Samsung: Future Mobile Worker 3.0

Aaron Marcus and Associates, Inc.
1196 Euclid Avenue, Suite 1F
Berkeley, CA 94708-1640, USA
Experience Design Intelligence
User-Interface Development
Information Visualization
Email: [email protected]
Tel: +1-510-601-0994, Fax: +1-510-527-1994
Web: www.AMandA.com
10 December 2007
Mr. Ethan Suh, Graduate Student
IIT Institute of Design
Chicago, IL, USA
Email: "SUH, Ethan” < [email protected]>
Dear Ethan:
Thanks for asking me to comment on your Samsung Mobile 3.0 Project. I have
reviewed some of the documents you sent me. Unfortunately, I have not had a
lot of time to analyze all the contents, and I did not have the benefit of talking
with your team. In general, it seems like you all have put in a lot of careful
thought to the project, and it seems like the results are very worthwhile. Some
specific comments on the Usability-Testing pdf file are the following:
On the Page 2, Smartphone System Overview: The composite contents seem
reasonable and good. What I like in particular is the reference several times to
an “adjustable grid with snap-to.” When screens contain many complex
information widgets, it is very important that the device now something about
good, simple layouts and enable the user to quickly and effectively determine
a new layout without the typical fussing and time-consuming activities of laying
out the pieces and continually having to adjust them. If this can be worked out
semi-automatically, this will contribute significant usability and usefulness,
perhaps even considerable appeal, to the device.
Please also consider if some simple, effective gesture might enable panes of
the total display (which consists of several complex panes) to be replaced with
some others that are waiting to be cycled-through. This exchange of contents
of known alternatives would enable the device to be more powerful, without
overwhelming the user. For example, the weather in Chicago and New York,
might be exchanged with some other kind of “weather,” like my two favorite
stock results, or the current whereabouts of my two favorite people. The
essential concept is the same: My two favorite……I mean to suggest
something different from horizontal or vertical scrolling, something more like
the idea that a pane is actually the face of a cube, which can be rotated in
three-dimensional space to reveal important new, alternative contents. What is
important is that the gestures to rotate the “sides” of the cube, and the
meaning or semantics of the “sides” should be simple, clear, and consistent
throughout the operating system.
In general, the scope of your usability investigations, i.e., of visual hierarchy,
of amount of information, of widget mix, of layouts, of frequency of adjustment,
of frequency of use, are the right things to be examining, and I applaud your
efforts to carry out this analysis. There may be significant culture differences
to be observed in Asian, European, and North-American preferences. From
our own investigations, and other research, I believe this to be so, and that
further testing will clarify these differences, which have an impact on product
design for specific markets.
AM+A
Client: IIT/ID
Document: Comments on Samsung Mobile 3.0
File: IITID_AM+AComments_10Dec07.doc
Page 2
Aaron Marcus and Associates, Inc., www.AMandA.com
This document is proprietary and confidential
I believe that it may take about three rounds of such design/testing to pull out
significant patterns. I think it is very important that you have begun to conduct
these user interviews/tests and to engage in heuristic evaluations.
I regret that I cannot just at this moment contribute more. I hope on another
occasion to be able to add more comments, perhaps after speaking with you.
I wish you continued success with your design project.
Sincerely,
Mr. Aaron Marcus, President
AM:am; IITID_AM+AComments_10Dec07.doc
FUTURE MOBILE
WORKER &
INTELLIGENT
USER INTERFACE
SAMSUNG
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
Contents
1. Understand & Observe
Trends Capture
1-1.
1-2.
1-3.
1-4.
Emergence of Mobile Worker
Global Forecast
U.S. Industry Demand
Web and Mobile Trends
Viability
1-5. Mobile Market
1-6. Competitive Product Comparison
Desirability
1-7.
1-8.
Mobile Users
Mobile Service
Capability
1-9. Mobile Technology
1-10. Existing PUI Solutions
Opportunity
1-11. System Overview
2. Visualize & Refine
3. Implement
SAMSUNG
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-1. Emergence of Mobile Worker
Definition of Mobile Worker
Mobile Workers are employees using laptop,
wireless, common internet connection, portable
communication & information device to work from
home, office, or virtually anywhere.
Mobile Workers are employees who:
- travel part as part of their job
- are mobile field service workers (such as field
researcher, broadcaster, maintenance and
installation workers)
- work from home at least part of the time
- work from a different corporate desk every day
Emergence of mobile working
However, the advanced in computers and telecommunications have eliminated the need for many
workers to assemble at the traditional office locations merely to facilitate meetings and paperwork.
Key Insights
• Mobile workers are who perform their work in
multiple locations with portable communication and communication devices.
• Mobile working has emerged because:
- Development of digital technologies on rapid
change how and where work is performed
- Decentralized resource of real time and wire
less access with computer and telecommunications eliminated the need of centralized
traditional office, and made mobile working
feasible.
SAMSUNG
The development of digital technologies has rapidly
changed both how and where work is performed.
The traditional office model was based on the need
for resources (labor, material, plant and equipment,
etc) to be centralized to enable communications
between people.
Computers and telecommunications innovations
allow workers to effectively conduct business with
real-time access to co-workers and clients, making
mobile working feasible.
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-2. Global Forecast
The Number of Mobile Workers
Asia
United States
Europe
Rest of World
Europe
/ 130 million
year 2004 / 100 million
year 2009
United States
170 million
year 2004 / 120 million
year 2009 /
Asia
480 million
year 2004 / 380 million
year 2009 /
Rest of World
year 2009 / 100 million
year 2004 / 80 million
Source: IDC, Worldwide Mobile Worker Population 2005-2009 Forecast and Analysis, October 29, 2004
According to IDC, world wide mobile worker
population 2005–2009 forecast and analysis report,
the world wide mobile worker population is set to
increase from 680 million in 2004, accounting for
23.1% of the worldwide workforce, to 880 million in
2009, accounting for 27.3% of the workforce.
VDC, Venture Development Corporation, April 2005
estimates the global market for commercial mobile
software - which includes operating systems,
application frameworks and provisioning solution
exceed $560M in 2004 and is expected to reach
$1.6B by 2008.
Key Insights
• Global market for commercial mobile software
exceed $560M in 2004, and expected to reach
$1.6 B by 2008
SAMSUNG
• Worldwide mobile workers population is expected
to grow from 680 million in 2004, to 880 million
in 2009.
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-3. U.S. Industry Demand
• Open sourcing of
computer software
• Many construction trade,
• Rapid development for
agricultural jobs, and
manufacturing related
position requires increased
personnel for projected
labor shortages
wireless multi-tasked
communication device
• Increasing demand for
high speed and broad band
• Emerging wireless
• Integrating technology,
technologies will impact
on manufacturing, service
delivery, and consumption
RFID into business organizations
Technology
Trends
Education
Trends
Needs for
Intelligent
Mobile Tools for
Mobile Working
• The needs and expectation
of technology-enhanced learning
experiences will increase
• Expected response time is
shorter, operations may be come
more efficient, communication
are virtually instantaneous
• Importance of information
Economic
Trends
is driving he flattening of
organizational structures
Social,
Vlaues,
and Lifestyle
Trends • Over the next 3-5 years,
more people will become
mini-entrepreneurs
• Over the next 305 years,
• More students enter community
more people will become
mini-entrepreneurs
and technical colleges with
technology enriched background
• Number of retirement will
increase
• Continuing widening gap
• Internet overuse
between low literacy and
non-native speaking workers
is expected to increase
over the next 3-5 years
Source: SBCC, Environmental Scanning Trend Implications 2007-07
Technology Trends
SAMSUNG
• Open sourcing of computer software lead to
increasing levels of shared programming and
on-going improvements.
• The rapid development and demand for wireless
multi-tasked compact personal lifestyle communication devices, providing connectivity services
24X7X365 worldwide, will continue to accelerate
academic, economic and technological
chllenges as well as opportunities, for educating
our workforce in a highly competitive
global marketplace.
