Commercial proposition

Think Like a User

When you are working on an IPTV/OTT project, sooner or later the question about how the user interacts with your service will come up. Whether you gain a new satisfied customer or whether they will move on in their search for a more convenient resource depends on whether you have created a practical and intuitive interface. Sometimes this can be quite difficult since it can require a specialist who has a lot of experience in designing and visualization. At this stage, concepts such as UX and UI design come into play.


UX and UI

Why is this necessary?

The objective of UX design is the same for any business to solve the user’s question by successfully selling your product or service to them. In the digital era, the interface performs a function that is similar to what a sales consultant in a store or a sales manager in an office does. Based on personal experience of interaction with the interface of your site or service the user makes a decision — to be or not to be? To like it or not to like it. To buy or not buy. Just as carefully as we choose staff, we need to assess the appearance and capabilities of an internet service. You need to know which interface functions will attract the users, and which ones will prompt users to seek out the services of competitors. The success of your business largely depends on this. We prepared a selection of basic rules that allow you to evaluate the «professional qualities» of your virtual sales tool.

1. People Don’t Read, They Scan

This is the first rule that anyone who communicates with customers through the device screen should remember. When users visit your website or application, they will not read through all of your content as they make comparisons and decide on which action to take. They will click on the first thing that seems suitable to them.

The Gutenberg Diagram

The Gutenberg Diagram schematically shows where users direct their attention when browsing content on any device, whether it is a smartphone, laptop or TV. When we look at a page, we divide it into 4 areas:

People Don't Read, They Scan


People Don't Read, They Scan

2. The KISS Principle

KISS is an acronym that can stand for several things. The most popular of them are "keep it simple, stupid" and "keep it short and simple". This principle is considered one of the key rules of UI/UX design. It emphasizes that the interface should be simple and intuitive, that the meaning of the elements should be obvious, and that the user should be able to achieve their goals with a minimum number of actions.

The application should help the user accomplish their objective. It is not the end in itself. If the navigation and structure of the site are not intuitive, this will cause users to have more questions and it will be more difficult for them to understand how the system works and how they can get from point A to point B. This will make them uncomfortable on a subconscious level, and they will want to leave your site.

The KISS Principle

3. Don’t Make the User Think

Do not require a lot from the user. The fewer the number of actions that need to be taken to try the service, the more likely it is that the visitor to your site will actually do it.

People who are exploring your site for the first time are not interested in filling out long forms to create an account that they may never need again. Give the potential client the opportunity to use the product without forcing them to provide a lot of personal information.

Don’t Make the User Think


Don’t Make the User Think

4. Fitts’s Law

Fitts’s Law describes the relationship between the amount of time required to move to a target, the size of this target, and the distance to it. It goes like this: the easier it is to find a target and the shorter the distance to it, the faster and easier it will be to move to that target.

We can draw 2 conclusions from this law:

Fitts’s Law

5. Hick’s Law

This law says that the greater the number of choices, the longer and more difficult will be the decision-making process. if we complicate the decision-making process, then we raise the person’s level of stress and make them more nervous. A variety of options can cause an emotional reaction, as a result of which a person may feel that none of the solutions is suitable.

Hick’s Law

6. Signal to Noise Ratio

A signal — is the information that you would like to communicate.

Noise — is extraneous information that blurs the signal.

In order to create an effective design, you need to find the optimal ratio between these indicators. Removing unnecessary or highlighting important elements will help you to correctly place the emphasis and communicate the necessary information.

A minimalistic design will maximize your signal-to-noise ratio. But is it always appropriate? You will often make the appearance of your site less attractive by removing secondary elements. Therefore, a little "background noise" does not hurt. The main point to remember is that it should not block the signal. Minimalism is good, but sometimes simplicity is enough!

Signal to Noise Ratio

7. Effective Communication + Correct Copyrighting

Aaron Markus, the founder and president of AM+A, one of the world’s leading experts in the field of design and usability, identifies three fundamental principles governing the use of "visual language" content in his works on how to effectively present visual information:

Effective Communication


Effective Communication


Effective Communication

8. "Miller’s Purse"

It is well known that the abilities of the human brain are not unlimited. In 1956, American psychologist George Miller determined that short-term memory, as a rule, cannot store more than seven pieces of information (+/- two). This is the so-called "purse" of items that are available for mental recall.

