mok to accompanied the music user enquiry through all phases.

Challenge Vodafone was keen on identifying patterns in music usage that might turn into a business. For this reason a user research project was set up aiming at 'hot' insights.

Approach First we conducted a profound intelligence gathering to cumulate the existing knowledge about music usage from outside and inside the company. Then a series of interviews in citites across germany and the UK added a more straight level of input to the research. Another stream of investigations shed light on music-related activities like 'playlistism', sharing, downloading or podcasting. This desk research and media scanning provided a supplementary level of evidence. The insights were merged to a framework of barriers and needs through a series of five workshops. The findings were prioritized according to business strategies. So the main use cases became apparent. They were then developed into concepts to be tested with users. During four participatory design sessions in germany and the UK we received valuable judgements and input from target groups. Some concepts were accordingly elaborated and retested.

Result The integrative and profound approach to music build a solid knowledge base to turn to also from other projects. The user centred design process kept us on track and gave life to promising concepts. These concepts can now be developed into full breed service concepts. The ethnographic approach to integrate users was source for inspiration and delivered reasonable arguments.