Qualitative Research Methods + Mobile = Innovation
For lunch today, I decided to enjoy my recently-mastered Indian dish once more and finally give a closer look to the latest Interactions magazine instead of going out. Reading Interactions is one of those things that I wish I had more time to do: I want to dissect and take in almost every article, every time. I like to treat each issue like required reading for university.
Looking for an article to pick, I came across “User Research-Driven Mobile User Interface Innovation: A Success Story from Seoul” by Jay Chaeyong Yi. Clearly, the word “mobile” caught my attention immediately.
The article describes a study done in South Korea regarding the use of SMS and Instant Messaging in mobile phones between various groups of users. These include teens and young adults; those who are “born to talk” and “not to talk”. The author highlights the differences between text messages (SMS) and mobile instant mesagges (MIM) in terms of their nature and context of use.
It is clear that SMS usage is not as “continuous” as MIM, meaning that the user can send an SMS, put the phone away, do something else and go back to it if there is a reply. On the other hand. Instant messages require users to be signed in to a service, having to enter a username and a password (or create an account, if the user hasn’t got one) and of course, the user must be signed in at all times in order to engage in conversations. This is not a problem on a computer –but on a mobile phone?
SK Telecom wanted to solve this problem for one of their mobile instant messaging products, the NateON, and asked the PXD UI Consulting Group to conduct user research to discover target audiences, their preferences and dislikes in regards to real-time chatting. The result was the creation of mMessenger, which ultimately managed to combine the benefits of SMS and MIM into one. You can read all about the research behind the study and the specifications of the resulting product in the article. I highly suggest you read it, specially if you are interested in qualitative research methods.
(Quick parenthesis — It’s was particularly interesting to see how the mMessenger treated either SMS or MIM message conversation as “threads” –the same way the iPhone does with its SMS application. Clearly, this is interesting because it existed *before* the iPhone. But, of course, most of us didn’t know about it in the West. Sounds familiar?)
It’s true: I feel passionate about mobile devices and everything from their user interfaces to their industrial design. I’ve mentioned how this article caught my eye because it had the word “mobile” in the title, but what I found most interesting once I was finished reading it was the research methods used in this study. Jay Chaeyong Yi and his team used a number of qualitative research methods such as personas, contextual inquiry and affinity diagrams to help inform the design of the mMessenger. I find this particularly interesting since affinity diagramming was the principal research tool I used for my Master’s Thesis Project in HCI at Indiana University. My education and experience with it allowed me to see how useful it was, but I had never read about it in an article unless I had purposely looked for examples of applied affinity diagrams.
I’m glad to see qualitative methods making a great impact in the real world with real products. Some us know about the never-ending debate of qualitative Vs. quantitative methods in research and the arguments on which one is “better” and “for what” purpose. Clearly, the answer is that one is not better than the other. Nevertheless, for those who feel the need to be cautious about utilizing qualitative research methods in research, Jay Chaeyong Yi’s article is a great example of just how powerful they can be in user interface, interaction and experience design.






