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M-Consumers. Ethnographic research with UK mobile consumers Tim Loo, User Experience Strategist, Foolproof @foolproof_ux © 2012 Foolproof Limited
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M-consumers: Ethnographic research with UK mobile consumers

Jan 27, 2015

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Page 1: M-consumers: Ethnographic research with UK mobile consumers

M-Consumers.Ethnographic research with UK mobile consumers

Tim Loo, User Experience Strategist, Foolproof

@foolproof_ux© 2012 Foolproof Limited

Page 2: M-consumers: Ethnographic research with UK mobile consumers

Experience Design Group@foolproof_ux

Page 3: M-consumers: Ethnographic research with UK mobile consumers

@foolproof_ux

Mobile loads of data

limited insights

Page 4: M-consumers: Ethnographic research with UK mobile consumers

insight

fuelsdesign

@foolproof_ux

Page 5: M-consumers: Ethnographic research with UK mobile consumers

Getting the right idea

@foolproof_ux

Getting the idea right

Page 6: M-consumers: Ethnographic research with UK mobile consumers

Diary study AnalysisQuant

validation

Insights & design

tools

Industry research

A combination of industry views,

qualitative insights and

quantitative analysis covering a

six month period from Sept

2011 – March 2012

• Client & SME Interviews• 2 week diary study• 40 participants (‘Super Connected’) • Rich data collection & analysis• Quant validation (500 survey) • Vision & design principles• Persona & scenarios

GoingMobile 2012 – Methodology

@foolproof_ux

Page 7: M-consumers: Ethnographic research with UK mobile consumers

@foolproof_ux

Introducing theM-Consumer

Page 8: M-consumers: Ethnographic research with UK mobile consumers

Personas help us think aboutdifferent types of

consumers and their attitudes, behaviours

and priorities

@foolproof_ux

Page 9: M-consumers: Ethnographic research with UK mobile consumers

Confidence with mobile

Frequency of mobile use

Relationship with mobile

Attitude towards mobile

Experience & relationship with mobile drives attitudes & behaviours

Low High

Low High

Functional Emotional

Closed OpenUnsure

@foolproof_ux

Page 10: M-consumers: Ethnographic research with UK mobile consumers

Chris: the social animal.

Mobilke

Confidence with mobile

Low High

Frequency of mobile use

Low High

Relationship with mobile

Functional Emotional

Attitude towards mobile

Closed OpenUnsure

Marketing Assistant, lives with friends, 26

Mobile is: Defining app:

@foolproof_ux

Page 11: M-consumers: Ethnographic research with UK mobile consumers

Lucy: the escapist.

#mobileinsight

Confidence with mobile

Low High

Frequency of mobile use

Low High

Relationship with mobile

Functional Emotional

Attitude towards mobile

Closed OpenUnsure

Accountant, lives with partner, 32

Mobile is: Defining app:

Page 12: M-consumers: Ethnographic research with UK mobile consumers

Laura: the organiser.

#mobileinsight

Confidence with mobile

Low High

Frequency of mobile use

Low High

Relationship with mobile

Functional Emotional

Attitude towards mobile

Closed OpenUnsure

Sales Manager, married with kids, 44

Mobile is: Defining app:

Page 13: M-consumers: Ethnographic research with UK mobile consumers

James: the cautious explorer.

Confidence with mobile

Low High

Frequency of mobile use

Low High

Relationship with mobile

Functional Emotional

Attitude towards mobile

Closed OpenUnsure

Lawyer, empty nester, 55

Mobile is: Defining app:

@foolproof_ux

Page 14: M-consumers: Ethnographic research with UK mobile consumers

Do you know who your customers are?

@foolproof_ux

Page 15: M-consumers: Ethnographic research with UK mobile consumers

So what are M-Consumers

actually doing?

@foolproof_ux

Page 16: M-consumers: Ethnographic research with UK mobile consumers

Emerging behaviour #1.

Planning &researching

Getting quick things done

Managing on the move

Taking remote control

@foolproof_ux

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Page 18: M-consumers: Ethnographic research with UK mobile consumers

Planning on the go.

Of mobile bankers now look into new financial

products more frequently

Of mobile shoppers do more planning before they

hit the high street

33%

38%More likely to compare prices and look for deals overall

58%

@foolproof_ux

Page 19: M-consumers: Ethnographic research with UK mobile consumers

Emerging behaviour #2.

