Seren helped Nokia to improve the Series 40 user interface within the entry environment of financially constrained customers.  Seren’s key findings informed the UE team design decisions and Marketing team planning. These findings relating to core phone functions such as calling, contacts, texting and the information architecture.  Seren approached the research with 3 stages of participant involvement across Kenya, China, and Thailand to understand usage habits, problems and specific preferences.  We clearly differentiated universal and cultural findings.