contextual enquiry v1.0
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Nokia Tej User Study & Contextual Enquiry
01/ Objectives
02/ User Types
03/ User Profiles & Scenarios
04/ Experience Model
05/ Key Findings
06/ Opportunity Map
07/ Trigger Map
Contents
• Identify user categories
• Understand user needs
• Understand the context
− Study not only what people say, but explore, observe and analyze patterns and meanings that people can’t put into words
− Study users in their own life contexts – social environments, business scenarios – in order to develop a viable view of how user really operate and to learn the unexpected
• Understand the user behavior
− Use interviewing techniques and tools to understand, in depth, how users think, behave, and interact with the application
• Validate understanding of business context & business requirement
Objective
Aspirant • Incomplete formal
education • Even though aware of the
utility of Nokia Tej, he perceive Nokia Tej more as an aspirational tool
Utilitarian • Have some level of formal
education • Is a intense mobile user,
using it for games and internet
• His utilitarian view of Nokia Tej is influence by his experience of mobile games and videos
Mobile Enthusiast • Have moderate to high
level of formal education • Strongly perceive Nokia Tej
as a utility tool for their business
• Have a strong sense of evaluation and is vocally critical of the short comings
User Types
Different users have their own way to interacting with Nokia Tej. But there were characteristics that came to be identified with a different group of users. From the user base that was studies, three distinct types of users have emerged , as detailed below
Vinod Kumar
Age 26
Undergraduate
Read Aaj Samaj on few days in the week and have
been using mobile for the last 3 years. Runs his
cosmetics shop and needs to regularly order P&G
goods to keep his stock
Primary Phone
Calls
SMS
Internet
Games
Mobile usage
Nokia Others
Reason to Use Nokia Tej
- Can order goods any time
- Feel there is something new to learn
“ Kuch naya seekhne ko hai! ” Apps
Observation
• Feels good that companies like P&G and Nokia
are reaching out to him
• Motivated because he is getting to learn
something new
• Evaluate quality by price “kitne wala hai’
Frustration
• Can’t figure out price – is it for single
piece or multiple pieces?
• Finds product categorization complex,
can’t locate shampoo?
Opportunities
• Improve product categorization
• Make product categorization / name
more user friendly
• Provide sum total on the same
screen
• 0rder conformation on the same
screen
Aspirant
Nokia Tej
Password
Order No
- - - - - - - - - - -
Contact data
- - - - - - - - - - -
Products
- - - - - - - - - - -
Transport
Order Summary
Order Preview
“quality kitne wala hai”
“yeh kya 4 piece ka price hai”
Home
Menu
Gallery
Video Download
My Orders
My Orders
My Partners
My Messages
Settings
Sync
Product Type
x
Product Name
X
Quantity
Done
Do
ne
Confirm
Back
‘Order Placement’ Journey
Order Status: Incomplete
Gagan Arora
Age 25-35
B Pharma
Subscribe to five newspaper and but reads Times of
India regularly. Manages his pharmacy shop full time
and is mostly occupied.
Observation
• Feels medicines on Nokia Tej would add lot of
value
• View his contribution will benefitting the larger
business community and he should be
recognized
• Take his role of contributor seriously by offering
practical suggestion
• Feels Nokia solution are friendly that other
mobile companies
Frustration
• Finds the process very lengthy and feel
the login is not required
• Feel there is something amiss with the
categorization
• The application is not proactive about
providing information about action
performed
Opportunities
• Make the process to access the
application shorter
• Make product names more user friendly
• Make the application follow the
interaction principles of Nokia phone
• Provide alerts on home screen when
order status or other info is updated like
in SMS
• Provide incentive on orders placed
through Nokia Tej
• When the order is send / received, the
confirmation message should be
displayed on the screen as in SMS
• Product supply can improve as he
pushes rival brands when stocks for P&G
goods dries up Primary Phone
Calls
SMS
Internet
Games
Mobile used
Nokia Others
Reason to Use Nokia Tej
- Can order goods as and when the orders deplete (as
pampers take lot of space compared to margin it offers)
“ Nokia is friendly! ” Apps
Utilitarian
“Ab kya karna hai”
Nokia Tej
Password
Order No
- - - - - - - - - - -
Contact data
- - - - - - - - - - -
Products
- - - - - - - - - - -
Transport
Order Preview Pampers 56 pcs
Home
Menu
Gallery
Memory Card
My Orders
My Orders
My Partners
My Messages
Settings
Sync
Product Type
x
Product Name
X
Quantity
Done
Do
ne
Yes < Back
“medium pata nahi chalta”
“2S Kya hai”
“Product category mein thoda
garbar hai”
Order No
- - - - - - - - - - -
Contact data
- - - - - - - - - - -
Products
- - - - - - - - - - -
Transport
Order Summary
Transport Co
- - - - - - - - - - -
Transport City
- - - - - - - - - - -
Delivery Remark
- - - - - - - - - - -
Insurance
Transport
“Ek step back karna hai
normal phone ke tarha”
‘Order Placement’ Journey
Order Status: Incomplete
Amit Yadav
Age :Below 25
Under-graduate
Pursuing graduation through correspondence, read
Punjab Kesri, and help his father run the shop. In the
g0-to man for his family in matter related to mobile or
other gadgets
Observation • Has a high level of command over the application
and trust the system • Looks like he spends a substantial time surfing
internet on his mobile, downloading Bollywood content
Frustration • Finds the access process lengthy and feel • Was on the verge of embarrassment, during
the order confirmation process when he lost his way somewhat before finding it.
