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What is Usability?The Leader in Brand Mobile Optimization

© 2008, 2009, 2010, 2011 Mob4Hire Inc. Private. All rights reserved. Unauthorized duplication is prohibited.

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INTRO TO MOB4HIRE

• Build, Test and Measure mobile apps and websites• Effective across all platforms and brands of mobile devices• Professional Services team run projects on behalf of

customers; use crowd-sourcing for global reach, scale & efficiency

53K mobile users on 417 carriers in 154 countries3,000 developers, brands and researchers from 92 countries

Market Research

User Experience,Usability

Research,Development

Functional Testing

Discovery and Marketing Research, Competitive Intelligence,

eCommerce/mCommerce optimization, measurement

Customers430 projects so far …

“Mob4Hire helped tremendously in Israel, Egypt, China and now in Turkey. There’s nothing like real testers. Testing is not our core process. We’ll always have work for you guys.”- Max Rivshin, CEO, CSC Telecom

“It’s been great working together and we are really happy. I have to say that the research results consistently get mentioned as one of the “strongest pieces” of our entire presentation to our client.”- Daniel Sabido, MRM Worldwide

Industry Traction

Partners

Awards

• Excellent Strategic Industry Partners

• Award winning globally• Google SEO organic

ranking on first page listings for 10+ primary keyword phrases

• 49 domain URLs• 32,000 Twitter Followers• Thought leadership /

global presence / blog buzz

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WHAT IS USABILITY?

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* June 2010, Gartner Research

What is Usability?

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* June 2010, Gartner Research

Usability is not about software or

hardware

It’s about the customer

FUNCTIONALTESTING

89% of mobile users experience crashes1 due to “fragmentation” issues in mobile

industry.

USER EXPERIENCE RESEARCH and DEVELOPMENT

Mobile users need to see 4 or 5 Stars in app stores2 before

downloading.

2/3rd’s of Brand app users download because a friend recommended.3

MARKET RESEARCH and

MOBILE ENGAGEMENT

MEASUREMENT (MEM’s)

70% of mobile users state that if mobile isn’t useful or easy to use, it contributes to a negative brand

perception.3

1 “Impact of Mobile Apps on Customer Loyalty of Network Operators” Mob4Hire, Summer 2010

2 www.androlib.com; 52% of apps < 4 stars, 49% of apps download < 50 times3 Harris Interactive Research http://www.marketwire.com/press-release/New-

Study-Finds-Mobile-Application-Users-Prefer-Usability-Good-User-Experience-Over-1350642.htm

Usability in software development

Based on research by Dr. Bob Hayes, Ph.D.www.businessoverbroadway.com

BusinessPrograms

MarketingSales

Service

CustomerDevelopment

(cross/up-sell)

FirmValue

CustomerLifetime

Value

CustomerAcquisition

CustomerRetention

BusinessPrograms

MarketingSales

Service

NewCustomers(Acquire through

Advocacy)

FirmValue

CustomerLifetime

Value

CustomerRenews(Retention)

CustomerBuys More

(cross/up-sell throughPurchasing loyalty)

Product

Why do we care about Usability?Three Dimensions of Revenue Growth correlate with Customer Loyalty

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* June 2010, Gartner Research

So much to do!

How do we know what to focus on?

Many software usability methodologies• Typical software company approach

1. Sift through emails from customers

2. Read blogs and discussion forums

3. Guess what customers really want

4. Arm wrestle with each other; the loudest person sometimes wins

5. Do what the CEO tells you to do; as long as he/she is watching

6. Do what you want to do

• Primary research– If you don’t measure, you can’t improve– Surveys (e.g. MOBEXPERIENCE)– Correlate IMPACT vs. PERFORMANCE ATTRIBUTES to prioritize work– Focus groups

• In person “Townhalls”• Online; chats … two way communication … “seek to understand.”

– Other?