• Demands for high speed and broad band use of
the Internet will be ever increasing.
• Integrating technology, especially radio frequency
identification (RFID), into business organizations
will largely determine their prosperity and their
ability to survive in a competitive international
marketplace.
• The fields of robotics, nanotechnology and
biotechnology (with nanotechnology superseding
biotechnology) are in their infancy and will
continue to impact those producing, using and
affected by these rapidly evolving technologies.
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-3. Industry Demand
Economy Trends
• Many construction trade occupations, agricultural
jobs, and some manufacturing related positions
will require increased personnel for projected
labor shortages.
• The Internet and new and emerging wireless
technologies will have a major effect on US
States’ economic infrastructure in manufacturing,
service delivery and consumption because
expected response time is shorter, operations
may become more efficient, and communications
are virtually instantaneous.
• The importance of information is driving the
flattening of organizational structures where
subject matter expertise is increasingly essential
and this flattening is expected to increase in the
future.
• American society continues to be unable to
respond to the challenge of providing adequate
health care for its citizens.
Social, Values, and Lifestyle Trends
• Employers’ demand for highly educated
employees, with certifications and college
degrees, will continue to increase through 2012.
• A widening gap will continue to exist between low
literacy and non-native speaking workers entering
our system and the level of skills required by our
employers.
• As more students enter community and technical
colleges with a technology-enriched background,
the need for and expectation of technologyenhanced learning experiences will increase.
Labor Force Trends
• There is a supply-demand mismatch for workers
at the long preparation level (Bachelor’s or
higher) as described below:
• Shortage in Engineering, Software, Architecture,
Computer Science, Medical, Human Services,
and Protective Services.
• Balanced in Research, Scientists, and Technical.
• Surplus in Educators, Business and Management, Editors, Writers, Performers,
Administrative, Clerical, Legal, Agriculture,
Construction (management), Production,
Transportation, Sales and Service.
• The new workforce is requiring more education,
different skill sets, and presents new challenges.
Key Insights
• Mobility devices productivity and collaboration
across time and geography - for all workers,
whether desk-based, telecommuting from a homeoffice, roving around a sprawling enterprise facility,
or traveling around the world.
• Communication is moving beyond its traditional
function as a utility. By making communications
more intelligent, its value extends beyond merely
providing more devices.
• In today's trends world employees don't just need
a phone. They're not only looking for effective and
efficient tools, but also intelligent tools, which can
support all their communication and information
needs for individual efficiency, which is delivered
as part of fully integrated mobile work solutions,
and this will improve overall business performance.
SAMSUNG
• Internet overuse (i.e., excessive use of chat
rooms, web surfing, instant messaging, gaming,
gambling, etc.) is expected to increase over the
next 3-5 years, affecting one’s ability to
successfully manage one’s life.
• Consumers will continue over the next 3-5 years
to expect more for less when purchasing goods
and services (e.g., minimal defects, large variety,
timely delivery/availability, and prompt follow-up
and support services).
• In the next 3-5 years, the number of individuals
working during their retirement years will
increase.
• Generation Y (born between 1981 and 1995)
members’ learning preferences include
emphasizing teamwork, experiential activities,
structure, and use of technology. The number
of Gen Y students will increase over the next 3-5
years.
• Over the next 3-5 years, more people will
become mini-entrepreneurs by starting small and
micro businesses, becoming freelancers, starting
web-businesses, blogs, and other types of small,
entrepreneurial enterprises.
• Over the next 3-5 years, participation in new
forms of voluntary associations online will
increase rapidly, i.e., e-communities.
Economy Trends
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-4. Web + Mobile Trends
Same problem Patterm
Web 1.0
Value
Proposition
Web 2.0
Mobile Today
Provide Solution Context
Communicate
Access
Find
Co-create
Web Mobile 3.0
Access
Find
Semamtic
manage
Social
Customize
Network
Schedule
Examples
Problem Solution
Context
Top News
Messengers
personal
website
Friends in
on-line
Problem Context
Solution Context
• None-linear
experience between
Personal online
content
• Real world humanto-human interaction, in work and
entertainment mode
• More linear and
holistic experience
• Widget-based
information
• summary of information
• Visualization-tool
based on collective
intelligence
• Real time
co-creation
• Human searching
engine
• Meta data application of relationship
• Emotional social
group forming
Look into the Shift Behind Web 1.0 &
Web 2.0
Inspiration of Web Mobile 3.0
This research conduct three major trends in
web 2.0: a. co-creation, b. social network, and
c. customization. In term of user context of
Mail
Phone
Problem Context
Solution Context
• None-linear
experience btwn information
• No summary info
• Have to connect
each information
separately
• All the situation
happen in Web 1.0,
the non-linear
experience
• Real time summary
info of each website
• Automatic visual
hierarchy of info
• Manual information
customization
• Assistance for managing
overwhelmed social
network information in
online
mobile worker the desire of higher ability of
customization, personalization, being-automatic
is important and it can be learned in the
examples of Web 2.0 websites, such as iGoogle
or newsmap.
Key Insights
• Today's mobile is making same mistakes as Web
1.0; depth info, no summary info, inflexible customization, and no available option for personalization
of information that user interests and needs
• Solution context (needs) for Web Mobile 3.0 are;
a. real time summary info of each contents, b.
automatic visual hierarchy of info+manual info
customization, and c. assistance for managing
overwhelmed social network information in online.
SAMSUNG
During the survey of future mobile, it is identified
that mobile is upgrading its ability of accessing
more information and become the competitor of
many internet service. The developing process
is similar between these two industry. Also it is
discovered that the trend of Web 2.0 is shifting
the internet market in a revolutionary and innovative way. There will be great lesson of looking in
how Web 2.0 solve Web 1.0’s problems and how
it approaches and influence the future mobile.
Tracking
Number
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-5. Mobile Market
Mobile Device Market Overview
Indirect Competitor
Price
$2799
Direct Competitor
$4450
Nokia Vertu
$1150
avoiding price
confrontation
$1000
$819
$725
$599
$580
$500
$450
$400
$250
$125
Sony
P1i
$449
HTC
TyTN
$590
$587
$475
$489
$529 Pharos
PTL600
$486
$420
Hp
HP 6945 $439 6940
$437
Motorola
$400
Nokia 8801Z6
Nokia N76
Sony K810
$378
Sony
Samsung
$363
W880i $360
D830
$355
$360
$345
Nokia 5700
Sony
Sony W950i
Samsung Motorola P990 LG KE970
$320
Nokia 6270
SGH-U600Razr V3
$311
$314
$304
$300
$300
$275 $309
$386
Nokia
E61
I-mate
JAQ3 $345
$330
$578
$386HTC S710
$380
Nokia
Nokia
$314 N91
MacBook
Pro
Electrovaya
SC500
$1170
$999
$1099
Apple
Samsung Sony
MacBook
Q1 Ultra VGN-UX180P
NP
$599
aggressive marketing
strategy
LG Prada
$506
HTC Touch
P3450
$399
$400
Apple
iPhone
Apple
iPod
$350
Wii
Samsung
i320N
Nokia E62
$299
$251
Nokia 6170 $260 Sony W610i
Motorola
Motorola
Samsung Nokia
$260
HP iPAQ A1200 Dolce
Sony SamsungSGH$238
$250
$280
W810SGH
$235
$256
$213
Nokia 6300
$205
$199
Palm 650
$206
$199
$196 Sony
BlackBerry Sierra
K550i
Nokia Samsung 7290
Wireless
Sony
D820
Nokia
$162 6131$156 $155
Voq
SamsungNokia Z610i $1496233
LG
Sony
$139Mo$139
X820
$123
6682
W300
Sony $99 $115 $100
torola
$93
Motorola
K700i
$70
Samsung
Razr V3 Sony Samsung
Motorola
X650
Sony
W200iC416
Motorola
L6i
Nokia
Z310a
Motorola Motorola
3220 LG W375
Motorola
V600
V220
C1500
F3C
Cell-Phone
OQO
1030303
Ravon
Vega
Asus
R2H
$635
$629
Nokia
N95
$1382
Garmin
AMtek T77707500 $1000
$879
Nokia N93
$680
$1799
$1650
$225
$169
Sony PSP
Garmin
$149
C330
$129
Apple
Smart-Phone
Nintendo
Others
Segment
Source: Prices are based on unlocked phone in U.S. market from Amazon.com 09/23/07
Industry Landscape
Cell-phone Segment
Therefore, it is necessary to carefully look through
the core competence, pricing strategy, product features, and customer value for each company.
