mobile usability overview
DESCRIPTION
http://www.mob4hire.com/TRANSCRIPT
We Make Mobile BetterWorld’s Largest Mobile Testing
and Market Research Community
1© 2008, 2009, 2010 Mob4Hire Inc. All rights reserved. Unauthorized duplication is prohibited.
50,000+ mobile users in 152 countries help 1,700 companies to:• Understand how to position their mobile strategy relative to their brand• Perform functional and usability testing of mobile apps & websites• Maximize handset, carrier and country coverage; scale test cycles• Access a targeted mobile workforce over the carriers’ walled gardens • Launch much better quality apps and websites• Increase mobile user engagement and make more money
The Problem for Mobile App / Web Developers
89% of users experience application
crashes.
Bad Software = No Downloads = No Revenue“But … how can we create a great user experience?”Bad Software = No Downloads = No Revenue“But … how can we create a great user experience?”
Mobile users need to see at least 4 stars before they’ll download / purchase.
Understanding customers lets
you create persistent and
viral mobile experiences
Ste
Step 1 Register and start a project
Step 2 Select handset, carrier & country combo’s
Step 3 Testers download, run app and perform test script; can involve roaming and tasks plus functional and usability testing
Step 4 MOBSTAR Rating; testers complete Impact / Performance survey
Step 5 Testers get paid, results gathered, analyzed & reported
MOBEXPERIENCECASE STUDY
Partial results from Retail iPhone App study conducted Sept/Oct 2010
Where to begin improvementsTo improve MobStar
Rating, you may consider focusing on following areas:
1.Able to perform functions with precision2.App met my expectations.3.App responded quickly to my commands.
MobExperience points out where developers should focus; verbatims (i.e. user comments) from study give further detail on what needs to be improved.
Usability Progress
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. <Developer> 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.
With user feedback, app got better
Apple accepted app on first try submission to app store.
Avg User Rating = 4+“Who knew it would be ____ that
would jump to the front of the line in retail app development?
Highly recommended!”
Apple accepted app on first try submission to app store.
Avg User Rating = 4+“Who knew it would be ____ that
would jump to the front of the line in retail app development?
Highly recommended!”
Outcomes in App Store after releaseTest Sept/Oct; Submitted Oct 13. Live Oct 26. SUCCESS!!
HOW WE DO IT
An Overview Of The Usability Science Behind MobExperience
MobExperience Overview
• Users install app or use mobile website• Users complete survey with two main sections that are correlated:
1. IMPACT• MobStar Rating: tells you what app store rating you can expect, correlated with:• 3 Dimensions of Revenue Growth and User Loyalty Ratings (RAPID): will
your customers recommend and buy more mobile apps from you?
2. PERFORMANCE• User Experience Software Dimensions: Overall, Stability, Application Launch,
User Interface Requirement, Language, Usability, Connectivity
• Outcomes of the usability study:– DEVELOPMENT: Where do you need to improve the customer
experience to increase user loyalty and downloads? Is App ready for release? Will it be approved by the app store?
– MARKETING: What resonates with users that you can focus on for marketing messages? What star rating will you get when App is released?
Assess customer loyalty – positive customer behaviors that help grow your brand
Measures Retention, Advocacy and Purchasing loyalty to accelerate growth1, 2
Will users continue using app, tell their friends about the app (give it a high 4 or 5 star rating) and download more apps from you?
Measures MobStar Rating; MobStarCertification is a 4 or 5 star app.
1Based on research by Bob E. Hayes, Ph.D. at Business Over Broadway2Example use “The Impact of Mobile User Experience on Network Operator Customer Loyalty” research http://www.mob4hire.com/services/global-mobile-research
IMPACTRAPID Loyalty Metrics tells us “what’s important” to users
PERFORMANCE Measuring software attributes tells us “how are we doing?”
User Experience Software Dimension
# of Attributes
Definition
Overall 2 App meets expectations and does what it is designed to do
Stability 4 App behaves consistently across use and does not interfere with other smart phone functions (besides voice)
Application Launch 3 App installs easily and opens immediately and consistently
User Interface Requirement
5 App is easy to use; graphics, output and menu is easy to understand
Language 2 App’s grammar and spelling are correct; if translated, the language used is appropriate and natural
Usability 7 Can perform functions with precision; App responds quickly; Inputting information is easy
Connectivity 2 App does not interfere with phone calls; works well with limited wireless connectivity
Developer Specified Up to 5 Up to 5 developer questions with basic market research or direct reference to specific functionality in mobile app / website
Driver Matrix Helps Prioritize InvestmentsCorrelating “Impact” vs. “Performance”
Driver Matrix helps us understand user
experience attributes
1.Key Drivers – Fix and improve these product attributes.2.Hidden Drivers – Focus on these features in marketing to grow customer base.3.Visible Drivers – Consider features in marketing to grow customer base.4.Weak Drivers – Disregard as priority for investment.
Seriously. You can Trust in the Mob.
Partners
Awards
Customers
Join the Quality Revolution
Contact [email protected]
For a quote and a sample case study which shows a detailed look at the process and usability science behind MobExperience.
Contact [email protected]
For a quote and a sample case study which shows a detailed look at the process and usability science behind MobExperience.
[email protected] www.mob4hire.com
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