Webinar:
Optimizing Mobile UX Design
With Special Guest & Partner:
September 29th, 2011
Webinar Overview
1. Introductions & Goals (5 min)
2. Why is Mobile UX Research so important? (5 min)
3. Common mobile interface design goals and types of research should you be doing to meet them (10 min)
4. How-to on 2 types of studies:
a) Qualitative: In-lab usability testing (15 min)
b) Quantitative: Remote Testing (15 min)
5. Q&A & wrap up (10 min)
Introductions
Alfonso de la Nuez
Co-Founder, Co-CEO
at UserZoom
Gavin Lew
MD at
User Centric
Kim Oslob
Dtor. Client Services
at UserZoom
About UserZoom
Leading SaaS company specializing in Online UX Research
We help businesses create excellent user experiences for Web and Mobile Apps
Our software solution includes 8 different tools to run UX research
Around for about 9 years, offices in Sunnyvale (CA), Cheshire (UK) and Barcelona (Spain)
Work with 50% of Fortune Magazine’s 50 Most Admired Companies
About User Centric
User Experience Research Firm– Human factors in
telecommunications
– Consulting practice for over 10 years
– Focus on user-centered design
Typical Year Involves– 150+ client engagements in 2010
– Sample sizes range from N = 7 to 190
– Approx 3,500 participant hours of data collection last 18 months
Offices– Oakbrook Terrace, IL (4 testing labs)
– Chicago, IL (6-7 testing labs)
– Atlanta, GA (2 testing labs)
Mobile Experience
3 major wireless operators
6 wireless device manufacturers
5+ wireless 3rd party app providers
200+mobile projects
5000+participant hours
in the last few years
Intro: Webinar Goals
WHY is research important for Mobile UX Design?
WHAT are the different types of design goals? What research methods meet each of those goals?
HOW to go about Mobile UX research
Why is Mobile UX Research so important?
After Decades of Hype, Convergence is Here
Why is Mobile UX Research so important?
78.5 million people in the U.S. (40%) own a Smartphone as of June 2011 (comScore)
– 70 send text messages
– 40% browse the mobile web
– 40% download applications
Beyond the PC…
By 2015, 82 million US consumers (1/3 of US online consumers) will be using a tablet (Forrester)
Desktop experience ≠ mobile experience– Experience must be optimized for
mobile
Good design does not happen overnight
Beyond the PC…
By 2015, 82 million US consumers (1/3 of US online consumers) will be using a tablet (Forrester)
Desktop experience ≠ mobile experience– Experience must be optimized for
mobile
Now, one can argue this is simply new
technology and it needs to be integrated…
What Can We Learn From the Past?
She Assumes Steam…
A Team Approach + UX Research = Success
Design requires a team approach
Balance organizational, user and technical issues into projects
Every design should be a team effort:
Meet business objectives Optimize user performance Meet needs of customers All within the capabilities of
technology
Goal: Expand the "sweet spot"
Wrist Watches Will Always Be Fashionable
Mobile Devices Replace Watches / Alarms
We should strive to “shape” behavior
Let’s take a poll now!
How-to on 2 types of studies:
a) Qualitative - In-lab usability testing
b) Quantitative - Remote ‘Unmoderated’ Testing
Different needs of information
DevicesClick area
ScrollDevice interaction
FieldSoundLight
ConnectionPayment method
UsageScenarios of use
Success
Context is King
Different methods for different purposes
Goal or need: ‘I want to know…’ Research method to be appliedWho are my visitors (profiling) • Online surveys / VoC
• Web Analytics• Ethnographic studies
My visitor’s intent (or purpose of the visit)
• Online surveys / True Intent
What users actually do when visiting my app & where they go
• Web Analytics
How users do what they do • Qualitative testing / In-lab usability testing• Remote Usability Testing• Contextual research
Why users do what they do – behavior analysis
• Qualitative testing / In-lab usability testing• Remote Usability Testing• Contextual research
Stimuli for mobile in-lab usability testing
Low Fidelity Prototypes– Paper prototyping
– HTML mockups
High Fidelity Prototypes– Digital interactive simulators on
computer
– Touch interactive simulators on computer
– Handset interactive simulators via web server
– Touch interactive simulators on the handset
Beta or post-launch stimuli
Sometimes a mix of above
History of mobile in-lab usability testing
Look over participant’s shoulder
Gadget cameras
Document cameras
HD Labs
UX iLab
Seeing is believing
Solving for glare
Common questions when testing for mobile [1 of 3]
Do I have to build a fully functional prototype to be able to test with users?
– No, fully functional prototype is not necessary
– Primary use cases and paths should be built out
– Secondary areas can be addressed via expectations (what would you expect to see if you clicked on that?)
