2. PURPOSEPURPOSE
This research aims to identify how users differ in how they
measure mobile user experience, both positively and
negatively and how users who engage in different lifestyles
value current/trending design patterns.
By clustering survey data into four VALS™ . user profiles
(lifestyles), this research discovered prominent preference
patterns in mobile user experience sentiment in regards to
a variety of mobile features included in the survey.
SBI. (n.d.). VALS™ Types. Retrieved January 19, 2015, from
http://www.strategicbusinessinsights.com/vals/ustypes.shtml
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3. DESIGN AND RESEARCHDESIGN AND RESEARCH
LIMITATIONSLIMITATIONS
An interactive, online survey was distributed via a number of
different outlets (social media, blogs, forums, and Amazon Turk).
This survey was based off of previous research regarding methods
to measure utility; it is always a challenge to insure that respondents
are answering without a bias.
In this survey, participants may have struggled to rate mobile
features usability if they did not utilize that particular feature. This
research attempts to record sentiment toward broad, general
features, rather than concentrating on particular operations
systems, but some bias is inherently embedded.
4. PRACTICAL IMPLICATIONSPRACTICAL IMPLICATIONS
This research provides insight into features consumers value most.
Further, these findings will allow companies to more efficiently
produce hardware by understanding which features and which
hardware consumers value the most. This research highlights
original, new relationships between GfK MRI data and VALS™ using
utilitarian consumer attitudes .
Bearden, W. (2011). Reactions to Marketing Stimuli. In Handbook of marketing scales: Multi-item
measures for marketing and consumer behavior research (3rd ed.). Thousand Oaks, Calif.: SAGE.
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5. MOBILE MARKETMOBILE MARKET
Prior to 2005, the word “smartphone” was rarely mentioned, nary
searched for, barely thought of by the average American. Over the
course of the next few years, Americans began to question what a
smartphone was, and what such a device could do for them.
While Blackberry, Palm Pilot, and Treo had been on the market since
the early 2000s, the devices had not quite reached the attention of
the average American. Then, in January 2007, the entire smartphone
market changed forever: Apple announced the creation of the
iPhone, which would hit shelves later that year .
Google Trends. Word: Smartphone - Worldwide, 2004 - present. (n.d.). Retrieved January 19, 2015,
from http://www.google.com/trends/explore#q=smarthphone&cmpt=q&tz=
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6. GOOGLE TRENDS. SMARTPHONEGOOGLE TRENDS. SMARTPHONE
WORLDWIDE, 2004 - PRESENTWORLDWIDE, 2004 - PRESENT
Source: Google Trends. Word: Smartphone - Worldwide, 2004 - present. (n.d.). Retrieved January 19, 2015, from
http://www.google.com/trends/explore#q=smarthphone&cmpt=q&tz=
7. In fact, a 2013 Pew report on Smartphone ownership found that
56% of American adults own some type of smartphone, with
leading numbers being among higher income adults under age
35. Simultaneously, Android and iPhone operation systems
account for half of the smartphone market .[5]
Smith, A. (2013, June 4). Smartphone Ownership 2013. Retrieved January 19, 2015, from
http://www.pewinternet.org/2013/06/05/smartphone-ownership-2013/
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8. USER EXPERIENCEUSER EXPERIENCE
User experience (UX) focuses on
having a deep understanding of
users, what they need, what they
value, their abilities, and also their
limitations. It also takes into
account the business goals and
objectives of the group managing
the project. UX best practices
promote improving the quality of
the user’s interaction with and
perceptions of products and any
related services.
Source: http://www.usability.gov
9. VALS™ TYPESVALS™ TYPES
In order to easier comprehend who
mobile consumers are, this research
utilizes VALS™ to categorize
consumers by lifestyle profile. VALS™
seeks to fragment consumers into
different lifestyles based off of
psychological traits and
demographics that deeply impact
consumer choices . Companies
that use VALS™ to understand their
consumers gain insight into the
thought processes of consumers, as
indicated by VALS™ categorization of
consumer personality or profile.
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SBI. (n.d.). VALS™ Types. Retrieved January 19, 2015, from http://www.strategicbusinessinsights.com/vals/ustypes.shtml[10]
10. VALS™ TYPESVALS™ TYPES
Of the eight VALS™ types, this research will focus on four segments
of the population: innovators, achievers, strivers, and experiencers.
INNOVATORSINNOVATORS
Are sophisticated and successful by nature. They often play
leadership roles, and are “very active consumers”. They enjoy
problem solving, challenges, and more luxurious, upscale products.
ACHIEVERSACHIEVERS
Are less product-driven, and more driven by their social lives
(dominated by the role of the family). They are conservative, valuing
the stable over the unstable or the risky.
11. VALS™ TYPESVALS™ TYPES
STRIVERSSTRIVERS
Are a hip, fun group that is by achievement but they measure their
success in money. They enjoy shopping, and thus are also active
consumers.
EXPERIENCERSEXPERIENCERS
Are the younger members of the consumer market. They are quick
to try new things, highly energetic. These youngsters follow the
current cultural phenomenon trending on social media.
