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M-Consumers.
 Ethnographic research with UK mobile consumers

 Tim Loo, User Experience Strategist, Foolproof


© 2012 Foo...
Experience Design Group
            @foolproof_ux
Mobile
  loads of data
limited insights




                   @foolproof_ux
insight
fuels
design



          @foolproof_ux
Getting the right idea   Getting the idea right




                                         @foolproof_ux
GoingMobile 2012 – Methodology

                                                     Quant           Insights
     Industr...
Introducing the
M-Consumer

                  @foolproof_ux
Personas
 help us think about
  different types of
consumers and their
attitudes, behaviours
     and priorities




     ...
Confidence with mobile

                                       Low                            High


                     ...
Chris: the social animal.
Marketing Assistant, lives with friends, 26
                                                    ...
Lucy: the escapist.
Accountant, lives with partner, 32
                                                       Confidence w...
Laura: the organiser.
Sales Manager, married with kids, 44
                                                     Confidence...
James: the cautious explorer.
Lawyer, empty nester, 55
                                                 Confidence with mo...
Do you know who
    your customers are?



                    @foolproof_ux
So what are
M-Consumers
actually doing?




                  @foolproof_ux
Emerging behaviour #1.

                          Planning &
                         researching




               Takin...
Planning on the go.

                                             33%
                              Of mobile bankers now
...
Emerging behaviour #2.

                          Playing
                          games




               Creating
    ...
Inspiration and impulsion.




           48%                  38%
       Of mobile gamblers   Of mobile shoppers
        ...
Emerging behaviour #3.

                           Instant
                           sharing




               Keeping  ...
Does my bum look big in this?
Go Try It On app
Allows consumers to take a photo of themselves in an outfit, upload it and
...
Spreading the word.



               49%
   Find out about new   76%
    apps via word of    Have downloaded an app just ...
Emerging behaviour #4

                            Enhanced
                             physical
                        ...
Image sources: Apple, Pocket-lint, Foolproof
New spaces.




    29%                  32%                   55%
 Of mobile bankers   Of mobile gamblers   Have used mob...
New opportunities.




     33%                  50%                38%
 Of mobile bankers     Of mobile gamblers     Of m...
M-consumers’ expectations
     are high and rising



                     @foolproof_ux
The need for action.


      73%
    Claim an app /
      site doesn’t
    deserve their
                        47%
     ...
First impressions count.


      81%                         56%                        49%
   Claim an app / site      Ha...
Mobile moments of truth
                  matter



                     @foolproof_ux
“So where is
your store and
 when do you
 open/close?”




                 @foolproof_ux
“Do you have
the product I’m
after in stock?”




         @foolproof_ux
“Can I easily
find a specific
bit of product
information?”




                  © 2012 Foolproof Limited
                ...
Do you exceed
expectations at your
moments of truth?



                       @foolproof_ux
Winning requires long-
term vision & commitment



                     @foolproof_ux
Mobile experience vision.

Great mobile sites and apps change how
consumers think and behave.

They understand that they n...
74%             What’s your vision for
                 making your customers
 Feel excited
 about what      lives better,...
Many thanks.
       Any questions?




                    @foolproof_ux
Contact Foolproof.