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IMPACTMobile Engagement Metrics (MEM’s)

• Measures the health of a brand’s customer mobile relationship• Assessed by measuring customer loyalty behavior; leading

indicators of viral adoption, growth and engagement. • Used throughout our services to provide consistency as an

enterprise KPI (Key Performance Indicator)• MOB4HIRE measures two types of loyalty metrics:

– Proprietary MOBSTAR Rating system– RAPID* Customer Loyalty Measurement

• Customers will use it again (“Retention”)• Customers will recommend it to others (“Advocacy”)• Customers will likely explore other services (“Purchasing”)

* RAPID measurement licensed from Businessoverbroadway.com

PERFORMANCE ATTRIBUTES 11 User Experience Dimensions; 35+ Software Attributes

User Experience Software Dimension

# of Attributes

Definition

Overall 2 App meets expectations and does what it is designed to do

Content 3 Content is engaging, behaves consistently and the content supports brand

Brand Relativity 5 Mobile app / site / touch point reflects quality of the parent brand

Suitability 2 User experience is suitable for medium & brand; engagement isn’t awkward

Stability 4 App / site behaves consistently across use and does not interfere with other smart phone functions (besides voice)

Application Launch 3 App / site installs easily and opens immediately and consistently

User Interface Requirement

5 App / site is easy to use; graphics, output and menu is easy to understand

Language 2 App’s / site’s grammar and spelling are correct; if translated, the language used is appropriate and natural

Usability 7 Can perform functions with precision; App / site responds quickly; Inputting information is easy

Connectivity 2 App / site does not interfere with phone calls; works well with limited wireless connectivity

Customer Specified ? Customer attributes for basic market research or direct reference to specific functionality in mobile app / website / behavior

Payless Shoes“Drive Store Traffic / Design Awareness”

Our suggested Usability improvements increased MobStar user rating of mobile app from 3.35 to 4.0.

Accepted by Apple, first try. Received 4+ user star ratings

and rave reviews.

KEY DRIVERS: These attributes have a negative impact on users. INVEST in these areas. FIX and IMPROVE these product attributes.

WEAK DRIVERS: DISREGARD as lowest priority for investment. These areas have relatively low impact on improving customer loyalty.

HIDDEN DRIVERS: LEVERAGE as strengths in

order to keep current customers loyal. ADVERTISE

as strengths in marketing collateral and sales

presentations.

VISIBLE DRIVERS: CONSIDER as strengths in

marketing collateral and sales presentations in order

to attract new customers. EVALUATE as areas of

potential over-investment.

Crash Frequency

Percent

Never 52%

Rarely 33%

Sometimes 7.5%

Often 7.5%

Always 0%

“Don’t Crash; Don’t Suck; Get Sticky”Mob4Hire Key Performance Metrics

Sticky1

Advocacy Loyalty

Percent Positive

Satisfied 70%Recommend 67%Choose Again 52%Continue Using 48%

Purchasing Loyalty

Percent Positive

Use other apps by developer

70%

Increase use of app 48%

Retention Loyalty

Percent Positive

Stop using app2 56%

Use similar app by another company2

30%

MOBSTAR Ratings

Percent

One Star 7%

Two Stars 11%

Three Stars 19%

Four Stars 48%

Five Stars 15%

1 Stickiness of App measured by RAPID Loyalty Indices . Please see Business Over Broadway for details.3 Reverse-coded items

1. Don’t Crash: Most users (85%) said the app never or rarely crashed.

2. Don’t Suck: 63% users gave app a 4+ MobStar rating.

3. Get Sticky: Most users are app advocates (appvocates) and would use other apps by the same developer.

Payless App Summary

Where to Begin Improvements Key Verbatims “It seemed to be unresponsive sometimes, also kept telling me to wait (I used the

program on wifi and it still had problems updating constantly.)” “There were a number of requests that ran far too slow: loading the contest Daily

BOGO, viewing the profile of designer Christian Siriano, looking at my coupons, that took over 2-3 seconds, which is noticeable for a user and makes the app feel ‘slow’.”

“Response time on products was a little slow, found myself clicking multiple times…” “GPS look up is very slow Profile - state wheel didn't pick up data couple of times - is it

because I had a space in the city name?” “The buttons were a little too small. And that they were gray clashed with the overall

orange of the app. I didn't really see any help screens, but the app was self-explanatory.”

