Our expert:
Frank Hohenschuh
Director | User Experience
Tel.: 040 69 66 69 165
Mob.: 0176 15 15 40 65
Fax: 040 69 66 69 120
E-Mail: 
hohenschuh(at)sirvaluse.de
Support for the selection of a mobile phone's QWERTY-design
Our client, an international mobile operator, was developing a mobile device with an entire QWERTY-keyboard which suits especially to write e-mails and text messages comfortably. Following his briefing several design agencies and OEMs had produced five different design mock-ups which created a realistic impression of materials, surfaces and colors as well as the size of keys and screens.
We were asked to provide empiric user data for the decision of one of the five designs. We chose the "computer assisted personal interviewing" (CAPI) as a method and invited 100 participants. They were given the five mock-ups for examination and were asked to answer about 50 closed and 10 open questions in a questionnaire. Additionally, we found out the optimal price with the help of the "price-sensitivity-meter (PSM) method".
In this way we could tell our customer which design was visually, tactually and emotionally the best one. Having concluded the study, we were able to provide our customer with unambiguous results concerning the design which was judged to be the most attractive and thus would have the largest potential to be a best-seller.
