{"id":1690,"date":"2012-12-18T06:57:47","date_gmt":"2012-12-18T14:57:47","guid":{"rendered":"http:\/\/blog.mozilla.org\/ux\/?p=1690"},"modified":"2016-02-19T14:41:36","modified_gmt":"2016-02-19T06:41:36","slug":"capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors","status":"publish","type":"post","link":"https:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/","title":{"rendered":"Capturing the Climb: How FirefoxOS Supports Emerging Market Mobile Behaviors"},"content":{"rendered":"<p>Written with Diane Loviglio.<\/p>\n<p>This is the last in the 5-part series on the field research in Brazil.\u00a0 Read the <a href=\"https:\/\/blog.mozilla.org\/ux\/2012\/10\/brazil-calling-behind-the-scenes-of-research-analysis\/\">introductory post<\/a>, the post about <a href=\"https:\/\/blog.mozilla.org\/ux\/2012\/10\/middle-class-money-strategies-in-brazil\/\">money strategies in Brazil<\/a>, the post on <a href=\"https:\/\/blog.mozilla.org\/ux\/2012\/10\/where-people-get-their-mobile-phones\/\">where people get their phones<\/a> and the post on phone usage.<\/p>\n<p><a href=\"http:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/1-4\/\" rel=\"attachment wp-att-1703\"><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-1703 aligncenter\" title=\"1\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/19.png\" alt=\"\" width=\"590\" height=\"445\" \/><\/a><\/p>\n<p>We went to Brazil to study how the middle class thinks about and uses phones so we could design the best user experience for V1 and plan for V2.\u00a0 We came back with much more. We identified four motivators that shape how middle classes in emerging markets think about themselves and plan for their futures.\u00a0 This report explores how Firefox OS can support these motivators to bring about a shift in mobile behaviors for emerging markets.<\/p>\n<p style=\"text-align: left;\"><img decoding=\"async\" loading=\"lazy\" class=\" wp-image-1704 aligncenter\" title=\"2\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/23.png\" alt=\"\" width=\"585\" height=\"440\" \/><\/p>\n<div><a href=\"http:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/3-4\/\" rel=\"attachment wp-att-1705\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter  wp-image-1705\" title=\"3\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/32.png\" alt=\"\" width=\"584\" height=\"439\" \/><\/a>With a shifting focus comes a redefinition of behaviors. Those behaviors fall into three categories:<\/p>\n<div>\n<ul>\n<li><strong>Core<\/strong> existing behaviors heavily engrained into daily actions<\/li>\n<li><strong>New<\/strong> behaviors people are open to adopting if it moves them towards their goals<\/li>\n<li><strong>Aspire<\/strong> long-term goals people want to achieve<\/li>\n<\/ul>\n<\/div>\n<p><a href=\"http:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/4-4\/\" rel=\"attachment wp-att-1706\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter  wp-image-1706\" title=\"4\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/42.png\" alt=\"\" width=\"586\" height=\"445\" \/><\/a>Enrique uses his aunt&#8217;s credit card to make purchases for his home, whcih is a good example of a core behavior.\u00a0 He says, &#8220;after having paid my fan and my sofa off, I set out to dip into some savings. I talked to my aunt, and with most things I buy, I use my aunt\u2019s credit card. I gave her a down payment and then I financed the rest on the card. Most of my things were bought with her credit card because her credit limit is higher.\u201d<\/p>\n<p><a href=\"http:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/5-4\/\" rel=\"attachment wp-att-1707\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter  wp-image-1707\" title=\"5\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/52.png\" alt=\"\" width=\"577\" height=\"435\" \/><\/a>Rosa is a good example of a new behavior.\u00a0 She bought health insurance for her kids, she says says it&#8217;s &#8220;&#8230;expensive, but I\u2019m not willing to give it up in order to get something for the house.\u201d\u00a0 She wants to make sure they are taken care of when she is not around anymore.<\/p>\n<p><a href=\"http:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/6-4\/\" rel=\"attachment wp-att-1708\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter  wp-image-1708\" title=\"6\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/62.png\" alt=\"\" width=\"577\" height=\"438\" \/><\/a>Hector says, &#8220;Even though I\u2019m building a house now, I still dream of a high rise apartment for my family. It would be through small steps, you know. One step at a time. I will save some money and sell some stuff, but one day I believe I\u2019ll get there. Maybe 20 or 30 years from now, I don\u2019t know. I will work hard a lot and sweat to get there.