ER&L 2015:
Best UX Practices of Libraries
with Exceptionally High Mobile Usage
February 23, 2015
Megan Hurst, MLIS
Director, EBSCO SaaS Product Management
Research Workflow / EDS + EBSCOhost Platforms
Overview
• General mobile web usage trends through 2014
• 2012-2014 year-over-year analysis of aggregated mobile device
usage data of EBSCO Discovery Service (EDS)
• What strategic practices are libraries with exceptionally high mobile
device traffic* undertaking to best serve their users?
• Heuristic evaluation of mobile-friendly best practices of EDS libraries
with exceptionally high mobile device traffic relative to total traffic
* EBSCO Discovery Service mobile website usage only. Mobile app usage is excluded.
Mobile Glossary
Mobile Device – a handheld, portable computing device, with internet-connection
capabilities
Mobile App – an application that runs on a specific device which may not require an
internet connection (works offline), and is available via App Stores (e.g. Google Play
Store)
Mobile Website – a website that has been tuned for a mobile display and touch-based
navigation. An internet connection is required to access a mobile website.
Responsive Website – a website that has been “tuned” to progressively disclose and
stack user interface and content elements based on the computer or device screen size.
Hybrid App – a mobile-optimized website that is paired with app functionality ranging
from a simple “app-wrapper” allowing the site to be discovered and downloaded via app
stores, or more robust functionalities, such as offline reading.
Power
SpeedBattery life
Screen resolution
Responsiveness
Screen size
Screen type /resolution
Portability
Physical Interaction
Factors influencing mobile experience
Frequency of use
Activity/Task/PurposeHABIT
EXPERIENCETECHNOLOGY
Model: © M. Hurst + Francis H.
Open Web Trends (Global):
Computers vs. Mobile Internet Traffic, 2010-2015
Data Source: Global Stats: StatCounter GlobalStats http://gs.statcounter.com
97.06 93.9187.96
79.18
66.57 62.57
2.94 6.0910.74
16.24
27.14 30.88
1.31 4.59 6.29 6.55
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014 2015
% Desktop % Mobile Phones % Tablets
YTD
Open Web Trends (United States):
Computers vs. Mobile Internet Traffic, 2010-2015
Data Source: Global Stats: StatCounter GlobalStats http://gs.statcounter.com
95.88 92.7288.04
79.79
67.8963.49
4.12 7.289.89
13.68
23.1926.55
2.076.53 8.93 9.96
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014 2015
% Desktop % Mobile Phones % Tablets
YTD
Open Web Trends: Device Types
Source: Business Insider http://www.businessinsider.com/global-smartphone-shipments-cross-300-million-in-
the-third-quarter-as-xiaomi-catapults-into-third-place-2014-10
Technology use and gadget
ownership among all Americans 16+
Source: http://www.pewinternet.org/2014/09/10/younger-americans-reading-habits-and-technology-use/
EDS and EBSCOhost
the most widely-used library-research
platforms in the world
• Delivering 400+ collections
• To 10s of thousands of customers
• In 6 continents; ~30 languages
• 4+ million user sessions per day
• 3+ million searches per day
• Using 4,000+ devices types
Computer
EBSCO
Discovery Service
(EDS)
FULL SITE
EDS MOBILE SITE
iPad
Any other mobile device
Auto
-dete
ct d
evic
e / A
uto
-dire
ct
to
Fu
ll or M
obile
Site
“Toggle” Links lets
user switch between
Full and Mobile Sites
EDS FULL SITE
USER
visits
EDS
via any
device
EBSCO Discovery Service: Usage StatisticsAll Mobile Device Web Sessions
as a % of Total EBSCO Discovery Service Web Sessions, Jan 2012-Dec 2014
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
0.7
3%
0.7
1%
0.7
1%
0.7
3%
0.8
3%
0.9
1%
0.9
8% 1
.65
%
1.2
3%
