What is Interaction Design (ID)

ID has a firm foundation in the theory, practice, and methodology of traditional user interface design, its focus is on defining the complex dialogues that occur between people and interactive devices (Preece, Rogers, & Sharp, 2002) such as computers, mobile communications devices and portable digital assistants. ID can also be considered as the design of the behaviour of, and determination of goals for, artefacts, systems, and environments (Palino, 2004). ID does not simply aim at providing the end users with a positive usage experience achieved through traditional industrial design. Rather, it goes beyond that, providing people with positive experiences both from a technological and non-technological perspective (Danzico, 2006). In the context of mobile marketing, ID serves not only as an approach for user-centered design practice but also as a solution to help overcome the limitations of the marketing research perspective. Applying ID know-how that aims to facilitate technology interventions in social contexts seems to be a stronger approach than treating mobile technology as just a different type of marketing channel (Lee & Muhlberger, 2007). In other words, ID serves as a methodological space where informed research methods enhance a framework to provide interesting and valuable results for a mobile marketing context. The ID approach is applied with the use of a framework known as the Locales Framework (LF). This framework enables an holistic overview of what mobile marketing means and the solution offered by ID is enhanced due to the populated mobile marketing research methods which overcome the individual limits of a single mobile marketing research method.

Framework for Mobile Marketing: The Locales Framework

Dennis Lee (American University in Dubai, UAE), Ralf Muhlberger (The University of Queensland, Australia), and Mark Brown (The University of Queensland, Australia)