Nokia is capturing low and high-end cell-phone
segment by pricing from $115 to $4450. Major
products from Nokia, priced over $400 to $4450,
are clearly differentiating themselves by providing
premium customer values of superior contents such
as personal concierge service, larger capacity of
In cell-phone segment, product price range for each
company,
Nokia: $115 – $4450
Sony: $139 – $449
Motorola: $70 – $489
LG: $100 – $ 360
Samsung: $155–$437
SAMSUNG
Since Samsung's new Intelligent Mobile 3.0 is
categorized in between smart-phone and others.
The intended market is majorly competing in smartphone segment. However, customers who consider
to buy a new smart-phone also question the cost of
phone they have to pay and benefits they can receive from it. Thus, products in cell-phone segment
can be Intelligent Mobile 3.0's indirect competitors,
but products in smart phone segment are direct
competitors.
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-5. Mobile Market
hard drive, and product networking ability with
various personal devices, as well as exclusive
design.
In overall, Samsung is competing their products
with Motorola, LG, and Sony in low and mid-end
market.
Smart-phone Segment
1200M
According to data from strategy analytic on 'Global
Handset by Device Type', Smart-phone segment is
expected to grow up to 1100% of 385 million units
in 2010 from 35 million units in 2004.
2010
Smart
Phones
Wireless
PDAs
2004
Browser
Phones
/Basic
Terminials
600
0
Feature
Phones
Source: Strategy Analytics, Oct. 2005
In smart-phone segment in U.S. market, product
price range for each company,
HTC: $506 – $725
HP: $587
iMate: $386
LG: $590
Nokia: $314 – $439
Blackberry: $260
Palm: $299
Sierra: $251
Samsung: $345
Apple: $299 – $399
All smart-phones over $600 have GPS functions
customer can attach them to car.
Nokia
Motorola
RIM
Sharp
Palm
Others
% Share
18,944,310
100.0
9,030,840
1,586,870
1,183,430
1,162,500
1,131,120
4,849,550
47.7%
8.4%
6.2%
6.1%
6.0%
25.6%
Nokia
9,030,840
Source: Canalys estimates,
Worldwide Total Smart
Phone Market
47.7%
Competitive Dynamics
Laptop
By far the most challenging competition to Smartphones for mobile workers comes from the laptop
computer. If one assumes that the early adopter
market is likely to be the frequent/long-distance
business traveler who wants to watch movies on
planes, or in hotels, then there is direction
competition from laptop computer. CD/DVD-player
laptops have been for at least 5 years, they are also
to store photos and play high-quality video games,
and that's before their business functions.
Converged camera
The recent growth of convergent devices has apparently also brought some engineers back to the
heady converged days of dot.com boom. Perhaps
the best example of an unnecessarily convergend
device is BenQ's DC S40 camera. It is four mega
pixel camera, which can play mp3 files (a 256MB
memory card could store some 60-80 songs).
Although some professional photographers may
sit close to their cameras for hours each day and
appreciate the opportunity to listen to their music
collection it is hard to envisage a large market.
Apple's iPhone
After two months iPhone is launched at pricing
$599 in high-end smart-phone segment, Apple sold
1 million iPhones, which iPod took 2 years to reach
the sales. The winning strategy was not only by
their strong brand value, customer royalty, and
various networking services with YouTube, Google
map, and Starbucks, but also by clear differentiation in its user interface and product features themselves in competitive smart-phone segment as
SAMSUNG
In global market shares for smart-phone, Nokia was
ranked No.1.
According to data from Canalys estimates on
Q2 2006, Nokia's market share was 47.7% with
9.030,840 shipments. Motorola was No.2 with
8.4%, market share, 1,586,870 shipments.
Total
Q2 2006
Shipments
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-5. Mobile Market
Apple focuses key product marketing strategy on
innovative UI in T.V. advertising and website.
Currently Apple lowered iPhone price down to
$399. Apple may thought they captured enough
sales in high-end segment, and is re-boosting sales
in mid-end segment with $200 less.
Why Smartphone Rules the World?
It's smaller than laptop or UMPC, so it's portable
and mobile. Smartphone's internet coverage and
accessibility from GPRS, 3G, 3.5G for data transmission and GSM and CDMA is wider than normal
internet network. In comparison with small mobile
phones, smart phones are smarter (more features
with larger screen-> easier to read information)
than mobile phone, meaning users can and will
spend more time with Smartphone.
positioning Smart-phone.
Since none of dominant players like Apple or Nokia
doesn't provide easier or strong mobile user
interface, physical human interaction, and product platform to wide range of the networked with
various work and personal/family activity, there's
opportunity to provide an intelligent mobile device
that support to manage information and to make
decision for daily work and entertainment activities.
Once Samsung approve to be better supporting
device than Apple and Nokia's phone in the
segment, there's high chance to take customers
over.
Product Positioning for Samsung
From the market and pricing overview at previous
page, two product positioning for Samsung's
Intelligent Mobile 3.0 has been proposed:
a. Avoding price confrontation
In the high-end Smart-phone segment between
$600 – $680, there's only two competitor: Pharos.
Regarding Samsung current market performance
and increasing brand value, it would be easy to
outperform over either Pharos PTA 600 ($635)
or HTC TyTN ($725) even with similar features.
However, the formula 'high-end market (high profit)
= small number of consumers' may be considered.
b. Aggressive marketing strategy
In the middle-high-end segment between $380
– $450 is also good opportunity for pricing
Intelligent Mobile 3.0 smart phone.
Current players within the segment are Nokia,
i-mate, HTC, and Apple's iPhone.
• Samsung's Intelligent Mobile 3.0 is targeting in
Smartphone market. Products and companies in
smart phone market are direct competitors, those
in cell-phone and UMPC market are indirect
competitors.
• Globally, Smartphone segment is expected to
grow up to 1100% of 385 million units in 2010 from
35 million units in 2004.
• Smartphone is smaller than laptop or UMPC. It's
more portable and mobile than those. Its internet
coverage and accessibility is wider than normal
internet network from laptop and desktop.
• The average price that consumer think of
purchasing for Smartphone is from $350 to $450.
The segment is the most competitive and
profitable spot for Smartphone market.
• Two market opportunity for Samsung in positioning
the Smartphone;
a. Avoiding price confrontation ($600-$680)
b. Aggressive marketing strategy ($300-$450)
SAMSUNG
For mobile workers to work, Nokia's E61 UI and
features are more suitable to perform their work
activities. For mobile workers to entertain, Apple's
iPhone UI and content platform is more supporting
to enjoy entertainment activities. This segment is
most profitable and competitive market for
Key Insights
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
Cell-Phone
1-6. Competitive Product Comparison
Disadvantage
Product
Price Key Features
Sony W880i
$ 300
•manage music on walkman music
player
• Video streaming
• Speaker phone
• Video call
• Camera
• 3G high-speed Internet
• Bluetooth
Music in style
•manage music on walkman music player
Motorola Z6
$ 300
•Network: GSM Quad-band phone
capable of global roaming
• Battery: 7 hours of talk time/ 400
hours of stan-by time
• Main Display: 240 x 320 pixels,
2inches features
• Camera: 2.0 megapixels Resolution
• Bluetooth
2.0 megapixels Resolution
Nokia 8801
$ 700
•high-end tri-band GSM phone.
