[ Webinar] The Next Step in Mobile Research

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The #1 Customer and User Experience Research and Analytics Platform

Mobile Research

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Arthur heads up our UK operation

with a

9 years experience in User and

Customer

Experience across all digital

channels,

user interfaces and Mobile

technology.

He has worked with the largest and

most

successful global online brands

delivering innovative and market

leading

solutions.

Our Speaker

Arthur MoanUK Managing Director,

UserZoom Ltd

Webinar: Mobile Research & Mobile Buying Behaviour

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Quick Housekeeping • Chat box is available, if you have any questions

• Or tweet your question using #uzwebinar

• There will be time for Q&A at the end of the webinar

• We will be recording the webinar for future viewing

• All attendees will receive a copy of the

slides/recording


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• About UserZoom

• Introduction to Mobile Usability

• Mobile Research: Methods & Tools

• In-Lab Testing

• Task-based Mobile Usability Testing

• Voice of the Customer Studies

• Use Cases: Mobile Buying Behaviour

• Benchmark Study: Mobile Booking Behaviour

Webinar Agenda


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The # 1 Customer and User Experience Research and Analytics SaaS.

With UserZoom you can engage with your customers, increase conversion rates and improve

your customers’ experience.

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• Leading SaaS company specialising in Customer and Online User Experience Research & Analytics

• In business for 10 years, offices in Sunnyvale (CA), Cheshire & London (UK), Munich (DE) and Barcelona (Spain)

• > 70 employees

• We have clients in 20 countries and across all major industries

• 90% of brands renew their license each year

About UserZoom

About UserZoom

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• All in one tool for Customer Experience Management

• Quantitative and qualitative information

• Business and KPI focused approach

• Cost effective

• Ideal for agile methodologies and strategic measurement

• Empower our clients to conduct scalable and repeatable research in-house

• Dedicated technical and research support as and when required

Key benefits:

About UserZoom

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Highlighted clients:

About UserZoom

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Webinar


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About Mobile Usability

• People are becoming increasingly comfortable

with making online transactions through their mobile devices.

• Understanding the statistics and results found when

conducting

mobile usability testing could give organisations a huge

advantage

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Introduction to Mobile Usability

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About Mobile Usability

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About Mobile UsabilityMobile-Optimised Sites should:

• Display a search bar for content-heavy sites

• Be accessible for all devices

• Have content and images designed for small screens

• Retain brand identity

• Ensure the mobile site is designed to enhance the ability to

complete purchase-related tasks, this will help improve users level

of engagement


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How can you research CX on mobile devices

• Field Studies

• Ethnographic Studies

• Usability Lab

• Remote Mobile Usability

Testing

• Mobile Voice of the

Customer

UsageUser SettingsNecessities

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CONTEXT

Mobile Research: Methods & Tools

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How can you research CX on mobile devices

• Field Studies

• Ethnographic Studies

• Usability Lab

• Remote Mobile Usability Testing

• Mobile VoC

Qualitative Quantitative Real context of use

Mobile Research: Methods & Tools

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In-Lab Testing: How it works

Users perform tasks while

they

are being observed by a

Researcher, camera mounted

on

phone to record interaction.

Mobile Research: Methods & Tools – In-Lab Testing

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In-Lab Testing: Advantages

1. Close to the customer:

Receive qualitative mobile

user data

2. Generate ideas: Obtain

qualitative user feedback

to improve prototypes and

products


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In-Lab Testing: Disadvantages

1. Small sample size

2. Test are not conducted in

real user contexts

3. Only qualitative results

4. Difficult to predetermine

the tasks due to the range

of mobile user settings


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In-Lab Testing: Conclusion

Not the most suitable research technique for mobile research


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Mobile Remote Usability Testing:

Enables companies to:

• listen to the voice of their mobile

customers,

• conduct usability testing and UX

research on both phones and tablets (iOS and

Android).

Only solution on the market that allows

collecting

quantitative and qualitative data in the same

study.

Mobile Research: Methods & Tools – Mobile Research

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Mobile Usability Testing: How it works

Users perform tasks on a

mobile

website. Their browser

interaction,

mouse movements,

comments,

and facial expressions are

caputred.

