2. Goals
Develop a mobile product/service
targeting an aging population (70+)
focused on positive social mediation
ease-of-use
Design
1) Company name, logo, and visual communications
program
2) Cellular telephone and telephone interface
3) Product packaging and point of sale
4. Ethnographic Research
Results
Contextual Aspects
Kept in Pocket
Held in left hand and operated by
right index finger
Physical Impairments
Arthritis
Heart Problems
Impaired Vision
Hearing loss
Variety of Living Environments
Alone
w/ Spouse
Assisted Living
Travel
5. Ethnographic Research
Results
Physical Aspects
No soft buttons (arrow shortcuts especially)
Would use advanced features if they were easier
Users unaware of phone features
No side buttons
“Flimsy” chargers
Flips & slides=Problematic
Kept in pocket or purse
6. Ethnographic Research
Results
Service
Trust of service provider
Impersonality
Payment Options
Inexpensive
8. Mission
Enrich the lives of seniors by
creating a mobile service and
product that helps them stay
healthy, active, and connected
AND
Make interacting with a mobile
service and product an intimate
and personal experience
9. Persona 1
Rhonda Martin
70 years old
Lives with her husband in Jacksonville, FL
Uses several features of her phone
Internet
Text messaging
Alarms
Travel
Keeping in touch
Goals:
“I want to buy a plan with a trustworthy
company and be able to have a sturdy phone
that I can rely on. I need that guarantee that
my phone will work consistently. I need
something easy to use…I use my phone
every day to keep in touch with my family and
my friends.”
10. Persona 2
Earl Smith
80 years old
Lives alone on his farm in Dawson County, NE
Owns a cell phone for emergencies only
Goals:
“I live alone on my farm and I’m not in town a
lot. I just want my phone to be easy to use, I
want it to stay charged, and I don’t want to have
to figure it out…it should just work. It would be
really refreshing to have a more personal and
trustworthy company to buy service from. I
don’t like dealing with the bureaucracy of my
current company.”
16. Service
Personal
24-hour customer service hotline
Set up product with a real person
Easy access to personal
representative
Monthly Payment Options
Trustworthy
Reliability
Quality
Integrity
Customer feedback
