HBO Latin America

Ethnographic study of mobile applications

Jun-Jul 2012
Mexico D.F.

We were hired by HBO Latin America to conduct an ethnographic study in order to understand how people in Mexico and Brazil used mobile applications for entertainment, more precisely television and video applications. The applications' mobile platforms included Android, iPhone, iPad, Blackberry and Windows Phone.

The project was involved all phases of user research: screening for recruitment, the recruitment of 22 users, the design of scenarios, interviews using the think aloud technique with a moderator .The sessions were videotaped using Morae to identify behavior patterns, opinions and reactions of people when using the applications. Eventually, a debrief of results was generated as an input to the relaunch of the mobile app for HBO Latin America. This project was done in partnership with www.try.com.br for Brazil.

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