1.1
9%
1.0
9%
1.0
5% 1.6
0%
1.5
2%
1.4
5%
1.3
5%
1.4
6%
1.6
1%
1.6
5%
1.9
3%
1.9
4%
1.7
8%
1.5
4%
1.5
2% 2.0
2%
1.9
1%
1.8
1%
1.5
3%
1.7
0%
1.5
9%
1.6
5%
1.8
8%
1.9
3%
1.8
7%
1.5
5%
1.4
9%0.6
2%
0.4
9%
0.4
8%
0.4
4%
0.5
2%
0.5
7%
0.6
8%
0.9
2%
0.9
2%
0.8
7%
0.8
5%
0.8
9%
1.4
0%
1.1
3%
1.1
0%
1.0
5%
1.1
9%
1.3
4%
1.4
1%
1.6
9%
1.7
5%
1.6
0%
1.5
8%
1.6
3%
2.1
1%
2.0
5%
2.3
5%
1.8
4%
1.9
1%
1.8
3%
1.8
8%
2.2
2%
2.4
4%
2.3
3%
2.5
3%
2.7
3%
non-iPad Mobile Usage iPad
EDS iPad mobile sessions 2012-2014
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
0.7
3%
0.7
1%
0.7
1%
0.7
3%
0.8
3%
0.9
1%
0.9
8%
1.6
5%
1.2
3%
1.1
9%
1.0
9%
1.0
5%
1.6
0%
1.5
2%
1.4
5%
1.3
5%
1.4
6%
1.6
1%
1.6
5%
1.9
3%
1.9
4%
1.7
8%
1.5
4%
1.5
2%
2.0
2%
1.9
1%
1.8
1%
1.5
3%
1.7
0%
1.5
9%
1.6
5% 1
.88%
1.9
3%
1.8
7%
1.5
5%
1.4
9%
2012
2013
2014
Year-to-Year increase of iPad Sessions as a % of Total EBSCO
Discovery Service Sessions
EDS non-iPad mobile sessions 2012-
2014
Year-to-Year increase of non-iPad sessions
as a % of Total EBSCO Discovery Service Sessions
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
0.6
2%
0.4
9%
0.4
8%
0.4
4%
0.5
2%
0.5
7%
0.6
8% 0.9
2%
0.9
2%
0.8
7%
0.8
5%
0.8
9%
1.4
0%
1.1
3%
1.1
0%
1.0
5%
1.1
9%
1.3
4%
1.4
1% 1
.69%
1.7
5%
1.6
0%
1.5
8%
1.6
3%
2.1
1%
2.0
5% 2
.35%
1.8
4%
1.9
1%
1.8
3%
1.8
8%
2.2
2% 2.4
4%
2.3
3% 2.5
3%
2.7
3%
2012
2013
2014
iPad
iPhone
Google Nexus 7
Samsung GT-I9300
Samsung GT-N7100
Apple iPod Touch
Amazon KFTT
Samsung GT-I9505
Samsung GT-P5210
Samsung SM-G900V
Samsung SCH-I545
Unknown Mobile
Samsung SM-P600
Google Nexus 5
Samsung SGH-I337
Samsung GT-I9500
Samsung SM-T310
Samsung GT-P5110
Samsung SM-G900A
Samsung SGH-M919
Amazon KFSOWI
Samsung SM-T217S
Samsung SM-N9005
Samsung SM-T210
HTC One
Samsung GT-N5110
Samsung SM-G900T
Verizon Ellipsis 7
Samsung SPH-L720
Samsung GT-I9305
Samsung GT-N8013
Samsung SM-G900F
Samsung GT-N8010
Samsung SM-T530NU
Amazon KFTHWI
Motorola XT1032
Samsung SM-T800
Samsung GT-N8000
Samsung GT-P5113
Samsung SM-N900T
Samsung SM-N900A
Samsung SM-T230NU
Samsung GT-I9195
Samsung SM-G900P
Samsung SGH-I747
Google E960
Nokia Lumia 520
Samsung SGH-I337M
Samsung SM-N900V
Samsung GT-I8190
Apple Unknown Mobile
Samsung GT-I9100
Motorola XT1080
Samsung GT-N5100
Amazon KFOT
Samsung GT-P3113
Samsung SM-P900
HTC One (M8)
Amazon KFJWI
Samsung SM-T530
Asus TF300T
Samsung GT-P5100
Google Nexus 10
Samsung GT-P3110
LG VS980
Samsung SM-N900P
Samsung SM-T110
Samsung SM-T330NU
Sony C6903
Samsung SGH-I747M
RCA RCT6103W46
LG D802
Samsung SM-T520
Samsung GT-I9190
Samsung
Samsung SM-T900
Samsung SCH-I535
Samsung SGH-I537
Samsung SM-T320
Samsung SM-N900
LG VN530
Samsung GT-I8190L
Motorola XT907
Samsung GT-N7105
Sony D6503
Samsung SM-T700
LG MS323
Sony C6603
Motorola XT1058
Samsung SM-G870A
Samsung GT-P5200
Samsung SM-P605
HTC A8181
Motorola XT1033
Samsung SM-T211
Sony D5503
Motorola XT1031
RIM PlayBook
Asus ME173X
BlackBerry Z10
LG LS980
Samsung SGH-I497
Asus TF101
Samsung GT-P3100
Samsung GT-I8190N
Samsung SCH-I605
Samsung SCH-I515
Samsung SM-N9000Q
Samsung SGH-T599
Samsung GT-I9506
Samsung SCH-R970
LG VK810
LG LGMS500
T-Mobile D415
Samsung SM-G7102
Nokia Lumia 521
Samsung SM-G900W8
Samsung GT-I9082
Samsung SM-T805
HTC HTC6525LVW
Samsung SM-P601
Motorola XT1030
Lenovo S6000
Samsung GT-P7510
Amazon KFAPWI
Samsung SM-N900W8
LG D855
Samsung SM-T230
>4,ooodistinct mobile device types
visited EBSCO Discovery Service
Q4 2014
Tesco HT7S3
Motorola XT1060
Acer A1-810
Nokia Lumia 630
LG P769
LG D801
Samsung GT-I8552
Samsung GT-S5360
Samsung GT-N7000
Nokia Lumia 625
Nokia Lumia 920
Samsung GT-S5830i
Samsung GT-P7500
Asus TF700T
LG VS985 4G
Samsung SGH-I527
HTC HTC6500LVW
Samsung SGH-T989
Samsung SM-T217A
