When you first look at the newly released Fire phone, it doesn’t appear to be groundbreaking. Yes, there are some extra cameras on the front and an Amazon logo on the back, but otherwise it could easily be mistaken for any number of other smartphones on the market. So what makes it different? What’s the Big Thing that’s going to make millions of consumers give up their iOS and Android (and Windows) devices and buy the Fire Phone? On the product page, Amazon touts a few hardware elements (such as 32GB of storage) and deal-sweeteners (a free year of Prime), but the pitch essentially comes down to this: The Fire Phone may look like other phones on the outside, but once you turn it on, the user experience is like nothing you’ve ever seen before. Fire’s unique features In particular, the company highlights four key UX features—Dynamic Perspective, Firefly, Mayday, and Carousel/Fire OS—that make the phone significantly different from other smartphones. So, are these four features really that big of a deal? Do they work? Are they truly innovative? Do consumers find them interesting and useful? To find out, we ran a study with 53 mobile users. Here’s what we learned. http://www.usertesting.com/blog/2014/07/31/playing-with-fire-mobile-users-react-to-the-new-amazon-fire-phone/

2. Playing with Fire
When you first look at the newly released Fire phone, it
doesn’t appear to be groundbreaking.
Yes,therearesomeextracamerasonthefrontandanAmazon
logo on the back, but otherwise it could easily be mistaken
for any number of other smartphones on the market.

3. Playing with Fire
At first glance,
you wouldn’t
notice how
different Fire
really is.

4. Playing with Fire
So what makes it different?
What’s the Big Thing that’s going to make millions of
consumers give up their iOS and Android (and Windows)
devices and buy the Fire Phone?

5. Playing with Fire
The Fire Phone may look like other phones
on the outside, but once you turn it on,
the user experience is like nothing
you’ve ever seen before.

6. Playing with Fire
Fire’s unique
features

7. Playing with Fire
In particular, the Amazon highlighted four key UX features:
1. Dynamic Perspective
2. Firefly
3. Mayday
4. Carousel/Fire OS

8. Playing with Fire
Are these four features really that big of a deal?
Do they work? Are they truly innovative?
Do consumers find them interesting and useful?
To find out, we ran a study with 53 mobile users.
[PDF: View the results of this study]

9. Playing with Fire
Feature #1
Dynamic
Perspective

10. Playing with Fire
Dynamic Perspective is a system that uses sensors and
cameras to detect how a user is viewing/shifting the phone
and then changes what is displayed.
The feature allows for interaction via movement (tilt to
scroll, shake to swipe, etc.) and also provides a dynamic,
three-dimensional experience for some elements.

11. Playing with Fire
Our users first encountered Dynamic Perspective on the
lock screen, which showed a 3D-image that changed as the
person or phone moved.
Many said this initial experience was “cool” but a number
also said it felt “gimmicky.”

12. Playing with Fire
That reaction was pretty much the same for most of the
Dynamic Perspective integration.
Users said it was nice that that their app icons appeared
three-dimensional but didn’t especially see it as useful,
and they felt similarly about the depth it added to maps.

13. Playing with Fire
“This moving perspective is nice,
but I’m not sure how useful
it’s actually going to be.

14. Playing with Fire
Games were the one area where users
thought the feature was truly impressive.
Many said the ability to shift perspective
added a completely new element
to mobile gameplay and made the
experience more fun.

15. Playing with Fire
As for being able to move the phone to swipe and scroll,
users had mixed reactions.
Many said they could see the value, but had problems
when they actually tried to use the features. In particular,
users found it hard to tilt the phone to read because the
scroll was too fast or too slow.

16. Playing with Fire
Users gave Dynamic Perspective an average score of 3 out of 5
for ease of use; the median score was 3 as well.
FINAL SCORE:
Dynamic Perspective
3/5

17. Playing with Fire
Feature #2
Firefly

18. Playing with Fire
Firefly is a pre-loaded app that uses the phone’s cameras
and microphones to identify media (music, movies, TV
shows), objects, and even website URLs.
Once something is recognized, users can get more
information about it from sources such as IMDb and, of
course, go directly to the Amazon store to purchase.

