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MOBILEMOBILEUSERUSEREXPERIENCEEXPERIENCE
Jose Luis RodriguezFaculty Adviser:
Dr. Stacy Neier - Quinlan School of Business
Dr. Fady Harfoush - Analytics Lab
PURPOSEPURPOSEThis research aims to identify how users differ in how theymeasure mobile user experience, both positively andnegatively and how users who engage in different lifestylesvalue current/trending design patterns. By clustering survey data into four VALS™ . user profiles(lifestyles), this research discovered prominent preferencepatterns in mobile user experience sentiment in regards toa variety of mobile features included in the survey.
SBI. (n.d.). VALS™ Types. Retrieved January 19, 2015, from
http://www.strategicbusinessinsights.com/vals/ustypes.shtml
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DESIGN AND RESEARCHDESIGN AND RESEARCHLIMITATIONSLIMITATIONS
An interactive, online survey was distributed via a number ofdifferent outlets (social media, blogs, forums, and Amazon Turk).This survey was based off of previous research regarding methodsto measure utility; it is always a challenge to insure that respondentsare answering without a bias. In this survey, participants may have struggled to rate mobilefeatures usability if they did not utilize that particular feature. Thisresearch attempts to record sentiment toward broad, generalfeatures, rather than concentrating on particular operationssystems, but some bias is inherently embedded.
PRACTICAL IMPLICATIONSPRACTICAL IMPLICATIONS This research provides insight into features consumers value most.Further, these findings will allow companies to more efficientlyproduce hardware by understanding which features and whichhardware consumers value the most. This research highlightsoriginal, new relationships between GfK MRI data and VALS™ usingutilitarian consumer attitudes .
Bearden, W. (2011). Reactions to Marketing Stimuli. In Handbook of marketing scales: Multi-item
measures for marketing and consumer behavior research (3rd ed.). Thousand Oaks, Calif.: SAGE.
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MOBILE MARKETMOBILE MARKET
Prior to 2005, the word “smartphone” was rarely mentioned, narysearched for, barely thought of by the average American. Over thecourse of the next few years, Americans began to question what asmartphone was, and what such a device could do for them. While Blackberry, Palm Pilot, and Treo had been on the market sincethe early 2000s, the devices had not quite reached the attention ofthe average American. Then, in January 2007, the entire smartphonemarket changed forever: Apple announced the creation of theiPhone, which would hit shelves later that year .
Google Trends. Word: Smartphone - Worldwide, 2004 - present. (n.d.). Retrieved January 19, 2015,
from http://www.google.com/trends/explore#q=smarthphone&cmpt=q&tz=
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GOOGLE TRENDS. SMARTPHONEGOOGLE TRENDS. SMARTPHONEWORLDWIDE, 2004 - PRESENTWORLDWIDE, 2004 - PRESENT
Source: Google Trends. Word: Smartphone - Worldwide, 2004 - present. (n.d.). Retrieved January 19, 2015, from
http://www.google.com/trends/explore#q=smarthphone&cmpt=q&tz=
In fact, a 2013 Pew report on Smartphone ownership found that56% of American adults own some type of smartphone, withleading numbers being among higher income adults under age35. Simultaneously, Android and iPhone operation systemsaccount for half of the smartphone market .[5]
Smith, A. (2013, June 4). Smartphone Ownership 2013. Retrieved January 19, 2015, from
http://www.pewinternet.org/2013/06/05/smartphone-ownership-2013/
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USER EXPERIENCEUSER EXPERIENCE
User experience (UX) focuses onhaving a deep understanding ofusers, what they need, what theyvalue, their abilities, and also theirlimitations. It also takes intoaccount the business goals andobjectives of the group managingthe project. UX best practicespromote improving the quality ofthe user’s interaction with andperceptions of products and anyrelated services.
Source: http://www.usability.gov
VALS™ TYPESVALS™ TYPESIn order to easier comprehend whomobile consumers are, this researchutilizes VALS™ to categorizeconsumers by lifestyle profile. VALS™seeks to fragment consumers intodifferent lifestyles based off ofpsychological traits anddemographics that deeply impactconsumer choices . Companiesthat use VALS™ to understand theirconsumers gain insight into thethought processes of consumers, asindicated by VALS™ categorization ofconsumer personality or profile.
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SBI. (n.d.). VALS™ Types. Retrieved January 19, 2015, from http://www.strategicbusinessinsights.com/vals/ustypes.shtml[10]
VALS™ TYPESVALS™ TYPESOf the eight VALS™ types, this research will focus on four segmentsof the population: innovators, achievers, strivers, and experiencers.
INNOVATORSINNOVATORSAre sophisticated and successful by nature. They often playleadership roles, and are “very active consumers”. They enjoyproblem solving, challenges, and more luxurious, upscale products.
ACHIEVERSACHIEVERSAre less product-driven, and more driven by their social lives(dominated by the role of the family). They are conservative, valuingthe stable over the unstable or the risky.
VALS™ TYPESVALS™ TYPES
STRIVERSSTRIVERSAre a hip, fun group that is by achievement but they measure theirsuccess in money. They enjoy shopping, and thus are also activeconsumers.
EXPERIENCERSEXPERIENCERSAre the younger members of the consumer market. They are quickto try new things, highly energetic. These youngsters follow thecurrent cultural phenomenon trending on social media.
Source: SBI. (n.d.). VALS™ Types. Retrieved January 19, 2015, from http://www.strategicbusinessinsights.com/vals/ustypes.shtml
PROJECT LAYOUTPROJECT LAYOUT
METHODOLOGYMETHODOLOGY
Based on the available data and reports about mobile technologies,a discovery-oriented research opportunity arises to furtherunderstand the dynamic mobile user interface environment andwhat affect consumer lifestyle profile has on user experience. By analyzing data about mobile/cellular technologies amongdifferent GfK MRI reports from 2005 through 2013, a betterunderstanding of how consumers’ demographics and behaviorsevolved in relation to mobile technologies over the last decade canbe measured.
