Sony Ericsson
Challenge
Sony Ericsson approached PDD to investigate the current behavior, needs and frustrations of UK camera phone users. Fresh insight and information to challenge their stereotypes and assumptions was needed as guidance for future design solutions.
Solution
Using a range of ethnographic research techniques, diaries, shadowing, interviews discussion groups PDD built up a naturalistic record of camera phone users at work, in home and during their leisure activities. Analysis of the data by PDD’s cross functional research and design team resulted in the creation of usage scenarios that inform and guide future camera phone designs.
Result
This fresh approach to understanding the UK market enabled Sony Ericsson to gain new insights and help shape their product development strategy.
