into the wild: uncovering holistic mobile insights
TRANSCRIPT
CONFIDENTIAL 1
Into the Wild:Uncovering Holistic
Mobile Insights
June 23, 2011
Amy Buckner
Pamela Walshe
CONFIDENTIAL 2
Introductions
Pamela WalsheVP, Customer Research
Phone: 415.222.3033
Email: [email protected]
Wells Fargo
550 California St., 2nd Floor
San Francisco, CA 94104
Amy BucknerManaging Partner & Co-Founder
Phone: 415.814.9669
Email: [email protected]
AnswerLab
160 Spear Street, Suite 700
San Francisco, CA 94105
CONFIDENTIAL 3
About AnswerLabUser experience research you can trust.
3
The world’s leading brands
partner with AnswerLab
User
Experience
Research
IT’S ALL
WE DO
User Experience Research
• 100% Focused on User
Experience Research
• Independent
• Objective
Learn more: Visit www.answerlab.com or call 415-814-9910
CONFIDENTIAL 4
Goals for Today’s PresentationG
oal 1
Learn New Mobile Research Strategy
Goal 2
See It Applied
Goal 3
Learn Best Practices
CONFIDENTIAL 5
The Mobile
Landscape
Today
CONFIDENTIAL 6Source: mobilefuture.org
CONFIDENTIAL 7
Introduction to
Wells Fargo
Mobile Channel
CONFIDENTIAL 8
5.5 Million
Users in
4 Yrs
It took half as long to
reach 5.5 million mobile
users as it did to enroll the
same number of online
bankers.
Wells Fargo Rapid Mobile Adoption
CONFIDENTIAL 9
• Three easy ways to access and bank on mobile devices
– Text Banking
– Mobile optimized website (wf.com)
– Downloadable apps for iPhone, Android, Blackberry and Palm
– Plus…enterprise SMS service provider (SMS alerts, 2FA)
Wells Fargo Mobile Retail Channel
CONFIDENTIAL 10
Mobile Strategic Objectives
Ensure Strategic Fit
with the Bank
Focus on Relevant Content
for Mobile
Deliver on Top
Customer Needs
CONFIDENTIAL 11
Unique Challenges for Mobile
Targeted & Relevant
Content for Mobile
Optimize Design for
Mobile
Seamless Customer
Experience
CONFIDENTIAL 12
Wells Fargo Research Goals
•Deepen understanding
of mobile usage,
behaviors, and context
• Identify unmet customer
needs; innovation
opportunities
•Re-evaluate existing
offerings in context
CONFIDENTIAL 13
How Might You
Approach This
Research
Problem?
CONFIDENTIAL 14
Mobile Ethnography Benefits
Opportunity Gaps
Usability Improvements
Interaction Modes & Use Cases
Understanding of Audience
Mobile Ethnography
CONFIDENTIAL 15
How Does It Work?
30 Users over 4-8 Weeks
Mobile Site, Mobile Apps, SMS
CONFIDENTIAL 16
Where is
he?
What is he
trying to do?
What are his
impressions?
Did he
accomplish what
he came to do?
Was he satisfied?
What else does
he need?
What Do We Learn?
