User Experience Practice

• 03Feb

  The Touchscreen Revolution Requires a Total Rethink of the Mobile UI

  Wireless Device Lab No Comments

  We have now undertaken over 20 UX benchmark evaluations of touchscreen mobile devices, and we find that consumers overwhelmingly demonstrate a strong preference for touchscreen interfaces that are optimized for the finger touch input approach.

  This means making all functions easily accessible via the touchscreen – even when duplicate hard keys are also available, as in taking a picture with the camera. It also means removing some legacy telephony-based paradigms such as the concept of ‘soft keys’.

  These constructs are highly familiar to mobile device users, but our research suggests that those consumer segments who have already adopted, or are keen to adopt, touchscreen technology typically consider the touchscreen interface as a new paradigm, one that they do not readily associate with a traditional ITU-T interface.

  To them, artificially recreating a simulation of a phone interface only makes sense for the telephony-centric features of the touchscreen device (e.g. the layout of the virtual dial pad in the ‘phone’ function). For text input on a touchscreen device, they overwhelmingly embrace a QWERTY layout, and for applications and services that look like an application they would use on the web, they generally expect a web-page style layout.

  As the penetration of smartphones continues to rise, Strategy Analytics believes that the era of the ‘mobile phone’ is ending in favor of the era of the ‘mobile computing device’. We encourage developers to design their interfaces appropriately to deliver compelling experiences on the basis of this new paradigm.

  
  
• 22Jan

  Nokia Steps Up With Free Mobile Navigation, but PNDs Needn’t Worry

  Wireless Device Lab, Automotive Consumer Insights No Comments

  Nokia announced yesterday that Ovi Maps will now be free forever on all GPS-enabled Nokia devices. This announcement was more a matter of “when” than a matter of “if”, given last year’s move by Google to offer free turn-by-turn nav on the Motorola Droid and future Android devices. While Google’s announcement shook the navigation world, SA maintained that it would not spell doom for PNDs (see “TomTom and Garmin Will Survive Despite Google’s Entry Into Turn By Turn”). Nokia’s announcement will have much less impact.

  From an industry perspective, once Google’s announcement was made, PND manufacturers realized that basic navigation functionality was commoditized, and began hatching plans to differentiate their products by focusing on connected devices and other location-based service enhancements.

  The announcement has the potential to have a greater impact in Europe given Nokia’s market share in that region and how consumers, at least in the UK, are ready to embrace mobile navigation. However, impact is still going to be limited by the number of consumers who shell out for data plans.

  From a user experience perspective, our research has shown that the user experience for mobile navigation is poor. Can you picture driving 60mph down the road trying to key in a destination on a 12-key Nokia 6700? Then squinting to see the next street name on the small display? Consumers want to interact with a navigation system while driving that has a large display and touchscreen within easy reach. Mobile devices – even smartphones with full touchscreen displays – just aren’t as compelling an experience as a dedicated PND.

  While free mobile navigation will challenge PND manufacturers to quickly develop new compelling experiences to differentiate themselves, many consumers will still choose them for a better overall experience provided by a dedicated navigation device.

  There are similar parallels in the mobile industry. Integrating cameras and music into mobile devices didn’t bring wipe out the market for digital cameras and portable music players. Consumers still own those devices for better quality, dedicated functionality, and a better user experience. The same will happen with PNDs.

  
  
• 20Nov

  Users want Google and Facebook on their phones

  Wireless Media Lab No Comments

  Strategy Analytics has found that Facebook and Google are the brands that users most want to have on their mobile phone in 2009. Personalized content and services are more desirable than media brands, with Yahoo! rated highly in the USA and UK, while MapQuest and Weather.com in the US and MSN in the UK both received strong interest from respondents. When it comes to television channels, US respondents show strong interest in FOX, Comedy Central and HBO, while BBC1 and Sky Movies are the most desired UK channels.

  The top five most desired brands in each country were:

  US		UK
  1. Google 2. Facebook 3. Yahoo! 4. MapQuest 5. Weather.com		1. Facebook 2. Google 3. MSN 4. YouTube 5. Yahoo!
  .

  WML clients can view the full report, Facebook and Google Most Desired Brands for Mobile.

