Research Problem
A company that makes cell phones for older adults wanted to rebuild their 7th generation flip phone from the ground up, reworking both the UX and UI.
In the attempt to modernize the flip phone, the company wanted to ensure that it would not alienate the current subscriber base.
Role
I supported the product lifecycle from conception to launch with relevant research, design direction, and usability tests. I worked with an outside recruiting company to recruit 16 current customers. I designed the study, moderated, took notes, and presented results to the team.
Method and justification
I conducted concept testing to gather initial feedback on the UI redesign and initial reactions to some high level UX changes.
- Concept Testing. 1-1 interviews to gather initial feedback on the UI redesign, changing navigation,and updating the keyboard.
Background
The flip phone design had remained largely unchanged for 6 generations. It was time to update the UX based off of feedback and modernize the UI.
Key Questions
- Can we make updates without alienating our customers?
- Will adding features change the perception of the phone from easy to use to too complicated?
- How will customers react to changing the keypad?
Challenges
New Location
The interviews took place in Arizona, a separate state that I hadn’t done interviews in before.
I searched online to understand which WeWork site would have the most accessible building with easy parking that was also within a reasonable distance from our participants.
Recruit demographic suspicion
Older adults aren’t often called upon to participate in UX research so several participants canceled the day before their interview, thinking they were avoiding being scammed.
I worked with customer service to place alerts on our customer accounts confirming that they had been selected for research and how to get in contact with me if they wanted to participate. I also worked with the recruiting agency to replace participants and reschedule sessions as necessary.
Insights and Impact
An overall positive response to changes. Participants described the new interface as more efficient and streamlined. They were open to the idea of renaming the yes/no buttons and cautiously optimistic about the introduction of the left and right directional arrows.
Cautious openness to change. When participants were asked if they would hypothetically trade in their old phone for the new one, they were hesitant, saying they liked using technology they were familiar with. However, they said they liked the new features that were offered and considered the new design to be an improvement.
Impact
Due to the positive response from customers, the company was able to completely redesign the UX, update the UI, and rework the keypad. Customers liked the new design
Eden Jackson 