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The user

Taptu is a direct-to-consumer service and is effectively available to any user of the mobile internet. However we focussed our design around the needs of four user segments: (i) an “iPod Generation” user at university or first jobber. Time poor money rich. (ii) a “Careerist Power User” a Generation X’er who grew up with the desktop internet and is into technology gadgets. Time poor money rich (iii) an “Unwired Social” user semi-skilled blue collar or clerical worker or simply unwired in developing world – key characteristic is lack of PC access (iv) a user in the “Digerati” category he or she is looking for the next big thing - Bloggers Tech junkies media people

The experience

Taptu is a new direct-to-consumer mobile search engine service.
The service has been designed and engineered specifically for a mobile phone – providing search that is relevant and optimised for a mobile device.
A key objective is to create a simple mobile search service for consumers – user experience is core to the company strategy.
The service is browser-based and designed to work on all handsets available today.
The service has features including the display of ‘content summaries’ for search results and a sharing feature that enables users to share content they find with friends.