On Development of a SIM-Based Prototype for Enhancing the Usability of Mobile Value-Added Services

The advent of Mobile Value-Added Services (VAS) has witnessed widespread adoption in developing regions, notably within East Africa. This surge is attributed to advancements in information and communication technology, 3G/4G proliferation, growth of mobile internet accessibility, and rising smartphone penetration. Despite this progress, a significant segment of the population continues to rely on basic phones. Studies have shown that the text-based applications used on these types of mobile phones still pose significant obstacles in delivering a user-friendly VAS experience. This paper explores the potential for improving the usability of mobile value-added services on basic phones. We employed an action research approach, utilizing quantitative and qualitative data collection methods. Questionnaires gathered feedback on end-user testing, while in-depth interviews with five industry experts provided insights into potential solutions. This multi-faceted approach ensures a comprehensive understanding of user feedback and expert insights, culminating in the design of an intuitive SIM-based user interface prototype. This highly customised prototype prioritises services and functionalities simplify the user experience through improved navigability and accessibility. The effectiveness of this prototype was quantitatively analysed using descriptive statistics, focusing on ease of use, efficiency, effectiveness, and user satisfaction. With an average ease of use score of 85.8%, a geometric mean time on task of 29.43 seconds, and a user satisfaction score of 79.5%, the prototype demonstrates impressive functionality and garners acclaim for improved navigation and information discovery from users and experts. Further, comparative analysis from expert interviews reveald a more nuanced understanding of technology preferences for basic phone usability, contrary to previous studies. Building upon these demonstrably positive results, the paper concludes by advocating for user interface standardisation and recommending user-generated content for a more inclusive VAS ecosystem.