Friday, January 26, 2007

Alltel Celltop - Usability Case Study

Frog Design case study - Alltel UI ...

"To understand the values, needs, and aspirations of consumers in the mobile space, frog’s analysts pored over Alltel user research and conducted in-store interviews with retail managers and customers alike. They then assessed the broader trends at play within the industry. Newcomers to the mobile space indicated a growing emphasis on customization, user access to personal media and online data, and social networking capabilities. In each case, a trend that had begun in the online, PC ecosystem was making the jump to the mobile handset. frog began looking more closely at digital content trends at large, considering how Web 2.0 concepts might be applied to the mobile space.

Design: Widgetization of the Mobile Space
Just as desktop widgets had provided PC users with simple navigation in the face of expansive content, frog and Alltel set out to create a platform for widgets in the mobile space. The platform, “Celltop,” would provide a shortcut to users’ top content, from personal stocks to the SMS inbox, from local weather to the latest sports scores. Rather than forcing consumers to scroll menus, type search terms, and await connection, Celltop would bring this information to a user’s screen with one touch.

Each Cell offers a half-screen column of graphics, text, and imagery – the color, order, and content of the Cells fully adjustable by the user. In order to provide the simplest possible access to vital information, the application stores a user’s location and preferences, updating relevant Cells upon access.

The Celltop design system was created specifically to communicate the Alltel brand attributes of reliability, simplicity, and service. All screen types, layouts, nomenclature, fonts, and animations were designed and documented to provide high-fidelity graphics and clear, on-brand direction to the user. All controls and interaction patterns were developed to guarantee maximum usability, establishing consistency across Cells, regardless of the individual content. Extensive testing was completed on every detail, in every device, and adjustments made to ensure flawless execution.

frog also worked closely with Alltel to develop the name and identity for Celltop. An application logo was created that incorporates the traditional brand colors and typeface in a new way, the double “l” of Celltop serving as a visual reminder of the Cells themselves."    (Continued via Frog Design)    [Usability Resources]

Alltel Celltop Screens - Usability, User Interface Design

Alltel Celltop Screens

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