METHODOLOGYMETHODOLOGY
To achieve these goals, this research used aggregated measures inconjunction with heat maps to analyze secondary data (MRIreporter), and a descriptive survey was created to generate newdata. The data used in creation of the survey represents a MRI index of100 or greater. Then, a cluster analysis was used to identify theVALS™ lifestyles of survey respondents.
VALS™ LIFESTYLESVALS™ LIFESTYLES
Innovators: Respondents who answered that they have an incomeof $60,000 or greater, reported recently visiting Linkedin.com,reported recently visiting nytimes.com, and/or reported recentlyreading Travel magazines. Respondents who selected anycombination of 3 or more of the above indicators will be consideredInnovators. Achievers : Respondents who answered that they are married,respondents who reported recently visiting hotwire.com,respondents who reported visiting orbitz.com, and/or respondentswho reported visiting hotels.com. Respondents who selected anycombination of 3 or more of the above indicators will be consideredAchievers.
VALS™ LIFESTYLESVALS™ LIFESTYLES
Strivers: Respondents who answered that they have an income of$30,000 or less, respondents who reported having visited ebay.comrecently, respondents who reported having read entertainmentmagazines recently, and/or reported reading fashion magazinesrecently. Respondents who selected any combination of 3 or more ofthe above indicators will be considered Strivers. Experiencers: Respondents who answered that they have visitedHuffington Post.com recently, respondents who reported visitingfacebook.com recently, reported reading fashion magazines recently,and/or reported having completed between some college to havingcompleted a college degree. Respondents who selected anycombination of 3 or more of the above indicators will be consideredExperiencers.
SURVEY DESIGNSURVEY DESIGNUsing Qualtrics (online software), a survey was built to captureparticipants’ mobile user experience sentiment (MUES). MUES isdefined as a participant’s attitude toward the most significant mobilefeatures across different mobile operations systems. MUES ismeasured in a number of ways, which will be explained furtherbelow. The survey created was visual and consisted of multiple selectionquestions and utilitarian attitude scales, which offered a more user-friendly, less-intensive survey-taking experience.
MUES SURVEY PREVIEWMUES SURVEY REPORT
CLUSTER ANALYSISCLUSTER ANALYSISIn order to gain a deeper understanding of which kinds ofparticipants valued which features, the responses to this questionwere also populated by lifestyle preference. When considering which features are most valued by whichconsumers. This survey asked participants to rank four features inorder of importance to them: audio/sound effects, visual/colors(theme), font (style, size), and tactile effects (vibration). On thewhole, the majority of participants (163) indicated that visualeffects/color (theme) was the most important feature of anapplication. 81 participants indicated that font style/size was mostimportant to them, 28 participants selected sound/audio features asbeing of the utmost importance, and last, only 16 participantsindicated tactile effects as being the most important feature.
INNOVATORS CLUSTERSINNOVATORS CLUSTERSINFORMATIONINFORMATION
INNOVATORS SENTIMENTINNOVATORS SENTIMENTMOBILE UI AND UXMOBILE UI AND UX
INNOVATORS SENTIMENTINNOVATORS SENTIMENTMOBILE UI AND UXMOBILE UI AND UX
ACHIEVERS CLUSTERSACHIEVERS CLUSTERSINFORMATIONINFORMATION
ACHIEVERS SENTIMENTACHIEVERS SENTIMENT
MOBILE UI AND UXMOBILE UI AND UX
ACHIEVERS SENTIMENTACHIEVERS SENTIMENT
MOBILE UI AND UXMOBILE UI AND UX
STRIVERS CLUSTERSSTRIVERS CLUSTERSINFORMATIONINFORMATION
STRIVERS SENTIMENTSTRIVERS SENTIMENT
MOBILE UI AND UXMOBILE UI AND UX
STRIVERS SENTIMENTSTRIVERS SENTIMENT
MOBILE UI AND UXMOBILE UI AND UX
EXPERIENCER’S CLUSTERSEXPERIENCER’S CLUSTERSINFORMATIONINFORMATION
EXPERIENCER’S SENTIMENTEXPERIENCER’S SENTIMENTMOBILE UI AND UXMOBILE UI AND UX
EXPERIENCER’S SENTIMENTEXPERIENCER’S SENTIMENTMOBILE UI AND UXMOBILE UI AND UX
CONCLUSION AND FURTHERCONCLUSION AND FURTHERRESEARCHRESEARCH
This study aimed to describe and quantify patterns in mobile userexperience sentiment (MUES) toward mobile features among varioususer profiles. Patterns in preferences are clear when grouped intolifestyle/personality groups, those in the groups are in agreementregarding preferences toward various mobile features. Further research can be conducted to determine other patterns,other similarities between different groups, not just the four profilesemphasized this study. Simpler demographic group may also beexplored.
CONCLUSION AND FURTHERCONCLUSION AND FURTHERRESEARCHRESEARCH
This research used VALS Types and MRI reporter data at its core, butcompanies and researchers can establish their own user profiles andmodify their attributes in order to create Mobile User ExperienceSentiment (MUES) catered to specific company needs. Moreover, in this era of big data, when companies have access tovast amounts of consumers' information, companies that are able toextract mindful and reliable user information will have a competitiveedge, utilizing a deeper understating of their consumers' needs andwants.
“ User experience design is a big hive: a dynamic, multi-dimensionalspace where there’s still plenty of room to build new boxes and draw new
arrows, at least for the next ten years.- Peter Morville