User Research and Design Strategy for Mobile Advertising

User research and design strategy – understanding mobile advertising messages

To provide a detailed understanding of users’ interaction with adverts received on mobile devices, barriers to use, message relevancy and tone of voice used.


Alison Black is a leading user centred design researcher & strategist (and now Professor of User-Centred Design at University of Reading).

Working as a sub-contractor for Alison Black Research & Consulting we carried out user research including in home interviews, mini group interviews, observation of people interacting with mobile devices and managed a diary study.

We identified key patterns and themes related to user behaviour, mapped problem areas, developed segmentation models, created user profiles and identified and assessed different advertising message for relevancy and frequency. The research informed the design of future adverts, in particular how to increase their impact.

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