[IxDA Discuss] Motorola Motofone User Experience

Sat Dec 9 19:55:30 PST 2006

Gabriel's e-mail really help understanding the design process and some of
the motivations behind the final design. However, Joshua's points still
remains open. Why is that in an ordinary cell phone all it takes is a single
touch to redial the last called number, but in Moto's phone (I have a
beautiful MotoMing, the A1200) it takes something between 3 to 6 "clicks" or
press of buttons? Why is there in the A1200 three different and inconsistent
ways of storing telephone numbers and the only way to store an e-mail is
after dialing a number (even if it is a bogus number)? Why does the phone
insist on ringing a loud sound when the phone is plugged to AC adapter when
the user explicitly set it to vibrate?
There are many other questions that could be asked to many other cell
phones, not just Motorola's. And as much as I understand that cost and
marketing pressure may impose constraints to certain designs, it does not
seem to be all the reason behind all the UI and software problems.

Renato

On 12/8/06, vr at bangid.com <vr at bangid.com> wrote:
>
> Hi Gabriel
>
> This is a fantastic mail. We really appreciate your sharing this on the
> forum.
> If it is at all possible, it would also be great to know your research
> experiences in India, China and Africa, and how your insights as on
> outsider
> were translated to design attributes (if there is anything beyond the
> content in
> the Flash presentation). I know that senior designers from Motorola are
> already
> sharing this in conferences and other events, but I dont see this on the
> internet, just yet.
>
> Vinay
>
> -----Gabriel White   <gabrielwhite at gmail.com>  wrote:
> All,
>
> I'm pitching into this discussion kind of late in the piece thanks to
> dysfunctional GMail filters, but I'd like to thank everyone for the
> interesting discussion around the MotoFone. I'd like to respond to a
> few of the points that have been raised.
>
> It's not often that designers on this list talk specifically about the
> designs they have worked on. I hope you all understand some of the
> commercial difficulties around doing this (and also the risk of a
> public flailing!). But I'd like to share some of my experiences on
> this project and hope that this helps encourage others to share
> experiences about products they've worked on.
>
> I no longer work for Motorola (the parting was amicable, and I had a
> fantastic time working in their Beijing studio. I'd recommend CXD at
> Motorola as a great place to work, and China rocks), and the following
> views are mine and not Motorola's. Second, I'd like to make sure that
> Richard Schatzberger gets due credit as the creative lead on the UI
> for this project.
>
> Motorola has done a few interesting things with MotoFone:
>
> 1 Worked to create a product that specifically targets the unconnected
> poor in developing countries.
> 2 Used an innovative set of technologies in the device (specifically
> an "EPD" or "electronic ink" display)
> 3 Brought "high end" design to a "low end" product
>
> A lot about delivering on 1 was focussed on designing a product that
> provides only essential functionality and doing away with many of the
> things that are just cruft. Focussing on the essentials meant that we
> were able to provide the best possible experience on core features
> (sounds simple, but it becomes a compelling mantra). Fewer features
> means less possibility for error - there's simply less that you can do
> with the device. This makes mastery much easier for the unconnected
> and inexperienced. There was lots we learned in research and testing
> about opportunities for confusion, and simplification (especially
> around the "flat" UI) just made things a hell of lot easier. The
> "iconic" UI and voice prompts are part of that package.
>
> The EPD is a fantastic piece of technology because: the display is
> damn huge, the numbers are insanely huge, and it's high contrast in
> full sunlight. It's so easy to read the display when you're dialling
> and in a call, and it's so easy to read the display when it's outside.
> These humble attributes are beyond fantastic.
>
> While designing a phone for people who may not be literate posed a
> significant number of challenges, one other challenge around doing the
> IxD on this product was cost. The constraints of making a phone for
> such a low manufacturing cost are not to be underestimated. For a
> device like this 1 cent is a lot of money on the bottom line with the
> projected sales volumes. The UI design / hardware engineering / SW
> engineering teams were all co-located in a Beijing skunkworks and
> worked hand in hand, which helped no end. This might sound kind of
> straight-forward, but in a global company like Motorola this is in
> itself a feat.
>
> Motorola has taken a serious leap in bringing its high end design
> language to a "low end" product. Normally you pay more for the high
> end design and the cheap-skates get the design offcuts. Not with this
> product, and it's really great to see an aspirational product that's
> accessible to all.
>
> I want to make sure that I don't paint this design as completely rosy.
> There are some risks that Motorola is taking with this project, and
