Usability analysis for handsets/applications

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  • Company: IBM Global ServicesDate: 2002-2005Sector: Telecommunications
  • Customer: <Confidential>Function: Operations
  • Type of project: Commercial management; Operations management; Usability
  • My role: Project sale and execution responsible

The customer, a global mobile operator, wished to analyse in depth the impact that mobile terminals usability had on user experience for mobile services, and therefore on services usage and on profitability for the operator when promoting terminals with higher or lower usability.

In the first phase of the project several mobile terminals brands and models were analysed, working with final users, to define an usability measurement model for mobile terminals adapted to the services offered by the operator. This model allowed the customer to sistematically assess the usability of the terminals that it offered to its users.

In a later stage a support application was developed that allowed the usability assessment and usability data management ofr the mobile terminals, defining user segments for which more (or less) adequate terminals could be identified from the usability point of view.

In the final stage a methodology was defined to analyse the return on investment from usability, based on:

  • Identifying possible ways to increase the usability of mobile terminals and applications
  • Assessing the effective increase of the usability (by applying the previously defined methodology)
  • Assessing the benefits obtained from usability changes
  • Assessing the costs derived from usability changes

By comparing the benefits and the costs associated to the usability changes, and the change itself, the return on investment from usability could be calculated. To manage the whole process a new support application was developed.

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