Samsung
As Samsung continued to build their strategy for launching their digital assistant Bixby in the U.S., they knew the kids audience would be an important one for them to create experiences for. Although they had a good understanding of children’s technology behaviors in South Korea, they wanted insight on the U.S. market and how children were engaging with voice assistants.
To develop a strong sense of the kids market for digital assistant experiences, RAIN conducted primary and secondary research to understand popular experiences, engagement behaviors and design conventions. First, we reviewed existing research studies and collated our findings by age group to build out audience segments and insights. Then, we audited existing voice assistant experiences from Amazon Alexa and Google Assistant geared toward our target to define core mechanics and engagement tools. Finally, we executed user testing against several existing U.S. experiences with kids and their parents to learn how they approached and interacted through voice.
This research led us to deliver a clear view of how to engage the kids audience in the U.S. and helped us define specific interaction models that Samsung could look to take influence from and design against.
Results
Developed set of design guidelines to inform internal Samsung development team on best practices for creating children’s experiences on Bixby.
Research findings received positive reception from executive team and influenced investment in the platform.
