Know the User

Version 1.0 / 23 February 2004

Table of contents

• KNOW THE USER
• 1. Real-life user categories
• 2. The art of pleasing the user
• 3. Meet the real user

KNOW THE USER

Paying attention to users is vital for the success of any product. There is a vast difference between envisioning a usable product and actually producing one - until you do your user research, there is no guarantee of real usability. And making an educated guess about users is a risky foundation for business.

To develop enticing applications, you need to know why people want to buy and use them in the first place. But how do you get to know the archetypal user when it could be anyone, particularly in the mobile business where one size doesn't fit all? Therein lies the great challenge for designing desirable devices, applications, and services, that excel in usability.

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1. Real-life user categories

Mobile phones are rapidly changing communication patterns, lifestyles, and the communication culture of large groups. So how do you keep up with your users' profile? There are three common ways to categorize users based on level of expertise, product buying behavior, and segmentation, particularly lifestyle segmentation. However, even with the most detailed categories, it is impossible to cover all user groups and needs. You can have all the user profiles and groups imaginable, but in time the groups don't get bigger - instead, there are simply more of them, and they become smaller, more differentiated, and harder to predict.

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2. The art of pleasing the user

A recent study shows that opposite the tech-wise early adopters, there is a growing group of minimalist mobile users who use only the basics for their mobility needs. It could be that since all kinds of features and applications are already available, users will eventually learn to demand more - or less!

When it comes to pleasing users, the most important feature is not a vast quantity of different technical functions. Users want all of the necessary functions and features clearly visible and working properly. Sometimes it even improves the user experience if some of the functions are hidden. A feeling of control is essential, as is the ability to do exactly what they want to do. Don't annoy users; they are easily frustrated if things don't work logically. And remember, some usability testing - or even a conversation with a user group member - is better than nothing at all. It can have a major positive effect on application development.

It's good to have a wide selection of applications and devices that all have some easily identifiable characteristics familiar to Nokia users. At the same time, the basic functions should be adequate and usable. With a user-centric, reasonably designed application you can reach buyers of various mobile phones. A smart solution might be to allow users to purchase easy-to-use, device-compliant, and attractive applications of their choice - to satisfy their individual needs.

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3. Meet the real user

Studying the overall user experience, which goes beyond the usability of a product and the features it offers, is an instructive exercise. As a first step toward knowing the real user, consider someone like me. Although I work in a high-tech, gadget-led field, on some level I fall into the minimalist mobile user category where less is more. The mobile application of my dreams would be easy to use without the extra bells and whistles I'll never use or even have time to learn. It's nice to have a variety of applications, but I want to have the freedom to choose the ones I use. My mobile device is first and foremost for making phone calls. Its basic functions should be respected by other applications. Sure, the calendar and the alarm clock might come in handy, and I don't mind if the device looks nice and trendy and doesn't get lost in the bottom of my backpack. But that's about all I need, even though I'm surrounded by and curious about all kinds of applications and gizmos beyond my wildest dreams.

I am not a completely lost case, though, because there's still one application nobody has offered: If I could set my VCR timer from afar using my mobile phone, I'd already be on my way to the nearest mobile store.

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