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MOBILE PHONE PROJECT


Goals

Develop a mobile product/service targeting an aging population (70+) focused on positive social mediation ease-of-use Design 1) Company name, logo, and visual communications program 2) Cellular telephone and telephone interface 3) Product packaging and point of sale


Ethnographic Research Photos


Ethnographic Research Results

Contextual Aspects Kept in Pocket Held in left hand and operated by right index finger Physical Impairments Arthritis Heart Problems Impaired Vision Hearing loss

Variety of Living Environments Alone w/ Spouse Assisted Living Travel


Ethnographic Research Results Physical Aspects No soft buttons (arrow shortcuts especially) Would use advanced features if they were easier Users unaware of phone features No side buttons “Flimsy� chargers Flips & slides=Problematic Kept in pocket or purse


Ethnographic Research Results

Service Trust of service provider Impersonality Payment Options Inexpensive


Brand Fundamentals


Mission

Enrich the lives of seniors by creating a mobile service and product that helps them stay healthy, active, and connected

AND Make interacting with a mobile service and product an intimate and personal experience


Persona 1

Rhonda Martin 70 years old Lives with her husband in Jacksonville, FL Uses several features of her phone Internet Text messaging Alarms Travel Keeping in touch

Goals: “I want to buy a plan with a trustworthy company and be able to have a sturdy phone that I can rely on. I need that guarantee that my phone will work consistently. I need something easy to use…I use my phone every day to keep in touch with my family and my friends.”


Persona 2

Earl Smith 80 years old Lives alone on his farm in Dawson County, NE Owns a cell phone for emergencies only

Goals: “I live alone on my farm and I’m not in town a lot. I just want my phone to be easy to use, I want it to stay charged, and I don’t want to have to figure it out…it should just work. It would be really refreshing to have a more personal and trustworthy company to buy service from. I don’t like dealing with the bureaucracy of my current company.”


Logo Ideation


Logo Refinement


Logo Testing vs. Competitors


Further Logo Refinement


Visual Identity Application


Service

Personal 24-hour customer service hotline Set up product with a real person Easy access to personal representative Monthly Payment Options

Trustworthy Reliability Quality Integrity Customer feedback


Service

Health Integration Prescriptions Walgreens & CVS Doctors Medical devices Emergency device


Product Goals

Usability Easy learning (something NEW, but intuitive) Easy access to basic functions Comfort


Prototyping Process Analyze user needs

Testing

Initial Proto.

Conceptual Proto.

Testing

Behavioral Proto.

Revision

Procedural Proto.

Final Tests & Revision

Appearance


Initial Prototype


Initial Prototype Testing


Conceptual Prototyping


Behavioral Prototyping Testing Methods Paper testing Task Completion Reflection Comparison (to current phone) Documentation Methods Video Photos Voice recording Notes


Behavioral Testing

Application


Behavioral Testing


Testing Results Simplification Increased visibility Affordances Terminology Focus on easy learning Limitations of “Tech-savvy� seniors


Before


After


Final Refinement

Application


Task

Dial a number & call it

Application 4

1

2

3


Task

Access Vitel Account Info

Application 4

1

2

3


Task

Adjust the volume

Application 4

1

2

3


Task

Take a picture

Application

1

2

3


Final Rendering

Lauren Whiteside


Physical Features Power/Unlock


Physical Features

Emergency button (calls 911 & ICE)


Physical Features

Rubber Grip


Physical Features

Backlit buttons


Physical Features

Wide/slanted top (to improve grip)


HTML Prototype

http://people.ku.edu/~calemoore/


Emergency Phone Sketches


Emergency Phone

Features limited to emergency service phone calls health/wellness

Worn on wrist


PRODUCT/INTERACTION Emergency Phone Assessment

http://www.youtube.com/watch?v=VULAEfcAa8A


Packaging Concept


Packaging Graphics


POS Research


Initial POS Proposal


POS Concept


POS Interactive Display


POS Interactive Display

Meets ADA requirements for accessibility Space at the top can be used for advertising


Final POS Concept


Final POS Concept


Vitel Final Presentation