Mobile usability studies - exploring mobile user experiences for global brands - UserZoom

October 8 – 11 2013, London

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The original, premier event for the Mobile Marketing Research Industry

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9th October 2013

The World Leading Software Solution for User Experience & Usability Testing

Monday, 7 October 2013

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Some Clients


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Mobile Research Methods

Qualitative:• One on one Usability Testing• Focus Groups

Quantitative:• Mobile Surveys• Exit Surveys on Mobile Apps• Task-based Remote Unmoderated Testing


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What can you Research with UserZoom?

Wireframes & PrototypesLive Websites

Tablet Apps and Websites Mobile Apps & Websites


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Task-based Mobile Usability Testing

• Remote Unmoderated

• Live mobile websites & Prototypes

• Email Invitations to Participate

• Install a UserZoom Native App (no additional code required)

• Android & iOS

• Collect Success/Efficiency Ratios/Survey data & behavioural data

• Video Session Replay on mobile / tablet web including gesture capture


!UserZoom App Installation


! Task-based Mobile Usability Testing

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UserZoom Platform: Data Collection

The critical data collected will answer questions such as: • What percentages accomplish their goals? • What issues do they encounter? • Why do they abandon? • Do they find the site easy to use? • What do they want to accomplish on the site?

• How and why do they use the site? • Where do users click when they are trying to meet a goal?


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UserZoom Platform: Data Collection

Using a scenario-based methodology, our cutting-edge technology is capable of gathering both qualitative and quantitative data, such as:

• Effectiveness / Efficiency ratios (time and clicks)• Visual clickstream paths / Click mapping (clicks per page)• Users' suggestions & feedback (per task)• Satisfaction & perception indicators• Session video replay (per task)


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UserZoom Platform: Capturing Behaviour

Go beyond traffic data:

• Path and click analysis reporting• Filter behaviour based on intent / satisfaction / profile• Export internal search keywords• Dive into user’s specific pain points


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UserZoom Platform: Session Replay

UserZoom now changes the status quo by giving you the ability to combine both qualitative and quantitative results.

With UZ Session Replay It allows you to record video of each user interacting with your website collecting all gestures / mouse movements, clicks and search entries.

• Filter videos by task, questionnaire answers or success/fail per task• Bookmark important events or actions• Create highlight clips for your reports• Record particular URLs or block particular URLs from recording (https for example)• Share the videos with others


!Uses Cases

1. B2B Multichannel International Retailer• Native App VoC

2.Twitter• Mobile Web VoC

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§ Users have high expectations.

§ Less UI standards, more UI variety and

challenges

§ You are not alone (probably). Changing

is easy.

§ Your app is part of a bigger picture.

§ Your app will be rated by users.

Why your app must be awesome?


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§ Users have high expectations.

§ Less UI standards, more UI variety and

challenges

§ You are not alone (probably). Changing

is easy.

§ Your app is part of a bigger picture.

§ Your app will be rated by users.

Useful

Usable

Beautiful

Why your app must be awesome?


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Useful, usable, beautiful?§ Useful – meeting the users’ needs

§ Usable – making sure users can do

what they need to do, with adequate

effort, in the real world

§ Beautiful – like!

Useful, usable, beautiful?


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§ B2B Online-Shop for food and catering/restaurant hardware (multichannel)

§ New app for shopping and information§ Pre-launch study with beta-version of the app and UserZoom Mobile

VoC§ App performance§ User profiles and feedback§ Needs and business relevance

§ 800+ participants over 4 weeks across Italy• +8% Click trough rate• +70% Conversion rate

Case study


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§ B2B Online-Shop for food and catering/restaurant hardware (multichannel)

§ New app for shopping and information§ Pre-launch study with beta-version of the app and UserZoom Mobile

VoC§ App performance§ User profiles and feedback§ Needs and business relevance

§ 800+ participants over 4 weeks across Italy• +8% Click trough rate• +70% Conversion rate ?

Case study


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Goals

• Who are my users?

• What they come to do?

• Why they use the mobile App?

Exit Survey on App

Use Case: B2B Multichannel International Retailer - Native app Research


!Use Case: B2B Multichannel International Retailer - Native app Research


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§ Are content & information useful?

§ Is the app usable?

§ Is it regarded as beautiful?

§ Any technical issues?

§ Will it help our business success?

Exit survey


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§ Main use case: search for information about products and prices,

then buy offline (80%)

àInclude store finder, special (offline) deals and offline prices

§ Buying intentions: 40%

100 visitors

50%40

Potential buyers

20%20 buyers

20 buyers à Actual conversion rate

Answers - usage


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The app is easy to use (completely agreed:

46%)

The app is useful (45%)

The overall experience was great (33%)

The app looks beautiful (29%)

“Nice.” “A must have app!”

Answers - feedback


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§ Almost ¼ of all users had trouble finding or understanding information

§ “Could not find what I was looking for…”

§ “Did not understand the information”

§ “Content was not what I expected”

§ “Confusing structure”

àImprove content, structure and find ability

Answers - content


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§ 90% Users = business owners

§ 85% Use B2B apps for work regularly

§ 38% Home & family

§ 36% Small company

§ 28% Restaurants, hotels

§ 8% Small retailers

àOptimize content

àInclude features for tech-savvy people

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Answers - users


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§ Why do users abandon?

§ How severe are UX challenges?

§ Where do we start to improve?

§ How do we compare to industry standards (NPS)

§ Are we improving over time?

§ …

Digging deeper with VoC


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§ If we know§ Our users, their needs and intentions

§ How our app is being used

§ Our real conversion rate

§ Our app’s usability challenges

§ Then we can manage and improve

§ Conversion rate

§ Customer satisfaction & retention

§ Shopping cart size

§ Launch the alpha version J

Conclusion


!Uses Cases

1. Metro Cash & Carry• Native App VoC

2.Twitter• Mobile Web VoC

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!Use Case: Twitter Mobile Web

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Goals

• Referrals

• Intent

• A/B/C Testing

Twitter Mobile Web VoC

Site Intercept + Survey


! Twitter Mobile Web VoC


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Results

• +5,000 completes in 1 day• +20,000 completes /week

• +8% Click-trough rate

• +60% Conversion rate

Twitter Mobile Web VoC


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Contact Details

Arthur MoanUK Managing Director[Email] [email protected][Mobile] +44 7900 472 920[Skype] arthurmoan


WWW.MRMW.NET

TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS

WORKSHOP SPONSORS SILVER SPONSORS

PREMIERE SPONSOR

APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR

WWW.MRMW.NET

MEDIA & ASSOCIATION PARTNERS

October 8 – 11 2013, London

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry

Mobile usability studies - exploring mobile user experiences for global brands - UserZoom

Business

Transcript of Mobile usability studies - exploring mobile user experiences for global brands - UserZoom