Designing For Lifestyle: Mobile Ethnography

8/14/2019 Designing For Lifestyle: Mobile Ethnography

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Designing For Lifestyle:Mobile Ethnography

Kelly GotoPrincipal & Design Ethnographer

Interfaces: Mobile Focusgotomedia, inc. | gotomobile.com





The Mobile Opportunity



Mobile 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: Mobile User Experience



“I’m ready to trythis out”

BRANDREPUTATION

“this works for me”

USABILITY/USEFULNESS

LIFESTYLE

PERCEPTION

INTERACTION

INTEGRATION

“This works for

me”

MUXP = Mobile User Experience



OBSERVE WATCH ASK TALK

ethnography usabilitytesting

interviews focus groups

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

Field observationof socioculturalphenomena

Users completerepresentativetasks

Questionnaire

Brainstorming

Discussionabout criticalaspects

Observing innatural

environment

Observer/Moderator

Conducted byInterviewer

Moderator

1 hour- manyyears

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

HOW PEOPLE LIVE WHAT PEOPLE THINK

© gotomedia 2005

Methods Of Contextual Inquiry



ETHNOGRAPHICRESEARCH

culture andenvironmental

audience research

CONTEXTUALINQUIRYimmersive

environment basedinterviews and

observation

CONCEPT TESTINGtesting of visual orconceptual models

PROTOTYPETESTINGone-on-one usabilitytesting or heuristicanalysis of wireframesor prototypes

ASSESSMENTTESTINGone-on-one testing ofrelease version ofproduct

ACCEPTANCETESTINGone-on-one testingpost release

Methods Of Contextual Inquiry



Web Content[THIN CLIENT]

Web-Based Services[SMART CLIENT/RICH CLIENT]

DownloadableApplications

[THICK CLIENT]

Deployment

Strategy

SMS/WAP-PUSH

Content/Audience



Lifestyle Design Process

http://www.gotomedia.com/goto/lifestyle/process







6

1goal /

test plan

2screen

participants

3observation

4photodiary 5

follow up compile& report

2 hours to a full day withnotes and photos in context

Ask participants to take photos ofdaily life over next 3 days to 1

week

Interview 2-hours andreview photo diaries

5 participants In each countrythe more specific profiles, the better

“Deep Hanging Out”

Sample approach



“Deep Hanging Out”

MOBILE LIVES

Is an ongoing collaborative project between Asia, Europe and theUnited States to determine patterns of behavior and culture inmobile behavior. Goal is to determine how to understand and

improve mobile user experience cross-culturally.







Photo Diary USA – Pictures



Photo Diary Asia - User Profile

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 toher 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

YALINGage 26

married

accountant

6-month old son



Photo Diary Asia - Pictures



Photo Diary Asia - Pictures

Uses SMS (about 5 a day) and calling equally but doesn’t talk on his mobile for verylong, as he pays for every minute he is on･ Uses landline for local and longer callsas･ 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 sometimessynchronizes his outlook calendar with his mobile･ It depends on his mood if hepicks up phone calls with hidden caller ID

JONASage 24

single

student



Photo Diary Finland - Photos





Mososo: Mobile Social Software















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












Documents

Designing For Lifestyle: Mobile Ethnography