Sunday, February 17, 2008

Users' love affair with iPhone stumps Mobile World panel

It's the UX stupid ...

"A blue-ribbon panel of human behavior and technology experts at the Mobile World Congress in Barcelona, Spain agreed that the best recent advance in the mobile telecommunications user space came not from a mobile telecom company but from Apple Inc. — the iPhone.

Anup Murarka, director of technical marketing for Adobe, cited a study showing that 77 percent of iPhone purchasers described themselves as "very satisfied" with their user experience.

In an ominous note for mobile operators, the iPhone respondents credited their happy experience not to AT&T, the channel through which iPhone services were delivered in the U.S, but to Apple, the device maker.

The panel, whose title was It's the User Experience, Stupid agreed that iPhone represents a model for mobile operators to follow, but they reached little agreement on how to follow.

One direction, advocated by Lucia Predolin, international marketing and communications director for Buongirono S.p.A. of Milan, Italy, is to manipulate users by identifying their "need states" — including such compulsions as "killing time," and "making the most of it" — and fulfilling them subliminally.

Adobe's Murarka proposed a more technological approach to improving the user experience, satisfying the mobile phone subscriber through better interface design. Sarah Lipman, co-founder and R&D director for Power2B, suggested an almost mystical solution, somehow tapping into users' "neural networks" to navigate a mobile phone interface "using touch and pre-touch input."    (Continued via EETimes, Putting People First)    [Usability Resources]

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