are increased storage space for recording more programs and improvedrecommendations, which would suggest shows in a better manner than TiVocurrently does. First, we will talk about storage space.

On a scale of 1 to 5, how important is more storage space to you, with 1 beingthe least important?

[Go around the room and specifically ask this question to each individual, andtry to use their names as you switch participants and probe about why theyselected the rating that they did.]

Would you find it useful to have an indicator that tells you how much storagespace you have left for recording more programs?

[Once again, go around the room and ask each individual the same question. Besure to probe with a “why or why not” question if they are not tellingexplaining their choice.]

Now, assuming TiVo had such an indicator, where do you envision it beinglocated?

[If they say on the screen, ask them where and how big; if they say on the set-top box, ask them where.]

Can you think of some things that might become important to you if you had morestorage space for recording programs?

[By now there should be some comfort level between the participants, so it maybe possible to get them into a discussion. Petr should use the other half ofthe whiteboard/chalkboard to lists items that the participants mention so thateveryone can look at them and brainstorm together.]

Now I have just a few questions on TiVo’s recommendations. First, on a scaleof 1 to 5, how important are TiVo’s recommendations to you?

[Go around the room and specifically ask this question to each individual, andtry to use their names as you switch participants and probe about why theyselected the rating that they did.]

Can you think of a different way for TiVo to present its recommendations thatwould work better for you?

[Be sure to probe, asking exactly how this would work for each person.]

[Once this discussion starts to die down, or when the time is reached, we willneed to wrap up the discussion and move to the close of the interview.]

CLOSING

Well, that just about wraps things up. Once again, we want to thank all of youfor joining us today. Your insights and suggestions have been very helpful,and we appreciate you taking time out of your busy day to participate in ourresearch project. Please feel free to take the some of the remainingrefreshments with you on your way out!

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Appendix F - Videotaping Consent Form

VIDEOTAPING CONSENT FORMFocus Group fo r HCI 445School of Computer Science, Telecommunications, and Information SystemsDePaul University

I hereby consent to be videotaped during my participation in the February 12, 2005, Focus Groupbeing carried out to collect opinions on the TiVo system and interface.

I understand that the video will record the full duration of the Focus Group.

I understand that the videotape will be used as a record of commentary made during the FocusGroup and that only the researchers and members of the HCI 445 course will see the videotape.

I understand that the videotape will be retained for up to two months and will be destroyed uponcompletion of the HCI 445 course.

I understand that that the video will remain strictly confidential and that the video will be used onlyfor the purposes related to the HCI 445 course.

I understand that I will not be identified in any report or presentation that arises from the FocusGroup.

I understand what this Focus Group involves and agree to participate.

Participant’s Name (please print): _________________________________________________

Participant’s Signature: _________________________________________________________

Date Signed: ________________________

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Appendix G - Demographics Form

QUESTION WRITE IN ANSWER

Name

E-Mail Address(or other contactinfo)

Sex� Male� Female

Age

� 15 or younger� 16 – 25� 26 – 35� 36 – 45� 46 – 55� 56 or older

Race/Ethnicity

� Caucasian� Black� Hispanic� Asian� Native AmericanOther:

Languages Spoken

� English� Spanish� French� German� Italian� Chinese� Japanese� ArabicOther:

Income

� $20,000 or less� $21,000 – $40,000� $41,000 – $60,000� $61,000 – $80,000� $81,000 – $100,000� $100,000 or more

Education(Highest Completed)

� High School� Associate’s Degree� Bachelor’s Degree� Master’s Degree� Ph.D.

Family Status

� Head of Household� Co-Head of Household� Parent� Guardian� Child� RoommateOther:

TelevisionExperience

Do you currently use, or have you used, a TV with remote control?� Yes, I currently use a TV with remote control.� Yes, I have previously used a TV with remote control.� No, I have never used a TV with remote control.

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Television Usage

How many hours per week, on average, do you watch TV?� 0 – 5� 6 – 10� 11 – 20� 21 – 30� 31 – 40� 40 or more

DVR Experience(e.g., TiVo)

Do you currently use, or have you used, a digital video recorder?� Yes, I currently use a DVR.� Yes, I have previously used a DVR.� No, I have never used a DVR.

ComputerExperience

How frequently do you use a computer? Never Daily Weekly Monthly

Other:

Internet Experience

How often do you access the Internet? Never Daily Weekly Monthly

Other:

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Appendix H - TiVo Feature Prioritization Exercise Form

TIVO FEATURE PRIORITIZATION EXCERCISE

Please score each of the following TIVO features with a score from 1 to 5.5 = a very important feature to use4 = an important feature to use3 = no opinion2 = a feature that is not very important to use1 = a feature that you have never heard of

______Mute button on the TIVO remote control______Now Playing List of Recorded Programs______Thumbs Down and Thumbs Up Rating System/ Buttons on Remote______Pause Live TV Feature______Replay Live TV Feature______TIVO Central – Main Menu______Slow Motion Play Back Feature______Fast Forward or Frame Forward Feature______Record Button for instantly recording Live TV______Status Bar/ Recorded Program Tracker______Program Banner with Program Information______Finding Your Favourite Programs and Setting TIVO to Record______TiVolution Magazine and Network Showcases______Save to VCR Feature______Instant Recording from Network Previews and Commercials______Search Programs to Record Feature – By Name______Search Programs to Record Feature – By Show Genre (Comedy, Kids, Movies)______Browse Favourite Channels______Program Information and List Ratings (G, PG, PG-13, R, etc.)/ Advisories______Recording Program Conflict Alerts______Alerts to Change Channel to Record Previously Scheduled Programming______Recording Suggestions______Messages from TIVO______Setup and Troubleshooting Assistance Screens______Season Pass______Customized Setup______Video Recording Quality Options______TiVo Customer Support

Please note any features that you do not have with TIVO that you would like to see in an upgradebox here: