ABOUT INTERFACE: DESIGNING FOR LIFESTYLE ABOUT INTERFACE. designing for lifestyle. PRESENTED BY KELLY GOTO

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1 ABOUT INTERFACE designing for lifestyle PRESENTED BY KELLY GOTO

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4 Lifestyle & innovation focused companies

5 JETBLUE "The customer is always front and center at JetBlue our goal was to develop a system based on what our customers want. Christian Rishel, Director of Interactive Marketing for JetBlue

6 TIVO My TiVo lets me schedule TV around my life, instead of scheduling it around TV. - - Tony Christopher, 26 (Quoted from USA Today

7 GMAPS Mobility assumes constant location change. People on the go need to understand what services they can find around their current location. - Ian Mitrovic, K-Maps

8 IPOD is personality & lifestyledriven, appropriately designed and targeted to user needs

9 Apple + Nike announced merging of workouts and music, tying exercise in with the beats of your IPOD

10 3 TAKE-AWAYS: See how large brands are incorporating lifestyle research into innovating new products and services. Gain insight on the trends impacting our society including mo-so-so and ubiquitous computing. Take away practical methods of rapid research incorporating usability and deep hanging out into your design and development process.

11 How can you design an appropriate experience? practical < > emotional

12 More than usable: Are you emotionally attached? Do you think it is useful? Does it meet your needs? Can you integrate it into your life? Just because something is usable Does not mean it is meeting your audience s needs.

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15 RELIABLE?

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18 voice touch words xml expression binary visual touch gui interface

19 Emotional Interfaces Personality-Driven

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28 MO-SO-SO Social Networking Revolution

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35 Screenshot courtesy of anina.net

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37 MERGING RESEARCH AND DESIGN

38 An old professor of mine called it 'deep hanging out,' you've got to actually be there, hang out with people, and participate in their daily activities." (Genevieve Bell - talking about ethnography)

39 research & design TRADITIONAL: Research informs design r d GOAL: Disciplines are merged r d

40 lifestyle 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

41 methods of contextual inquiry OBSERVE WATCH ASK TALK ethnography usability testing interviews focus 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 hours 1-2 hours 1-2 hours HOW PEOPLE LIVE WHAT PEOPLE THINK gotomedia 2005

42 methodology ETHNOGRAPHIC RESEARCH culture and environmental audience research CONTEXTUAL INQUIRY immersive environment based interviews and observation PROTOTYPE TESTING one-on-one usability testing or heuristic analysis of wireframes or prototypes 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

43 traditional iterative functional requirements (business needs) scenarios, lifestyle (actual behavior) use cases (assumed tasks) paper prototyping (contextual testing) functional specifications (assumed tasks) beta prototype (contextual testing) prototype (testing) release prototype (contextual testing)

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46 HOW DO YOU APPROACH RAPID ETHNOGRAPHY?

47 Understanding lifestyle from a non-uscentric (or non-nz) point-of-view

48 Deep Hanging Out methodology 1 goal / test plan 2 screen participants 3 observation 4 photo 6 5 diary follow up compile & report

49 Deep Hanging Out sample project 1 goal / test plan 2 screen participants 3 observation 5 participants In each country the more specific profiles, the better 2 hours to a full day with notes and photos in context 4 photo 6 5 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

50 CASE STUDY: MOBILE LIVES

51 Globally, mobile data services is projected to grow from $25 billion in 2003 to $115 billion by Mobile subscribers are slated to grow to 1.3 billion at a rate of million per year. (IDC, JUPITER)

52 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.

53 research network FINLAND SAN SAN FRANCISCO SINGAPORE

54 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 text-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 on the eastcoast.

55 photo diary USA- pictures

56 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

57 photo diary asia - pictures

58 photo diary finland - user profile 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

59 photo diary finland pictures

60 findings SINGAPORE - Mobile Device Use device for SMS, calls, downloading, games, etc. Flat rate pricing U.S.A. - Cell Phone Phone calls only Low to no SMS or data usage High end smart phones or low cost phones 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

61 USA Europe Asia Monthly costs and type $ 50 flat rate (1000 minutes) for calls, SMS extra $ basic rate plus minutes and SMS $ flat rate including SMS flat rate within the same provider Calling Costs User pays for incoming AND outgoing calls High costs for outgoing calls and SMS; no costs for incoming calls more than 1 mobile phone (for different providers and free calls) Main Usage As cellular phone (calls) As mobile phone (calls and SMS) As mobile device (calls, SMS, games and browsing the internet) Design and Features Most people seem to either have smartphones (Blackberry, TREO) or really cheap and basic phones. People get new phones every 2 years or more often with renewing their contracts. Features are important. Design and features are very important; people buy new phones all the time and have more than one (change skins etc).

62 Case Study: Call Center App

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66 RESOURCES

67 resources: books The Design of Things to Come Vogel, Cagan, Boatwright

68 resources: books Personal, Portable, Pedestrian: Mobile Phones in Japanese Life Edited by Mizuko Ito, Daisuke Okabe, and Misa Matsuda

69 resources: books Design Research: Methods and Perspectives Edited by Brenda Laurel

70 GOTOMOBILE.COM

71 thank you! mobile user experience: this presentation can be found at: sign up for our quarterly newsletter on user experience and usability:

72 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)