  Paul Brown

  
  
• 13Nov

  Users Struggle to Navigate the Garmin nüvifone G60

  Wireless Device Lab, Automotive Consumer Insights No Comments

  In October the Garmin nüvifone G60 was launched in the US through AT&T. Strategy Analytics User Experience team conducted an assessment of the nüvifone with existing mobile navigation users in San Diego, CA. Key findings from the study include:

  Positive User Experiences
  POI search
  Threaded text messaging
  Capability to engage in phone calls while navigating

  User Experience Issues
  Scrolling on touchscreen frustrating for many
  Home key access not intuitive
  Lack of home screen customization
  Inability to change format of virtual keyboard
  Lack of multiple tabs on browser
  Lack of video and other advanced camera features

  A full report will be available to Automotive Consumer Insights clients in the near future.

  
  
• 27Oct

  Poll Result: Would you buy a phone with a casing made from wood?

  Polls No Comments

  Thanks to everyone who voted in our first poll.

  The results are in…and it turns out that only 21% of you would buy a phone made from wood.  43% of you said maybe.  As someone said to me on Twitter (and I commented in a previous blog post), “it is more important what’s inside the phone. (wooden) Cover is minor thing”

  

  Keep an eye out for further polls coming soon…

  Paul

  
  
• 20Oct

  CTIA 2009: Mobile Integration & Content Personalization Themes to Drive Usability

  Wireless Media Lab No Comments

  At CTIA in San Diego earlier this month, Strategy Analytics’ User Experience Analysts recognized mobile integration and content personalization as key themes of this years show set to enhance and drive the mobile experience. Nokia, Ericsson, Samsung, and Tarsin all demonstrated technologies associated with these themes. Nokia showcased Lifecasting with Ovi Maps and Facebook, allowing users to update their Facebook status with specific geographic locations, providing a link to the location on Ovi maps for fellow Facebook friends to see. Samsung Communities offers users a simplified process of uploading a photo to multiple social networking sites simultaneously. An Ericsson conceptual integration of the social networking aspect connecting users and allowing for sharing of content between TV, mobile devices, and computers brings new and exciting features in to the connected TV experience. Tarsin has removed the barrier to viral sharing of applications by creating the Capsa platform which allows for applications to work seamlessly across various platforms, as the content is optimized for all devices, encouraging users to share with contacts – regardless of device type. An insight report with more information on these technologies can be found here

  
  
• 14Oct

  Netbook Buyers Want a Second Device That’s Portable, Convenient

  Wireless Device Lab No Comments

  Strategy Analytics has just published results of its latest survey of 458 netbook owners and intending purchasers in the USA. Key findings include:

  • Two-thirds of netbook owners purchased their netbook online. On the day that they bought their netbook, 1 in 4 owners had originally planned to buy a laptop. The superior portability was the main factor in their decision to opt for a netbook.
  • 60% of netbook use occurs in the home and owners mostly use their netbooks for checking and sending email and for browsing the web. More than 70% of netbook owners have access to another PC or laptop in addition to their netbook.
  • Only 9% of netbook owners reported experiencing any type of problem with their netbook since they purchased it. Of those who have experienced a problem, “software runs slow” was the most frequently encountered issue.

  Wireless Device Lab clients can access the full report here.

  
  
• 05Oct

  Adobe Flash Player 10.1: Providing mobile browser users what they want

  Wireless Media Lab No Comments

  Adobe today announced Flash Player 10.1 software for smartphones, smartbooks, netbooks, PCs and other Internet-connected devices, allowing content created using the Adobe Flash Platform to reach users wherever they are.

  As part of our research on mobile browsing we asked participants to rank 12 features that a mobile browser could provide. The top 3 features that users wanted were:

  1 – Ability to play video directly in browser
  2 – Ability to open multiple tabs
  3 – Support for full Flash

  (A mobile version of web pages ranked #10)

  According to Adobe, more than 85 percent of the top 100 websites use Flash and approximately 75% of all videos on the Web use Flash, so having a full Flash player will provide smartphone owners with a mobile browsing experience much closer to that which they receive on a computer.

  
  
• 30Sep

  Eco-Phones: Would you buy a phone made from wood?

  Wireless Device Lab 1 Comment

  Last week I read an article that NTT DOCOMO has announced it will show a prototype mobile phone made from wood. This is the latest in a whole host of “eco phones” to appear in the news recently, using surplus wood that is removed to maintain healthy forests to produce the mobile.