                                                             Abby Brook-
                    Tim Lo...
M-consumers: Ethnographic research with UK mobile consumers
M-consumers: Ethnographic research with UK mobile consumers
M-consumers: Ethnographic research with UK mobile consumers
M-consumers: Ethnographic research with UK mobile consumers
M-consumers: Ethnographic research with UK mobile consumers
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M-consumers: Ethnographic research with UK mobile consumers Slide 1 M-consumers: Ethnographic research with UK mobile consumers Slide 2 M-consumers: Ethnographic research with UK mobile consumers Slide 3 M-consumers: Ethnographic research with UK mobile consumers Slide 4 M-consumers: Ethnographic research with UK mobile consumers Slide 5 M-consumers: Ethnographic research with UK mobile consumers Slide 6 M-consumers: Ethnographic research with UK mobile consumers Slide 7 M-consumers: Ethnographic research with UK mobile consumers Slide 8 M-consumers: Ethnographic research with UK mobile consumers Slide 9 M-consumers: Ethnographic research with UK mobile consumers Slide 10 M-consumers: Ethnographic research with UK mobile consumers Slide 11 M-consumers: Ethnographic research with UK mobile consumers Slide 12 M-consumers: Ethnographic research with UK mobile consumers Slide 13 M-consumers: Ethnographic research with UK mobile consumers Slide 14 M-consumers: Ethnographic research with UK mobile consumers Slide 15 M-consumers: Ethnographic research with UK mobile consumers Slide 16 M-consumers: Ethnographic research with UK mobile consumers Slide 17 M-consumers: Ethnographic research with UK mobile consumers Slide 18 M-consumers: Ethnographic research with UK mobile consumers Slide 19 M-consumers: Ethnographic research with UK mobile consumers Slide 20 M-consumers: Ethnographic research with UK mobile consumers Slide 21 M-consumers: Ethnographic research with UK mobile consumers Slide 22 M-consumers: Ethnographic research with UK mobile consumers Slide 23 M-consumers: Ethnographic research with UK mobile consumers Slide 24 M-consumers: Ethnographic research with UK mobile consumers Slide 25 M-consumers: Ethnographic research with UK mobile consumers Slide 26 M-consumers: Ethnographic research with UK mobile consumers Slide 27 M-consumers: Ethnographic research with UK mobile consumers Slide 28 M-consumers: Ethnographic research with UK mobile consumers Slide 29 M-consumers: Ethnographic research with UK mobile consumers Slide 30 M-consumers: Ethnographic research with UK mobile consumers Slide 31 M-consumers: Ethnographic research with UK mobile consumers Slide 32 M-consumers: Ethnographic research with UK mobile consumers Slide 33 M-consumers: Ethnographic research with UK mobile consumers Slide 34 M-consumers: Ethnographic research with UK mobile consumers Slide 35 M-consumers: Ethnographic research with UK mobile consumers Slide 36 M-consumers: Ethnographic research with UK mobile consumers Slide 37 M-consumers: Ethnographic research with UK mobile consumers Slide 38 M-consumers: Ethnographic research with UK mobile consumers Slide 39 M-consumers: Ethnographic research with UK mobile consumers Slide 40 M-consumers: Ethnographic research with UK mobile consumers Slide 41 M-consumers: Ethnographic research with UK mobile consumers Slide 42 M-consumers: Ethnographic research with UK mobile consumers Slide 43 M-consumers: Ethnographic research with UK mobile consumers Slide 44
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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 data limited insights @foolproof_ux
  4. 4. insight fuels design @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 tools A combination of industry views, • Client & SME Interviews qualitative insights and • 2 week diary study • 40 participants (‘Super Connected’) quantitative analysis covering a • Rich data collection & analysis six month period from Sept • Quant validation (500 survey) 2011 – March 2012 • Vision & design principles • Persona & scenarios @foolproof_ux
  7. 7. Introducing the M-Consumer @foolproof_ux
  8. 8. Personas help us think about different types of consumers and their attitudes, behaviours and priorities @foolproof_ux
  9. 9. Confidence with mobile Low High Frequency of mobile use Low High Experience & relationship with mobile 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 are M-Consumers actually 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 app Allows consumers to take a photo of themselves in an outfit, upload it and then receive feedback. They can also vote on others outfits as well as creating 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 using needs to make a good an app or mobile an app / mobile first 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 is your store and when do you open/close?” @foolproof_ux
  32. 32. “Do you have the product I’m after in stock?” @foolproof_ux
  33. 33. “Can I easily find a specific bit of product information?” © 2012 Foolproof Limited @foolproof_ux
  34. 34. Do you exceed expectations at your moments 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 how consumers think and behave. They understand that they need to earn the right to become part of a customer's device and 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 and mobile could do 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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