Designing For Lifestyle:Designing For Lifestyle:Mobile EthnographyMobile Ethnography

Kelly GotoKelly GotoPrincipal & Design EthnographerPrincipal & Design EthnographerInterfaces: Mobile FocusInterfaces: Mobile Focusgotomedia, inc. | gotomobile.comgotomedia, inc. | gotomobile.com

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

(Ian Curson, Oyster Partners, interviewed by Comverse)(Ian Curson, Oyster Partners, interviewed by Comverse)

The Mobile OpportunityThe Mobile Opportunity

Mobile Data ServicesMobile Data Services

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%

% 3G Penetration

MUXP: MUXP: Mobile User ExperienceMobile User Experience

“I’m ready to try this out”

BRANDREPUTATION

“this works for me”

USABILITY/USEFULNESS

LIFESTYLE

PERCEPTION

INTERACTION

INTEGRATION

“This works for me”

MUXP = Mobile User Experience

OBSERVEOBSERVE WATCHWATCH ASKASK TALKTALK

ethnographyethnography usabilityusability testingtesting

interviewsinterviews focus groupsfocus groups

1-on-1 or group 1-on-1 1-on-1 Typically 4-9 people

Field observation of sociocultural phenomena

Users complete representative tasks

Questionnaire

Brainstorming

Discussion about critical aspects

Observing in natural environment

Observer/Moderator

Conducted by Interviewer

Moderator

1 hour- many years

1- 1.5 hours 1-2 hours 1-2 hours

HOW PEOPLE LIVE WHAT PEOPLE THINK

© gotomedia 2005© gotomedia 2005

Methods Of Contextual InquiryMethods Of Contextual Inquiry

ETHNOGRAPHIC ETHNOGRAPHIC RESEARCHRESEARCH

culture and culture and environmental environmental

audience researchaudience research

CONTEXTUAL CONTEXTUAL INQUIRYINQUIRYimmersive immersive

environment based environment based interviews and interviews and

observationobservation

CONCEPT TESTINGCONCEPT TESTINGtesting of visual or testing of visual or conceptual modelsconceptual models

PROTOTYPE PROTOTYPE TESTINGTESTINGone-on-one usability one-on-one usability testing or heuristic testing or heuristic analysis of wireframes analysis of wireframes or prototypes or prototypes

ASSESSMENT ASSESSMENT TESTINGTESTINGone-on-one testing of one-on-one testing of release version of release version of productproduct

ACCEPTANCE ACCEPTANCE TESTINGTESTINGone-on-one testing one-on-one testing post releasepost release

Methods Of Contextual InquiryMethods Of Contextual Inquiry

Web Content

[THIN CLIENT]

Web-Based Services

[SMART CLIENT/

RICH CLIENT]

Downloadable

Applications

[THICK CLIENT]

DeploymentStrategy

SMS/WAP-PUSH

Content/AudienceContent/Audience

Lifestyle Design ProcessLifestyle Design Process

Mobile Lives: Mobile Lives: Case StudyCase Study

6

1 goal /test plan 2 screen

participants 3 observation

4 photo diary 5 follow up

compile & report

““Deep Hanging Out”Deep Hanging Out”

MethodologyMethodology

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 countrythe more specific profiles, the better

““Deep Hanging Out”Deep Hanging Out”

Sample approachSample approach

““Deep Hanging Out”Deep Hanging Out”

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

FINLANDFINLAND

SINGAPORESINGAPORE

SAN FRANCISCOSAN FRANCISCO

Research NetworkResearch Network

Photo Diary USA - User ProfilePhoto Diary USA - User Profile

Very basic mobile that came with his contract; doesn't care about the latest 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 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 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-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. 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 Mobile makes it easier and cheaper to keep in touch with his friends and family on the east coast.on the east coast.

DAVIDage 39

single

application designer

works from home

Photo Diary USA – PicturesPhoto Diary USA – Pictures

Photo Diary Asia - User ProfilePhoto Diary Asia - User Profile

Has 2 mobiles and a landline; Likes to have the latest mobile, that looks 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 stylish and has features like mp3 player or camera. Has unlimited free minutes; no paying for incoming calls uses landline for international calls to 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 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 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 timesID is hidden, as she wants to be available for work at all times

YALINGage 26

married

accountant

6-month old son

Photo Diary Asia - PicturesPhoto Diary Asia - Pictures

Photo Diary Asia - PicturesPhoto Diary Asia - Pictures

UUses SMS (about 5 a day) and calling equally but doesnses SMS (about 5 a day) and calling equally but doesn’’tt talk on his mobile for very talk on his mobile for very long, as he pays for every minute he is onlong, as he pays for every minute he is on ･･ Uses landline for local and longer calls Uses landline for local and longer calls asas ･･ MMobile makes it easier to keep in touch with his friends and his girlfriend obile makes it easier to keep in touch with his friends and his girlfriend (especially via SMS)(especially via SMS) ･･ GGot a camera phone with his last contract and plays games a ot a camera phone with his last contract and plays games a lot while being on public transportlot while being on public transport ･･ UUses Bluetooth headset and sometimes ses Bluetooth headset and sometimes synchronizes his outlook calendar with his mobilesynchronizes his outlook calendar with his mobile ･･ IIt depends on his mood if he t depends on his mood if he picks up phone calls with hidden caller IDpicks up phone calls with hidden caller ID

JONASage 24

single

student

Photo Diary Finland - PhotosPhoto Diary Finland - Photos

FindingsFindings 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: Mososo: Mobile Social Software Mobile Social Software

Screenshot courtesy of anina.net

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