My Smart TV Agent: Designing Smart TV Persona for Linguistic UX

Linguistic UX design for Smart TV has been creating much heap as a means of new TV control. Since human voice displays powerful social presence, the issue with defining a Smart TV agent that interacts with users has a big impact in users' satisfaction. The purpose of this study is to analyze the linguistic patterns in vocal commands of TV users and to suggest underlying personas of Smart TV agent that appears when users interact with a Smart TV. First, we analyzed most common TV viewing situations and the patterns of users' behavior through a survey. Then, we collected 867 vocal data through a cultural probe method in which 10 families, each representing a typical type of TV viewers, by asking them to record what they would like to say to the TV while watching it for about a week. We suggest 6 different type of Smart TV personas, such as expert, assistant, colleague, slave, machine and pet, based on the relationship that the user and TV exhibited. With the collected vocal data, we analyzed the participants' speech pattern and style to examine which type of Smart TV persona was most prevalent. As a result, there were slight difference in types that emerged according different functions of Smart TV and we found that the assistant type appeared most frequently followed by the colleague type.