Designing For Lifestyle: Mobile Ethnography

Kelly Goto Principal & Design Ethnographer Interfaces: Mobile Focus gotomedia, inc. | gotomobile.com

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

The Mobile Opportunity

Mobile Data Services

% 3G Penetration
2004 Japan 14% 2006 57% 2008 85% 2010 90%

Korea

30%

57%

75%

83%

UK

5%

15%

39%

64%

US

0%

16%

25%

48%

Chetan Sharma Consulting. Base data from DoCoMo, KDDI, SKTelecom, KTF, Verizon, Cingular, Vodafone, 3, Merrill Lynch, Population estimates from respective government

MUXP: Mobile User Experience

MUXP = Mobile User Experience
“I’m ready to try this out”
BRAND REPUTATION

PERCEPTION

USABILITY/ USEFULNESS

INTERACTION

LIFESTYLE

INTEGRATION
“this works for me”

“This works for me”

Methods Of Contextual Inquiry
OBSERVE
ethnography
1-on-1 or group Field observation of sociocultural phenomena

WATCH
usability testing
1-on-1 Users complete representative tasks

ASK
interviews
1-on-1 Questionnaire Brainstorming

TALK
focus groups
Typically 4-9 people Discussion about critical aspects

Observing in natural environment
1 hour- many years HOW PEOPLE LIVE

Observer/ Moderator
1- 1.5 hours

Conducted by Interviewer
1-2 hours

Moderator

1-2 hours WHAT PEOPLE THINK

© gotomedia 2005

Methods Of Contextual Inquiry
ETHNOGRAPHIC RESEARCH
culture and environmental audience research

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

CONTEXTUAL INQUIRY
immersive environment based interviews and observation

ASSESSMENT TESTING
one-on-one testing of release version of product

CONCEPT TESTING
testing of visual or conceptual models

ACCEPTANCE TESTING
one-on-one testing post release

Content/Audience
Deployment Strategy
SMS/WAPPUSH

Web Content [THIN CLIENT]
Web-Based Services [SMART CLIENT/ RICH CLIENT]

Downloadable Applications [THICK CLIENT]

Lifestyle Design Process

Mobile Lives: Case Study

“Deep Hanging Out”
Methodology

1
4

goal / test plan

2
5

screen participants

3
6

observation

photo diary

follow up

compile & report

“Deep Hanging Out”
Sample approach

1
4

goal / test plan

2
5

screen participants

3
6

observation

5 participants In each country the more specific profiles, the better

2 hours to a full day with notes and photos in context

photo diary

follow up

compile & report

Ask participants to take photos of daily life over next 3 days to 1 week

Interview 2-hours and review photo diaries

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

Research Network

FINLAND

SAN FRANCISCO

SINGAPORE

Photo Diary USA - User Profile
DAVID
age 39 single application designer works from home

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 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 textmessaging. 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 on the east coast.

Photo Diary USA – Pictures

Photo Diary Asia - User Profile
YALING
age 26 married accountant 6-month old son

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 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 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 times

Photo Diary Asia - Pictures

Photo Diary Asia - Pictures
JONAS
age 24 single student

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

Photo Diary Finland - Photos

Findings

SINGAPORE Mobile Device
• Use device for SMS, calls, downloading, games, etc. • Flat rate pricing • Own multiple handsets fashion and low cost

U.S.A. - Cell Phone
• Phone calls only • Low to no SMS or data usage •High end smart phones or low cost phones

FINLAND Mobile Phone
• Use calendar and SMS functions regularly • Expensive phone calls calling out no cost to receive

Mososo: Mobile Social Software

Screenshot courtesy of anina.net

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

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