CASE: Tailored mobile service for target audience
Identifying customer and his/her needs
Basics
The Media House wanted the IR Concept Research Team to find out if there is a need for an extra mobility for one of their services. They wanted us to do a user study and based on that study, create personas and scenarios. The customer would use the results of the study in developing the mobile feature of their service further.
Challenge
- Identify and evaluate need for the services among the users.
- Customer also wanted to know how the users would want to use that extra feature.
Actions
- 20 users attending the study.
- The first user research phase was a group interview. We organized 5 interviews, each with 3-7 users. The aim of the interview was to get an overview of the users and orientate the users for the second phase of the study.
- The second phase of the study lasted for 1 ½ weeks. The users were asked to fill out a diary during that day. The diary contained themes the users were asked to write about during that time daily. After the 1 ½ weeks the researchers met the users for an individual interview where the researcher and the user went through the diary.
- In addition to these methods, 5 users from the group were observed during one or more critical events from the service point of view.
Results
- Based on user research recreation of intended concept
- After the user data was collected, 6 personas were made out of it. These personas were described and they were also put into action in various scenarios.
- The customer got the user data in an analyzed form. In addition to that it got tools, which were the personas and the scenarios that could be utilized in the service development.
