EE: Mobile app for sharing location among friend groups.
Diary studies & ethnographic research to understand how friends arrange spontaneous meetups & testing a new product concept.
Brief
Help develop & evaluate a concept for a location-based service that informs you if friends are nearby and available to meet.
Approach
Creation of illustrated scenarios to convey the main features of the proposition. Diary study to understand real life spontaneous social activity. Ethnographic sessions to understand the social lives of core segments. Evaluation of the illustrated concept scenarios with users.
Outcome
Presentation to UX, brand & marketing teams. Highly desirable concept validated. Informed EE's location based e-ticketing service.
Visualising core concepts
A UX illustrator was briefed on a number of core usage scenarios for the new product. A set of illustrated storyboards created to convey the core feature set & how the product might be used.
Outcome: Easy to understand stimulus, ready to take into research sessions to gather clear and unambiguous user feedback.
Real life context
Diary studies & 5 hour ethnograohic sessions to map out how spontaneous social meetups transpire. From speculative pinging of friends, then formulating an on-the-fly plan to meet up, to sharing details & current location with a wider network- all this was observed as it unfolded.
Outcome: Immersion into the social lives of target users, following them on a weekend afternoon or evening. The project identified exactly how location & other information was shared on the go.
Target personas
Personas created for different target user segments & scenarios, to illustrate typical behaviours & specific needs relevant to the proposed product.
Outcome: The personas were used during workshops as a way to communicate the different needs of distinct groups.
Immersive analysis room
A dedicated 'war room' was set up for collaborative analysis with client stakeholders. Clients could drop in for a tour of the various insights, artefacts & user stories that were being produced during the research.
Outcome: A fully immersed & engaged client team ahead for the final playback & workshop. Each client could come, ask their specific questions & discuss their personal thoughts + ideas about the potential of the new product.
