Extending the engineering trade-off analysis by integrating user preferences in conjoint analysis

The ongoing technical improvements in architecture design with improved features of mobile or smartphones do not automatically guarantee user acceptance, because technical and commercial aspects primarily drive the development of mobile communication systems and devices. Especially in early stages of technology development, user preferences and values are not adequately considered, which might even have a negative impact on acceptance issues. The aim of this study was the implementation of a quantified understanding of user needs in terms of values into the system design process of cell-phone processors. Moreover, we aimed for an extension of the engineering’s trade-off analysis by using conjoint analysis in order to investigate trade-offs between specific device characteristics. Finally, our aim was the evaluation of empirically based user-oriented research methods.Results of the first study revealed that battery life, speech quality, signal quality and data-transmission rate are the most important device characteristics. Results from conjoint analysis indicated a clear trade-off between battery life and the three other characteristics. Moreover, this research demonstrated that technology acceptance research benefits considerably from an interdisciplinary and multi-method approach. Besides, implementing the users’ preferences into early stages of the product development process offers several advantages concerning effectiveness as well as economic aspects of development.

► Implementation of user requirements into the development of cell-phone processors.
► Results present clear trade-offs in the decision making of users.
► Reflecting user diversity in the evaluation of mobile phone features.