Mobile Research: Methods & Tools – Tasked-Based Mobile Research

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• 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

• Picture in Picture technology: Watch and listen your users.


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Mobile Usability Testing: Advantages

1. Real user context

2. Large user samples

3. Combine quantitative &

qualitative data


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Hundreds of users agree to participate

in a study

In their natural context

From geographically spread locations

Users try to complete tasks (or goals) + answer questions

No human moderation needed

Our browser bar connects users with our secure servers


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Mobile Usability Testing: Disadvantages

1. Less in-depth follow-up

questions related to a

certain behaviour

2. Qualitative data not as

profound as in-lab, in-

person test with

moderators


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• 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?

The critical data collected will answer questions such as:


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Watch and listen your users with our Picture in Picture

Technology.

Using a scenario-based methodology, UserZoom is capable of

gathering both qualitative and quantitative data, such as:

Users' suggestions & feedback (per task)

Session video replay (per task)

Satisfaction & perception

indicators

Effectiveness / Efficiency ratios (time and clicks)

Visual clickstream paths )


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Mobile Usability Testing: Conclusion

Great research technique for mobile

research


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Mobile Voice of the Customer

Intercept users after their

browsing experience

+ Real user context, provides

clear insight into problems

users

encounter (content,

navigation,

etc.), large samples

- No information

related to usability

Mobile Usability Research Methods – Voice of the Customer

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Voice of Customer – Mobile Apps

Initial Questionnaire

(on App) Exit Alert

(after closing App)Exit Survey

(on browser)

Exit Alert

(after closing App)

Exit Survey

(on browser)

Option 1 Initial Questionnaire

(Navigation)

Exit Alert

Exit Survey

Option 2 (Navigation)

Exit Alert

Exit Survey

How It works:

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What you get...

Clickstream path

Feedback and satisfaction

from users

Video Session replay

Voice of Customer – Mobile Apps

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Information you obtain:

Determine if it is necessary to test in a real user context:

• User Context• Motivation of Use

• How users behave and

why

• Tasks they perform

• How many perform a

certain action

• What actions/information

is missing

• What actions work

well/do not work

• How users rate their

mobile experience

Mobile Usability Research Methods – Voice of the Customer

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Use Cases1. Mobile Usability Testing• Multi-Device usage: Mobile vs. Tablet

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Mobile vs. Tabet

International Benchmark StudyOnline Booking Behaviour: comparing holiday websites

Use Case #1: Mobile vs. Tablet

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About the Mobile Usability Study

Overview


Results

• Per task, per device, and per country including

user comments

• NPS per brand

Set-up

• Task-based online remote test

• 360 users, frequent online leisure travel shoppers

• 3 countries: UK, Germany, Spain

• 9 brands (3 per country)

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How did we conduct the study?


Results we obtain with Mobile Remote Usability Testing

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Tasks


• Participants were given the name of the city, of the area, travel dates

• Validated by: Questiono What´s the name of the hotel?o How much is the parking space?

• Participants were given the name of the shipping company, the route, travel dates

• Validated by: Questiono What´s the name of the ship?o What´s the name of the YC1

Deluxe Suite?

Task 1

Look for a

4-star hotel for a

weekend city break

Task 2

Search for a

7-day Mediterranean

cruise

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Brands tested


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How did we conduct the study? – Results Task 1

Look for a

4-star hotel for a

weekend city break

Search for a

7-day Mediterranean

cruise


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Look for a 4-star hotel – Effectiveness (Success)

Search for a

7-day Mediterranean

cruise

Success

Non-Success

Success

Non-Success


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Example Video Virgin Holidays


Virgin Holidays performed the best on both devices, however did better on mobile than

tablet:

Session Replay

TABLET user unsuccessful in

booking a 4-star hotel in New

York:

”There should be

more filter options

to find what you

want.”

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Success

Non-Success

Success

Non-Success



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Success

Non-Success

Success

Non-Success



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Why were users unable to complete the task of finding a hotel on their tablet or mobile?

