Extending Your Experience to Mobile Devices

Designing For Lifestyle: Mobile Ethnography Kelly Goto Principal & Design Ethnographer Interfaces: Mobile Focus gotomedia, inc. | gotomobile.com

“ The mobile industry, as a whole, is technology- and gadget-led. What’s important, however, is to design for the user’s lifestyle , and what he or she wants. Design must target mass-market users, not only technical early adopters.” (Ian Curson, Oyster Partners, interviewed by Comverse)

% 3G Penetration Chetan Sharma Consulting. Base data from DoCoMo, KDDI, SKTelecom, KTF, Verizon, Cingular, Vodafone, 3, Merrill Lynch, Population estimates from respective government Japan Korea UK US 2004 2006 2008 2010 14% 30% 5% 0% 57% 57% 15% 16% 85% 75% 39% 25% 90% 83% 64% 48%

MUXP = Mobile User Experience “ I’m ready to try this out” BRAND REPUTATION “ this works for me” USABILITY/ USEFULNESS LIFESTYLE PERCEPTION INTERACTION INTEGRATION “ This works for me”

Methods Of Contextual Inquiry © gotomedia 2005 TALK ASK WATCH OBSERVE Discussion about critical aspects Questionnaire Brainstorming Users complete representative tasks F ield observation of sociocultural phenomena Moderator Conducted by Interviewer Observer/ Moderator Observing in natural environment 1-2 hours 1-2 hours 1- 1.5 hours 1 hour- many years Typically 4-9 people 1-on-1 1-on-1 1-on-1 or group focus groups interviews usability testing ethnography HOW PEOPLE LIVE WHAT PEOPLE THINK

Methods Of Contextual Inquiry ETHNOGRAPHIC RESEARCH culture and environmental audience research CONTEXTUAL INQUIRY immersive environment based interviews and observation CONCEPT TESTING testing of visual or conceptual models PROTOTYPE TESTING one-on-one usability testing or heuristic analysis of wireframes or prototypes ASSESSMENT TESTING one-on-one testing of release version of product ACCEPTANCE TESTING one-on-one testing post release

Content/Audience Web Content [THIN CLIENT] Web-Based Services [ SMART CLIENT/ RICH CLIENT] Downloadable Applications [THICK CLIENT] Deployment Strategy SMS/WAP-PUSH

“Deep Hanging Out” Methodology 6 1 goal / test plan 2 screen participants 3 observation 4 photo diary 5 follow up compile & report

“Deep Hanging Out” Sample approach 6 1 goal / test plan 2 screen participants 3 observation 4 photo diary 5 follow up compile & report 2 hours to a full day with notes and photos in context Ask participants to take photos of daily life over next 3 days to 1 week Interview 2-hours and review photo diaries 5 participants In each country the more specific profiles, the better

“Deep Hanging Out” MOBILE LIVES Is an ongoing collaborative project between Asia, Europe and the United States to determine patterns of behavior and culture in mobile behavior. Goal is to determine how to understand and improve mobile user experience cross-culturally.

Research Network FINLAND SINGAPORE SAN FRANCISCO

Photo Diary USA - User Profile Very basic mobile that came with his contract; doesn't care about the latest features. Has 1000 free minutes (incoming & outgoing) and has a lot of long calls to his girlfriend living in Southern California; uses landline for local calls. Uses SMS rarely as he would rather call someone than spend a long time text-messaging. Never picks up the phone if the caller ID is not showing the number. Mobile makes it easier and cheaper to keep in touch with his friends and family on the east coast. DAVID age 39 single application designer works from home

Photo Diary Asia - User Profile Has 2 mobiles and a landline; Likes to have the latest mobile, that looks stylish and has features like mp3 player or camera. Has unlimited free minutes; no paying for incoming calls uses landline for international calls to her sister in Australia. Uses SMS a lot (about 20 a day) to keep in touch with friends. Unlimited free SMS. Usually picks up the phone, even when ID is hidden, as she wants to be available for work at all times YALING age 26 married accountant 6-month old son

Photo Diary Asia - Pictures U ses SMS (about 5 a day) and calling equally but doesn ’ t talk on his mobile for very long, as he pays for every minute he is on ･ Uses landline for local and longer calls as ･ M obile makes it easier to keep in touch with his friends and his girlfriend (especially via SMS) ･ G ot a camera phone with his last contract and plays games a lot while being on public transport ･ U ses Bluetooth headset and sometimes synchronizes his outlook calendar with his mobile ･ I t depends on his mood if he picks up phone calls with hidden caller ID JONAS age 24 single student

Findings SINGAPORE - Mobile Device Use device for SMS, calls, downloading, games, etc. Flat rate pricing Own multiple handsets - fashion and low cost FINLAND - Mobile Phone Use calendar and SMS functions regularly Expensive phone calls calling out - no cost to receive U.S.A. - Cell Phone Phone calls only Low to no SMS or data usage High end smart phones or low cost phones

Mososo: Mobile Social Software

Screenshot courtesy of anina.net

http:// snap.duogate.jp /field/

Extending Your Experience to Mobile Devices

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