Illiterates Exploration Study in Beijing May, 2008 Beijing Experience Lab
What’s illiterate? <ul><li>Definition? </li></ul><ul><ul><li>Less than 1500 Chinese characters </li></ul></ul><ul><ul><li>...
The first step <ul><li>Went to talk to them </li></ul><ul><ul><li>7 interviews </li></ul></ul><ul><li>Get to know how they...
Content <ul><li>General findings  </li></ul><ul><li>3 segments identified </li></ul><ul><ul><li>Segment profile </li></ul>...
General Findings Half-illiterates
<ul><li>1. Low Literacy Level </li></ul><ul><li>2. Less willingness to explore </li></ul><ul><li>3. High Cost Awareness </...
1. Low Literacy Level <ul><li>Less schooling education (3-5 years schooling in this study) </li></ul><ul><li>More difficul...
<ul><li>Basically they can read a lot of texts in the mobile phone, but they can write a little.  </li></ul>
2. Less willingness to explore <ul><li>Less willingness to explore the phone </li></ul><ul><li>Strong need of help from ot...
3. High Cost Awareness <ul><li>10-20RMB per month </li></ul><ul><li>Add prefix e.g.12593 for cost saving </li></ul><ul><li...
4. Low Branding Awareness <ul><li>Basically they didn’t know Sony Ericsson </li></ul><ul><li>Nokia was heard to be the bes...
5. Poor understanding of icons <ul><li>Only the icons similar with real artifacts make sense. </li></ul><ul><li>A lot of i...
6. Strong need of help <ul><li>Help on creating contacts </li></ul><ul><li>Help on advanced features </li></ul><ul><ul><li...
3 Segments Identified
1.Young illiterates with exposure to technology Most males
杨彦涛 22 years old, Henan 4 years of schooling Underground garage maintainer 谢道高 37 years old, Anhui 3 years of schooling Ve...
Specific findings for this Segment <ul><li>More experiences in using mobile phone </li></ul><ul><ul><li>The 3rd mobile pho...
<ul><li>Familiar with Navigation, soft key etc. </li></ul>Specific findings for this Segment <ul><li>Basically they unders...
<ul><li>Willing to explore more non-text-based features, e.g. MMS, MP3, photo capture etc. </li></ul>Specific findings for...
2.Young illiterate with less exposure to technology Most females
刘静娟 30 years old, Hebei 5 years of schooling Farmer, housekeeper 张忠霞 34 years old, Henan 5 years of schooling Lifter opera...
Specific findings for this Segment <ul><li>They have some basic phone experience </li></ul>
<ul><li>Local brand: CECT </li></ul><ul><li>Worn-out second phone inherited from her husband </li></ul><ul><li>Ring tone b...
<ul><li>Managed to send text message is possible </li></ul><ul><ul><li>Although sometimes it takes half an hour to compose...
3.middle-aged (40+) illiterates with less exposure to technology Mixed gender
高矿宝 49 years old, Gansu 4 years of schooling Construction worker 梁瑞芬 45 years old, Henan 5 years of schooling Lifter opera...
Specific findings for this Segment <ul><li>Basically no experience of mobile phone </li></ul><ul><ul><li>5-way Navigation ...
<ul><li>More rote learning </li></ul>Specific findings for this Segment
Recap <ul><li>Common findings </li></ul><ul><ul><li>1. Low Literacy Level </li></ul></ul><ul><ul><li>2. Less willingness t...
More needed <ul><li>Go to the rural area </li></ul><ul><ul><li>Intermittent power </li></ul></ul><ul><ul><li>Intermittent ...
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Chinese illiterates or half illiterates field study about mobile phone usage

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a pilot field study tries to understand the half/illiterates in China about their mobile phone usage and insights from field interviews included.

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Chinese illiterates or half illiterates field study about mobile phone usage