  This got me thinking – would I actually want a phone that is made from wood? A few years ago we looked at consumer interest in different materials and finishes for casing, with wood featuring pretty low in terms of a material people would likely adopt. Has this changed? Take our poll on the left to let us know what you think about phones made from wood.

  The announcement from NTT DOCOMO is just one of many recent news articles that feature mobile companies adding an eco-friendly phone to their product line-up.

  So who is actually buying eco-friendly phones, and what do these consumers want and expect? Research from focus groups conducted by Strategy Analytics in February this year suggest that segments that will pay a premium for environmental sustainability are those who can afford to pay a premium for advanced features, high end styling, superior quality materials and innovative experiences. Therefore, mobile companies that seek to make money from environmental sustainability credentials should consider offering a high-end device, packed with features, with iconic styling; quality recycled materials; and market it predominantly on the basis of its features and style.

  With so many companies turning their focus to environmentally friendly products, Strategy Analytics’ believes that in order to monetize through environmental credentials, three key conditions must be met:

  • Do NOT Compromise Features, Performance, or Style
  • Institutionalize “Green”
  • Eschew “Token” Green Actions

  WDL clients can view the full report, ‘Environmentally Friendly Phones Must Not Compromise on Features or Design’, here. The report is also available for purchase.

  
  
• 03Sep

  Recent Research: Bluetooth, Messaging, iPhone Owners and Location Services

  Wireless Media Lab, Wireless Device Lab No Comments

  Strategy Analytics Wireless Device Lab and Wireless Media Lab have just published the first set of reports from our 2009 wireless user survey. The reports look at Bluetooth usage within the car, text messaging habits and interest in threaded messaging, iPhone owner profile and behaviours and interest in location services.

  WDL and WML clients can access each report directly by clicking on the link below, and each report is available to purchase for non-clients. Here is a summary of each report:

  Bluetooth Headsets Still Reign, but Daily Usage in US Declines
  Strategy Analytics surveyed 625 automobile owners to examine feature usage and priorities with in-car communication. Among the choices in in-vehicle communications, Bluetooth headsets remain by far the most popular. However, owners of professionally installed car kits use their systems more often than owners of headsets or removable speakerphones. In the US, regular usage of Bluetooth headsets has dropped markedly since 2008, while usage in Western Europe has remained fairly steady. Bluetooth headset owners were most satisfied with the ease of use of their device, and least satisfied with style, while owners of professionally installed car kits were the most satisfied with their devices.

  WDL clients can read the full report here: Bluetooth Headsets Still Reign, but Daily Usage in US Declines

  Mobile Users Prefer Threaded Messaging
  Strategy Analytics has found that consumers in both the US and Western Europe show a preference for a threaded message layout over an unthreaded layout. Users who have already experienced a threaded messaging layout for SMS show a strong preference for keeping this format. In terms of number of messages sent, respondents in the US send twice as many SMS per week compared to Western Europe – driven by a higher penetration of unlimited messaging plans.

  WDL clients can read the full report here: Mobile Users Prefer Threaded Messaging

  Retaining and Attracting New Customers: Profiling the Apple iPhone User
  Strategy Analytics end user survey found that the typical iPhone owner is aged 25-44, has a household income of over $50,000 and is employed full time. iPhone owners exhibit high brand loyalty - over 80% of iPhone owners also own an iPod. iPhone owners use more features on a regular basis than non-iPhone owners, with two-thirds browsing the web and sending personal emails on a daily basis. When it comes to purchasing criteria for their next device, iPhone users demand new features from a trusted manufacturer – as well as improved battery life, the current source of greatest dissatisfaction.

  WDL clients can read the full report here: Retaining and Attracting New Customers: Profiling the Apple iPhone User

  Consumer Transport Habits Affect Mobile Location PrioritiesStrategy Analytics has found that almost half of respondents in the US and Western Europe are interested in having location aware services on their mobile phone. Interest in location services is highest amongst Smartphone owners. Routes and maps are the location awareness services users are most interested in using on a mobile phone. In Western Europe, where people place a much higher reliance on public transport, interest in transport time tables is considerably higher than the US. Younger respondents show a higher interest in news and weather as they look to the mobile device to replace traditional information services such as television and newspapers.

  WML clients can read the full report here: Consumer Transport Habits Affect Mobile Location Priorities

  
  

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