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Mobile Design Innovation & Older Users

The desire for a less cluttered, stress-free lifestyle is reaching into the sphere of mobile phones, according to recent research carried out by user-centred design company Instrata. But making phones accessible shouldn't mean dumbing-down, says Rachel Jones...

The desire for a less cluttered, stress-free lifestyle is reaching into the sphere of mobile phones, according to recent research carried out by user-centred design company Instrata. But making phones accessible shouldn't mean dumbing-down

By Rachel Jones

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Go into any mobile shop and you are faced with a bewildering array of models. The market may seem crowded but, with the focus on youth trends, manufacturers are still missing the mark for many consumers. Instrata’s research set out to discover what consumers in the UK and other European countries aged 30 and upwards really want.

The research examined attitudes to mobiles, and levels of satisfaction. It soon became clear that many consumers are unhappy with the choice available. There is a perception that mobiles are over complicated, feature driven and aimed at the youth market. However, when asked about recent simplified models, many participants assume they are for "old or disabled people".

Last year Richard and Judy endorsed a new mobile with Judy quoted as saying: "I think there are a lot of people like me out there who feel that we have been busy doing other things and steadily technology has almost escaped us". But Instrata’s research discovered a much wider range of potential consumers.

Quality & usefulness of services is paramount

Some are technically advanced, using a range of other gadgets but with purpose and quality as their motivation. They primarily want to use their mobile for calls and texts – e.g. businesspeople communicating on the move - and would choose a simpler model over others, but only if it has the right look. They won’t use a mobile’s camera unless the photo quality is equivalent to their digital cameras, and so convergence will only be of interest if quality is undiminished.

Others may be uncomfortable with technology, but don’t want to advertise the fact. They often give up on mobiles, which come to live at the back of the desk drawer or in the bottom of the handbag. Many potential customers just wish for a phone that is user friendly, and rate this as much more important than any other factor. Many in all groups have had free upgrades to phones that no longer suit their needs, and which have then caused unanticipated frustrations.

Marketing of streamlined phones should highlight innovation

Unsurprisingly these consumers respond to a streamlined phone, but would be much more likely to look at it if its marketing concentrated on its simplicity as innovative. The research found a stigma around being perceived as technically inept – this was enough to stop people buying a basic phone if they felt it would identify them as technically-challenged. They sometimes had a favourite feature that they wished they could keep in a future phone. They would be interested if there was the opportunity to buy features as add-ons, like choosing which extras they want when buying a new car.

These consumers feel that the more user-friendly the better, but not at the expense of style and image. They come from all adult age groups and share the frustration that their requirements are not fully understood. The prevailing mobile culture seems to imply that more equates to better, and simplicity means “dumbed-down”. When phones are created for the older market they do not have the styling or personalisation that these consumers want, or if they do, the marketing concentrates on what they feel are the more patronising aspects of improved usability instead of innovation.

Perhaps it should not be surprising that people are responding to a back to basics approach. The trend towards de-cluttering and “downsizing” stressful lifestyles has been well documented, and is reflected in many TV programmes. However, this older market is subtler than manufacturers and commentators first assumed. Of course there will always be customers wanting the most complex phone available, but the others are already a significant voice and set to grow in number.

About the Author:
Dr Rachel Jones is Managing Director and founder of Instrata. She has worked for the two foremost pioneers of people-centred techniques in design: Xerox EuroPARC and Sapient (formerly E-lab), and has over 20 international publications and has authored 10 patents. Headquartered in Cambridge UK, Instrata specialises in people-centred innovation and design. This includes design research, user-centred interactive solutions and strategic market innovation. Instrata’s team includes technologists, anthropologists, strategists and designers, building an in-depth understanding of the requirements of potential customers. The company has extensive experience in the technology sector, including: mobile services; home devices; medical products; web services and control systems. Instrata’s work is relevant across diverse market sectors. Clients include: Microsoft; Yahoo; The Automation Partnership (TAP); University of Cambridge; British Design Council and The Countryside Agency. Instrata has conducted projects in the UK, Germany, France, Spain, Italy, Holland, Denmark, Japan, and the USA. www.instrata.co.uk