CONFIDENTIAL 17
Group Activity
CONFIDENTIAL 18
Group Activity (15 minutes)
1.Get into groups of 3-4 people
2.Brainstorm ideas for keeping research
participants engaged
3.Consider the types of data/artifacts that would
be valuable
CONFIDENTIAL 19
How We Did It
CONFIDENTIAL 20
Study Design
Ongoing Self-Reporting – 4 Weeks – 30 Users
• Initial 45-minute
interview
• Verify technical
capabilities of phone
• Explain research
program
Pre-Interview
• 20-minute check-in
phone interview
• Initial feedback
• Q&A
Mid-Check
Interview
• In-home 2-hour
interview
• Clarify voicemail
reports
• Overall impressions of
the product
In-Person
Interview
Voicemails & Pocket Card
• Daily voicemails
• Laminated pocket card with questions
Digital Photos• Users send photos of themselves or
surroundings in the context of using
online banking
CONFIDENTIAL 21
Wallet Cards & Voice Mails
…Hey, this is Alden…I think that the mobile
device could help me with my finances if I set it to
get alerts that will let me know if it's a low balance
or something like that. That way I can avoid a
return check or banking fees…[also] I am following
NFL football practically every game of the day. I'm
able to follow it on my cell phone, which is excellent --
on the internet…
CONFIDENTIAL 22
Participant Photos
22
CONFIDENTIAL 23
Focus on Participant Engagement
• Don’t short-change incentives
• Provide a roadmap
• Build a relationship
• Show you’re listening
• Spice up feedback
CONFIDENTIAL 24
Business Impact
CONFIDENTIAL 25
Understanding Adoption Drivers
Financial Need and Complexity – Not Age or
Tech Savviness – Drive Mobile Use
CONFIDENTIAL 26
Challenging Assumptions
Assumption: Customers will most
likely use mobile banking
in an emergency/while
traveling
Truth:Customers want to use
mobile banking any time,
anywhere – even when a
computer is accessible
CONFIDENTIAL 27
Understanding the Value to the Customer
...If I just want to check the
weather or something really
quickly I’m not going to turn my
laptop on just to check it. I’m
going to grab my phone,
because it’s fastest. I’m going
to lookup what ever it is I’m
looking for. I’m just Goggling
something if I want to check the
weather real fast or whatever,
I’m going to use this first…
Mobile Has Redefined “Convenience”
CONFIDENTIAL 28
Modes Influence What Tasks/Activities they Will
Engage In
...Wouldn’t it be great if I
could tell it that every time
there was a direct deposit
made to my account, I could
go into the app…and just like
on Facebook…there’s a little
red one and it tells me that I’ve
go something to do, or a
message that I can look at?...10
- Jeff
Identifying Mobile Modes
CONFIDENTIAL 29
Identifying Key Use Cases
…I’m checking my
balances. I’m checking to
see if a deposit has
cleared. I’m checking to see
if a payment that either I’ve
scheduled or that’s
automated every month has
gone out…
– Jerry
Checking Balances in Real-time Enables Good
Decision-Making
CONFIDENTIAL 30
Refining Existing Offerings
– Qui
…What I can do is, my Google map actually has me
driving and can pull up ATMs. It shows where I am
relative to the ATM, what direction we’re going in and stuff.
I typically use the Google map for that, because I tried to
use the map in the Wells Fargo app one time, and it
was just too difficult to navigate that map without my
actual GPS location. That would be really cool, that I
would use more often…
The ATM Locator Experience Continues to
Evolve as New Design Patterns Emerge
CONFIDENTIAL 31
Best Practices
CONFIDENTIAL 32
Ensure Successful Home Visits
• Teach key stakeholders:
– Active listening
– How to observe
– Field work etiquette
• Determine visiting team
– Moderator, client, optional videographer (3 max)
CONFIDENTIAL 33
Creatively Collect and Display Artifacts
• Encourage variety of
media
• Ping via SMS survey
• Leverage email alias &
Google Voice
• Collect in Evernote
CONFIDENTIAL 34
Develop Collaborative Analysis Process
• Excel Template
• Participant Profiles
• Topline Readout
• Collaborative Analysis
CONFIDENTIAL 35
Ensuring
Success
CONFIDENTIAL 36
The Real “Life” of the Research Starts
After the Report is Delivered
Internalize
What?
Socialize
So
What?
Take Action
Now
What?
CONFIDENTIAL 37
Internalize
the Findings
What?
• Really listen to what
customers said
• Re-calibrate
assumptions
• Build shared
understanding by
embedding insights into
User-centered Design
Tools
37
CONFIDENTIAL 38
So
What?
38
Socialize
• Socialize broadly to
discover opportunities for
the business and
cultivate advocates to
champion the findings
CONFIDENTIAL 39
Now
What?
39
Take Action
• Facilitate strategic
planning sessions to plot
short and long-term
opportunities on your road
map
• Apply user-centered
design tools to ensure
alignment with customer
needs throughout project
life cycle
CONFIDENTIAL 40
Drive Customer Satisfaction and
Grow Net Promoters