In this section, the knowledge gleaned from UX research, existing t-commerce application and other design guidance for t-commerce are summarized and presented on a design pattern template. The main posture pattern is illustrated below and the workflow continues according to the selected proven solution, in the following subsections.
PATTERN: Choose a t-commerce type.
CONTEXT: Designer has to decide how to sell a product on IDTV through a t-commerce application that solve his project and user requirements.
PROBLEM: There are four different t-commerce types for different goals: Related TV program, Interactive Advertising, Enhanced Infomercial, Virtual Mall SOLUTION: Choose the t-commerce type according to your business goals:
Related TV Program: If your goal is to convert a product placementFootnote 1on a direct sell, this type is the solution.
Interactive Advertising: If your goal is offer products, which is easy for impulse shopping, such as exclusive offer, air tickets, food, you should follow this type.
Enhanced Infomercial: If your goal is increase conversion sales rates during the infomercials,Footnote 2 this t-commerce type is the solution for it.
Virtual Mall: If your goal focuses on selling offers (products or services), a variety of products and details through a t-commerce application that can be used whenever you want or during a long time interval, then this type of t-commerce is the solution and it can be combined with the other types.
EVIDENCE: Participants of focus group reported the three t-commerce presentation models . They also expect that a t-commerce can be available to interact whenever they want or, at least, for a long time interval (Virtual Mall). EXAMPLE: (Fig. 4).
5.1 T-Commerce Type (A): Related TV Program
PATTERN: Related TV program.
CONTEXT: The design requirement is to improve the user experience by selling products or services presented on a product placement during a TV program, such as soap operas, movies, series, talk shows, etc.
PROBLEM: A product placement linked to a t-commerce application during a TV show may not satisfy everyone, because the viewer focus might be on the TV show instead of the t-commerce application. However, some of them are willing to buy the offer advertised.
SOLUTION: The application could offer a good or service through a product placement.
If the TV show has a plot and narrative story such as soap operas, movies or TV series, t-commerce should be done during commercial breaks. A ‘saving’ (or skipping) key  can keep a summary of content related products for later viewing. However, the access to the application for impulse shopping could also be available.
If the TV show or scene does not need full focus of viewer, such as talk shows, the t-commerce application can be available for viewers during the TV program.
EVIDENCE: 4 out of 8 participants reported that they and other people would not like to change their focus, during a movie or soap opera, for doing shopping. Whereas the other half commented that the possibility to make a purchase during TV shows are interesting. Another evidence is the ad consuming method .
EXAMPLE: (Fig. 5).
5.2 T-Commerce Type (B): Interactive Advertising
PATTERN: Interactive advertising.
CONTEXT: The project requirement is to design positive experiences by improving an advertising, in order to increase sales conversion rates through t-commerce application.
PROBLEM: Converting viewers into paying customers through t-commerce application. The time of TV advertising is too short for making a purchase.
SOLUTION: An advertisement provides a trigger that can be accessed instantly (typically one-click button) by the viewer. The t-commerce purchase process should have few steps to finish an online transaction. The content of advertising should motivate a viewer to purchase a product at the first few seconds. A t-commerce requires an extended time that can be possible in following ways:
60-sec TV commercial: The traditional 30-sec commercials should have an extended time more than the usual, to allow viewers to purchase an offer.
Impulse response: An advertisement provides a trigger for t-commerce application, which can be accessed as soon as a user presses a button on a remote control. Depending of the TV business model, it does not affect the normal program flow.
EVIDENCE: 2 out of 8 volunteers notice that there is a relationship between TV advertising time and application time.
EXAMPLES: (Fig. 6).
5.3 T-Commerce Type (C): Enhanced Infomercial
PATTERN: Enhanced Infomercial.
CONTEXT: The project requirement is to design positive experiences by improving an infomercial, in order to increase sales conversion rates through t-commerce application
.PROBLEM: Improve the conversion rates by converting viewers into paying customers through t-commerce application.
SOLUTION: The infomercial video should be visible to the viewers during users’ interaction with the t-commerce application for sales improvement. In this case, the video should be resized and positioned in one corner of the screen, thereby products’ testimonials and details can continue to inform and motivate the customers to purchase while they are using the IDTV application.
Whereas, infomercial has longer time than a TV advertising, the t-commerce application should present more details such as user reviews and technical product specifications to provide information that help customers to purchase the infomercial’s offer.
However, some people does not like this type of TV show and they reported that it is not good to force them to interact with t-commerce application.
EVIDENCE: 5 out of 8 volunteers pointed out the advantages of the convenience of purchasing a product offered on infomercials.
5 out of 8 volunteers reported that they do not like infomercial and to be forced to do an impulse shopping.
EXAMPLES: (Fig. 7).
5.4 T-Commerce Type (D): Virtual Mall
PATTERN: Virtual mall.
CONTEXT: The design requirement is to sell a variety of products like e-commerce websites.
PROBLEM: This t-commerce type can disturb the viewers’ attention while they are watching a TV show. There are many possibilities to access a t-commerce virtual mall application. It can be combined with other t-commerce types or it can be available according to TV station business model.
SOLUTION: A virtual mall can sell products from the TV station, TV show or online retail company. It can be presented to users in following ways:
Combined with Related TV Program Type: if the TV show has a plot and narrative story such as soap operas or TV series, the t-commerce can be done during commercial breaks. If the TV show does not need full focus of viewer, the t-commerce application can be available for viewers during the TV program.
Infomercial Virtual Mall: When TV advertisers buy a time to broadcast their infomercial, they can offer a virtual mall in this period with other company’s products.
TV Station Virtual Mall: A TV channel can offer their products categorized by TV show during the whole day (24/7), so the viewers can interact whenever they want.
Retail Company Virtual Mall: Since traditional TV business model works selling time for broadcasting TV shows, a TV station could sell time to online retail companies to offer their product through a t-commerce application.
In some cases, the task could be focused on making a purchase, using a full screen application to do this. Since the goal is to do shopping, we can do it better on this interface like we do shopping in e-commerce websites.
EVIDENCE: Existing t-commerce application and UX research insights.
EXAMPLES: (Fig. 8).