– Show alternate versions of screens / paths
Common questions when testing for mobile [2 of 3]
Should we test with the user’s device or provide a device for testing?– Use their device
– Provide devices for testing
Benefits:
• Familiarity with device• Natural – contains their apps and data
Risks:
• Forget device (backup devices are needed)
• Different settings across devices (need additional time to ensure some consistency across device settings)
• Participants may not have unlimited data plan and may not want to use data
Benefits:
• Control device settings• No sessions will be lost if device is
forgotten• Minimal to no learning
Risks:
• Differences in experiences due to unique user settings will not be captured
Common questions when testing for mobile [3 of 3]
What devices / user groups should we include in testing?
– Representative sample - who (expected to) visits your site / uses your application?
– Touchscreen vs non-touchscreen users
Tips for designing mobile touch screen applications
1. Identify your audience– Experienced vs. novice
2. Design for context of use– How, where, when, and for
how long will your app be used?
3. Fine line between simplicity and laziness– Limited screen real estate ≠
lack of features
– Organize functionality and content into intuitive flows and structures
4. Use the platform as an advantage
1
2
3 4
Screenshot from Pulse
Photo credit: NY Times
Photo credit: www.lucidmessenger.com
Mint.com
Types of research we typically do / see
Ideally suited for core phone features / apps
Walk-up-and-use experiences tap frustration
Clear success using these methods
Where we cannot always get clear answers
Killer app: Not features, but “idle time” filler
b) Quantitative - Remote ‘Unmoderated’ Testing
What is Voice of Customer for Mobile
Real Customers Intercepted prior to their
navigation on entry to your site or app
Answer questions regarding their experience and satisfaction
User’s navigation and behavior may be collected
Examples: True intent studies, abandon studies, feedback tab…
Mobile True Intent Study
How it works…
How it works…
Business case:
Research on a mobile app for restaurant booking
Our client told us:
“We are worried because 55% of users abandon during the
reservation process and 50% on the restaurant page.
Can you help us understand why and improve it?”
We conducted the following study:
7 survey questions
Questions asked when closing the app
We tagged pages in order to validate users
answers
25% interception rate
What we asked:
What is the purpose of your visit?
Did you succeed?
If not, which problems did you have when
booking?
Please give us details about the problems
Are you male or female?
Which is your age?
Would you recommend this app to a friend?
jHfhjfjhf1111111111111111
Results
Book a restaurant (users abandoned on the restaurant page)
53%47%
What did you intend to do in our site?
Booking a table in a restaurant
Others70%
30%
Did you succeed?
Yes
No
14%
16%
16%
22%
41%
0% 20% 40% 60%
OthersI am not sure about the final price
Problems to select the time, date, number of people, etc. I don t have enough information to book
I am looking for a better deal / I changed my mind
When booking a restaurant, what problems did you come across?
User profile
32%Male
0% 26%Under 25
years Between 25 and 35
years
74%Over 35
years
0%
Individual bookings
56%
Couple bookings
44%
Groups booking
68%Female
jHfhjfjhf111111111111111111
Book a restaurant (users abandoned during the booking)
91%
9%
How many people succeeded?
Yes
No
Technical problems with the site
I can´t cash in the vouchers
I had to log in
I am not sure about the final price
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
20%
20%
20%
40%
Did you miss any information?
User profile
32%Male
68%Female
6% 26%Under 25
yearsBetween 25-35
years
68%More than 25
years
0%Individual
booking
34%Couole booking
66%Groups booking
Book a restaurant (users abandoned in booking process)
Booking details
Booking details
Booking confirmation
Booking confirmation
Booking details
(flashMsg)
Booking details
(flashMsg)
OKOK
AbandonAbandon
OKOK
AbandonAbandon
46 (42%)
31 (28%)
2 (2%)
5 (4,5%)
FormForm
4 (4%)User formUser form
7 (6%)
7 (6%)
9 (8%)
Restaurant form
Restaurant form
User form (vouchers)User form (vouchers)
4 (4%)
3 (3%)
OKOK
AbandonAbandon
Participants have achieved their objective
Participants did NOT achieved their objective
This report does not include the navigation paths made by just one user
Q&A
UserZoom (USA)
440 N. Wolfe Rd. Sunnyvale,CA 94085 Phone: +1 (408) 524 7445 Contact: Alfonso de la [email protected]
User Centric
2 Trans Am Plaza Dr, Ste 100Oakbrook Terrace, IL 60181Contact: Gavin [email protected]
Thanks so much for your time!Check out our upcoming news and events at
www.userzoom.com www.usercentric.com