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The golden rules of app design by Apple & Google
The golden rules of app design by Apple & Google
A mum’s life – pain vs. pleasure confessionals
In confidence – feeling good and feeling bad
Duty Free – insight into duty free shopping completely
disguised through travel journal approach so duty free
thoughts, feelings and behaviour emerged naturally
So it doesn’t feel like research
Car buying – a week in the decision making
process among people at different stages with
surveys, video records and photo encounters –
getting closer to and further from the
decision
Decorating – a month in the decision process
among people at different stages with
surveys, video records and photo encounters –
interlocking online and offline, seeing them
stagnate or progress
Acknowledge life is not linear; don’t pre-suppose the way
people make decisions
Quantitative (N=lots) with media – the
power of video/photo to support a
robust piece of evidence can make the
difference
Qualitative (n=little), recording
lots of “moments” across a week
provides a quantitative both lens in
which to understand a topic
Tracking below the line media
Using mobile to record experiences
as they go about their lives:
ideal for outdoor, ambient or POS
that usually gets lost via
traditional at home methodologies
Mobile makes your online/offline research better,
not obsolete
Real world reflections
After workshops/groups, let people
go back to their lives, talk to
their friends/family, think about
things and keep the dialogue going
Behaviourally driven
conversations
Use mobile to capture the moment.
Use depths/groups to explore the
real behaviour not the false
recollection of it
