Overview
What is smart feature phones?
CSmart 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
#1 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.
#2 Low Literacy Rates
Combining two products designed for different targets poses significant challenges due to differing functionalities, user interfaces, and the grouping structures. Not only are the functions distinct but the user interfaces and grouping structures also vary significantly between the two products.
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
CConduct targeted interviews with existing customers and engage with internal teams, including product managers, support staff, and sales representatives, to gain insights into user environments and roles.
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
