UPA Presentation - Digital Natives
- 1. Sprite Yard Project: Working with “Digital Natives” a mobile usability perspective Hilary Coolidge, Consultant, eXperience Design 03/19/08
- 2. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar2 Business Opportunity • Opportunity: – Develop a mobile marketing platform – Create personal, sustained, value-added consumer connections through Sprite! • Solution: – The Sprite Yard • A mobile social network designed to engage teen and young adult consumers • Instant gratification mobile rewards DecNov Jan Feb MarOct Apr May Jun Jul Launch June 22, 2007 Discovery Analysis Design Develop
- 3. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar3 Project Basics • The soup to nuts usability experience
- 4. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar4 Getting prepared for a mobile usability study: special considerations • Device compatibility – Network carrier – Device functionality – Access WAP site • Recording information – More video work to get reaction of what user was seeing on their screen – Difficult to see what or where the user was in the application • Real time interaction with device
- 5. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar5 Mobile Usability Study • Doing a real time WAP study revealed depth of kids’ “digital nativity” – Teens’ facility with mobile device – Their mental model of the Yard – Social networking extending beyond the web
- 6. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar6 Study insights - a mobile perspective • Live WAP site user experience • Technical experience • Device experience • Situational obstacles
- 7. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar7 Sprite Yard is all about adoptability • Teens’ reaction to The Yard and its “benefits” based on value of content – the Yard - as an application – the “free” stuff • As “Digital Natives” kids are mobile savvy – had high expectations of mobile platform • Compared to web based sites – online and mobile • Inviting/importing their friends – Did not ignore cost of downloads
- 8. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar8 Mobile usability study: lessons learned • More elements than “normal” are out of your control • Ability to make on the fly changes and quickly change course if needed – “agile” usability • Be prepared for more than the ordinary amount of bumps in the road
- 9. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar9 Value adds considered • Conducting a study in more of a “live” situation – Results would be more qualitative than quantitative – Could uncover issues not apparent in a formal study – Do “guerilla” style instead of with full blown video team – Could have access to person’s peer group and gather additional data from them