Impact of Interface Technologies on Consumer Experience
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How do you differentiate your product and win in a multi-billion dollar market? Despite the type of touch technology, user experience drives purchase behavior. The digital format of product promotion and user feedback provides a valuable source of product-based data for product developers and marketers. When you understand dynamic user expectations, you can lower the risk of innovation and create devices that consumers will buy. Find out what users are sharing about their interactive experiences for the tablet, smartphone, and eReader markets over time. Questions to be addressed include: Which experiences and applications drive purchase behavior? Do consumers expect haptic feedback? Do they even like it? What about the gesture experience is catching on? What is the relation of the touch experience to the display and graphics?
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Impact of Interface Technologies on Consumer Experience
- 1. Product Analytics Derived from User-Based Signals in Social Media Touch-Gesture-Motion 2011 Dr. John Feland, CEO and Founder
- 2. Great User Experiences are required to succeed today 30.0 1 % change in RIM shipments quarter over quarter Experience Landscape RIM shipments Cumulative Delight iPhone (Gen.1) Blackberry Storm iPhone 3G -1 0.0 Retail Launch © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 2
- 3. Argus Insights are based on User Experiences consumer responses Patented analysis that enables Improved Product Innovation (consumer Predictive Decisions reviews, blogs, Facebook, tweets, int ernal surveys, customer support logs, etc.) Competitive Landscapes Product Over Brand On Demand Predictive Insight © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 3
- 4. Begin with the Landscape They They Are Are Here Here You Are Here They Are Here They Are Here © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 4
- 5. Comparison of Tablets from Launch Buzz and Delight Trajectory for iPad 2 Area of Bubble = Buzz Volume (Number of User Responses that Day) Positioned by Cumulative Delight that Day Days from Product Release © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 5
- 6. Comparison of Tablets from Launch Nook Color (2010) iPad2 Nook Tablet Days from Product Release © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 6
- 7. Comparison of Tablets from Launch Nook Color (2010) iPad2 Kindle Fire Nook Tablet Days from Product Release © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 7
- 8. iPhone Launch Trajectories iPhone first Available on Verizon iPhone 4 iPhone 3Gs iPhone 3G Days from Product Release © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 8
- 9. iPhone Launch Trajectories iPhone 4s iPhone 4 iPhone 3Gs iPhone 3G iPhone 3G Days from Product Release © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 9
- 10. Smartphone Touchscreens mostly delight © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 10
- 11. Tablet Touchscreens have a rockier UX Tablet Touchscreen still evoke mixed emotions © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 11
- 12. Comparing Phones to Tablets © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 12
- 13. Most Negatively Viewed Tablet Touchscreens © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 13
- 14. Most Positively Viewed Tablet Touchscreens © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 14
- 15. Is Pen Is Mightier than the Sword (Finger)?
- 16. Stylus is one of the most discussed Tablet Accessories © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 16
- 17. Mentions of Stylus usage is growing in Tablets Breadth of mentions in daily user responses (%) Kindle Fire Users discussing Stylus usage © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 17
- 18. What Makes the iPhone 4S tick? iPhone 4s iPhone 4 © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 18
- 19. How can we deliver on the promise of interface technologies? Great Technology is Learning Curve Must Teach Users One Not Enough be Scalable Cool Scenario © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 19
- 20. Questions? Tablet Buzz and Delight Landscape by OEM Black Friday © 2011 Argus Insights, Inc. Confidential: Do Not Distribute Page 20
Editor's Notes
- Influence of touch and gesture interfaces on the consumer electronics marketStorm case - importance of learning curve in interface technology integration- learning curve, not the tech, frustrated usersCompare touchscreen in tablets and smartphones- charts on commentary by users on touchscreen use- commentary decreasing shows performance is reaching a plateau- are styluses the next wave for touch?- share preliminary stylus resultsGaming consoles Wii started, Microsoft kinect trumped gestureTech must be tied to an experience to drive adoption. Touchscreen in laptops not as cool as touchscreen on mobile phones
- This is the Experience Landscape. The data is based on thousands of customer reviews and is normalized on a scale of 0-5.The Blackberry Storm launched in Nov 2008 expecting to track with iPhone, but it didn’t. RIM was not measuring the user experience. Needless to say…the shipments were lower than expected. RIM saw zero growth in shipments due to weak demand for Storm. The cost of having inventory can disappoint when users are not enjoying the experience. RIM could have leveraged experience-based measures to build a competitive product and maintain leadership in the smartphone market. By monitoring market response to the Storm, RIM could have and both slowed production and targeted firmware upgrades on issues that matter most to customers.
- The WhatThis is what we do.
- Most comments about stylus for Kindle Fire are folks either complaining about the button size or loving the integration of stylus into their experience