We do not perceive the full meaning of elements, but only their general outward characteristics. In other words, what is contained in the "purse" is not that important. What is important is that it cannot hold more than seven items. If the number of pieces of information increases, then our memory splits the information into subgroups consisting of five to nine elements. This provides some takeaways that are directly relevant to web designers. For example, do not create a menu that is too big. If you need to create a menu with many items, use categories. Group similar pieces of information together: this rule can also be classified under Hick’s Law, which we mentioned above.

Miller’s Purse

9. Theory of Proximity

Grouping together components that are semantically related is a simple way to make it easier for customers to use a resource. Many of us are familiar with the "Open" and "Save" functions (that are like a fork and knife), and they are grouped together in one place. Similar functions are located nearby. They follow a certain logic while reducing the time needed to comprehend what they are.

Four principles should be considered when grouping elements on a page:

Theory of Proximity

10. Principle of Bridge Railings

Another word for this principle is "foolproofing". This is a very simple rule that is often overlooked: protect the user from actions that he cannot or should not do. For example, if the picture is not clickable, it should not be highlighted as an active element when the user hovers their cursor over it.

Principle of Bridge Railings

11. Principle of Intelligent Borrowing

There is no point in reinventing the wheel. If a ready-made solution is suitable, it can be borrowed and adapted to your roduct. The borrowing of successful ideas from the creators of similar programs reduces user learning time and makes them more comfortable using our product. That’s because they can use the skills that they have already acquired when working with your application.

Principle of Bridge Railings

12. Trends or Verified Solutions

Some trends are started to address a special need (for example, the hamburger menu) or in response to changes in the industry (background videos). Be ready to adapt to anything. This is great advice, especially in web design, where new trends are constantly emerging.

There is nothing wrong about following these trends. However, when it comes to new «features», it is worthwhile considering how copying them into your app will affect usability. Do not get too carried away and blindly follow the fashion without looking at the needs of your audience first. In the end, your product must satisfy your user base. It was for their benefit that you created your product. Invent something new only if you are sure that this idea is really good. Otherwise, it is better to use a traditional solution.

Principle of Bridge Railings

Design should be fresh and new while remaining familiar to the user at the same time. If the user is already accustomed to something, he will quickly learn new items and will get more pleasure from working with your program or site.

Follow the expectations of users and you will easily gain their trust!

Hevc better, faster, stronger


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Privacy Policy

This Privacy Policy will be effective as of May 25, 2018.

What This Policy Covers

We respect the confidentiality of your personal data and take measures to safeguard it. This Policy describes the information we collect, how we use that information, our legal basis for doing so, and your rights regarding the information we collect. We also use cookies and similar technologies, as described in our Cookie Policy, which is an integral part of this Privacy Policy.

Who We Are

When we refer to “we”, “our” or “us” in this Policy, we mean the company Telecommunication Technologies LLC, which acts as a controller of the information that is being collected from you. We list our contact details, as well as the contact details of our EU representative, at the end of this Policy.

What We Collect

In the course of our business activities, we collect certain personal data as described below.

  • Information you provide by filling out forms on our websites. When you fill out forms on our websites, we collect the information that you enter in these forms, which includes your name, email and postal address, telephone number, country of residence.
  • Information you provide when entering into a contract with us or otherwise request our services. We collect your name, email and postal address, telephone number, country of residence, MAC address and serial number of your device that you provide to us in the process of negotiation, execution or performance of contracts (e.g. supply or technical support).
  • Information we collect when you visit our websites. We may collect information about your device and how you use our website, including IP address; the type of device you are using; platform type; operating system version; mobile device’s identifiers; your browser type and language; URLs of websites that you visit; the number of clicks on an web page; the amount of time spent on web page; pages viewed on our website.

    We use cookies and other similar technologies to collect such data. We may use third-party services, such as Google Analytics, that collect, monitor and analyze this type of information in order to increase the functionality of our website, and Google AdWords to optimize the delivery of ad content specifically targeted to your interests based upon previous visits to our website. You can opt out of being included in Google Analytics and Google AdWords here.

    You can also set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of this website may become inaccessible or not function properly. For more information about the cookies we use, please see our Cookie Policy

Lawful Basis and Use of Collected Information

We process personal date based on several lawful grounds:

  • Performance of the contract we have with you. This also includes negotiation of a prospective contract. We use your personal data to provide you goods and services under the contract, communicate with you regarding the contract and otherwise exercise our rights and perform obligations related to the contract.
  • Our legitimate interests. We use personal data collected from you to realise and protect our legitimate interests.

