Comparing Customization Between Titans - A Qualitative Approach
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Comparing A
Customization Qualitative
Approach
Between Titans
Cris Kubli
UX ResearcherA Better Life
Enabled by Technology
“This is what we envision. Technology that helps you, that works
around you, that doesn’t complicate life, but makes it better.”
— Sebastian Seung, President and Head of Samsung Research
CES 202101 Market Comparison
02 Defining the Problem
03 Methods
04 Participants
05 Analysis
06 Quotes
07 Finding 1
08 Finding 2
Index
09 Insights & Recommendations
10 Next Steps
11 Limitations
12 Future ResearchSide by side Comparison
· Company with most phone sales · Company with third-most phone sales
worldwide in 2020 (Q1 + Q2 + Q3) worldwide in 2020 (Q1 + Q2 + Q3)
· Galaxy A21s: Most popular device · iPhone 11: Most popular device sold
sold in 2020 (Q3) in 2020 (Q3)
· Samsung reported highest revenue · Apple reported a record-high in
ever in 2020 (Q3) device sales during 2020 (Q3)
· At least 900 million active users · At least 700 million active users
worldwide worldwide
Source: StrategyAnalytics, SamMobile, IDC, GartnerBackground
Both Samsung and Apple have the highest shares of
smartphone sales worldwide. The competition between the
companies is ambitious and understanding user needs is
crucial to differentiating themselves from the competitor.
This project evaluates the personalization process of a
smartphone on both sides of the aisle, as well as any
advantages or frustrations while doing it. Customization
retains customers as it fits a user’s lifestyle so seamlessly
Defining the that an interface feels like it disappears completely.
Research Objectives
problem • Understand how a user personalizes their phone.
• Discover what users find advantageous or frustrating
when personalizing their smartphone.
• Learn about what people consider important in
customization.
Time & Responsibility
Duration: 1 Week
Responsible for: Research planning, participant recruitment,
contextual interviews, data analysis and interpretation.One-on-one Generative Interviews
To better appreciate attitudes and pinpoint user needs,
one-on-one remote interviews were conducted to explore
issues regarding customization for Samsung and Apple
users.
Methods Interview details:
1. Remote Interviews
2. Duration: 30-40 MinutesRecruitment Criteria
• Age: 20-40
• Geography: US Only
• Apple iPhone Users (AUs) or Samsung Galaxy Users (SUs)
• Recent Phone (5 years max) with Latest Software Update
Additionally, AUs needed to have owned a Samsung Galaxy
phone in the past to compare customization options.
Participants Types of Users
2 individuals per group (total of 4 male participants).
Group A Apple iPhone Users (AUs)
Group B Samsung Galaxy Users (SUs)Analysis Review & Synthesis 1. Video Recording 2. Note Taking 3. Coding 4. Affinity Diagramming
Quotes
Acquaintances.
“Customizing my phone makes it feel
“
unique, I really like keeping it fresh”.
– Apple iPhone User
“Customization is very important,
especially if I’m planning to stick with a
device for a long period of time”.
– Samsung Galaxy UserPutting it all together
Samsung and Apple have their unique approaches. However, there were
commonalities found even for users immersed in their own respective
ecosystem. As one SU and two AUs noted, personalization is important. It
shows the personality of an individual. Here are the findings:
Color Matters
All but one AU vocalized the importance of choosing the color of their
Finding 1: phone, especially to match outfits or blend in during social events. In turn,
extra accessories like cases where mostly bought for protective reasons.
Shared Changing the Look Every Once in a While
Only one SU did not change his wallpaper frequently. The other users
Experiences mentioned they change them once every couple of months, or even after a
few weeks. One AU changes wallpapers to something personally meaningful,
while a SU changes it to different styles depending on the “mood”.
Chasing the Clutter-Free Phone
Every single participant said that they don’t like clutter, meaning that they
don’t like having several pages with apps that they don’t use. One user of
each group stated that it would give them anxiety. Overall, every participant
is satisfied with their current customization experience.Samsung vs. Apple particularities
Only one SU did not own a case for his phone while the other SU said he had
his case because of the color first and protection second. Both SUs were
content with their current customization options.
In contrast, all AUs have prioritized buying a case to protect their phones.
Interestingly, they were also satisfied with their customization options
(which are less on iOS).
Finding 2: Ex-Samsung Users
The most insightful feedback came from AUs who were once Samsung
Group phone owners in the past, as were asked to compare both experiences. The
main takeaways were:
Differences Samsung Apple
- Ability to adjust call volume
Pros - Customization only happens
Pros
without changing general + intentionally +
volume
- Frequent accidental
customization - Cannot change the “boxy feel”
Cons
Cons
- Customization capacity is - (square shape) of folders and -
apps
distractingInsights &
Recommendations
Key Insight 1 Key Insight 2 Key Insight 3
Accidental customization: Broad range of options for Most users change their lock
home screen configuration customization is distracting. screen wallpapers relatively
changes frequently. often.
Recommendation Recommendation Recommendation
Consider making customization Deliberate minimizing Seek new tactics to facilitate
option time-sensitive: Press customization options by a wallpaper changes for the user,
and hold command for a few small percentage to decrease such as reminders or changing
seconds. choice paradox (being the wallpaper catalogue
overwhelmed by many choices). frequently.Next Steps
1. Accidental Customization
In order to assess the functionality and duration of a hold button, concept testing is needed, as well as a usability
test thereafter.
2. Distracting number of customization options
To help minimize the number of customization options at first, A/B testing could be conducted with a
prototype that has 15-25% less choices, followed by eye tracking assessment to measure distraction.
3. Frequent Lock Screen Changing
This issue might need more observation, such as ethnographic field studies or diary studies to locate a
trend. Thereafter, focus groups or desirability studies may follow.Improving the Project
Considering this was a short study, there are many things
that could be improved to gain better insights and more
quality data.
Here are three main steps needed for refinement:
Limitations 1. Focus on a more specific customization problem.
2. Increase the number of participants on both sides,
ideally at least five per group.
3. Add quantitative methods such as surveys and
usability testing to get a more holistic perspective.
4. Involve stakeholders and additional team members to
enhance interpretation and decision making.Future Research
• No participants reported customizing third-party apps. What does this mean for
apps like Samsung Health or Samsung Pay regarding customization options?
• Shortcuts were not popular among participants. Should shortcuts be more tailored
toward power-users?
• Samsung is known for having considerably more customization options than Apple.
Does this affect phone performance in any way, such as battery life?
• One AU reported using meaningful wallpapers and another SU mentioned changing
wallpapers based on mood. How can wallpaper selections connect with people’s
expectations to boost identification with the brand and retain users?You can also read
