User insights from frog design
Aug 2, 2010 // frog Executive Director of Global Insights Jan Chipchase gave a speech entitled “Scaling the Mobile Frontier” to members of the U.S. State Department about his research in the field of mobile money.
Chipchase raises several interesting issues in this talk which must be considered on a wider scale of mobile services, not only mobile banking:
// The 2 key motivations for individual handset ownership are convenience and privacy.// We need to think about literacy vs. competency. What exactly is the required knowledge for a mobile user to complete a task (e.g. a phone call, a fincancial transaction, etc)?
// Illiterare mobile users display competency of use through rote learning. If a user is sufficiently motivated they can rote learn anything.
// Product ownership is not the same as product use.
// 'Corner-shop app stores' as an important touchpoint and channel of distribution.
// We need to consider user literacy vs. our literacy of users. What do we really know about the people we are designing for?
frog's work in mobile banking is part of their larger 'Mobile Mandate', a programme of projects that aim to amplify the positive social impact of mobile technologies through the transformative power of design.
Links
Full article at: http://designmind.frogdesign.com/blog/jan-chipchase-goes-to-washington.html
Frog's Mobile Mandate: http://mobilemandate.frogdesign.com/
