Celltop_Design Innovation


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Design Innovation Drives Product Adoption

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Celltop_Design Innovation

  1. 1. Design Innovation Drives Product Adoption Scott Moody Alltel Wireless Contributions by Mahin Samadani
  2. 2. Good design drives adoption: examples 4M+
  3. 3. Good design drives adoption: examples 8M+ 4M+
  4. 4. Good design drives adoption: examples 4M+ 8M+ 100M+
  5. 5. Good design drives adoption: examples 4M+ 8M+ 100M+ 100M+
  6. 6. Disparate experiences hinder(ed) discovery
  7. 7. The process of discovery needed to be fixed <ul><li>Alltel needed a new merchandising method that had the ability to incorporate content from disparate sources: </li></ul><ul><ul><li>Not simply a matter of restacking the deck </li></ul></ul><ul><li>Question: What is content ? </li></ul><ul><ul><li>Customers (personal contacts, messages, purchased content) </li></ul></ul><ul><ul><li>Qualcomm’s mobile shop (ringtones, games, wallpapers…) </li></ul></ul><ul><ul><li>Openwave’s mobile web (news, weather, information…) </li></ul></ul>
  8. 8. Not a function of volume Not an accident mobile content discovery is : Deliberate Organized as dependent upon good merchandising as any other retail business
  9. 9. good design requires clear dimensions: 1. Monetizable - Promotes data, Increases ARPU and ROI 2. Easy to use - Simple navigation, Sense of attachment 3. Deployable - Smart use of technology, Maintainable 4. Unique - Differentiation, High “Gee Whiz” factor 5. Visually appealing - Brand Reinforcement, Sex Appeal, Native
  10. 10. A widget architecture seemed to address the goals and a prototype would provide proof <ul><li>MONETIZABLE </li></ul><ul><li>EASY TO USE </li></ul><ul><li>DEPLOYABLE </li></ul><ul><li>UNIQUE </li></ul><ul><li>AESTHETICS </li></ul>
  11. 11. Sales interviews & user tests <ul><li>Alltel sales personnel were interviewed Text messaging, ringtones & wallpapers were recurring themes followed by a need for customization </li></ul><ul><li>Customer tests (April 2006 Charlotte & Phoenix) </li></ul><ul><ul><li>Subjective: Fun . If it were an icon. If it were a box of cereal. </li></ul></ul><ul><li>Emotional Response (out of 100): </li></ul><ul><ul><li>PowerPoint of the Celltop concept: 77 </li></ul></ul><ul><ul><li>Actually working with the handset: 83 </li></ul></ul>
  12. 12. A good design considers the needs of the collaborative value chain
  13. 13. development timeline 1 year
  14. 14. Celltop launched on Jan 19, 2007 <ul><li>Media </li></ul><ul><ul><li>186M media impressions in 1Q07 </li></ul></ul><ul><ul><ul><li>ABC News, Businessweek, CNN, Forbes, Fox News, NY Times, Washington Post, CNET, Scientific American, Popular Science… </li></ul></ul></ul><ul><li>Awards </li></ul><ul><ul><li>CTIA Emerging Technology Award, Best in Show 2007 </li></ul></ul><ul><ul><li>MEFFYS Mobile Entertainment Awards 2007, Technology Innovation Award </li></ul></ul>
  15. 15. Celltop impacts the bottom line: 9Squared
  16. 16. <ul><li>Analyzed customers who UPGRADED to an LG 8600 during March - July 2007 </li></ul><ul><li>Usage: </li></ul><ul><li>New LG 8600 Celltop users had 50% more data usage than non-Celltop users </li></ul><ul><li>56% of all customers who upgraded to the LG 8600 from March – July used Celltop </li></ul><ul><li>Revenue: </li></ul><ul><li>Measured feature revenue (d ata, voice, SMS usage) four months post upgrade </li></ul><ul><li>Non-Celltop users had an average $2.18 revenue lift </li></ul><ul><li>Celltop users <1x per week had an average $3.31 revenue lift – Celltop incremental revenue lift of $1.12 </li></ul><ul><li>Celltop users >1x per week had an average $3.54 revenue lift – Celltop incremental revenue lift of $1.36 (20% use more than 1x per week) </li></ul>thesis : design innovation drives product adoption
  17. 17. Celltop device and version review
  18. 18. <ul><li>Cells Launched </li></ul><ul><ul><li>Axcess Search Cell </li></ul></ul><ul><ul><li>Cheaper Gas Cell </li></ul></ul><ul><ul><li>RTJB Cell </li></ul></ul><ul><ul><li>IM Cell </li></ul></ul><ul><ul><li>Horoscope Video Cell </li></ul></ul><ul><ul><li>Entertain TV Cell </li></ul></ul><ul><ul><li>College Football </li></ul></ul><ul><ul><li>Extreme Sports Video Cell </li></ul></ul><ul><ul><li>Wellness Video Cell </li></ul></ul><ul><ul><li>World Poker Tour </li></ul></ul><ul><ul><li>Housefront </li></ul></ul><ul><li>Cells in Concept or Development Stage </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>eMusic </li></ul></ul><ul><ul><li>Wallpaper Universe </li></ul></ul><ul><ul><li>Personal Psychic </li></ul></ul><ul><ul><li>Ringster + </li></ul></ul><ul><ul><li>Rude Tones </li></ul></ul><ul><ul><li>Rock Tones </li></ul></ul><ul><ul><li>Email Cell </li></ul></ul><ul><ul><li>Nascar Cell </li></ul></ul>Celltop evolution
  19. 19. Celltop evolution
  20. 20. Persistence
  21. 21. 2.0 useability study <ul><li>Study to validate the Celltop Persistence user interface (UI) design </li></ul><ul><li>13 participants in Charlotte and Tampa were asked to complete a series of tasks to determine whether they could: </li></ul><ul><li>• navigate between persisting cells </li></ul><ul><li>• navigate between cells and other phone applications </li></ul><ul><li>• make calls </li></ul><ul><li>• preferences for a persistent or non-persistent version of Celltop </li></ul><ul><li>Users ranged in age from 24 – 60 with an average age of 42. All were regular cell phone users. The study was carrier agnostic. </li></ul><ul><li>Findings : </li></ul><ul><li>12/13 participants preferred the persistent Celltop version </li></ul><ul><li>0 users saw the idle screen and Celltop as separate entities. When shown the two versions (persistent vs. non-persistent) 92% preferred persistence because it was ‘simpler’, ‘easier’, and ‘one less step to get to’. </li></ul><ul><li>All participants were able to easily dial a call and access the main menu functionality from the idle screen. 2 participants had issues when in the full-screen menus of Celltop. </li></ul><ul><li>User Quotes: </li></ul><ul><li>“ Good day to day companion” </li></ul><ul><li>“ Something I have never seen. Definitely cool” </li></ul>
  22. 22. Celltop is realizing its potential as the doorway to services Web Browsing Games Navigation Messaging Radio TV Full track Music Social Networking Commerce Sports RSS Segmented Content mShop CELLTOP V2.0 : Persistence
  23. 23. thank you