rate of growth fastest in 16-24 yo, increasing from 44% to 71% in 2011.* Smartphone ownership (as of Jan 2011) Male < 35 @ 48% Female < 35 @ 40% Source: http://www.newmediatrendwatch.com/markets-by-country/18-uk/154-mobile-devices patterns don’t match?
its current format? (usually paper or PDF) Was it because students don’t find the content relevant? What happens if the content is available in a more mobile-friendly format? What if we used videos to convey similar information instead of pages of text?
use public transport more often? ✤ Why are people not using public transport as often as they can? ✤ Do they run into obstacles? ✤ Do they perceive it to be less convenient than driving? ✤ ... extrapolate
use public transport more often? High-level research question: What obstacles are people facing in trying to use public transport? Assumption: people use public transport less because they run into obstacles. Hypothesis: If we remove obstacles, they will use public transport more.
to use public transport? Derived research question: How do people prefer to plan their journeys? Why? Assumption: planning a journey is an obstacle. Hypothesis: If people can plan journeys well, they will use public transport more.
they think that it’s all about execution. ‘If I execute better than the next guy, I’m going to win.’ But the problem is that execution without the direction of a strategy, without the choices of the strategy, is all over the place. You might win occasionally but you’re probably not going to win consistently, reliably or sustainably.” http://www.businessinsider.com/ag-lafley-roger-martin-playing-to-win-2013-2 A.G. Lafley says:
It allows that anyone can suggest a design solutions and, rather than argue endlessly about whether it is better or worse than other approaches, you design a test. Find out how to find out which design works best.” Leisa Reichelt says: http://www.disambiguity.com/experimentation-beats-expertise/