•262k color
•TFT display
•SVGA camera with video capture
•Bluetooth,
•GPRS/EDGE high-speed data,
•WAP 2.0 Internet browser
•Java Midp 2.0 support and MP3/
AAC player.
Sony P1i
$ 300
•Push email
•Touchscreen
•Web wherever
•Integrated camera
•Bluetooth
•Symbian™ OS
•Handwriting Recognition
•Video call
•Music recognition
Nokia N95
$ 600
•5-megapixel camera
• Bluetooth 2.0
• Wi-Fi
•video, music player
•Bluetooth
•Symbian™ OS
•GPS
•expensive
•Bad battery
4.16 hours (250
mins) of Talk time
•Sluggish performance
Nokia N93
$ 300
•3.2-megapixel camera with videorecording
•Bluetooth, Wi-Fi
•music player and FM radio
• e-mail
•clunky and heavy
•the external display is small.
Core Competency
•luxury item
•expensive
•Bad battery
•Bad battery
3 hours (180 mins) of Talk
3 hours (180 mins)
time
of Talk time
Complete mobile office
•Business card scanner
After work compatible
•3.2 megapixel carmera
•good-quality photos and
videos
•integrated GPS, Wi-Fi,
and Bluetooth, and an
innovative two-way slider
design
SAMSUNG
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-6. Competitive Product Comparison
Product
Price Key Features
Smart- Phone
I-mate JAQ3 $ 300 •2-megapixel camera
•Wi-Fi.
•Windows Mobile 5 smart phone
•Bluetooth
•push e-mail
•I-mate
Disadvantage
Core Competency
extra productivity and
•sluggish and call
security utilities to the
quality was poor
•Video playback was business user
choppy
•no 3G support
Apple iPhone $ 300 •Touch screen, 2 megapixel camera, •variable call quality
will sync with iTunes
•Really thin, thinner than any smart
phone. 11.6mm.
• WiFi and Bluetooth 2.0
• 2MP camera on the back
• Bluetooth
• Free Yahoo!push IMAP email to
iPhone customers
• Tabbed browsing
stunning display, a sleek
design, and an innovative
•stereo Bluetooth
support and 3G com- multitouch user interface
patibility
•Integrated memory
is stingy for an iPod
•miniSD slot is located inconveniently
behind the battery
cover
•no camera option
•the device was
sometimes sluggish when switching
between apps
•high-end business email
device
•lvibrant and sharp
screen,
•full QWERTY keyboard
$ 300 •Reach a new level of phone func-
•Doesn’t support 3G
•camera delivers offcolored photos.
•The device can be
sluggish at times,
especially with numerous applications
open.
excellent call quality,
solid talk time battery life,
Bluetooth and Wi-Fi, and
a 2-megapixel camera.
HTC Touch
$ 600 •Bluetooth and Wi-Fi
•The compact HTC Touch
•The Touch’s tiny
features an advanced
onscreen keyboard
touch screen
makes it a pain to
enter any text, and
the TouchFLO feature
doesn’t work in landscape mode.
P3450
$ 465 •Large 2.8” touch screen display
HTC S710
•S60 smartphone platform
•EDGE high-speed data
•Bluetooth
•miniSD card slot.
•speakerphone
•full HTML web browser
•music player.
tionality
•Compact with full auto slide keyboard for simpler communications.
•Large 2.4” QVGA TFT LCD backlit
screen.
•Capture quality images and video
with the 2.0 megapixel camera.
•2-megapixel camera
•Talk time: 5 hours
•window media player
•window media player
•Tri-band GSM with GPRS/EDGE
•2 megapixel camera
•Internet browsing and Push E-mail
•Multimedia capabilities
•Stereo Bluetooth® 2.0 and Wi-Fi®
SAMSUNG
$ 330 •full QWERTY keyboard
Nokia E61
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-7. UI Evaluation Protocol
Aesthetic integrity and minimalist design
Perceived stability
Direct manipulation/See and point
User control and freedom
Feedback / Visible system status
Severity Ratings
Dialogs should not contain information which is
irrelevant or rarely needed. Every extra unit of
information in a dialog competes with the relevant
units of information and diminishes their relative
visibility. Information should be well organized and
consistent with principles of visual design. Avoid
information overload.
.
Users should be able to see on the screen what
they’re doing and should be able to point at what
they see. This forms a paradigm of noun (object)
then verb (action). When the user performs operations on the object, the impact of those operations
on the object is immediately visible.
The system should always keep users informed
about what is going on, through appropriate feedback within reasonable time. Provide confirmations when the outcome of an action is not visibly
apparent.
Help users recognize, diagnose, and recover from errors
Error messages should be expressed in plain language (no codes), precisely indicate the problem,
and constructively suggest a solution.
Information legibility and density
Maximize the amount of data to the amount of ink
or pixels used. Eliminate any decorations on charts
and graphs that do not actually convey information, such as 3-dimensional embellishments. Less
is More is the rule in information design as every
pixel used that does not contribute to information,
dilutes it.
Match between system and real world
Allow the user, not the computer to initiate and
control actions. Users often choose system functions by mistake and will need a clearly marked
“emergency exit” to leave the unwanted state
without having to go through an extended dialog.
Support undo and redo.
The severity of a usability problem is a combination
of three factors:
1.The frequency with which the problem occurs: Is
it common or rare?
2.The impact of the problem if it occurs: Will it be
easy or difficult for the users to overcome?
3.The persistence of the problem: Is it a one-time
problem that users can overcome once they know
about it or will users repeatedly be bothered by the
problem?
Finally, of course, one needs to assess the market
impact of the problem since certain usability problems can have a devastating effect on the popularity of a product, even if they are “objectively”
quite easy to overcome. Even though severity has
several components, it is common to combine all
aspects of severity in a single severity rating as an
overall assessment of each usability problem in
order to facilitate prioritizing and decision-making.
The severity ratings used in this report are described below:
Severity level 1
Cosmetic problem only—need not be fixed unless
extra time is available on project.
Severity level 2
Minor usability problem—could impair users’ productivity and ability to learn.
SAMSUNG
The system should speak the users’ language, with
words, phrases and concepts familiar to the user,
rather than system-oriented terms. Follow realworld conventions, making information appear in a
natural and logical order. Accommodate the ways
in which users are accustomed to working.
In order to cope with the new level of complexity that computers introduce, people need stable
reference points. To give users a conceptual sense
of stability, the interface provides a clear finite set
of objects with a clear, finite set of actions.
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-7. UI Evaluation Protocol
Severity level 3
Major usability problem—important to fix, so
should be given high priority; impacts users’ productivity and increases likelihood of errors.
Severity level 4
Usability Catastrophe—imperative to fix this before
product can be released.
SAMSUNG
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-7. Competitive UI Comparison
Apple iPhone
Nokia E61
HTC Touch
Screen/ UI Feature
Key Features
•Touch screen, 2 megapixel camera, will sync with iTunes
•Really thin, thinner than any smart
phone. 11.6mm.
• WiFi and Bluetooth 2.0
• 2MP camera on the back
• Bluetooth
•full QWERTY keyboard
•S60 smartphone platform
•EDGE high-speed data
•Bluetooth
•miniSD card slot.
•speakerphone
•full HTML web browser
•Bluetooth and Wi-Fi
•2-megapixel camera
•Talk time: 5 hours
•window media player
•window media player
Disadvantage
•variable call quality
•stereo Bluetooth support and 3G
compatibility
•Integrated memory is stingy for
an iPod
• Free Yahoo!push IMAP email to
iPhone customers
• Tabbed browsing
•miniSD slot is located inconveniently behind the battery
cover
•no camera option
•the device was sometimes
sluggish when switching between apps
•The Touch’s tiny onscreen
keyboard makes it a pain
to enter any text, and the
TouchFLO feature doesn’t
work in landscape mode.
