Merchant Mobile App
The merchant team wanted to re-think the Merchant Center mobile app. They had a list of possible features and didn't know if some or all of them should be included in the app. The research team conducted a dozen in-person observations and interviews to see how merchants used their mobile devices.
The interviews and analysis were a team effort. During the analysis we saw a pattern of how merchants were using their smartphones: mostly to check information that changed or updated frequently. We created a framework to divide tasks along a spectrum of Static/Dynamic informtaion and Focused/At-a-Glance effort.
I had the idea to map all their current smartphone activity and use that as a guide for which features in our app they would most likely to use. After mapping their current usage I was able to see that the majority of their tasks were for dynamic information. We then mapped all the proposed features for our app and recommended to prioritize the ones that fell within the usage map.
These are all the types of work-related tasks merchants did on their smartphones.
With this map overlaid on the framework we could begin to identify which of the LivingSocial features merchants would be most likely to use.
Features that fell into the yellow area were recommended as priorities to the mobile team. With limited resources for development we suggested they ficus on these features first.