Source: SBI. (n.d.). VALS™ Types. Retrieved January 19, 2015, from http://www.strategicbusinessinsights.com/vals/ustypes.shtml
13. METHODOLOGYMETHODOLOGY
Based on the available data and reports about mobile technologies,
a discovery-oriented research opportunity arises to further
understand the dynamic mobile user interface environment and
what affect consumer lifestyle profile has on user experience.
By analyzing data about mobile/cellular technologies among
different GfK MRI reports from 2005 through 2013, a better
understanding of how consumers’ demographics and behaviors
evolved in relation to mobile technologies over the last decade can
be measured.
14. METHODOLOGYMETHODOLOGY
To achieve these goals, this research used aggregated measures in
conjunction with heat maps to analyze secondary data (MRI
reporter), and a descriptive survey was created to generate new
data.
The data used in creation of the survey represents a MRI index of
100 or greater. Then, a cluster analysis was used to identify the
VALS™ lifestyles of survey respondents.
16. VALS™ LIFESTYLESVALS™ LIFESTYLES
Innovators: Respondents who answered that they have an income
of $60,000 or greater, reported recently visiting Linkedin.com,
reported recently visiting nytimes.com, and/or reported recently
reading Travel magazines. Respondents who selected any
combination of 3 or more of the above indicators will be considered
Innovators.
Achievers : Respondents who answered that they are married,
respondents who reported recently visiting hotwire.com,
respondents who reported visiting orbitz.com, and/or respondents
who reported visiting hotels.com. Respondents who selected any
combination of 3 or more of the above indicators will be considered
Achievers.
17. VALS™ LIFESTYLESVALS™ LIFESTYLES
Strivers: Respondents who answered that they have an income of
$30,000 or less, respondents who reported having visited ebay.com
recently, respondents who reported having read entertainment
magazines recently, and/or reported reading fashion magazines
recently. Respondents who selected any combination of 3 or more of
the above indicators will be considered Strivers.
Experiencers: Respondents who answered that they have visited
Huffington Post.com recently, respondents who reported visiting
facebook.com recently, reported reading fashion magazines recently,
and/or reported having completed between some college to having
completed a college degree. Respondents who selected any
combination of 3 or more of the above indicators will be considered
Experiencers.
18. SURVEY DESIGNSURVEY DESIGN
Using Qualtrics (online software), a survey was built to capture
participants’ mobile user experience sentiment (MUES). MUES is
defined as a participant’s attitude toward the most significant mobile
features across different mobile operations systems. MUES is
measured in a number of ways, which will be explained further
below.
The survey created was visual and consisted of multiple selection
questions and utilitarian attitude scales, which offered a more user-
friendly, less-intensive survey-taking experience.
MUES SURVEY PREVIEW
MUES SURVEY REPORT
19. CLUSTER ANALYSISCLUSTER ANALYSIS
In order to gain a deeper understanding of which kinds of
participants valued which features, the responses to this question
were also populated by lifestyle preference.
When considering which features are most valued by which
consumers. This survey asked participants to rank four features in
order of importance to them: audio/sound effects, visual/colors
(theme), font (style, size), and tactile effects (vibration). On the
whole, the majority of participants (163) indicated that visual
effects/color (theme) was the most important feature of an
application. 81 participants indicated that font style/size was most
important to them, 28 participants selected sound/audio features as
being of the utmost importance, and last, only 16 participants
indicated tactile effects as being the most important feature.
32. CONCLUSION AND FURTHERCONCLUSION AND FURTHER
RESEARCHRESEARCH
This study aimed to describe and quantify patterns in mobile user
experience sentiment (MUES) toward mobile features among various
user profiles. Patterns in preferences are clear when grouped into
lifestyle/personality groups, those in the groups are in agreement
regarding preferences toward various mobile features.
Further research can be conducted to determine other patterns,
other similarities between different groups, not just the four profiles
emphasized this study. Simpler demographic group may also be
explored.
33. CONCLUSION AND FURTHERCONCLUSION AND FURTHER
RESEARCHRESEARCH
This research used VALS Types and MRI reporter data at its core, but
companies and researchers can establish their own user profiles and
modify their attributes in order to create Mobile User Experience
Sentiment (MUES) catered to specific company needs.
Moreover, in this era of big data, when companies have access to
vast amounts of consumers' information, companies that are able to
extract mindful and reliable user information will have a competitive
edge, utilizing a deeper understating of their consumers' needs and
wants.
34. “ User experience design is a big hive: a dynamic, multi-dimensional
space where there’s still plenty of room to build new boxes and draw new
arrows, at least for the next ten years.
- Peter Morville
![PURPOSEPURPOSE
This research aims to identify how users differ in how they
measure mobile user experience, both positively and
negatively and how users who engage in different lifestyles
value current/trending design patterns.
By clustering survey data into four VALS™ . user profiles
(lifestyles), this research discovered prominent preference
patterns in mobile user experience sentiment in regards to
a variety of mobile features included in the survey.
SBI. (n.d.). VALS™ Types. Retrieved January 19, 2015, from
http://www.strategicbusinessinsights.com/vals/ustypes.shtml
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