mobile watching accessories

TEAM

Judith Hilomen

DURATION

September to October 2015

SUBJECT

Integrative Studio 1 (MS Strategic Design and Management at Parsons School of Design)

OVERVIEW

Migo Entertainment is a technology startup that aims to bridge digital divide by delivering entertainment and education to consumers in emerging markets. Migo develops a combination of hardware and software technologies that facilitate the delivery of media content - award-winning TV shows, movies, and documentaries - through community kiosks and enable users to download and watch on their mobile phones without Internet.

I handled an ideation project where I was tasked to explore and come up with ideas for accessories that we can potentially sell alongside our SVOD (Subscription Video on Demand) service. The brief is that these accessories should serve as an extension of our original service and are in line with mobile watching.



We invited participants of different ages and backgrounds to our office to understand 1) how people interact with the brands that they love, 2) their purchase behavior relating to luxury items, collections, and items that they want and need; and 3) their mobile watching activities and habits.

We also ran a card-sorting activity where we asked participants to classify mobile accessories based on items that they 1) currently own (Ownership),  2) see most often (Ubiquity), and 3) perceive as appropriate for personal and group usage (Usage).

PARTICIPANTS

Our participants have the following profile:

  • Community Leader

  • 2 Male High School Student

  • 2 Moms

  • 1 Dad

We decided to participants from different backgrounds to better compare the nuances in their opinions and experiences in using their mobile phones.

  • Community Leader - always preoccupied with manning the neighborhood and keeping the peace in the community day and night

  • High School Students - have a lot of free time, either after school or in between classes

  • Moms - stay at home to take care of their kids and man the grocery kiosks that they own

  • Dads - spends most of his day at work and commuting to and from work using public transportatio

ROLES:

  • PRODUCTION & DESIGN OF RESEARCH MATERIALS + PROJECT SCOPING & TASK DELEGATION + WORKSHOP FACILITATION AND KNOWLEDGE BROKERING

    I devised the overall plan for the workshop and the research. I created the discussion guide and and led the team in conducting the workshop.

  • QUANTITATIVE & QUALITATIVE ANALYSIS + INSIGHT GENERATION

    I compiled and processed both qualitative and quantitative data and was constantly collaborating with the Insights team to identify core learnings. I then produced a research report containing findings and recommendations for the project.