Qwerty Phone Portfolio (2010-13)
How should QWERTY phones be designed for the Indian bar phone users ?
The brief was to design a new QWERTY phone for the Indian customers who want to switch and move beyond the multimedia bar phones. The customer segment largely compromised of people who desire the 'business phone' look of the QWERTY phones, but with basic usability and limited internet surfing.
Design Research, Sketching, 3D Modeling, Rendering
During the start of this decade when smartphones had not completely taken over the mobile phone landscape and mobile internet connectivity was an issue, there was a saturation in the bar phone format, and people wanted to move to premium options. That was also a time when the popularity of Blackberry phones were at its peak. A lot of people desired the premium business phone look of the Blackberry QWERTY phones, but could not have afforded one. Moreover, their usage was not internet dominated but was only basic (usage of numbers for dialing). We found this to be an interesting insight and tried to mold our phones according to the needs of the new customer. Our designs highlighted the numeric keypad more than the others for better usability of basic dialing features, while retaining the aesthetic appeal of a business QWERTY phone.
The Design Process helped us to identify and understand the new requirement of our Indian customers and design our products accordingly.
Various Iteration and Designs were created and taken to the customers for their evaluation and feedback.
The final concept had a monolithic screen design which merged with the navigation buttons. The USP of the design was the new keypad which highlighted the number keys more prominently so that it does not hamper the usability pattern of the bar phone users. However, it retained the premium looks and connotations associated with a QWERTY phone. Easy, Elegant and Enjoyable !