extending your experience to mobile devices
DESCRIPTION
Extend your reach to the next billion potential customers by enabling them to consume your content and services from their mobile devices. We discuss what standards and devices are out there, some of lessons learned about designing for a small screen, and how to get your mobile presence up and running. See how Mobile AJAX works today-and you can tell us how "mobile AJAX" should work tomorrow.TRANSCRIPT
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/