Smart Feature Phone

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No 1Summary

Sector
Technology, Mobile Phone OS, Consumer

Objective
To understand the challenges faced by first-time users and illiterate individuals in Africa, in order to design a user experience that addresses their needs effectively.

Platform
Mobile, Website

Role
User research, user experience, user interface

Project Time
1.5 Months

No 2 Overview

What is smart feature phones?

Smart feature phones are a hybrid of feature phones and smartphones. The device looks like feature phones, but they have smartphone functionalities, including multimedia and internet capabilities. The mission of the product is to extend internet capabilities to everyone in the world even in emerging countries.

The Challenge

Limited Phone Usage Experience

In emerging countries, a significant portion of the population lacks prior experience with using phones, presenting a barrier for users when navigating digital devices.

Low Literacy Rates

1. The literacy rate in these regions tends to be below the global average of approximately 90%.
2. Low literacy levels further exacerbate the challenge of navigating and utilizing mobile technology effectively.

No 3 Process

Research

Persona

Conduct interviews with local users to gain insights into two distinct user types: first-time phone users and experienced users.

First-time Phone Users

  • This group includes individuals who may be either illiterate or literate.
  • Illiterate users face significant challenges in navigating digital devices due to their lack of literacy skills.
  • Literate first-time users may still encounter difficulties but may have a better understanding of digital devices.

Experienced Users

  • Most experienced users are literate, which facilitates their understanding of digital devices.
  • Their prior experience with phones and technology allows them to navigate digital interfaces more easily.

    • User Interview

    Finding #1 Mapping Difficulty
    Users struggle with mapping between physical keypad inputs and virtual functions, leading to usability challenges and frustration.

    Finding #2 Unfamiliar UI Language
    Some UI component language is not intuitive for users, causing confusion and hindering navigation efficiency.

    Finding #3 App Download Complexity
    Inexperienced users lack the understanding of downloading apps from OS stores. Their limited internet usage familiarity often leads them to rely only on familiar browsers like Google.

    User Feedbacks

    In addition to gathering insights from African users, we extend our user feedback collection efforts to Europe and America. Notably, a significant portion of feature phone users in these regions are elderly individuals.

    User Behavior Insights

    Analyzing user behavior data reveals valuable insights into user preferences regarding app usage and peak activity times.
    This data highlights when users are most engaged with certain functions and features, providing valuable guidance for optimizing user experience and enhancing app functionality.

    Ideation

    User Experience Strategy

    According the information above, one of the most effective approach for target user will be tutorial. It offers a structured approach to designing tutorials that cater to users' needs and preferences, ultimately enhancing their understanding of device behavior and functionality.

    Pattern

    • Overlay
    • Embedded Help
    • Tips App
    • Tip Shortcut


    Approach

    • Interactive Tutorial
    • Non-interactive Tutorial


    Format

    • Image
    • Slide Show


    Also we applied this approach on some features based on statistic data we find and prioritize.

    Tutorial Strategy

    • Provide a tutorial to switch between voice, language, and symbol/emoji options.
    • Implement a tutorial to guide users in mapping the left/center/right physical keys to corresponding virtual keys.
    • Enhance file sharing with more visualization options.

No 4Take Awayy

One of the most exhilarating aspects of the project was conducting user interviews with African users. Through these sessions, we gained invaluable insights by observing user interactions with the device. We discovered the specific areas and actions that proved most challenging for users. At times, users encountered obstacles that left them completely stuck in a scenario. However, we also witnessed instances where they ingeniously utilized methods we had never considered to solve the problem at hand. This dynamic interaction with users provided rich information of understanding, guiding our design and development process in unforeseen ways.