• Browsing difficulties – could not find the information• Lack of filters, e.g. filter by area• Search function – not desired/expected results • Price calculation – final price not visible• Not mobile optimised


Look for a 4-star hotel – Mobile vs. Tablet

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What did you think about the pictures of the hotel?*

*Question asked in study

Appealing pictures are important when choosing one hotel over an other:

1. Pictures are either not appealing or do not contain sufficient information.

2. Photos often don´t reflect the atmosphere of the hotel.

3. They are too general and don´t reflect the real size of a room.

4. Missing pictures of all room types as well as of bathrooms and exterior views.

What do users want to see before booking a hotel?


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What did you think about the information and description of the hotel and its services*

*Question asked in study

Users value information

about services near the

hotel, transport from the

airport, activities to do in the

city, videos, and maps.

1. Users need more detailed information related to the hotel services.

2. People want to know how much the hotel charges for additional services such as parking and Internet access.

3. Booking sites should show the total price for the booking for the days selected in addition to the price

per night.

4. Providers should indicate the total price from the start.

5. Websites should provide information regarding interesting sights in the area and public transport.


What do users want to know before booking a hotel?

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Look for a

4-star hotel for a

weekend city break

Search for a

7-day Mediterranean

cruise

How did we conduct the study? – Results Task 2


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Success

Non-Success

Success

Non-Success


Search for a cruise – Success in achieving task

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Tablet Mobile

• Hotels and Flights visible on the main menu

• Cruises hidden within another icon

• No option for cruises at all in the menu on mobile

• Users forced to search

Search for a cruise – Example Ebookers


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Example Video Ebookers


TABLET user successful in finding the access

to book a cruise:

MOBILE user unsuccessful in finding

the access to cruises:

Session Replay

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Virgin Holidays (Mobile) Travel Supermarket (Mobile)


Search for a cruise – Examples

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Success

Non-Success

Success

Non-Success



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Success

Non-Success

Success

Non-Success



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Why were users unable to complete the task of looking for a cruise on their tablet or

mobile?

• Navigation problems – hidden menus• Lack of information – e.g. about route• Search function – not desired results

• Not mobile optimised• Information is not always visible/accessible – hidden menus


Search for a cruise – Mobile vs. Tablet

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Main issue encountered when searching for cruises on a website:

1. Access to cruises is on a hidden menu and not on main

menu e.g. next to hotels and flights

2. Cruise icon hard to identify on menu tab


How accessible is the information users are looking for?

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Would users book a trip on their mobile device?*

*Questions asked depending on task and device: Would you book a hotel/cruise on your mobile/tablet?

• More than half of the 360 participants say they would book a hotel or cruise straight away, if the website offers the trip they are looking for. • Only some prefer to complete the booking on their PC.

• Compared to tablet users, more mobile shoppers prefer to complete the booking on their desktop instead of booking on their mobile.


The moment of Truth: Mobile Booking Decision

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Why do mobile users decide not to book a trip?*

*Questions asked depending on task and device: Why wouldn´t you book a hotel/cruise on your mobile/tablet?

• Inconvenient to browse, write, and search for information.

• Security issues: users perceive mobile devices to be less secure than a computer.

3 main reasons which apply to both devices in all 3 countries:

• Not able to save or print the booking directly.


Online Booking Barriers on Mobile Devices

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On which mobile device would users book a trip?*

*Questions asked depending on task and device: Would you book a hotel/cruise on your mobile/tablet?

• Users would rather book a cruise on their mobile device than a hotel.

• This mobile booking behaviour may be related to the fact that a cruise is perceived as a closed package whereas a hotel reservation requires a more active search.


Online Booking Barriers depending on Mobile Device

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NPS (Net Promoter Score) per brand*

*NPS is a metric for measuring user satisfaction. It is calculated as the difference between brand promoters and brand detractors.


Which brand is rated best by mobile users?

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NPS (Net Promoter Score) per brand*

*NPS is a metric for measuring user satisfaction. It is calculated as the difference between brand promoters and brand detractors.


Which brand is rated best by tablet users?

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Q&AAny question?

Usability Studies & eBooks:http://www.userzoom.co.uk/userzoom-usability-studies/

Contact us

Arthur MoanUK Managing Director

[email protected]: +44 7900 472920

www.linkedin.com/company/userzoom@UserZoom_ukFollow us

[ Webinar] The Next Step in Mobile Research

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