    We use identity, device, and location information to prevent fraud and abuse and to prevent security breaches.

    We analyse how users interact with our websites so that we can understand where they need to be improved in order to enhance the quality of the online experience of the websites visitors.

    We use your personal data for direct marketing purposes to provide you with the best offers and current information on our business activities.

    We use your personal data, in particular device and location identification, to protect our intellectual property rights and prevent counterfeiting of our products.

How We Share Information We Collect

We do not normally share with third parties personal information we collect. However, in some cases, we may share the information where it is necessary or obligatory.

  • Service providers. It may be necessary to share some of personal information with third-party service providers (e.g. delivery or payment processing services). We may share this information solely to the reasonably necessary extent (e.g. to deliver products in the course of performance of a contract).
  • Affiliates, successors and assigns. We may share personal information with our affiliated companies in the course of normal business activities (e.g., where it may be necessary to perform a contract). Personal information may also get into possession of another controller as a result of a merger, acquisition or another business transaction. We will inform you of this in advance and ensure that your personal information is secure.
  • Legal requirements. We may share personal information to comply with law or law enforcement, to prevent fraud or abuse, or to protect our legal rights and interests.

How Long We Keep Information

How long we keep information we collect about you depends on the legal basis and purpose for which the information has been collected and is being stored. After such time, we will either delete or anonymise your information or, if this is not possible (for example, because the information has been stored in backup archives), then we will securely store your information and isolate it from any further use until deletion is possible.

  • Performance of a contract. If the information has been collected on the basis and for the purpose of negotiation, conclusion or performance of a contract between you and us, then we will keep this information during the period of negotiations of the contract and, if the contract is entered into, during the contract performance or its effective term. We may also continue to keep this information for five years after the end of the contract negotiations or for five years after the expiration or termination of the contract in case any legal dispute occurs and to the extent it may be necessary to protect us from any legal claims.
  • Legitimate interests. The information collected on the basis of our legitimate interests may be kept by us as long as we continue to pursue these interests. For example, if the information has been collected for the purpose of direct marketing, then we will keep this information as long as we continue to promote our products and services. You may notify us at any time that you object to your data being used by us for direct marketing, and we will expeditiously stop use of your information for this purpose. We may continue to keep some of this information for five years after we stop its use in case any legal dispute occurs and to the extent it may be necessary to protect us from any legal claims.

Your Rights

Data subjects residing in certain countries, including the EU, are afforded certain rights regarding their personal information. However, these rights are not unlimited and are subject to exceptions and exemptions. To exercise your rights, you can contact us at our email These rights include:

  • Access to your data. You can clarify whether your data is being processed and ask us for a copy of your personal data in machine-readable form.
  • Change or correct your data. You can ask us to change, update or fix your data in certain cases, particularly if it is inaccurate.
  • Restrict processing or delete your data. In some cases, you can ask us to restrict processing of your data or delete all or some of your personal data.
  • Object to processing. If you believe that the collection or processing of your data is unlawful on grounds related to your situation, you can object to such collection or processing.
  • Data portability. In certain cases, you can transmit your data collected for to another controller or ask us to transmit your data to another controller.
  • Opt out of communications. You can opt out of receiving promotional communications from us by using the unsubscribe link within each email.
  • File a complaint with a supervisory authority. You may have the right to file a complaint with a relevant supervisory authority if you believe that your data protection rights are being infringed.

How We Protect Personal Data

While we implement safeguards designed to protect your information, no security system is impenetrable and due to the inherent nature of the Internet, we cannot guarantee that data, during transmission through the Internet or while stored on our systems or otherwise in our care, is absolutely safe from intrusion by others. We will respond to requests about this within a reasonable timeframe.

Our Policy Towards Minors

We do not knowingly collect personal information from natural persons under 18. If we become aware that a natural person under 18 has provided us with personal information, we will take steps to delete such information. If you become aware that such a person has provided us with personal information, please contact us promptly.

Changes to Our Privacy Policy

We may change our Privacy Policy from time to time. We will inform you in advance to your email address of any changes and their effective date.

Contact Information

If you have any questions or complaints regarding this Policy or you want to exercise your data protection related rights, you can communicate with us at the email address or by post at the addresses below:


Telecommunication Technologies LLC
1 Mytna Square
Odesa 65026

EU representative:

Infomir OÜ
Rävala pst. 8, kabinet A312
Tallinn 10143

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