&#8221;\u00a0 This is very much an aspire behavior; he&#8217;s planning on achieving long term goals during his life time.<\/p>\n<p><a href=\"http:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/7-3\/\" rel=\"attachment wp-att-1710\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter  wp-image-1710\" title=\"7\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/71.png\" alt=\"\" width=\"580\" height=\"444\" \/><\/a>The process by which emerging markets are modifying old behaviors and adopting new ones in response to socio-economic movement is what we&#8217;re calling <strong>the climb<\/strong>.<\/p>\n<p><a href=\"http:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/hierarchy-001\/\" rel=\"attachment wp-att-1995\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-1995\" title=\"hierarchy.001\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/12\/hierarchy.001.jpg\" alt=\"\" width=\"1024\" height=\"768\" srcset=\"https:\/\/blog.mozilla.org\/ux\/files\/2012\/12\/hierarchy.001.jpg 1024w, https:\/\/blog.mozilla.org\/ux\/files\/2012\/12\/hierarchy.001-252x189.jpg 252w, https:\/\/blog.mozilla.org\/ux\/files\/2012\/12\/hierarchy.001-600x450.jpg 600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p>Mobile users in emerging markets are becoming more sophisticated and we need to support those needs.\u00a0 Today the common mobile behaviors are calling and texting for basic communication and listening to the radio and their MP3 players; watching TV and videos; and playing games.\u00a0 But the real opportunity is in the download and share parts of the hierarchy of needs.<\/p>\n<p><a href=\"http:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/9-3\/\" rel=\"attachment wp-att-1711\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter  wp-image-1711\" title=\"9\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/91.png\" alt=\"\" width=\"584\" height=\"412\" \/><\/a>We need to understand how to best support existing (core) behaviors, help create new behaviors in the shift phase, and provide the desired future behaviors.\u00a0 We can do this by designing with the four motivators in mind.<\/p>\n<p><a href=\"http:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/10-3\/\" rel=\"attachment wp-att-1712\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter  wp-image-1712\" title=\"10\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/101.png\" alt=\"\" width=\"587\" height=\"426\" \/><\/a>The four emerging market motivators are<\/p>\n<ul>\n<li>Provide a better life for my children<\/li>\n<li>Gain independence<\/li>\n<li>Leave or extend a legacy<\/li>\n<li>Moving up the socio-economic ladder<\/li>\n<\/ul>\n<p><a href=\"http:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/screen-shot-2012-10-29-at-11-35-54-am\/\" rel=\"attachment wp-att-1797\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter  wp-image-1797\" title=\"Screen Shot 2012-10-29 at 11.35.54 AM\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/Screen-Shot-2012-10-29-at-11.35.54-AM.png\" alt=\"\" width=\"588\" height=\"446\" \/><\/a><strong>Provide a better life for my children<\/strong><br \/>\nParents have money and time to provide \u201cextras,\u201d and they are making sure their children have leisure time &#8211; two things that may not have been plentiful in their childhoods. Parents are also focusing on their children\u2019s futures by planning for unforeseen situations. Planning ahead is a new behavior for this group.<\/p>\n<p><strong>Gain Independence<br \/>\n<\/strong>People define independence differently, but there are a few consistent themes:<\/p>\n<ul>\n<li>Cars\/Motorbikes = freedom from public transit<\/li>\n<li>Internet at home = ability to get online whenever you want and stay on as long as you want<\/li>\n<li>Cable\/Dish = wide range of news and entertainment from around the world<\/li>\n<\/ul>\n<p><a href=\"http:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/13-2\/\" rel=\"attachment wp-att-1714\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter  wp-image-1714\" title=\"13\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/131.png\" alt=\"\" width=\"606\" height=\"456\" \/><\/a><\/p>\n<p><strong>Leave or extend a legacy<\/strong><br \/>\nAdult children are using extra money and actively planning large purchases, to fulfill parents\u2019 dreams such as owning a specific refrigerator. Adult children want to extend their parents\u2019 legacies as well as create their own for their children.