Case Studies:
International ‘Gen X’ Focus Groups:
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•A leading, global supplier of mobile phones aimed to improve its competitive position in order to secure its long-term prosperity. The company believed that a critical element in achieving this objective is to ensure that products are manufactured to meet the needs of consumers in the future.
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•A research program was proposed using focus group methodology. The research would help the Mobile Phone Company understand ‘Gen Y’/youth perceptions of mobile interfaces for XHTML and WML (wireless phone Web sites), and to ensure that the user experience is optimal for these consumers. Susan Reale, UI Consultant, conducted research in 6 global markets (New York, Madison, WI, Italy, London, Singapore, Shanghai).
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•During the focus groups, stations were set up using wireless phones and mini-cameras to record the respondents’ interaction with the phones as they downloaded backgrounds, ring-tones and games using several different mobile UI interfaces. Each proto-type design was discussed at length after being “used” by the respondents.
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•The results of this research program allowed the researchers to identify optimal mobile interface designs in key global wireless markets. The researchers were able to determine specifically which mock-up interfaces were most/least appealing to the Gen Y audience, the “best of” features and elements, ease of download, and appropriate pricing. The Mobile Phone Company was able to discard the unappealing designs and move forward with those designs that the Gen Y audience found more appealing, and therefore more likely to pay for and download to their phones.