> I'm sure that you'll be able to identify areas that may have questions
> around them (and which product is without risk?). That said, though, I
> think that in almost every situation the product team made decisions
> that best supports the target customers' needs.
>
> Now to some of the specific questions that have been raised:
>
> Josh Viney jviney at gmail.com
>
> I don't understand why mobile phone manufacturers insist on either
> integrating the headphone jack with the power jack or putting them so
> close together that it's almost impossible to have both attached at
> the same time. When the two functions use the same jack it prevents
> users from using their own headphones (on mobile devices that have
> stereo music capabilities), and prevents users without Bluetooth
> headsets from using the phone w/ a headset while it is charging.
>
> GABE: Cost. When you're comparing the LEDs that cost 1c and the LEDs
> that cost 1.2c, you know you're in for a long night.
>
> David Malouf dave at ixda.org
>
> Gabriel, how come only the Industrial designers have faces and have
> something to say? Can you give us a report from your perspective?
>
> GABE: I should have a face soon. I left the day before the photo
> shoot, but a pic of me should be there shortly (and the observant will
> notice that the photo will have given me a sex change).
>
> Motorola is an engineering company that is transforming into a company
> that values design. Significant advances have been made on this, and
> things are continually getting better. Transformation isn't instant -
> things have come a long way and will continue to improve. The UI teams
> and industrial design teams are work much closer for each new product.
> As UI and ID merge, close collaboration is a prerequisite.
>
> Joshua Seiden joshseiden at gmail.com
>
> Maybe I'm missing something, but there is almost no discussion of the
> way the software behaves. (A small nod to flat navigation.) Motorola
> is starting to pimp design, but as always with Moto, it's just about
> the static elements. Hardware, icons, even sound get their own
> shout-outs. Where's the love? More importantly, isn't this just more
> of the same?
>
> GABE: Good point. I guess it just reaffirms that communication is a
> critical part of design. The UI team had unprecedented access and
> leverage in this project. The product, engineering and design teams
> defined this product together. We also had direct access to and buy-in
> at senior VP level. Everyone understood that the UI was critical.
>
> David Malouf dave at ixda.org
>
> Why is it IxDers are so focused on software? The keyboard, the
> display, the sound. These are the primary interaction points and while
> I do think it would be important to add the software side, (Gabriel,
> can you do something about that?) I think there is a lot to learn in
> this presentation about doing broad research for consumer electronics
> across different cultures.
>
> GABE: We were able to do some fantastic research (like the quote that
> you mention illustrates) before, during and after design. I've learned
> some pretty amazing stuff about researching in developing countries.
> Like bringing a whole design testing roadshow to a rural Indian
> village without power (note to self: make sure your generators have
> enough grunt otherwise you'll need to wait 4 hours for a new one). And
> some amazing insights about people's perceptions and experience of
> technology (logical hierarchies, bah!).
>
> Josh Viney jviney at gmail.com
>
> I agree that it looks like a cool phone, but what makes it really
> different from any other phone? It's great that they took the time to
> research the mobile phone experience around the world, but I'm very
> skeptical about whether coming up with a new display, menus, and
> "universal icons" is really worth anything. Check the specs. There are
> no new features, and it looks like they might be missing a couple.
> There's no MMS, WAP, Web browser, email, camera, edge, Bluetooth,
> music player and the list goes on.
>
> GABE: For people in developed countries, I think you have an arguable
> point. For the primary target market of this phone it's a different
> story. No, the phone's not revolutionary. But it provides an
> experience that's sufficiently different to the current offerings to
> make it more relevant to the people who will be using the product.
> It's great for the fact that it DOESN'T have features.
>
> David Malouf dave at ixda.org
>
> A lot of the buzz around this phone from the blogsphere has been met
> with "When can we get it?" There are many people in Western Markets
> who are sick of the "do everything" phone. They are looking for a
> "phone" . not much else. Cameras, GPS, internet, etc. are not items
> they care about.
>
> GABE: While the phone was designed for emerging markets, I think
> you're right. This phone has a lot of potential for people who just
> want a phone, and so could be a bit of a dark horse in developed
> countries. Also, I'd love a sexy super-thin phone for when I go out on
> a bender on the weekend (who cares if I lose it?!).
>
> Thanks again for all the thoughtful comments.
>
> Gabe
>
> www.smallsurfaces.com
>
>
>
>
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