Interactions - January/February 2010

User research is the
key in choosing not

see the user interface as their
No. 1 priority.

When voice communications were the main service for the mobile industry and Korean mobile manufacturers followed leading companies like Nokia and Motorola, technology and quality of voice communications were important. As soon as they achieved a certain level of technological sophistication, Korean manufacturers shifted their focus to the design of products. However, as data communications surpassed voice communications in importance in most developed countries and Korean manufacturers began to lead the market instead of following it, they realized the importance of UI.

In order to be a top seller in
tough markets such as North
America, they needed more
than stunning design and a
balanced portfolio of phones.
They learned that UI itself
can be a key strategy not only
for smart phones but also
for all other feature phones.
This is why Samsung and
LG Electronics focus on user
research to understand the
unmet needs of mobile users
and to satisfy their customers
with impressive and unique UI.
LG Electronics recently founded
its Insight and Innovation (INI)
research center, which identi-
fies new business opportuni-
ties, new product designs, and
new marketing strategies—all
based on insights gained from
user research. INI investigators
use cutting-edge qualitative
research methods and segmen-
tation approaches to better
understand target audiences.
For example, INI researchers
visited Indian homes to study
the local lifestyle, eventually
developing home appliances
that are optimized to Indian
culture. The “Stars of India”
brand line resulted in a 100 per-
cent increase in LCD TV sales
and a 30 percent boost in cell
phone sales.