| dc.description.abstract | In 2015, Google presented a term called micro moments , a term that addresses consumer behavior on the mobile web. Micro moments consist of four key occurrences; I want to know, I want to go, I want to do and I want to buy. This phenomenon is presented in a digital guide called Micro Moments: Your Guide To Winning the Shift to Mobile, an informational brochure intended to enlighten the marketing business on certain user needs and user behavior, and how a company can strategically prepare for them. The intention of this thesis was to study the term micro moments along with the guide, and to see if there were any connection to be made between information given from Google and to common methods used in the disciplines of interaction, service and user experience design. During the study it was decided to add a personal contribution to the terminology called I want to show ; a micro moment based on user-generated content such as social media posts. Google did not cover this user behavior trend in their guide, therefore I want to show was added with the intention to suggest that this type of user behavior can be beneficial for the previously mentioned design disciplines as well as for marketing.
Comparing the strategic guide from Google with relevant methods in user-centered design disciplines shows that it s important to know how to find information about users and use user research methods to ensure that the preparation advice from Google are being adhered to. The study also agrees with Google s advice to communicate across teams, because user research methods can ensure that user needs are being met, which in turn can increase the chances that a user is pleased with the interactive system, product or service from a company.
Comparing the proposed micro moment I want to show to modern marketing strategies as well as known design methods from user-centered design disciplines resulted in a reason to believe there are certain benefits to be gained for both marketing and user-centered designers by acknowledging the type of user behavior this moment describes. Conducting information gathering on the posted content as well as on the user profiles can give valuable user information to be used when designing for users, and user-generated content are known to influence other individuals, which might be beneficial for marketing. | |
