dScout CEO Michael Winnick on Modern Research and How We Live Now | #ProductSF 2016 | Summary and Q&A

TL;DR

Research on mobile phone interaction patterns reveals high usage frequency, deep engagement, and potential for innovative user experiences.

Key Insights

• 📱 Mobile phone research reveals high user engagement frequencies and interaction patterns.
• 👤 Understanding the context of user interactions is essential for designing valuable user experiences.
• 😀 Analyzing app categories like "best friends" and "employee" can provide insights into user behavior and preferences.
• ✋ High mobile interaction frequencies indicate a shift towards moment-driven experiences in product design.
• 👤 Insights from mobile interaction data can drive innovative user experiences and product enhancements.
• 📱 The evolution of mobile phone research showcases the importance of deep user engagement analysis.
• 👤 Designing user experiences based on context and value per interaction can enhance overall user engagement.

Transcript

now we're gonna move into a section that's really about kind of data building engagement creating habits and thinking about kind of the whole world so I'm really excited to bring up Michael Winnick Michael is the founder and CEO of D Scout and he's been doing a ton of really interesting research that's working to reshape the research landscape you ... Read More

Questions & Answers

Q: How has mobile phone research evolved over time?

Mobile phone research has transitioned from understanding basic behaviors to exploring deep user engagement and interaction patterns, driving innovation.

Q: What insights can mobile interaction data provide for product design?

By analyzing mobile interaction data, product designers can understand context, user preferences, and habits to create more engaging and valuable user experiences.

Q: How do different types of apps impact user interaction behaviors?

Apps classified as "best friends" show high-frequency usage, while "employee" apps are used for specific tasks, highlighting the importance of context and user intent in driving interactions.

Q: What are the implications of high mobile phone interaction frequencies?

Increased mobile phone interaction frequencies suggest a shift towards moment-driven experiences, highlighting the need for designing user experiences based on context and value per interaction.

Summary:

In this video, Michael Winnick, founder and CEO of D Scout, discusses the importance of research in understanding how people use products in the digital era. He highlights the impact of mobile technology and the rise of apps like Facebook and Google. Winnick also presents findings from a study on smartphone usage, including the average time spent on phones, the number of interactions, and the most popular apps. He explores the concept of habit and engagement, distinguishing between best friend and employee apps. Finally, he discusses the future of technology and the need to focus on low-intensity, high-value interactions.

Questions & Answers:

Q: How has research changed in the digital era?

Research has become more interesting and impactful due to the rapid changes in technology. With the rise of mobile, there is a chance to drive significant impact by understanding user behavior and taking advantage of new insights. Research in the digital era is not just about understanding consumer packaged goods, but about exploring deeper and more complex questions.

Q: What is the role of curiosity in research?

Curiosity has always been a driving force behind research. In the past, research was mainly driven by consumer packaged goods companies, but in the digital era, technology companies are leading the way. Product leaders and managers should have an intense curiosity and constantly push for deeper insights. They should not settle for surface-level answers, but seek to understand the why behind the numbers.

Q: What are the new research techniques available in the digital era?

The digital era has brought about new research techniques such as A/B testing, social listening, and machine learning. D Scout, for example, combines mobile tracking with explicit feedback to gain a comprehensive understanding of user behavior. These new techniques allow researchers to go beyond what users say they want and delve into their perceptions and understanding, which are crucial in shaping product direction.

Q: What is the impact of mobile technology on daily life?

Mobile technology has had the single greatest impact on daily life since the invention of the car. People now live in a rapid, digital world where their phones have become an integral part of their lives. The study conducted by D Scout showed that people interact with their phones throughout the day, with significant activity between 1:00 and 5:00 a.m. and a peak at 6:30 p.m. This data reveals the obsession and addiction people have towards their mobile devices.

Q: What are some common emotions associated with smartphone usage?

The study revealed that participants experienced a range of emotions when reflecting on their smartphone usage. Some common emotions included surprise, sadness, and guilt. Many participants expressed feelings of sadness and guilt, realizing that they could have spent the time on more meaningful activities. However, there was also a sense of love and deep engagement with their devices, which made it difficult to change their behavior.

Q: How does the usage of different apps vary?

The study found that certain apps, such as communication apps like Facebook and Snapchat, were used throughout the day in a contextual manner. These apps had a strong emotional connection and were constantly interacted with. On the other hand, apps like Netflix and Uber had more defined usage patterns, with specific times when they were heavily used. Different apps serve different purposes and have varying levels of engagement.

Q: What is the significance of low-intensity, high-value interactions?

While many assume that high-frequency interactions are the key to habit and engagement, the study showed that low-intensity interactions can also be valuable. Apps like Netflix and Uber, which are used less frequently but provide high value per interaction, can still create strong habits and engage users. It is important to design experiences that focus on maximizing the value of each interaction.

Q: How can technology continue to evolve in response to excessive smartphone usage?

The obsession and addiction to smartphones present a problem that future technology needs to solve. As technology progresses, there is a possibility to reduce the consciousness of interaction and remove friction from the user experience. The next generation of technologies may create seamless experiences where interaction feels natural and effortless.

Q: How will technology and smartphone usage change in the future?

The future of technology and smartphone usage is uncertain. It is unclear whether we are at peak interaction or just getting started. The introduction of new technologies, such as wearables and augmented reality, will shape the way people interact with their devices. Researchers and innovators are excited to explore these changes and understand how they will affect our daily lives.

Q: What is the key takeaway from this research?

The research highlights the immense impact of mobile technology on daily life and the need for a deeper understanding of user behavior. Designers and product leaders should focus on creating experiences that maximize value per interaction and consider the context in which their app is used. Additionally, future technology should aim to reduce friction and create seamless experiences that feel natural to users.

Takeaways:

This research study sheds light on the significant role that mobile technology plays in our daily lives. It emphasizes the need to understand user behavior and maximize value per interaction. As technology continues to evolve, it is crucial to design experiences that align with users' habits and provide high-value experiences. The findings also highlight the importance of balancing technology usage with real-life moments and the need for future technologies that can reduce addiction and friction.

Summary & Key Takeaways

• Michael Winnick, CEO of D Scout, discusses modern research insights into mobile phone usage.

• Research shows high mobile phone interaction frequencies with in-depth engagement.

• Understanding the context and value of interactions can drive innovative product design.