Download - Testing Mobile Content
04/11/2023 Web Content Chicago, 2011
Testing Mobile Content: Paradigms
for SuccessAhava Leibtag
WebContent 2011@ahaval #wccon
04/11/2023 Web Content Chicago, 2011
Aha Media Group, LLC
04/11/2023 Web Content Chicago, 2011
SHALL WE PLAY A GAME?
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Today’s Strategy
• Mobile landscape• Creating a mobile content strategy• Creating user scenarios• Testing mobile content easily and
cheaply• Making the case for mobile content
testing
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MOBILE LANDSCAPE
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Mobile Content Strategy?
• Only 33 % of companies now have a mobile marketing strategy.
• 62 % of businesses plan to launch a mobile marketing strategy over the next 12 months.
• 12% of a company’s marketing spend is on mobile.
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How we are using them
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Have we gone mad?
Given a list of things (including cosmetics, their car, their passport, their phone and their sense of smell) and told they could only save two, 53% of those aged 16-22 and 48% of those aged 23-30 would give up their own sense of smell if it meant they could keep an item of technology (most often their phone or laptop).
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CREATING A MOBILE CONTENT STRATEGY
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Content Strategy Basics
Content strategy has 2 major goals:1. Align your content with your business goals2. Help your users accomplish their goals
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Tying Content Strategy Together
Business
Strategy
Content
Revenue
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Questions: Mobile Content Strategy
1. How will it provide ROI?2. Create valuable content3. How is it delivered? How do they
find it?4. When/how often/why do you
change it?
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CHALLENGES IN MOBILE ENVIRONMENTS
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Ginny says….
“Every communication is a conversation mediated by technology.”
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Major Mobile Challenges?
1. Small Screen Real Estate2. Navigation Aggravation3. Fluid vs. Fixed Environments4. Task Orientation Changes
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Awesome cosmic powers, itty bitty living space
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Big Straw Love
Web Content Chicago, 2011
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100% home page Too simple
Mobile Home Page Design Continuum
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Navigation Aggravation
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FIXED VS. FLUID ENVIRONMENTS
FIXED FLUID
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TASK ORIENTATION CHANGESFIXED FLUID
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What Type of Conversation?
• Task focused
• Information focused
• Distraction focused
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USER SCENARIOS
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Learning about our users
•Contextual inquiries (field research)•User interviews•Focus groups•Baseline usability tests•Surveys•Diary studies
Web Content Chicago, 2011
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Lisa
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Lisa’s Scenarios
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Marcus
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Marcus’ Scenarios
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Abigail
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Abigail's Scenarios
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Home
Locations
Our Story
Recipes
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TESTING MOBILE CONTENT
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Testing Methods & Data
Testing Methods–Usability testing
–5-second impression
–In the field testing
Data–Surveys
–Web Analytics
–Eye-trackingWeb Content Chicago, 2011
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STEP 1Determine business critical pages
or parts of the app.
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Step 2Determine how you are defining
valuable content.
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Step 3
Determine when to test. (Hint: every stage)
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Step 4
Choose a testing method.
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Image credit: Nick Bowmast
Web Content Chicago, 2011
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Eye-Tracking Mobile User Experiences
http://www.youtube.com/watch?v=iqSh6Hkwo_4
Web Content Chicago, 2011
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Go where they are IN USE
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Rules: Effective Mobile Content Testing
• Use an iterative approach with small user numbers who are in the user scenario environments
• Use moderated usability testing to test (test the content, not the site or app)
• Ask direct questions about the content and let users talk about their impressions from there
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MAKING THE CASE FOR MOBILE CONTENT TESTING
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• Feedback from real, representative users of your product
• Are we meeting user’s needs & wants and time constraints?
• Improve design and content
Usability + Content Testing = Feedback
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DESTROY THE CULTURE