Intel - Understanding the emerging trends in the mobile/tablets industry in India

Project Management, User Research , Analysis+Insights

Context:

Intel UXE group wanted to have a deeper understanding of the emerging trends in the mobile/tablets industry in India, in order to develop a platform appropriate for this market.

 The goal of this project was to understand experience implications, successes and pain-points of technologies and solutions already deployed in the market by analyzing products, services, apps, marketing strategy and user's perspective. Targeted participants were men and women between the age of 18 to 35.

 My Role:

I led a team of researchers to conduct secondary and primary research.

 Secondary Research:

My team conducted secondary research to study retail trends, design trends, and features and functionality. The focus was on the success and failure stories to identify what’s relevant for the target audience currently and where future trends could go. We also dived into the current ecosystem for both product and mobile application development in India. 

Primary Research:

My team conducted a mix of contextual inquiry and ethnography study on the real-world practice of users and stakeholders (retailers, gadget experts, mobile technology futurists) for the selected focal segment.

We targeted 8-10 lead users (covering a good distribution of students and women) in this category to understand their current usages, pain points and aspirations for future handheld devices.

 We also conducted retail study to get deep insight from 3-4 dealers on future trends. Apart from this we interviewed 2-3 experts and futurists relevant for the selected segment (a.k.a. low end, middle or high end gadgets).

Findings:

Based on the data collected from ethnographic user research, and user experience evaluation of existing gadgets appropriate for the segment, we proposed high level product/system/service opportunities for Intel.