1

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