<\/p>\n<p><a href=\"http:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/15-2\/\" rel=\"attachment wp-att-1716\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-1716\" title=\"15\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/151.png\" alt=\"\" width=\"652\" height=\"488\" srcset=\"https:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/151.png 652w, https:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/151-252x188.png 252w, https:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/151-600x449.png 600w\" sizes=\"(max-width: 652px) 100vw, 652px\" \/><\/a><br \/>\n<strong>Move up the socio-economic ladder<\/strong><br \/>\nPeople have a huge sense of pride for all they\u2019ve accomplished, and are extremely positive about their futures. They expect to \u201cwork hard and sweat\u201d to achieve their dreams, but believe it will happen in their lifetimes. People are realistic, however. They know it will take time to accomplish their goals.<\/p>\n<p><a href=\"http:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/17-2\/\" rel=\"attachment wp-att-1752\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-1752\" title=\"17\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/171.png\" alt=\"\" width=\"653\" height=\"469\" srcset=\"https:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/171.png 653w, https:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/171-252x180.png 252w, https:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/171-600x430.png 600w\" sizes=\"(max-width: 653px) 100vw, 653px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/19-2\/\" rel=\"attachment wp-att-1755\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-1755\" title=\"19\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/191.png\" alt=\"\" width=\"653\" height=\"490\" srcset=\"https:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/191.png 653w, https:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/191-252x189.png 252w, https:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/191-600x450.png 600w\" sizes=\"(max-width: 653px) 100vw, 653px\" \/><\/a>So what does this all mean?<\/p>\n<p>In order to ensure our relevancy across the entire &#8220;climb&#8221; process because we are supporting all types of behaviors whether core or aspirational, we need to develop and design with the motivators in mind.<\/p>\n<p><a href=\"http:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/20-3\/\" rel=\"attachment wp-att-1756\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-1756\" title=\"20\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/20.png\" alt=\"\" width=\"643\" height=\"466\" srcset=\"https:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/20.png 643w, https:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/20-252x182.png 252w, https:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/20-600x434.png 600w\" sizes=\"(max-width: 643px) 100vw, 643px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/attachment\/23\/\" rel=\"attachment wp-att-1754\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-1754\" title=\"23\" src=\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/231.png\" alt=\"\" width=\"607\" height=\"322\" srcset=\"https:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/231.png 607w, https:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/231-252x133.png 252w, https:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/231-600x318.png 600w\" sizes=\"(max-width: 607px) 100vw, 607px\" \/><\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Written with Diane Loviglio. This is the last in the 5-part series on the field research in Brazil.\u00a0 Read the introductory post, the post about money strategies in Brazil, the &hellip; <a class=\"go\" href=\"https:\/\/blog.mozilla.org\/ux\/2012\/12\/capturing-the-climb-how-firefoxos-supports-emerging-market-mobile-behaviors\/\">Read more<\/a><\/p>\n","protected":false},"author":423,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24660,9594],"tags":[378],"coauthors":[],"_links":{"self":[{"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/posts\/1690"}],"collection":[{"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/comments?post=1690"}],"version-history":[{"count":0,"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/posts\/1690\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/media?parent=1690"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/categories?post=1690"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/tags?post=1690"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/coauthors?post=1690"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}