•Tabbed browsing
Core Competency
• Stunning display, a sleek design,
and an innovative multitouch user
interface
• Free Yahoo!push IMAP email to
iPhone customers
• Tabbed browsing
•high-end business email
device
•lvibrant and sharp screen,
•full QWERTY keyboard
•music player.
• Free Yahoo!push IMAP email
to iPhone customers
•The compact HTC Touch
features an advanced touch
screen
•Internet- Used internet
explorer icon(Pc- colored)
•Internet- Used internet
explorer icon(Pc- Black and
White)
•Internet- Used safari icon(Mac)
Metaphor
Severity level
Severity level
Severity level
Match between icon and real world : Direct Vs. Indirect expression, Realistic Vs. Abstraction
Internet search icon, Nokia E61 (colored with Internet Explorer) will be more familiar and easy to
recognize to Business Workers than HTC’s black and white colored IE and Apple’s Safari, since
Apple’s market share is still less than 7%.
•Rest of icons
-used direct expression of
each meaning for different
icons, and visually clearly differentiated by using different
colors
•Rest of icons
-used same shape (too many
window folder shape), color
for icon with minor difference
for each icon
•Rest of icons
-used direct expression of
each meaning for different
icon, but didn’t differentiated
in color (used same white,
gray, blue for every icon)
iPhone’s icons are the most clearly represented by capturing acoustic and tactile means of each
representation in user’s mind for each icon
Severity level
Severity level
SAMSUNG
Easy recognition and retention of fundamental concepts via images, shape, color
Severity level
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-7. Competitive UI Comparison
Apple iPhone
Nokia E61
HTC Touch
Screen/ UI Feature
Navigation
•Numbers of icons without scroll- •Numbers of icons without scroll- •Numbers of icons without
ing at 1st page
ing at 1st page
scrolling at 1st page
(content choices) 14
(content choices) 12
(content choices) 6
Severity level
Severity level
•Real time of update
-Only icalender: Changing date
Severity level
Severity level
•Color cording & visual feedback
Red = Stop,delete, pause
Blue, Green = select, play
Black, Gray, white = no action
Appearance
•Real time of update
- None
Severity level
Severity level
•Real time of update
-Only calender: Changing date
Severity level
•Color cording & visual feedback •Color cording & visual feedback
Transparent white = stop, delete, white, gray, blue = stop, delete,
pause, select, play
pause, select, play
Severity level
Severity level
•Perceived stability
-1st page: Color: vivid colors for
icon, Background(black): create
more depth into menu, evoke
users to be more emotionally attached into UI.
Layout: grid system (perfect justified)
- Next page: bigger types- easy
readibility
•Perceived stability
- 1st page: Color: soft colors
for icon. Background (white
or blue): Drive user’s visual
attention to be faded away to
background (may be disturbing, no clear contrast), Layout:
grid system (center-aligned)
- Next page: small type - hard
to read
•Perceived stability
- 1st page: Color: Pastel color
for icon. Background (gray):
No contrast between icon
and background (disturbing),
Layout: grid system (centeraligned)
- Next page: small type - hard
to read
•Information legibility / Density
- Appropriate amount of information for screen real estate
•Information legibility / Density
- Too much information for
screen size
•Information legibility / Density
- Too much information for
screen size
Severity level
Severity level
Severity level
Severity level
Severity level
Severity level
SAMSUNG
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-7. Competitive UI Comparison
Apple iPhone
Nokia E61
HTC Touch
Screen/ UI Feature
Interaction
•Screen Transition
- Novice users: too many directions of screen transition for
Mobile Worker
- Experienced user: may be fun to
navigate page by page
- Didn’t find effective and efficient screen transition balance
between motion feedback and
visible system status
Severity level
•Screen Transition
- Novice users: easy to use
- Experience users: May be
bored with less feedback after
while
- Didn’t find effective and efficient screen transition balance
between motion feedback and
visible system status
Severity level
Severity level
•Touch Area & Contents
•Touch Area & Contents
- Touch Keypad: see and point
Enable to manipulate contents
directly, however, due to very
narrow key pad, hard to point
exactly at what they see (alphabet, etc).
- Except the keypad, area selection for sub-contents is outstanding with gray colored marginal
-
Severity level
•Screen Transition
- Novice users: too many
directions of screen transition
for Mobile Worker
- Experienced user: may be
fun to navigate page by page
- Didn’t find effective and
efficient screen transition
balance between motion
feedback and visible system
status
•Touch Area & Contents
- Touch Keypad: see and
point
Enable to manipulate contents directly, however, due
to extremely narrow key pad,
hard to point exactly at what
they see (alphabet, etc).
- Both keypad and area
selection for sub-contents are
extremely narrow with very
small space and narrow
Severity level
SAMSUNG
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-7. Executive Evaluation Summary
Severity
Severity level 1
Apple iPhone
Nokia E61
HTC Touch
0
0
0
Severity level 2
3
5
5
Severity level 3
1
3
2
0
0
2
Severity level 4
Heurstic
Apple iPhone
Nokia E61
HTC Touch
Icon and real world
0
2
2
Easy recognition and retention of icon
0
3
2
Numbers of icons without
scrolling at 1st page
0
2
3
Real time of update
2
3
2
Color cording & Visual feedback
0
2
4
Perceived stability
0
2
3
4
Information legibility / Density
0
3
2
Screen Transition
2
0
2
0
2
0
Touch Area & Contents
3
-
4
SAMSUNG
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-7. Mobile Users
The 5 segment solution produced the most distinct groups that made intuitive sense
Source: Samsung Telecommunication America
Progressive Professionals
Feature Maximizers
Who they are
• Ethnically diverse, most likely to have kids in
household
• Like to impress others with lifestyle
• Focus mainly on what they want out of life
What they want from a phone
• Most interested in all different types of features,
functions and accessories
• Less for the functionality of having these –more
for enjoying the gadget-try
SAMSUNG
Who they are
• Predominately male, older, highly educated, high
income
• Leaders, cultured, cosmopolitan
• Not interested in trends, fashions; interested in
what technology can do for them.
What they want from a phone
• Features and functions that make them more
productive, efficient, increase their ability to be
mobile.
How they buy
• Functions and features are key-Look for
promotions but also rely on sales person and
consumer reviews also important.
What defines mobile lifestyle
• Constant phone access required–mostly for
business.
• Voice conversations mostly; use phone a lot
when driving.
What Samsung fits into competitive landscape
• Motorola primary in their minds
• Samsung lacks in technology-leading,
innovative; stands for value, ease of use, down
to earth, functional, simple
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
How they buy
• They replace their phone most often of the
segments
• Have the least requirements vs. PP and SS when
buying the phone, although functions and
warranty important
• Least likely to be influenced by outside sources
What defines mobile lifestyle
• Not as dependent on phone, although business
use prevalent
• Use phone for more varied uses – internet
downloading, messaging, ringtones
Where Samsung fits into competitive landscape
• LG holds high share of mind, especially
involving, design and tech leading
• Samsung means high quality, down to earth,
traditional –not tech or daring
Targeted Mobile Worker
for Intelligent Mobile 3.0
Source: Samsung Telecommunication America
Progressive
Professionals
%
Conservative
Mobilists
%
Feature
Maximizers
%
Value
Inspired
Stylish
Socials
%
%
Openness
Index
100
76
110
100
124
Economic
Power Index
102
78
132
87
110
Social
Influence
Index
125
74
106
90
117
Key Segments with Market Viability for Samsung
Key Insights
SAMSUNG
• Key segments with viable marketability for
Samsung are progressive professionals, feature
maximizers, and stylish socials.
• Targeted audience for Intelligent Mobile 3.0 is
progressive professionals and feature maximizers.
• Progressive professionals are tech-elite, cultured,
and leaders. Their need states are functionality,
reliability, and integration. They think phone as
business life-line.
• Feature maximizers are trendy and focused. Their
need states are most features and latest tools.
They think phone as gadgetry.