“Not fully intuitive - added product to buy. could not figure out how to buy or checkout. The only problem I had with the app quitting on me was when I tried to make a phone

call. It made the phone call, but after I hung up I had left the app. ” “I was able to use camera, plug in headset, plug in handset, don’t use media player.

But I had to go all the way back to the home page and then go back in to the order page to retrieve order and so I felt almost like I was starting over”

Marketing MessagesKey Verbatims

“The app is easy to navigate, and extremely user friendly. The store locater is a great tool.”

“It is amazing thorough with products and descriptions.” “I was able to find and order shoes easily which would be my

expectation for a retail shoe app” “This application clearly seems to do what it was designed to do –

provide an outlet to sell shoes in a fun, convenient way” “I could easily read the information and did not notice any grammatical

or spelling errors.” “This app is easy to use and offers many shopping options, it also has

integrated coupons making shopping for your family’s shoes a breeze” “Professional, clean-looking, useful retail application that provides direct

access to shoe purchases from Payless. Well worth the download, especially for the coupons and built-in games”

“The payless app was fun to use and I could get through to product. I would likely use it.”

MobExperience Improves App QualityMobStar Rating1 and Customer Loyalty2

4.0

4.5

5.0

5.5

6.0

6.5

7.0

7.5

8.0Version 1Version 2

Loya

lty

Leve

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MobStar Rating1.01.52.02.53.03.54.04.55.0

3.354.00

Version 1Version 2

Mob

Star

Rati

ng

1 MobStar Ratings based on users’ overall rating of the mobile app using a 5-star scale.2 Loyalty ratings can range from 0 (low loyalty) to 10 (high loyalty).

1. Payless uses feedback from MobExperience project to improve Version 1 of mobile App and releases Version 2.

2. Results from follow-up MobExperience project shows that Version 2 of mobile App received higher MobStar and customer loyalty ratings.

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* June 2010, Gartner Research

Townhall

Customer Focus Group Methodology

Who is at a Townhall?*

• Curve Team Members– 1 team member to be Facilitator– Facilitator guides conversation; all staff can ask questions– 1 coordinator to handle on-site logistics– 1 note taker for “stream of consciousness”– Bring in others from the team to participate (support,

development, sales) … total # should not be greater than # of participants

• Recruiting customers– 8 to 12 participants is great– Call or email to recruit– Call day before townhall to confirm / remind– Ensure customers have directions and parking instructions– Consider compensation (at least parking and snacks!)

• Townhalls take approximately 1.5 to 2 hours

* Use name tags for everyone!

Get Ideas Recorded“Performance Attributes”

1. Ask participants to write down 3 answers to each of the following questions1: What do you like about Curve, Curve's

products, Curve's services, the way we market/sell to customers, the way we support customers, training, etc.?DON’T lead the witness!

What do you dislike about Curve? What are the opportunities we're

missing?

2. Give as much time as needed … 10 to 15 minutes?

3. Curve team collect post-it notes and stick on wall … consolidate comments

1Ensuring that participants actually write down their answers will help “commit” them to the discussion.

Prioritize by Voting“Impact”

1. Once all post-it notes are on wall, pass out 10 little sticky dots to everyone

2. Everyone should stand up and review what’s on the wall. That includes Curve staff … however, Curve staff do not get dots.

3. Customers place their dots on the sticky notes that resonate the most with them. They can allocate their dots any way they want.

“Seek to Understand”

On flipchart, list the top priorities from each category

based on the # of dots

“Seek to understand” … dive into each priority … involve customers in trying to understand. Spend only a little time on “likes” and much more on “dislikes” and “opportunities”. Ask customers how to solve it.

Wrap-Up Comments

1. Thanks!

2. “We can’t promise anything today, but rest assured your thinking will be evaluated for production.”

3. Close the loop– “We’ll send you the summarized results” … “what we heard”– When you act on the results, and make it available to

customers, tell them it’s “what we heard”

Thanks

Next Steps?

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