C. THE PERSPECTIVE OF THE MOBILE PHONE USER USAGE OF THE MOBILE PHONE PHONES //The users awareness of differences, and negative impact of the fragmentation on the User’s Experience and Satisfaction 2007 Nokia celebrated 10 years of its mobile phone content industry, which transformed
USERS AS INDIVIDUALS: UNIQUELY COMPLEX AND CONTRADICTORY Customers cannot be defined by numbers or segments or demographics. Every user is uniquely complex and contradictory. If we are to design experiences which recognize customers as individuals, we must develop research tools and analysis techniques which allow us to live and breath the world as users see it. and call waiting to texting to decline calls, which are failing because of poor user experience. (reference http://www.pmn.co.uk/mex/agenda08.shtml ) // Price Price still a dominant factor in purchases of mobile phone handsets (evidence) Development of custom UIs etc ... // smoothing learning curve for the new handset evidence: interview with sales people in the retail outlets (London, 2007q4) Learning the new GUI Users purchasing new handsets often have to learn new Operating System procedures, same applies to the Software. “Choosing the right functionality is difficult. Novices are best served by constrained, simple set of actions, but users’ experience increases, so does their desire for more extensive functionality and rapid performance. A layered or levelstructured design is one approach to graceful evolution from novice to expert usage. Users can move up to higher layers when they need additional features or have time to learn. A simple example is the design of search engines, which almost always have a basic and advanced interface. Another approach to winning novice users is to carefully trim the features to make simple device, such as the highly successful Palm Pilot. Low cost is another important goal because of lively competition.” (Schneiderman, Designing the User Interface p.18 Usability Motivations)
“The rapid expansion of office , home and entertainment applications is the third source of interest in usability. Personal-computing applications include e-mail, bank machines, games, educational packages, search engines, cell phones and other mobile devices. For these interface, ease of learning, low error rates and subjective satisfaction are paramount, because use is frequently discretionary and competition is fierce. If the users cannot succeed quickly, they will abandon the use of a computer or try competing package. In case where use is intermittent, clear easy –toremember procedures are important and if retention is still faulty, comprehensible online help becomes important.” (Schneiderman, Designing the User Interface p.18 Usability Motivations) //External support “users almost never know everything there is to know about the applications they use, and when they need to do something new, they look to the extended interface for help”
p. 25/78