Samsung SM-T537A
LG V410
LG E980
Samsung GT-S5830
LG D800
Zen Mobile M14
Samsung SM-G900H
Lenovo B8000-F
LG V500
Samsung GT-I8160
LG LS740
Samsung SM-P607T
Samsung SM-G900I
EBSCO Discovery Service:
% of Mobile Sessions by Device Maker
• 76% Apple
• 56% Apple iPad
• 19% Apple iPhone
• 1% Apple iPod Touch
76%
8%
16%
66%
12%
23%
Apple
Samsung
Other
Q4 2013 Q4 2014
• 66% Apple
• 51% Apple iPad
• 15% Apple iPhone
Power
SpeedBattery life
Screen resolution
Responsiveness
Screen size
Screen type /resolution
Portability
Physical Interaction
Factors influencing mobile experience
Frequency of use
Activity/Task/PurposeHABIT
EXPERIENCETECHNOLOGY
Model: © M. Hurst + Francis H.
In-depth, qualitative engagement with:
• High school, college, graduate students
• Massachusetts, Texas, California, Nevada
• Diversity of background, socioeconomic
status
• MIT, UNLV, Rice, Georgetown, UMass
Amherst, GWU and more
Study #1: 2014 College Students
Study #1: EBSCO 2014 College Student
Some of Our Findings
• Students know they should start their research at the library website
• However, many don’t because they find the library website overwhelming or
confusing
• Paper is still preferred mode of notetaking in the classroom
• Laptops are still preferred device for research
• Phones are for socializing and entertainment
• Tablets don’t (yet) have a place on campus
Study #2: 2015 Heuristic Review
~100 EDS Library Websites
• Academic Libraries– Almost 100% of colleges had responsive websites, however…
– Only ~50% of library websites were responsive
– Jarring mobile experience from many institutions’ main websites to
their library websites
• Public Libraries– < 50% had responsive websites
Study #3: Statistical and Heuristic
Analysis of EDS Library Websites
• Focused on libraries with– Highest total mobile sessions
– OR > 8k sessions, July-Dec 2014 AND 10-18% mobile traffic
• vs. 4.22% avg EDS mobile traffic
– 8 of 15 English-language sites
• Examined– Parent institution websites, when applicable
– Library websites
– EDS implementations
– Institution’s Annual Report, when applicable
Recommended Best UX Practices
• Memorable and “bookmarkable” URL (e.g. http://university.edu/library)
• Mobile-responsive website
• Simplicity of main library website - presents well on smaller device types
• Simplicity of username and password credentials
• “Large” buttons and forms that support touch-screen interaction
• “Search everything” discovery search box on website home page
• Ability to search and view results without logging in
• “Mobile-friendly” EDS configuration – brief results list display
• Simple user tutorials
• Social media presence
• Inclusion of mobile in library’s strategic plan
Abandonment Rates + E-Commerce
“Conversion” Best Practices
• E-Commerce shopping cart abandonment
rates average 55-75%
• “Success” rates average 3%
“Converting” Mobile Users
to Repeat Mobile Users
Find Library
website
Navigate
library
website
Log
on/Authen
-ticate
Know about
library
resources
online
Engage with
library materialsRepeat/Habituate
Questions for Librarians
• % mobile vs. total traffic at your library?
• % off-campus vs. on-campus students?
• % digital vs. print usage?
• Special considerations / programs /
trainings for mobile users?
• Trends/observations of mobile usage?
Thank you!
Megan Hurst, MLIS
Director, SaaS Product Management
Researcher Workflow / EDS + EBSCOhost Platforms
@MHzUX
RESEARCH TEAM
Chad Movalli, Product Analyst
Statistics Research
Lis Riba, Sr. Product Analyst
Statistics Research + Heuristic Evaluation
Pradeep Deshpande, Technical Product Manager
Heuristic Evaluation
Will Norris, Business Development & Strategy Analyst
Heuristic Evaluation