2012 Mobile Media UX Trend Research

Future of Mobile Media

 

Sony Network Entertainment International, 2010

The Mobile Media UX Trend project aimed to deliver 2012 mobile media UX scenarios, personas, and a user-centric platform strategy roadmap for the North American market—each based upon an integrative understanding of emergent and regionally specific key emotional drivers and user values.

Desktop Research

Secondary Research

Identify Macro Emotional Values

Identify Emerging Macro Socio-cultural Trends 

Primary User Research Insights

Develop User Personas & Scenarios

Strategic Recommendations & Platform Roadmap

Conceptual Framework 

Design Charrette Workshop

Develop Design Principles

Illustration

Methodology diagram

Methodology

The most meaningful user experience insights are found at the intersection of emergent socio-cultural and mobile media themes. Sociocultural themes drive the needs of consumers. Emergent mobile media themes that can be mapped to sociocultural themes will be the most relevant issues to consumers soon and should drive UX experiences.

UX Themes express core consumer and user values derived from the emerging themes and sub-themes. As conceptual frameworks, the UX themes contain the key, definitive UX attributes that will resonate with users.

Identifying UX Themes

Intentional Media Communities Trend
Intentional Media Communities quantitative data
Weightless Ownership quantitative data
Weightless Ownership trend
Life Support quantitative data
Life Support Trend

Developing UX Design Principles

By framing the practical application of our UX themes through lenses that apply to all media types—the UX design principles provide a common foundation for the development of each media type and strategic coordination for the UX development across media types.

* image content altered due to client confidentiality

Sony Strand universal user interface

Impact

Our research has played a pivotal role in shaping and driving the development of Sony's groundbreaking common user experience, "Strand," across all five screens: Bravia, Xperia, Vita, and the PlayStation 4 console, along with connected experiences. By conducting in-depth analysis and understanding user needs, preferences, and behaviors, our strategic insights have directly influenced the creation of a cohesive and seamless user experience across Sony's diverse product lineup. The implementation of Strand has enhanced user satisfaction and strengthened brand consistency and synergy, ensuring a unified and intuitive experience for Sony customers across multiple devices and platforms.