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M-consumers: Ethnographic research with UK mobile consumers

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M-consumers: Ethnographic research with UK mobile consumers

  1. 1. M-Consumers. Ethnographic research with UK mobile consumers Tim Loo, User Experience Strategist, Foolproof© 2012 Foolproof Limited @foolproof_ux
  2. 2. Experience Design Group @foolproof_ux
  3. 3. Mobile loads of datalimited insights @foolproof_ux
  4. 4. insightfuelsdesign @foolproof_ux
  5. 5. Getting the right idea Getting the idea right @foolproof_ux
  6. 6. GoingMobile 2012 – Methodology Quant Insights Industry Diary study Analysis validation & design research toolsA combination of industry views, • Client & SME Interviewsqualitative insights and • 2 week diary study • 40 participants (‘Super Connected’)quantitative analysis covering a • Rich data collection & analysissix month period from Sept • Quant validation (500 survey)2011 – March 2012 • Vision & design principles • Persona & scenarios @foolproof_ux
  7. 7. Introducing theM-Consumer @foolproof_ux
  8. 8. Personas help us think about different types ofconsumers and theirattitudes, behaviours and priorities @foolproof_ux
  9. 9. Confidence with mobile Low High Frequency of mobile use Low High Experience & relationship withmobile drives attitudes & behaviours Relationship with mobile Functional Emotional Attitude towards mobile Closed Unsure Open @foolproof_ux
  10. 10. Chris: the social animal.Marketing Assistant, lives with friends, 26 Confidence with mobile Low High Frequency of mobile use Low High Relationship with mobile Functional Emotional Mobile is: Defining app: Mobilke Attitude towards mobile Closed Unsure Open @foolproof_ux
  11. 11. Lucy: the escapist.Accountant, lives with partner, 32 Confidence with mobile Low High Frequency of mobile use Low High Relationship with mobile Functional Emotional Mobile is: Defining app: Attitude towards mobile Closed Unsure Open #mobileinsight
  12. 12. Laura: the organiser.Sales Manager, married with kids, 44 Confidence with mobile Low High Frequency of mobile use Low High Relationship with mobile Functional Emotional Mobile is: Defining app: Attitude towards mobile Closed Unsure Open #mobileinsight
  13. 13. James: the cautious explorer.Lawyer, empty nester, 55 Confidence with mobile Low High Frequency of mobile use Low High Relationship with mobile Functional Emotional Mobile is: Defining app: Attitude towards mobile Closed Unsure Open @foolproof_ux
  14. 14. Do you know who your customers are? @foolproof_ux
  15. 15. So what areM-Consumersactually doing? @foolproof_ux
  16. 16. Emerging behaviour #1. Planning & researching Taking Getting quick remote things done control Managing on the move @foolproof_ux
  17. 17. Planning on the go. 33% Of mobile bankers now look into new financial 58% products more frequently More likely to compare prices and 38% look for deals overall Of mobile shoppers do more planning before they hit the high street @foolproof_ux
  18. 18. Emerging behaviour #2. Playing games Creating fun-time Consuming out of media down-time Browsing for inspiration @foolproof_ux
  19. 19. Inspiration and impulsion. 48% 38% Of mobile gamblers Of mobile shoppers now place more now make more impulse bets impulse purchases @foolproof_ux
  20. 20. Emerging behaviour #3. Instant sharing Keeping Crowdsourcing connected answers Getting real-time information @foolproof_ux
  21. 21. Does my bum look big in this?Go Try It On appAllows consumers to take a photo of themselves in an outfit, upload it andthen receive feedback. They can also vote on others outfits as well ascreating a network of expert stylists, friends and family.
  22. 22. Spreading the word. 49% Find out about new 76% apps via word of Have downloaded an app just because mouth someone recommended it to them @foolproof_ux
  23. 23. Emerging behaviour #4 Enhanced physical spaces Merging the New physical private spaces and digital New tech (NFC, AR) @foolproof_ux
  24. 24. Image sources: Apple, Pocket-lint, Foolproof
  25. 25. New spaces. 29% 32% 55% Of mobile bankers Of mobile gamblers Have used mobile to have used mobile place bets at work look for a better deal banking to avoid while already out going overdrawn shopping @foolproof_ux
  26. 26. New opportunities. 33% 50% 38% Of mobile bankers Of mobile gamblers Of mobile now look into new now place bets more shoppers now financial products frequently shop more more frequently overall @foolproof_ux
  27. 27. M-consumers’ expectations are high and rising @foolproof_ux
  28. 28. The need for action. 73% Claim an app / site doesn’t deserve their 47% loyalty if fails Have stopped dealing with a brand to meet their altogether because the app / mobile needs service wasn’t good enough @foolproof_ux
  29. 29. First impressions count. 81% 56% 49% Claim an app / site Have not signed-up to Have stopped usingneeds to make a good an app or mobile an app / mobilefirst impression if they service because the service because the are to continue using it registration process was login process was too too long or confusing time consuming @foolproof_ux
  30. 30. Mobile moments of truth matter @foolproof_ux
  31. 31. “So where isyour store and when do you open/close?” @foolproof_ux
  32. 32. “Do you havethe product I’mafter in stock?” @foolproof_ux
  33. 33. “Can I easilyfind a specificbit of productinformation?” © 2012 Foolproof Limited @foolproof_ux
  34. 34. Do you exceedexpectations at yourmoments of truth? @foolproof_ux
  35. 35. Winning requires long-term vision & commitment @foolproof_ux
  36. 36. Mobile experience vision.Great mobile sites and apps change howconsumers think and behave.They understand that they need to earn theright to become part of a customers deviceand life by making it better, faster and smarter. @foolproof_ux
  37. 37. 74% What’s your vision for making your customers Feel excited about what lives better, faster andmobile coulddo for them in smarter and inspiring them future to do things differently? @foolproof_ux
  38. 38. Many thanks. Any questions? @foolproof_ux
  39. 39. Contact Foolproof. Abby Brook- Tim Loo Carter UX Strategist Head of Client @timothyloo Experience @Abbybc 020 7539 3840 www.foolproof.co.uk @foolproof_ux Visit our insight section for more about Going Mobile

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