The Importance of User Roles in Feature Bundling Decisions in Wireless Handheld Devices

Abstract

The bundling of features in wireless technologies is considered to be a significant issue by market analysts and service providers. Currently, there is a proliferation of handheld devices such as Personal Digital Assistants (PDAs) making it very difficult for users to select the devices that match their needs. A literature review suggests that although feature bundling in handheld sets and services is a critical decision in product and service development, it is often left to chance. This paper indicates that for a smooth deployment of wireless technologies, it is important to study the needs of users from the perspective of the roles for which they use the handheld device. Specifically, this paper describes the development and testing of a methodology for supporting the selection and bundling of features in wireless technologies such as Personal Digital Assistants (PDAs). The methodology, termed Strategic User Needs Analysis (SUNA), combines several investigative methods from HCI and market research with an emphasis on User Role Modelling (Constantine & Lockwood, 1999). Initial testing of SUNA on a small sample of users, representing two focal user roles, indicates that the methodology is effective in identifying features most needed for the two focal roles. It identified the relevant characteristics, usage patterns, similarities and differences between these, and their consequent implications for feature bundling by product designers and developers.