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Mobile Audience Research

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“Know thy users for they are not you.” The best way to understand the folks we design for is to go hang out with them, but that can be scary if you’re shy or unprepared. We’ll share some stories from our recent mobile-focused field studies and offer lots of suggestions for how to plan, conduct and analyze such out-in-the-wild audience research so you get what you need out it.

Published in: Technology, Business
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Mobile Audience Research

  1. 1. Mobile Audience Research Sometimes you just gotta BE there…Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  2. 2. passion :: purpose :: practicality Lokion is a proven, nimble team of experts crafting digital solutions that work for real people. @lokionProprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  3. 3. Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  4. 4. Begin With the End in Mond • WHO are we designing for? • WHICH devices are they using? • WHERE and WHEN do they use it? • WHAT do THEY need / want / expect? • WHAT do WE need / want / expect? • HOW will this improve their experience? • WHY are we designing this for them?Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  5. 5. Persona spectrum board 5 Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  6. 6. Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  7. 7. Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  8. 8. Do Your Homework: Mobile EmpathyProprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  9. 9. Contextual field researchProprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  10. 10. 10Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  11. 11. Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  12. 12. Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  13. 13. Do Your Homework: Audience Research Josh Sarah Ryan Tyler Festival Nomad Online Shopaholic Work / Play Hard Hardcore Mobile Native Print tix from phone Mobile purchase tracking Connection at events Delivery at eventsProprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  14. 14. Do Your Homework: Audience ResearchJoe Sarah Helen JakeYoung Cocky Pilot Friendly Flight Attendant PT Ground Service Agent Pragmatic MechanicEvo Android HTC Inspire she calls iPhone Costco Samsung T939 iPhone with OtterboxProprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  15. 15. Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  16. 16. Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  17. 17. Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  18. 18. Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  19. 19. Active Listening Phrases • “I see, tell me more about ____.” • “Earlier you mentioned ___, let’s go back to that.” • “Great! Now let’s move on to ____.” • “Can you show me how you ____.” • “Walk me through ____. What do you do next?” • “Draw me a picture of how you ____.” • “How do you do this differently?” (than other, than you used to, than you will in 5 years) • “But WHY?”Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  20. 20. Observers’ Eye • Notice WHAT • Notice HOW • Avoid conclusions • Allow confusions • Collect artifactsProprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  21. 21. Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  22. 22. Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  23. 23. Contextual Audience Research Tips • Let go of YOUR perspective to embrace theirs. • Be present and act naturally. • Listen more than you talk. • Use active listening and observers eye. • Prepare but don’t script. • Turn observations into actions.Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  24. 24. Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.
  25. 25. Proprietary to Lokion and FedEx. Sample graphics from Google and Getty Images. Do not distribute without permission.

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