Opportunities • Make the application access process
shorter • Make product names more user friendly • Provide incentives
Primary Phone
Calls
SMS
Internet
Games
Mobile usage
Nokia Others
Reason to Use Nokia Tej
- Feel empowered as now can order goods as and when
the goods are required
“ 15 din ke beech mein khatam
to maal manga sakte hai! ” Apps
Mobile Enthusiast
Nokia Tej
Password
Order No
- - - - - - - - - - -
Contact data
- - - - - - - - - - -
Products
- - - - - - - - - - -
Transport
Order Summary
Home
Menu
Installation
Radhey Shyam
My Orders
My Orders
My Partners
My Messages
Settings
Sync
Product Type
x
Product Name
X
Quantity
Done
Do
ne
Confirm
Order Preview Tide (60x20)
Games
‘Order Placement’ Journey
Order Status: complete
Think
about
needs
Execute
thoughts
App UX
Product UX
Sol UX Measures
Existing
Order channels
Forms
perception
& builds
expectation
Nokia
P&G
Ease of order
Delivery time
Experience Model
The experience model is based on observations of different user and outlines the structure of the experience and the attending factors
1. Nokia Tej is largely perceived as a ‘Useful’ ‘Futuristic’ , ‘Aspirational’ and ‘Contextual’ tool to place order for P&G products and also a tool to reduce dependability on 15-days cycle of DSE visits
2. There is a predominant feeling that Nokia Tej can be made more simpler and user-friendly 3. In the existing scenario, the application use is primarily limited to ‘placement of orders’ and user are
either not aware of other features or reluctant to use them 4. The deterrent for more frequent usage are a combination of usability issues in the application and the
time taken for the goods to be delivered 5. Performance of Nokia Tej is compared and evaluated vis-à-vis the traditional order channel on two
parameter – ease of order placement and time taken for delivery 6. User have a strong believe that information on offers and schemes are not passed on by distributors /
DSE as it should be; and that distributor and DSE avails these for themselves 7. There is a feeling that application should provide a provision from within the application to call P&G to
seek clarity about product specification, new product details and possibly cost 8. Users are finding the new product categorization to be complex 9. Users feel that information about new product should be available separately; currently they come to
know about new products from customer and then place order for them. 10. Almost all users feel that addition of product from other companies would make Nokia Tej more
useful. 11. The most desired companies are Hindustan Lever, Johnson & Johnson and Nestle in that order 12. Most of the users feel that trainings is required, preferring onsite training and feels printed reference
material would be of help
Key Findings
Product Portfolio Make the product categorization
user-centric Make the product name more easy
to understand Possibly include fast moving
products of companies other than P&G as well
Application Shorten the application access
process Possibly do away with login Show ‘Order Confirmation’ message
prompt like SMS Have alerts on the home screen for
offers and order statuses Have a separate section for new
products Simplify Order confirmation process
as in half the cases user lose their way once proceed to confirm the order after they have composed it.
Supply Chain The supply chain needs to be
improved to deliver on expectation. In the existing scenario the time taken for delivery is perceived to be longer. No or late delivery goods is perceived as a failure of the application itself.
Relationship Nokia Tej is some context perceived
as a tool to build relationship with P&G
Nokia Tej can emerge as a reliable tool to get info on P&G ‘s offers and schemes
Trainings Regulate trainings with
supplementary material Educate users about other features
like offer details and order status and on how to access them
Opportunity Map - Nokia Tej
Mapping the Opportunities
current triggers // existing scenario possible triggers // future scenario
Order goods as and when required
Get Order details as and when required
Get information about offers & schemes
Centralize order for multiple brands
Ease of use
Regular alert about order statuses
Incentive to order on Nokia Tej
Shorter order-supply cycle
Interface to connect with P&G
Provision to pay from the mobile itself
Order goods as and when required
Order as little as is required
Freedom from dependability on DSE
Mapping the Triggers
15
User Journey Creating a wishful-scenario
Meet Gagan Trigger for Nokia Tej
Gagan get a call from his regular customer for 5 cartons of Pampers. He check his stock and finds that he has only 1 cartons available in his stock. He need to immediately respond to his customer.
Evaluates order channels
To respond to the customer need, he need to check availability,
place the orders…….
Check
the stock
As he was
about to call
the
wholesaler,
he recalls the
alert about an
offer he has
received from
P&G on Nokia
Tej
He clicks on the
icons and
straight away
gets the menu
Open Nokia Tej, and goes to the offer section to reads the details of the offer. Then he goes to the New Order section, and check the price, finds the offer and the price attractive.
Call up P&G from
within the app to
confirm stocks and
specify delivery
priority.
Place order on Nokia Tej
…… and get the delivery from P&G, before he get it delivered to
his customers
Goes ahead
and enter the
order details
and places the
order.
He pays for the
goods ordered
from the Nokia
Tej itself and
print a receipt for
record.
Get an alert for
the order
confirmation.
Calls up his
customer to
confirm delivery.
Get another alert
when the order
is processed and
dispatched.
Receive the
goods the next
day, feels
satisfied.
Opens Nokia Tej
and confirm
receiving the
goods.
19
Thanks Nazim Iqbal UX Team – Nokia Tej
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