Usography Launches "It's not mobile, it's life" (TM) Campaign

May 5, 2011 - PRLog -- Usography Launches "It's not mobile, it's life" (TM) Campaign
***http://www.usography.com/Life.html ***
Athens, Georgia – Usography announced its new multichannel shopping research campaign, "It's not mobile, it's life." The campaign is targeted to retailers who are implementing mobile-enabled web sites and apps, in a ddition to their e-commerce web sites. The campaign emphasizes the gaps between current mobile strategies and the real life context of shopping. Paul Bryan stated that retailers and advertisers need to view mobile as more than just a channel. It encompasses all information needs relevant to people who are not at home and not at the office.

Usography, a leading user experience consultancy that focuses on multichannel shopping design strategy, conducts research in all modern and future shopping venues.

Paul Bryan, Managing Director of Usography, said, "Thanks to Eric Schmidt of Google announcing that mobile has taken off much more rapidly than expected, and also to the surprising traction that the Android is experiencing in the marketplace, mobile is HOT. I’m happy about this from a shopping research perspective, because I think that mobile helps consumers make much better decisions than they were able to make in the past. However, mobile design has been confined for too long to the paradigm of small web sites. It's time to break free from those contraints."

To help retailers find the optimal multichannel design, Usography conducts research with millennials and mobile technology in stores and in homes. The findings show that millennials are enthusiastic about mobile shopping, but want more customization of the experience. For example, they want to create 3D digital models of their bodies, so they can try on clothes virtually before going into apparel stores. They also want to have control over who knows their location. As a whole, they see mobile playing a much larger role in their future shopping experience.

Paul Bryan says that's where the mobile user experience opportunity lies. "There are three phases of mobile shopping: Discovery, Engagement, and Transaction," Mr. Bryan said. "Discovery is primarily dependent on mobile search today, although relevance filters will probably move some active shopping searches into a more passive discovery mode in the future. The middle stage, Engagement, is where the biggest opportunity for retailers is. This is where social relationships and relevance filters are likely to play an increasingly large role in the near future. And that's where our campaign, 'It's not mobile, it's life' comes into play."

To develop digital design strategies for large corporate clients, Usography conducts ethnographic field research in stores and in consumers' homes. The data captured during these sessions is then analyzed and coded for insights. The insights are used to develop a multichannel design strategy.

"There are three epic trends hitting the Internet all at once: Mobile, Social, and Local," Mr. Bryan said. "These trends are being explored to a new degree, publicized by conferences like Social Loco, where I on a panel with Dr. Phil Hendrix. No one knows how consumers will change their behavior yet when these trends really take hold in commerce. That's where Usography fits in. We do original research on the life context that leads to multichannel shopping and transactions. And we translate that into a specific design strategy that is successful in the marketplace."

For more on Usography's "It's not mobile, it's life" campaign, visit their web site at: http://www.usography.com/Life.html.

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Usography is a user experience research and design strategy agency. Usography helps companies understand their customers and succeed in digital commerce. Usography's clients have included The Home Depot, Coca-Cola, SAP, and Delta Air Lines.