This paper presents the results of an exploratory study designed to evaluate Deja, a new mobile application that combined communication and social networking functions. The underlying question of this study is sought to understand how young users, accustomed to using this app, to communicate with friends and conduct other social networking activities. The app was empirically tested by a group of selected participants in Singapore. Multiple ways to collect consumer data were conducted including think aloud, observation, usability tasks, customer satisfaction survey as well as customer behavioral survey. An analysis of the problems experienced by the users was discussed. The results also provided the basis to suggest specific improvements to the application. Beyond the enhancement of the user experience design, the results of this study have significant theoretical and practical implications for enterprise to study young user behavior toward new mobile applications, especially communication and social networking applications.
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