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-7. Mobile Users | Persona | Progressive Professional
Sato
Profile
Age: 38
Position: Design Researcher Outsourcing Agent for
Toyota
Married with children
Workplace: New York City Office
Work type: International satellite worker
Characteristic: district, gentle, polite, friendily and
sense of reponsibility
Design Opportunity
Will design bluetooth
manage interface have
to be focus
Design Opportunity
Rethink security check
(pin, VPN, web serivce
and daily task)
Care less
Design Opportunity
Think about new mobile
interface how to empower web 2.0 interaction like bloging, photo
sharing, vudeo sharing,
co-create and customization
Content & Feature
Care a lot
Price
Use for Prof Work
Use for Entertaining
Family/Personal
Design Opportunity
Size is still critical,
pocket friendily? purs
friendily? how they carry
them?
Design Opportunity
In term of object managment, think about
muti-user want to share
serive, accasery or
function to increase
efficiency
Design Opportunity
Schedule is needed to
access in anytime, any
location, wireless or not
and have computer or
not.
Design Opportunity
One single mental
model through, interface, physical object is
helpful in the case of
easy managment
Brand
Main functions use
1. Phone call
2. Using Bluetooth for transferring images to cell
and iMac for blogging
Situations and problems of his cell phone
a. Too many security check for entering pin number
b. Phone accessary from friend’s gift
c. Majorly using cell phone for sources of blog
pictures
- low resolution is good enough
- Direct file transfer
d. Cell-phone selection: either it has to be high-end
product like a iPhone, or just free phone
e. His blogging pictures are 10% from cell-phone
and 90% from digital camera
f. Repetitive confirmation for every pictures in
downloading to computer from cell-phone
g. Selection of free phone: small size
h. Choosing family plan and same product with
his wife in order to share phone accessary (car
recharger. etc)
Wisdom in managing information
: Schedule, iCalendar
a. Unable to check schedule when not with laptop
b. Treat iCal as mater control for his life
- Map out all his time & plan
- Manage schedule wisely and efficiently to
network (collaborate) his personal/family life
and work life
c. Connecting metal model (color coding) in iCal into
real life. Used same color coding for each class in iCal to
real life class file folder
d. Use To-Do list to force himself accomplish daily/
weekly task by visualizing incomplete/complete
tasks.
SAMSUNG
Design Opportunity’
A visual sense of “finish” or “accomplish” is
important
Product Design
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-7. Mobile Users | A Day in Life | Progressive Professional
Sato
Shin, 38 years old, has worked in
Toyota for 15 years, he moved to New
York as a design research director of
Toyota five years ago. He often needs
to collaborate with multi-disciplinary
teams in California and Japan. His
schedule ties up with these two places
very much.
Wake his wife
up, make and eat
breakfast, play with
his son.
Sometimes his wife
calls him because he
leave something at
home or remind him
to buy something after
work.
00
7:
00
8:
00
0
:0
10
00
:
11
0
:0
00
1:
Transportation
Working
Heavy Communication
Work at home
Sometimes
he will go
home by
walking
Any phone
call at this
time can be
annoying and
critical at the
same time
(call from
his major
company at
Japan)
Have meeting with
his boss, who is in
California through
video conference.
They ususally meet
during 1 to 3 pm
because of the
difference of the time
zone
Lunch
break
12
Family time
00
2:
00
3:
00
4:
00
5:
00
6:
00
7:
00
8:
Typing, making production
Wake up
Jogging
for 30 min,
shower for
10 min
7:
00
9:
Individual free time
Take bus to the
office
Check mail
via Blackberry,
read free
newspaper
or Japanese
newspaper
which is taken
from home.
00
8:
00
9:
0
:0
10
Using Lotus Note (Company’s
internal communication online
platform) to send meeting invitation
message, book meeting space.
00
:
11
0
:0
12
00
1:
00
2:
00
3:
00
4:
00
5:
00
6:
00
7:
0
:0
10
From 7 to 9 pm, he
insists this period of
time is specifically for
the family.
His wife
calls him to
remind him
buy things
on his way
home
Cons: You can’t access your meeting
schedule in a offline situation, so he
always keep his whole schedule on
his note book also.
00
9:
In terms of
international
work situation,
company’s high
level decision
always deliver
during his
night time, so
constantly work
at night is the
situation.
Take bath with his
son
Read story and
soothe his son to
sleep
00
8:
00
9:
0
:0
10
SAMSUNG
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-7. Mobile Users | Persona | Feature Maximizers
Jonson
Profile
Age: 29
Position: Young professional,
UX researcher/analyst for Mayo clinic
Married with no kid
Workplace: Kansa City
Work type: Customer expereince researcher
Characteristic: straight attitue of district, gentle, polite,
friendily and sense of reponsibility
Care less
contents & features
Care a lot
Price
Use for Prof Work
Use for Entertaining
Family/Personal
Product Design
Brand
Empower by iphone
Main functions use
1. Email,
2. Phone call
3. Text message
4. Ipod
5. Internet
6. Camera
SAMSUNG
Situations and problems of his cell phone
1. First in line to buy, and get on the local news
paper
because of that
2. Even iphone has good web browsing function, he
still prefer to login to New York Times Mobile (his
most favorite information source) which have adjust
the layout and font size for best reading on mobile
3. Higher frequency of checking devices (at least 3
times a hour)
4. Cons:
a. No copy and paste (lack of ability to transfer
information from one application to another
b. Can’t change battery (especially when he
travel in foreign country which can’t charge
phone costantly
1. The old phone is major use for phone call only
2. Pros, less carrying laptop, because carry most of the
important function of laptop
3. Easy photo sharing, by showing picture in face to
face conversation (better than digital camera (interface
is not easy to use for show) and laptop (too big)
4. Use it to capture daily information, as a visual note
5. During the vacation, he rely on iphone a lot, even
using to get her wife’s email by setting pop
6. A central device to keep all his email from different
account
7. Iphone’s selling point
7.1 Touch screen feature
7.2 Ipod
8. Prefer iphone’s own email system, and not the web
mail server, which is more easy to access(fewer steps)
and can use in offline situation
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-7. Mobile Users | A Day in Life | Feature Maximizers
Jonson
Jonson, 28 years old, is working as a
researcher in Mayo Clinic. He recently
bought an iPhone because he thought that
it was the time to change his phone and
his old iPod. His life is stable: enter the
office at 8:00 and leave the office at 5:00
prompt. He loves to spend time in bars
with friends in the evening. He also spend
a lot of time talking with his girlfriend, who
lives about 60 miles away.
Check personal email,
send email to friends/
family. Use iGoogle as
a gate to watch news
such as CNN, New
York Times
Walk to the office
0
0
6:
0
0
7:
00
0
0
9:
00
:
10
00
:
11
00
:
12
0
0
1:
Dress up and
prepare to work
00
7:
00
8:
00
9:
0
0
2:
0
0
3:
Using phone is
not allowed when
meeting with
patients.
Text message (cell
phone, he use iphone)
Email
Transportation
Working
Most of his schedule
is control by an
administrator who will
organize his meeting
with doctor and
patients
Eat lunch
in cafeteria,
talk about
project with
colleague
The tools used most
frequent:
Wake
up, take
shower
and eat
breakfast
6:
0
0
8:
Individual free time
Google Docs
0
0
4:
Walk home
Sometimes he
will go to bars
with friends
Call family
0
0
5:
0
0
6:
Always
use pen
and paper
to write
schedule
0
0
7:
0
0
8:
0
0
9:
00
:
10
He never brings work
home
USB thumb drive
0
:0
10
00
:
11
0
:0
12
00
1:
00
2:
00
3:
00
4:
00
5:
00
6:
00
7:
00
8:
00
9:
0
:0
10
SAMSUNG
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-7. Mobile Users | Persona |
Progressive Professional
Sato
Profile
Age: 38
Position: Design Researcher Outsourcing Agent for
Toyota
Married with children
Workplace: New York City Office
Work type: International satellite worker
Characteristic: district, gentle, polite, friendily and
sense of reponsibility
Care less
Content & Feature
Care a lot
Price
Use for Prof Work
Use for Entertaining
Family/Personal
Product Design
Brand
Main functions use
1. Phone call
2. Using Bluetooth for transferring images to cell
and iMac for blogging
Wisdom in managing information
: Schedule, iCalendar
a. Unable to check schedule when not with laptop
b. Treat iCal as mater control for his life
- Map out all his time & plan
- Manage schedule wisely and efficiently to
network (collaborate) his personal/family life
and work life
c. Connecting metal model (color coding) in iCal into
real life. Used same color coding for each class in iCal to
real life class file folder
d. Use To-Do list to force himself accomplish daily/
weekly task by visualizing incomplete/complete
tasks.
