The goal of the study was to find out how the user experience of a smart phone UI can be most inspiring and motivating. We tested N=40 in Germany and South Korea using both explicit and implicit research tools. Our analysis shows that South Korean customers use their Samsung Galaxy 4 phones differently than Germans. We find that success rates are higher in South Korea. We measured reaction times, various physiological signals and classical usability scales and indicators to determine if Germans use their smart phones differently than South Koreans do.
Carina Lehne is the head of eye square‘s Unit User Experience. She has an academic background in social sciences and works as a Senior Research Consultant. Her team conducts global user experience and product design research for clients of the following branches: entertainment electronics, home appliances, e-commerce and internet. She is an expert for qualitative methods and applies innovative implicit tools like eye tracking, EEG, and EDA. Since 6 years Carina has been conducting mobile research at eye square. She organizes large studies on a global scale in Europe, the US, and South Korea.
Vita will be published within the next few days
Dr. Matthias Rothensee, Research Director. He has a background in psychology. His team conducts global ad impact and user experience studies for clients from ecommerce, publishers, marketers, the media agencies and associations. Matthias Rothensee is a frequent conference speaker and regularly publishes in magazines such as Social Science Computer Review and the Journal of Consumer Marketing. Matthias Rothensee teaches Advertising Psychology and Creative Design at a Berlin based university.