Designing For Lifestyle: Mobile Ethnography
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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
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The Mobile Opportunity
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Mobile Data Services
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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
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MUXP: Mobile User Experience
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“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
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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
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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
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Web Content[THIN CLIENT]
Web-Based Services[SMART CLIENT/RICH CLIENT]
DownloadableApplications
[THICK CLIENT]
Deployment
Strategy
SMS/WAP-PUSH
Content/Audience
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Lifestyle Design Process
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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
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“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.
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Photo Diary USA – Pictures
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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
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Photo Diary Asia - Pictures
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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
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Photo Diary Finland - Photos
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Mososo: Mobile Social Software
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http://snap.duogate.jp/field/
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