Usability is the buzz word in the mobile telecoms world. As phones become even flashier and more technically able, they must also become more intuitive to use, because nothing damages a brand more than a bad user experience.

 

A new design discipline has evolved from the joint needs of usability and brand presence, alongside the increasing technological capabilities of phones.
“Phone space is one of the most interesting design areas currently” says Clive Grinyer, Director of Products at Orange. He describes it as a micro version of web design, creating graphic experiences through much smaller window.
Phones now have high quality colour screens, so they are potentially as much about visual communications as audio.

 

The network operators recognise this visual way to communicate is another, potentially lucrative, way to earn money. Typically, they set themselves targets of 25 per cent of revenues to come from data rather than voice.  Long gone are the days of dry old text messaging, which had little call for creative input. And with 3G, which allows even more visual imagery and interaction, users can have an almost televisual experience. Hence the need for clever design.

 

Some of the design consultancies working in this field started life in the web arena. Major players include Digit, Start Creative, Oyster, Poke and Icon Mobile in Berlin.

 

This is still a small world – there is, after all, only a handful of network operators in the UK – but potential is significant. As the opportunity arises to pump branded content down the phone so the operators are becoming design buyers.

 

The consultancies themselves expect to benefit from this, with mobile interface design becoming a growing part of their business.

 

With their on-line back grounds, this type of group is familiar with the issues of branding businesses on-screen and of making the user experience as workable as possible.

 

‘Branding and usability go hand in hand’ says Start creative director Darren Whittingham. ‘Its about simplifying and demystifying.’ Mobile work is about is about a sixth of Start’s business.

 

‘This will grow, but it won’t explode as a percentage of the overall business. We are in the middle of a significant business development programme across the board,’ he adds.

 

As Virgin Mobile’s brand consultancy, Start must create an on screen experience which is on message for the client’s core audience of urban youth. ‘A phone is a lifestyle fashion accessory. The point of difference comes back to the brand,’ Whittingham says.

 

Virgin Mobile has launched an integrated entertainment service, for which Start devised the content structure and navigation, carrying through all aspects of the brand positioning.

 

As boundaries between phones and computers continue to blur, those lucky consultancies with their foot in the door are best placed to be at the front of the design league queue.

 

Above: Virgin Mobile’s integrated entertainment designed by Start Creative.