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M-consumers: Ethnographic research with UK mobile consumers

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mConsumers: Behaviours and expectations of consumers in the age of mobile

- New types of shopping behaviours and new types of customers.
- How successful retailers are driving innovation and getting results in mobile.
- What’s your mobile strategy? The key questions you need to answer.

Published in: Design

M-consumers: Ethnographic research with UK mobile consumers

  1. M-Consumers. Ethnographic research with UK mobile consumers Tim Loo, User Experience Strategist, Foolproof© 2012 Foolproof Limited @foolproof_ux
  2. Experience Design Group @foolproof_ux
  3. Mobile loads of datalimited insights @foolproof_ux
  4. insightfuelsdesign @foolproof_ux
  5. Getting the right idea Getting the idea right @foolproof_ux
  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 • Persona & scenarios • Vision & design principles @foolproof_ux
  7. Introducing theM-Consumer @foolproof_ux
  8. Personas help us think about different types ofconsumers and theirattitudes, behaviours and priorities @foolproof_ux
  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. 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. 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. 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. 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. Do you know who your customers are?14/50 @foolproof_ux
  15. So what areM-Consumersactually doing? @foolproof_ux
  16. Emerging behaviour #1. Planning & researching Taking Getting quick remote things done control Managing on the move @foolproof_ux
  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. Emerging behaviour #2. Playing games Creating fun-time Consuming out of media down-time Browsing for inspiration @foolproof_ux
  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. Emerging behaviour #3. Instant sharing Keeping Crowdsourcing connected answers Getting real-time information @foolproof_ux
  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. 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. Emerging behaviour #4 Enhanced physical spaces Merging the New physical private spaces and digital New tech (NFC, AR) @foolproof_ux
  24. Image sources: Apple, Pocket-lint, Foolproof
  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. 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. M-consumers’ expectations are high and rising29/50 @foolproof_ux
  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. 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. Mobile moments of truth matter @foolproof_ux
  31. “So where isyour store and when do you open/close?” @foolproof_ux
  32. “Do you havethe product I’mafter in stock?” @foolproof_ux
  33. “Can I easilyfind a specificbit of productinformation?” © 2012 Foolproof Limited @foolproof_ux
  34. Do you exceed expectations at your moments of truth?39/50 @foolproof_ux
  35. Winning requires long-term vision & commitment @foolproof_ux
  36. Mobile experience vision.Great mobile sites and apps understand thatthey need to earn the right to become part of acustomers device and life by making it better,faster and smarter.Here are some experience design principles... @foolproof_ux
  37. Your mobile sites and appsgive me complete confidence,and build on everything I valueabout your brand. @foolproof_ux
  38. is kingMy context You understand what I want to do on my phone, where I am and what else I might be doing. @foolproof_ux
  39. Your sites and apps keep me plugged in no matter where I am. You make the experience great, even when my signal isn’t.Alwayskeepmeconnected @foolproof_ux
  40. It’s a pleasure to use your mobile sites and apps. Wherever I am and whatever Im doing, its effortless. @foolproof_ux
  41. Inspire meto do thingsdifferentlyYour sites and apps unlock new ways of working, playing and living. @foolproof_ux
  42. grow andWe learn together Your sites and apps are constantly evolving and seem to get better and better. . @foolproof_ux
  43. 74% What’s your vision for Feel excited about what making your customersmobile could lives better, faster anddo for them in future smarter? @foolproof_ux
  44. Many thanks. Any questions? @foolproof_ux
  45. 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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