They Call it Surfing for a Reason

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Joint research study for understanding internet access on mobile phones The paper discusses the research methodology we used, the research findings and the design implicaitons. Today I am going to talk about the methodology we used: deprivation and two design implications that resulted from the study.

Watershed moments for the mobile Internet. Opened up opportunities for usage that didn’t exist before.

This pie chart paints a pretty accurate picture of some of the challenges we faced at the onset of the project a lot of people own phones Not many use them to access the internet And the ones who do, don’t do it very often.

User experience is painful Previous research experience Users tend to focus on the pain in contextual interviews Difficult to get them to talk about the interface and how they would want that experience to be different. In addition, in the US, carriers are the set point for many user’s mobile web experience. Carriers have a lot of control over the content users can access - the content is what they see as they enter the experience. Apathetic about the experience.

People are tethered to their PC PC at home Pc at work Mobile Internet Dilemma = go through the pain of the mobile internet experience or wait until I have a PC

All these factor lead up to low engagement It was hdifficult to recruit people who used the mobile internet with any kind of regularity.

We felt we needed engaged use in order to understand how to make the experience better.

Inspired by a PC deprivation study conducted by Conifer Research in Chicago for Yahoo! We know that people Love and need the internet. What would happen if we forced mobile internet engagement through PC internet deprivation. Would it get us the research data that we needed

Part of a larger study carried out in hong kong We designed a 8 mobile internet users based in the US We tried to find users who had Nseries phones but couldn’t find them Data collection

Information architecture

“ I usually wait and check either at home or at work.” People’s perception of the internet experience is shaped through their experience ON THE PC. We recognized that when people think of the internet, it’s really difficult for them to think of it outside of the PC experience. The mobile phone isn’t a PC.

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Harald Felgner, Digital Marketing IT Consultant at & the Red Fez, added this to the group The Mobile Web
nguyen duong, Rōnin Strategist at Team One, favorited this 5 months ago
Tags mobile