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Situations and problems of his cell phone
a. Too many security check for entering pin number
b. Phone accessary from friend’s gift
c. Majorly using cell phone for sources of blog
pictures
- low resolution is good enough
- Direct file transfer
d. Cell-phone selection: either it has to be high-end
product like a iPhone, or just free phone
e. His blogging pictures are 10% from cell-phone
and 90% from digital camera
f. Repetitive confirmation for every pictures in
downloading to computer from cell-phone
g. Selection of free phone: small size
h. Choosing family plan and same product with
his wife in order to share phone accessary (car
recharger. etc)
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-7. Mobile User | UI & Usability Research
Intro
People increasingly access more complex content
from their mobiles in form of web-type information, to view pages that is not optimized for smallscreen presentation. This research focus on how
cell-phone and smart phone users cope with sort
of materials on small display , and on what are the
current problems using the interface.
Goal
A. To find out problems of information access at
small screen (normal cell-phone), larger screen
(smart phone) for menu, browsing, and searching
for information.
Questions
A. Understand users
Browsing Vs. Task performance
1. Give users goals and tasks.
2. Find out performing strategies with use of tools
3. Observe problems and constraints on task
accomplishment process.
4. Iterate design based on analysis of user
experience.
B. Develop prototype design
- New and intelligent design for browsing
Participants
A. Smartphone (touch screen, two handed
interaction) owners - 2 (Novice, Expert)
B. Normal cell-phone (one handed interaction)
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B. To identify design opportunity of GUI (menu,
browsing, searching), focus content (email,
schedule, web, shopping...etc.) and PUI (physical interface improve, connect to other object)
for progressive professionals and feature maximizers in accessing information, and to find out
technological (supportive) needs.
The whole system (UI, content, PUI) must be a.
useful, b. harmony with user's life, c. wellarticulated strong identity for Mobile Workers
(Progressive Professionals, Feature Maximizers)
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-7. Mobile User | UI & Usability Research
owners - 2 (Novice, Expert)
Setting
Device: Normal cell phone, Smartphone
Environment: calm and small room
Performance Measures
Task
1. Speed: Task completion time, time spent in
errors
2. Accuracy: Frequency of errors, number of
repetitions of failed commands
3. Efficiency: User idleness, ratio of successes to
failures
Interface
1. Time Delay: System response delay time,
acknowledgment delay tome
2. Complexity: Task length, number of user inputs
3. Multiplicity: Mode switch, system errors
Subjective
: Performance rating, number of good features
recalled by users
after link
• Small screen users: explore areas of site in
classic browsing way
• small screen users. large screen users, touch
screen users didn’t want to wade through
hard-to-navigate materials and information in
depth
; they wanted direct answer at first page like
iCal in iPhone.
Information hierarchies Shallow Vs Steep
Shallow hierarchies
• Decisive factor determining the intuitive use of
an application is whether it is possible for the
user to gain a general overview of the system
• Good way to achieve an overview because it
permit a synchronous display of all optionSteep hierarchies
• Break down a subject into a branched structure
that is organized by categories
• Advantages: limited options on every level
Directive
Design for browsing and information hierarchy
Observation
Browsing complex content with users’ menu,
content, information structure (shallow Vs Steep),
and GUI supportive PUI (touch screen, small
screen, larger screen)
Definition of browsing: it involves 2 activities:
a. navigating through content to find interesting
portions
b. reading through materials
Key Insights of UX on GUI
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• To navigate pages, participants on small
screen had to put in very much effort.
• In touch screen, users had to use their fingers
to too many directions, GoogleMap). the
number of finger(physical) actions made users
tired and reduced visiting other contents and
browsing for other information
• Number of scrolling actions (vertical and
horizontal) carried out on small screen was
higher than those on large screens (normal
smart phone like nokia, not touch screen)
• The high-cost viewing led participants to be
disinclined to browse
• Smart-phone: larger-screen users followed link
A. Allow users to view information overview and
to customize contents to put into certain
hierarchy at first page for fast decision making
for what to browse and what to seek for in
condition of eventual tasks, personal interest
B. Provide structural (collaboration of AI- Pattern
Recognition technology + manual customization) overview for information summary at
first page
- structured information effectively into
sections and subsections
- highlight important parts using fonts, or other
graphical effects (fonts size, layout of information, haptic feedback, color coding)
C. Provide focused, direct, manipulative access
for types informational needs
: allow users to sort information
- use “right click on mouse” scheme that
allows users to sort information at the
content with different levels of categorization
(new, popular, personal interest, top-rated,
book-marked)
- present users with small set of short-cut
paths (i.e. attach photo into email) to cross
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-7. Mobile User | UI & Usability Research
over each different content
- provide users one or more search features
for viewing site
D. Reduce scrolling to prevent interruption on
carrying out too many scroll sections
- arrange contents according to users’
customized popularity: new, popular, most
used, etc)
- help users quickly grasp as much as content
possible
- goal has to be to allow them to see easily
whether content looks promising at as
shallow page as possible, without their
having commit accessing it fully.
E. Provide real time update and summary for
informational needs
Initial GUI Design Concept
• Widget-based information overview with real
time update (like iGoogle)
• Customizable layout for content and
categorization
• Information display in structural hierarchy (like
newsmap)
• Direct access and manipulation with immediate
visible results (like mouse right click button)
Supportive Technology and Needs
• Sensor with ‘Time/location/Frequency Use’
based pattern recognition technology
• Artificial Intelligence to sort information (like
Amazon.com)
- CI (connected-item) manage and control
(bluetooth and WiFi or Wimax
• Real world human to human physical
communication capability
• Better interactive and intuitive combination for
information flow between input and output
• Advanced human factor setting (carry and
operate in different environment)
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Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-8. Mobile Service
Self-Enhancement
Past (3 years ago): Personal Statement
• Badge
• Alarm
• Organizer
Present (Now): Proactive Assistant
• Universal Finder
• Helpful researcher
• Guru
• Best practices guide
• Diet reminder
• Medical monitor
• Help for handicapped users
• Emergency aid
• Network
Future (After 3 years) : Intelligent Communication
and Information Management Tool
• Ultimate life record with pattern recognition
technology (time/location/frequency based)
• More personalizable and customizable
contents
• Efficient information & schedule management
• Direct and easy access to information and its
manipulation
Past phones are considered to be an important
personal statement. For Finnish and Korean
teenagers, the phone is as important a fashion
statement as the latest pair of designer jeans is
for American teen.In today, users organize their
personal life with their mobile devices.
Support for Personal/Family Life
They take notes, keep friends' addresses. make a
weekend plan, and set up an alarm to wake them
up in the morning. In today's mobile, mobile devices
play more active role in users' live. They search for
nearest Starbucks, fastest
transportation, download popular music and
controversial video, and check friend's social
networking website.
