Designing For Lifestyle:

Mobile Ethnography
Kelly Goto
Principal & Design Ethnographer
Interfaces: Mobile Focus
gotomedia, inc. | gotomobile.com
“The mobile industry, as a whole, is
technology- and gadget-led. What’s
important, however, is to design for the
user’s lifestyle, and what he or she wants.
Design must target mass-market users,
not only technical early adopters.”

(Ian Curson, Oyster Partners, interviewed by Comverse)

The Mobile Opportunity
Mobile Data Services
% 3G Penetration

2004 2006 2008 2010

Japan 14% 57% 85% 90%

Korea 30% 57% 75% 83%

UK 5% 15% 39% 64%

US 0% 16% 25% 48%

Chetan Sharma Consulting. Base data from DoCoMo, KDDI, SKTelecom, KTF, Verizon, Cingular,
Vodafone, 3, Merrill Lynch, Population estimates from respective government
MUXP: Mobile User Experience
MUXP = Mobile User Experience
“I’m ready to try
this out”

BRAND
REPUTATION PERCEPTION

USABILITY/
USEFULNESS INTERACTION

LIFESTYLE INTEGRATION
“this works for me”

“This works for

me”
Methods Of Contextual Inquiry
OBSERVE WATCH ASK TALK
ethnography usability interviews focus groups
testing
1-on-1 or group 1-on-1 1-on-1 Typically 4-9
people
Field observation Users complete Questionnaire Discussion
of sociocultural representative Brainstorming about critical
phenomena tasks aspects

Observing in Observer/ Conducted by Moderator

natural Moderator Interviewer
environment
1 hour- many 1- 1.5 hours 1-2 hours 1-2 hours
years

HOW PEOPLE LIVE WHAT PEOPLE THINK

© gotomedia 2005
Methods Of Contextual Inquiry

ETHNOGRAPHIC PROTOTYPE
RESEARCH TESTING
culture and one-on-one usability
environmental testing or heuristic
audience research analysis of wireframes
or prototypes

CONTEXTUAL ASSESSMENT
INQUIRY TESTING
immersive one-on-one testing of
environment based release version of
interviews and product
observation

ACCEPTANCE
CONCEPT TESTING
testing of visual or
TESTING
one-on-one testing
conceptual models
post release
Content/Audience
Deployment
Strategy

SMS/WAP-
PUSH

Web Content
[THIN CLIENT]

Web-Based Services
[SMART CLIENT/
RICH CLIENT]

Downloadable
Applications
[THICK CLIENT]
Lifestyle Design Process
Mobile Lives: Case Study
“Deep Hanging Out”

Methodology

1 goal /
test plan 2 screen
participants 3 observation

4 photo
diary 5 follow up
6 compile
& report
 “Deep Hanging Out”

Sample approach

1 goal /
test plan 2 screen
participants 3 observation

5 participants In each country 2 hours to a full day with

the more specific profiles, the better notes and photos in context

4 photo
diary 5 follow up
6 compile
& report

Ask participants to take photos of Interview 2-hours and

daily life over next 3 days to 1 review photo diaries
week
“Deep Hanging Out”

MOBILE LIVES
Is an ongoing collaborative project between Asia, Europe and the
United States to determine patterns of behavior and culture in
mobile behavior. Goal is to determine how to understand and
improve mobile user experience cross-culturally.
Research Network

FINLAND

SAN FRANCISCO

SINGAPORE
Photo Diary USA - User Profile

DAVID
age 39
single
application designer
works from home

Very basic mobile that came with his contract; doesn't care about the latest
features. Has 1000 free minutes (incoming & outgoing) and has a lot of long calls
to his girlfriend living in Southern California; uses landline for local calls. Uses
SMS rarely as he would rather call someone than spend a long time text-
messaging. Never picks up the phone if the caller ID is not showing the number.
Mobile makes it easier and cheaper to keep in touch with his friends and family
on the east coast.
Photo Diary USA – Pictures
Photo Diary Asia - User Profile

YALING
age 26
married
accountant
6-month old son

Has 2 mobiles and a landline; Likes to have the latest mobile, that looks
stylish and has features like mp3 player or camera. Has unlimited free
minutes; no paying for incoming calls uses landline for international calls to
her sister in Australia. Uses SMS a lot (about 20 a day) to keep in touch
with friends. Unlimited free SMS. Usually picks up the phone, even when
ID is hidden, as she wants to be available for work at all times
Photo Diary Asia - Pictures
Photo Diary Asia - Pictures
JONAS
age 24
single
student

Uses SMS (about 5 a day) and calling equally but doesn’t talk on his mobile for very
long, as he pays for every minute he is on･ Uses landline for local and longer calls
as･ Mobile makes it easier to keep in touch with his friends and his girlfriend
(especially via SMS)･ Got a camera phone with his last contract and plays games a
lot while being on public transport･ Uses Bluetooth headset and sometimes
synchronizes his outlook calendar with his mobile･ It depends on his mood if he
picks up phone calls with hidden caller ID
Photo Diary Finland - Photos
 Findings SINGAPORE -
Mobile Device
• Use device for SMS, calls,
downloading, games, etc.
• Flat rate pricing
• Own multiple handsets -
fashion and low cost

U.S.A. - Cell FINLAND -

Phone Mobile Phone
• Phone calls only • Use calendar and
• Low to no SMS SMS functions
regularly
or data usage
• Expensive phone
•High end smart
calls calling out -
phones or low cost
phones no cost to receive
Mososo: Mobile Social Software
Screenshot courtesy of anina.net
http://snap.duogate.jp/field/