19. Playing with Fire
Users got Firefly to work easily with
objects that had clear, recognizable
logos (such as the front of a Post-It note
package), but couldn’t get it to work in
all situations (such as identifying the
back of an Illy coffee can).

20. Playing with Fire
Even when an object was scanned and recognized,
the accompanying Amazon information wasn’t always
perfect—sometimes the associated link led to a similar
product rather than the exact match.

21. Playing with Fire
Overall, users were generally impressed with the
functionality but thought it wasn’t fully-baked.
A number said that they could see themselves using it
in the future once the kinks were ironed out and the
database of objects was larger.

22. Playing with Fire
“If they could develop [Firefly]
out a bit more so it recognized
everything, that would be amazing.
That’s really, really cool.

23. Playing with Fire
FINAL SCORE:
Firefly
3.8/5
Users gave Firefly an average score of 3.8 out of 5 for ease of use;
the median score was 4.

24. Playing with Fire
Feature #3
Carousel

25. Playing with Fire
Carousel, a carry-over from the Kindle Fire, is one of the
most noticeable parts of Fire OS 3.5, Amazon’s operating
system that is layered on top of Android.
The feature presents apps and content as a series of giant
icons that can be scrolled through horizontally, with
accompanying information appearing underneath (recent
photos with the camera icon, related apps with a game
icon, etc.).

26. Playing with Fire
Users had mixed reactions to the feature.
Some liked Carousel immediately and thought it was
a better way of presenting things compared with the
traditional smartphone home screen. A few especially
liked the big, clear icons and the simple swipe interface.

27. Playing with Fire
Other users found Carousel to be very confusing. In
particular, users struggled to understand how the apps
and content were organized.
A few wondered if the entire experience was just a version
of the Amazon app store, others couldn’t understand how
the content below each icon was chosen, and a few said
they’d only use Carousel once it was fully customizable.

28. Playing with Fire
“This carousel is different from other
smartphone navigations. My concern
is if I add new applications, how will
they be organized? It’s confusing.

29. Playing with Fire
FINAL SCORE:
Carousel
3/5
Users gave Carousel an average score of 3 out of 5 for ease of use;
the median score was 3 as well.

30. Playing with Fire
Feature #4
Mayday

31. Playing with Fire
Mayday is another feature that originally appeared on the
Kindle Fire.
It allows a user to get immediate tech support from an
Amazon representative via video chat for free at any time.
The customer support specialist can see the user’s phone
screen (but not the user) and draw on it or take control if
needed.

32. Playing with Fire
Mayday might be the Fire Phone’s killer
hidden feature in more ways than one.

33. Playing with Fire
Users universally loved Mayday once they connected with
a representative.
They especially liked that the response time was quick
and that the reps seemed knowledgeable. Many also
liked that the support specialists could guide them
through things by highlighting parts of the screen.

34. Playing with Fire
Unfortunately, Mayday had one very big problem: Almost
all of the users could not find it easily.
There is no dedicated Mayday button on the phone
hardware, nor is there an icon on the home screen, so
finding Mayday usually required a lot of searching.

35. Playing with Fire
“Mayday was hard to find but easy to
use, so if it’s a feature that’s supposed
to help me and I can’t find it, that
doesn’t really solve any problems.

36. Playing with Fire
Keeping Mayday a bit hidden may have been an intentional
choice by Amazon to keep call volume down, or it might
have been an accident.
Either way, making the feature easier to find may present
an opportunity for the company: A few users said that they
would buy the Fire phone for older relatives if Mayday was
simple to access.

37. Playing with Fire
FINAL SCORE:
Mayday
3.2/5
Users gave Mayday an average score of 3.2 out of 5 for ease of use;
the median score was 3.

38. Playing with Fire
Will users
adopt it?

39. Playing with Fire
Amazon has the resources to go the distance with this new
initiative, and they certainly have the determination they
need to make a major play in the mobile space.

40. Playing with Fire
Maybe they are playing with fire, but after looking at the
results from this study, it seems that they may be onto
something.
We’re looking forward to watching their journey into new
mobile eCommerce territory, and it’ll be fun to see the
response from users and Amazon’s mobile competitors.

41. www.usertesting.com