Consuming media

Browsing for

inspiration

Playing games

Creatingfun-time

out ofdown-time

@foolproof_ux

Page 20: M-consumers: Ethnographic research with UK mobile consumers
Page 21: M-consumers: Ethnographic research with UK mobile consumers

Inspiration and impulsion.

48% Of mobile gamblers

now place more impulse bets

38% Of mobile shoppers

now make more impulse purchases

@foolproof_ux

Page 22: M-consumers: Ethnographic research with UK mobile consumers

Emerging behaviour #3.

Instant sharing

Gettingreal-time

information

Crowdsourcing answers

Keepingconnected

@foolproof_ux

Page 23: M-consumers: Ethnographic research with UK mobile consumers

Does my bum look big in this?Go Try It On app

Allows consumers to take a photo of themselves in an outfit, upload it and then receive feedback. They can also vote on others outfits as well as creating a network of expert stylists, friends and family.

Page 24: M-consumers: Ethnographic research with UK mobile consumers

Spreading the word.

Find out about new apps via word of

mouth

76%Have downloaded an app just because someone recommended it to them

49%

@foolproof_ux

Page 25: M-consumers: Ethnographic research with UK mobile consumers

Emerging behaviour #4

Enhanced physical spaces

New private spaces

New tech (NFC, AR)

Merging thephysical

and digital

@foolproof_ux

Page 26: M-consumers: Ethnographic research with UK mobile consumers

Image sources: Apple, Pocket-lint, Foolproof

Page 27: M-consumers: Ethnographic research with UK mobile consumers

New spaces.

29% Of mobile bankers have used mobile banking to avoid going overdrawn

32% Of mobile gamblers place bets at work

55% Have used mobile to look for a better deal

while already out shopping

@foolproof_ux

Page 28: M-consumers: Ethnographic research with UK mobile consumers

New opportunities.

50% Of mobile gamblers

now place bets more frequently

38% Of mobile

shoppers now shop more

overall

33% Of mobile bankers now look into new financial products more frequently

@foolproof_ux

Page 29: M-consumers: Ethnographic research with UK mobile consumers

M-consumers’ expectations are high and rising

@foolproof_ux

Page 30: M-consumers: Ethnographic research with UK mobile consumers

The need for action.

47%

73%Claim an app /

site doesn’t deserve their loyalty if fails to meet their

needs

Have stopped dealing with a brand altogether because the app / mobile service wasn’t good enough

@foolproof_ux

Page 31: M-consumers: Ethnographic research with UK mobile consumers

First impressions count.

81%

Claim an app / site needs to make a good first impression if they are to continue using it

56%

Have not signed-up to an app or mobile

service because the registration process was

too long or confusing

49%

Have stopped using an app / mobile

service because the login process was too

time consuming

@foolproof_ux

Page 32: M-consumers: Ethnographic research with UK mobile consumers

Mobile moments of truth matter

@foolproof_ux

Page 33: M-consumers: Ethnographic research with UK mobile consumers

“So where is your store and when do you open/close?”

@foolproof_ux

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“Do you have the product I’m after in stock?”

@foolproof_ux

Page 36: M-consumers: Ethnographic research with UK mobile consumers
Page 37: M-consumers: Ethnographic research with UK mobile consumers

© 2012 Foolproof Limited

“Can I easily find a specific bit of product information?”

@foolproof_ux

Page 38: M-consumers: Ethnographic research with UK mobile consumers
Page 39: M-consumers: Ethnographic research with UK mobile consumers

Do you exceed expectations at your moments of truth?

@foolproof_ux

Page 40: M-consumers: Ethnographic research with UK mobile consumers

Winning requires long- term vision & commitment

@foolproof_ux

Page 41: M-consumers: Ethnographic research with UK mobile consumers

Mobile experience vision.

Great mobile sites and apps change how

consumers think and behave.

They understand that they need to earn the

right to become part of a customer's device

and life by making it better, faster and smarter.

@foolproof_ux

Page 42: M-consumers: Ethnographic research with UK mobile consumers

74%Feel excited about what

mobile could do for them in

future

What’s your vision for making your customers lives better, faster and smarter and inspiring them to do things differently?

@foolproof_ux

Page 43: M-consumers: Ethnographic research with UK mobile consumers

Many thanks.Any

questions?

@foolproof_ux

Page 44: M-consumers: Ethnographic research with UK mobile consumers

Contact Foolproof.

020 7539 3840

@foolproof_ux

Tim LooUX Strategist

@timothyloo

Abby Brook-

CarterHead of Client

Experience

@Abbybc

www.foolproof.co.ukVisit our insight section for more about Going Mobile