  1. 1. Illiterates Exploration Study in Beijing May, 2008 Beijing Experience Lab
  2. 2. What’s illiterate? <ul><li>Definition? </li></ul><ul><ul><li>Less than 1500 Chinese characters </li></ul></ul><ul><ul><li>About 100 million </li></ul></ul>
  3. 3. The first step <ul><li>Went to talk to them </li></ul><ul><ul><li>7 interviews </li></ul></ul><ul><li>Get to know how they used mobile phone </li></ul>
  4. 4. Content <ul><li>General findings </li></ul><ul><li>3 segments identified </li></ul><ul><ul><li>Segment profile </li></ul></ul><ul><ul><li>Specific findings for this segment </li></ul></ul><ul><ul><li>Insight for design </li></ul></ul>
  5. 5. General Findings Half-illiterates
  6. 6. <ul><li>1. Low Literacy Level </li></ul><ul><li>2. Less willingness to explore </li></ul><ul><li>3. High Cost Awareness </li></ul><ul><li>4. Low Branding Awareness </li></ul><ul><li>5. Poor understanding of icons </li></ul><ul><li>6. Strong need of help </li></ul>
  7. 7. 1. Low Literacy Level <ul><li>Less schooling education (3-5 years schooling in this study) </li></ul><ul><li>More difficulties in writing than reading </li></ul><ul><li>Slow reading speed </li></ul>
  8. 8. <ul><li>Basically they can read a lot of texts in the mobile phone, but they can write a little. </li></ul>
  9. 9. 2. Less willingness to explore <ul><li>Less willingness to explore the phone </li></ul><ul><li>Strong need of help from others </li></ul><ul><li>Never change the default settings </li></ul>
  10. 10. 3. High Cost Awareness <ul><li>10-20RMB per month </li></ul><ul><li>Add prefix e.g.12593 for cost saving </li></ul><ul><li>More calls than messaging </li></ul>
  11. 11. 4. Low Branding Awareness <ul><li>Basically they didn’t know Sony Ericsson </li></ul><ul><li>Nokia was heard to be the best brand. </li></ul>
  12. 12. 5. Poor understanding of icons <ul><li>Only the icons similar with real artifacts make sense. </li></ul><ul><li>A lot of icons in the mobile phone were meaningless to them </li></ul>
  13. 13. 6. Strong need of help <ul><li>Help on creating contacts </li></ul><ul><li>Help on advanced features </li></ul><ul><ul><li>change some settings, E.g. adjust the backlight duration </li></ul></ul><ul><ul><li>Transfer mp3, video, pictures etc. </li></ul></ul>
  14. 14. 3 Segments Identified
  15. 15. 1.Young illiterates with exposure to technology Most males
  16. 16. 杨彦涛 22 years old, Henan 4 years of schooling Underground garage maintainer 谢道高 37 years old, Anhui 3 years of schooling Vegetable market
  17. 17. Specific findings for this Segment <ul><li>More experiences in using mobile phone </li></ul><ul><ul><li>The 3rd mobile phone they have owned </li></ul></ul>
  18. 18. <ul><li>Familiar with Navigation, soft key etc. </li></ul>Specific findings for this Segment <ul><li>Basically they understood the soft keys and red/green keys well, just not very sure. </li></ul><ul><li>Try and error was an important way of learning for them. </li></ul>
  19. 19. <ul><li>Willing to explore more non-text-based features, e.g. MMS, MP3, photo capture etc. </li></ul>Specific findings for this Segment Photo ID About 40 songs in storage card Gif wallpaper
  20. 20. 2.Young illiterate with less exposure to technology Most females
  21. 21. 刘静娟 30 years old, Hebei 5 years of schooling Farmer, housekeeper 张忠霞 34 years old, Henan 5 years of schooling Lifter operator
  22. 22. Specific findings for this Segment <ul><li>They have some basic phone experience </li></ul>
  23. 23. <ul><li>Local brand: CECT </li></ul><ul><li>Worn-out second phone inherited from her husband </li></ul><ul><li>Ring tone broken </li></ul><ul><li>Samsung colorful screen </li></ul><ul><li>An old phone inherited from her friend </li></ul><ul><li>Alarm didn’t work </li></ul>Specific findings for this Segment
  24. 24. <ul><li>Managed to send text message is possible </li></ul><ul><ul><li>Although sometimes it takes half an hour to compose a text message </li></ul></ul>Specific findings for this Segment
  25. 25. 3.middle-aged (40+) illiterates with less exposure to technology Mixed gender
  26. 26. 高矿宝 49 years old, Gansu 4 years of schooling Construction worker 梁瑞芬 45 years old, Henan 5 years of schooling Lifter operator 闫来良 39 years old, Henan 5 years of schooling Construction worker
  27. 27. Specific findings for this Segment <ul><li>Basically no experience of mobile phone </li></ul><ul><ul><li>5-way Navigation model didn’t work </li></ul></ul><ul><ul><ul><li>Up and down key tended to be pressed more often </li></ul></ul></ul><ul><ul><li>Separation of highlight and select didn’t work </li></ul></ul><ul><ul><li>Soft key didn’t work </li></ul></ul>
  28. 28. <ul><li>More rote learning </li></ul>Specific findings for this Segment
  29. 29. Recap <ul><li>Common findings </li></ul><ul><ul><li>1. Low Literacy Level </li></ul></ul><ul><ul><li>2. Less willingness to explore </li></ul></ul><ul><ul><li>3. High Cost Awareness </li></ul></ul><ul><ul><li>4. Low Branding Awareness </li></ul></ul><ul><ul><li>5. Poor understanding of icons </li></ul></ul><ul><li>3 segments </li></ul><ul><ul><li>Young illiterates with exposure to technology </li></ul></ul><ul><ul><li>Young illiterates with less exposure to technology </li></ul></ul><ul><ul><li>Middle aged illiterates with less exposure to technology </li></ul></ul>
  30. 30. More needed <ul><li>Go to the rural area </li></ul><ul><ul><li>Intermittent power </li></ul></ul><ul><ul><li>Intermittent connectivity </li></ul></ul><ul><ul><li>Variable population density </li></ul></ul><ul><li>Do more interviews </li></ul>
  31. 31. Thanks

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