Information Resources
•
•
•
•
•
•
•
•
•
•
News
Sports
Weather
Travel and traffic advisories
Financial information: stock quotes
Health
Law
Movie listing and download
Musci listing and download
GPS & map service
Information Model
Home
• Desktop PC where people create and store
most of their valuable information
• Webphone which integrates the functions of a
telephone and an Internet browser
• Internet set-top box which allows people to
use their TVs an an internet terminal
Work
• Coporate server
• Destop PC
Mobile
• Pager
• Mobile phone
• PDA
• Laptop computer
Web
Today, people are confronted with multiple
computing devices and overloaded information.
They use Palms, phones, PCs, Laptops, TV set top
boxes, and corporate servers to access and store
information. Sometimes the same service such as
email or Internet access is offered differently via a
differently via a different network and/or terminal.
User interfaces must adapt to different device
capabilities, however those differences should be
coordinated. Users should expect not only a
reasonable translation of information experience,
but also a summarized information and its hierarchy
according to personal/family activities and
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Support Professional Work
For professional work, mobile devices also support
users to plan and organize their time and activities
with calendar, address book, to-do list, and memo.
content and service providers are bring in users
a wide range of information. Through their mobile
devices, users can connect to the Internet and get
information anytime and anywhere. Information
currently being offered by includes:
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-8. Mobile Service
professional activities, so that user can make right
decision in the overwhelmed daily life, consist of
collection of complex and comprehensive
information to manage and to make decision.
Key Insights
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Self-Enhancement
• Yesterday: Personal Statement
- Badge
- Alarm
- Organizer
• Today: Proactive Assistant
- Universal finder
- Helpful researcher
- Guru
- Best practice guide
- Diet reminder
- Medical monitor
- Help for handicapped users
- Emergency aid
- Network
• Tomorrow: Intelligent Communication and
Information Management Tool
- Ultimate life record with pattern recognition
technology (time, location, & frequency based)
- Efficient information & schedule management
- Direct and easy access to information and
manipulation
- More personalizable and customizable content
Information Model
• Today
- Broadcast information
- Cumbersome synchronization
• Tomorrow
- Personalized, time/location sensitive information
- Easy, automatic and invisible synchronizable
functions and layout for first page
- Mobile phone as information gateway as net
working platform for home (personal/family life),
work, mobile, web
• Mobile phone as information gateway must
- Know the users to achieve personalization
through development and maintenance of a
model of the device's user
- Know the environment to achieve localization
through GPS/Time/Frequency based pattern
recognition technology
- Know the device and contents to achieve
adaptation through synchronization, manual
customization, automatic update with artificial
intelligence capability and technology.
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-12. Persona – Aaron
Senior IT Consumer Insights Analyst, Sapient. Inc
Factors Affecting Aaron’s Buying Decision
Care less
Favorable comments
by critics
Care a lot
Attractive design
Brand image
Usability
Popularity
After-sales service
Functionality and
capability
Recommendation
from sales
personnel
Recommendation
from friends
Reasonable price
Compatibility with
other devices
Profile
Age: 35
Position: Senior Consumer Insights Analyst, Sapient, Inc
Married with 2 children
Workplace: San Francisco
Work type: Mobile Worker - Progressive Professional, Need to participate to various conferences at least
twice a month
Characteristic: Friendly, Sense of responsibility and humor at work, Analytic, Enjoy family time on weekend
Education: Management (BA) at Columbia University, Anthropology (MA) at Stanford University
Devices Owned: Toshiba laptop, SIM 3.0, Dell desktop, Tivo
Car: BMW 3
Aaron is 35 years old, works 45 hours per week
at corporate desk, 25 hours (including business
travel, at final filed user research phase, and at
usability testing lab in Silicon Valley) at out of office.
He makes $120K a year, and is hopping to move
professionally up the IT ladder. He has 12 years of
experience in the field.
During the weekend for his family time, he goes to
Whole Foods for grocery shopping with his wife.
Sometimes, he takes his two children and wife to
Zoo, Concert, and National Parks in California. On
Sunday, his family goes to church and serves
sharing foods for senior people in local community.
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During the week for his professional working, he
manages consumer research project working with
internal teams and externally with
client brand and marketing teams with quality and
quantitative data. He needs to help in developing
and communicating the understanding of category
and brand choice drivers from the consumer's
perspective to light in order to set in motion,
strategic design solutions. So he will need to keep
in touch with various new product concept ideas,
consumer trends by reading articles like Business
2.0, Advertising Age, and New York Times.
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-12. Persona – Oliver
Ph.D Student (Communication), Berkeley University
Factors Affecting Oliver’s Buying Decision
Care less
Favorable comments
by critics
Care a lot
Attractive design
Brand image
Usability
Popularity
After-sales service
Functionality and
capability
Recommendation
from sales
personnel
Recommendation
from friends
Reasonable price
Compatibility with
other devices
Profile
Age: 29
Position: Ph. D Student (Communication between Humans and Interactive Media Lab), Berkeley University
Nationality: French
Married with 1 daughter
Workplace: Berkeley
Work type: Mobile Worker - Feature Maximizer, Music Critics for French company
Characteristic: Friendly, Sense of responsibility and humor at teamwork, Sentimental, Lonely, Picky in
selecting and buying products, Expertise knowledge in latest product and technology
Education: Communication (BA & MA) at University of Paris, Currently 2rd year Ph.D at Berkeley
Devices Owned: Tivo, 6.1 Channel Home Entertainment System, Apple TV, iMac, iPhone, Nike iPod
Dell Desktop, Canon Mark II digital camera, 30GB MP3 filed storage, 1500 CD collection
Oliver is 29 years old from France. He is 2nd year
Ph.D student at Berkeley university. He is married
with 1 daughter. His wife is away at Juliana music
university in New York. Oliver now lives at two
bed rooms dorm so that his wife and daughter can
visit to his place vacation and spend family time
together.
During the week, Oliver spends his most of day
time either at Media lab in school to study thesis,
or goes out for various events to downtown for field
research. At evening back to home, he uses AOL
video conference to talk with his wife and children.
At night time he watches Japanese animations,
Lost, and Prison Break that he recorded with Tivo.
Almost every weekend, he drives his new yellow
Wrangler out to famous sightseeing places in/out
of California state, like Grand Canyon, Las Vegas,
Yosemite Park, etc, to explore.
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Every morning, when he wakes up, first thing he
does is going to his favorite website like CNet,
Gizmodo, Engadget, and AudioCubes.com to
checking out new products and latest technology innovations in market. At the school, he loves talking
about new products and technology with his
classmates.
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert
1-12. Persona – Julia
Editorial Director, Vogue Fashion Magazine
Factors Affecting Aaron’s Buying Decision
Care less
Favorable comments
by critics
Care a lot
Attractive design
Brand image
Usability
Popularity
After-sales service
Functionality and
capability
Recommendation
from sales
personnel
Recommendation
from friends
Reasonable price
Compatibility with
other devices
Profile
Age: 32
Position: Editorial Director
Workplace: New York
Work type: Mobile Worker - Stylish Social
Characteristic: Friendly, Trands and fashion central to life style
Education: Design & Management (BA) at Persons School of Design
Devices Owned: Mac Book Pro, Nokia E61, Canon SD750
Julia is 32 years old. A friendly and outgoing person, she works in the world of fashion as an executive at Vogue Magazine. As an executive, her job
requires her to go downtown several times a week
where she spends time at a number of studios. For
this reason she has to be able to communicate easily with the staff at her office and this means that
she uses text messaging and voice mail as a major
tool in her work.
Her hobby of photography is very helpful in her
work as a fashion editor because it enables her to
take pictures of the latest fashions in clothes and
shoes wherever she goes.
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A major aspect of her professional role requires that
she be at the height of fashion at all times so that
she can favorably impress the people in her world.
And that means that she must be alert to all the latest fashion trends.
In her leisure time, she spends a great deal of
it with her fiancé. And they often go shopping
together.. She and her fiancé are very interested in
the latest trends in restaurants, especially the Italian and Japanese cuisine.
Institute of Design, IIT Fall 2008 Chou, Chin-Wei Seo, Jung-Eui Suh, Ethan Wang, Albert