otoinsights mobile ux webinar, april 15 2010
DESCRIPTION
At OTOinsights we have conducted over 40 research projects in the mobile sector for mobile application developers and mobile manufacturers helping design products that connect with customers in meaningful ways. Using our experience and knowledge we have created a new study called 'Mobile insights'. Key points include:- details of research methodologies and techniques that can be used to understand the customer 's 'informational landscape'- explores how to make mobile applications not only 'usable' but also 'engaging' so that your customers want to use them time and time againTRANSCRIPT
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April 15, 2010
“Mobile User Experience on Apps and Widgets”
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Dr. Philip Rhodes, Ph.D.
Philip holds a Ph.D. in Information Design from the University of Portsmouth. He has extensive research and teaching experience in hypermedia design and information architecture. He speaks fluent Portuguese, having lived and worked in Brazil. Before joining OTOinsights, he worked with US solution providers Rare Medium and Sapient, as Director of Information Architecture. Specializing in offering user-centric online solutions within the banking, education, and telecommunications sectors. He also taught at several universities in Brazil and the UK, and has been widely published. Philip is both the Managing Director and the Director of Customer Experience Research & Design at OTOinsights, and a Fellow of the Royal Society of Arts.
Managing Director & Director of Research
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Agenda
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OTOinsights Overview
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Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 140 professionals in 7 offices located in North America, Latin America, Europe, and Asia.
One of the 20 “Hottest Independent Digital Firms” GloballyAdAge, 2007
One of the Fastest Growing Private CompaniesInc Magazine, 2008
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OTOinsights Overview
Established in 2002, OTOinsights has conducted over 400
research project in over 30 countries.
Specialists in neuromarketing and customer experience strategy,
research and design.
Undertake discrete point-in-time projects and strategic
engagements.
Experience across all platforms including digital (e.g. web,
intranets, mobile devices, PDA’s, i-TV, etc.), call centers, retail
environments and physical products (e.g. laptops, printers, etc.)
OTOinsights Offerings:
Amplifying Engagement
fhios quantemo Customer Experience Research Neuromarketing Research
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OTOinsights | Amplifying Engagement
Brand Perception Research Information DesignNeuromarketing
Research
Customer Experience Research
• Eye-Tracking• Pre-Cognitive Neurological
Engagement• Cognitive Emotional
Tagging
• Usability Testing• Focus Groups• In-Depth/Paired
Interviews• Online Surveys• Expert Evaluations• Accessibility Audits• Ethnographics
• Research/Tracking • Socially Informed/ Multi-
Channel Personas• Engagement Mapping• Cultural Anthropology• Trend Spotting
• User Needs Analysis• Information Architecture• User Scenarios• Behavioral Use Cases• Feature Matrix• Wireframes• Site Maps• Prototype Development
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OTOinsights Clients
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OTOinsights Clients: Mobile
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PART 1: Context: The App Landscape
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What makes a great app?Or how can we design meaningful user experiences when considering mobile apps?
Why is this important?
Number of smartphones – devices that
can download apps – sold worldwide
each year is expected to increase from:
• around 165m this year
• to 423m in 2013
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Context: The app landscape
• How are people using apps?
• Why do people use mobile apps?
• How do people become aware of mobile apps?
• What do users expect from mobile apps?
Gartner predict that:
• Consumers will spend $6.2 billion on apps in 2010
• By 2013 downloads will be greater than $21.6 billion
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Context: The app landscape
• How are people using apps?
• US study (April/May 2009)
• Downloaded 23.6 apps on average
• Use 6.8 apps per day
• Use for more than 30 mins a day
• 24% shop for apps more than once a
week
Are Apps changing the media landscape?
• 32% use a gaming device less
• 31% read a newspaper less
• 28% use a GPS less
• 28% use their MP3 less
• 24% watch less TV
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• Why do people use mobile apps?
• To kill time
• Peer pressure
• Just interested in technology
• “Just what you do – browse the store”
• Interested in a particular subject/have a
specific need
Context: The app landscape
Will apps make the phone become the modern Swiss army knife?
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• How do people become aware of mobile apps?
• ‘Word of mouth’
• Just browsing the ‘app store’
• Aware through media campaign
Context: The app landscape
Majority of users don’t know what they want, until they find it
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• What do users expect from mobile apps?
Context: The app landscape
Currently people do not buy phones because of apps
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PART 2: Designing Apps
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Find, Buy and install
Use and re-use
Lose interest
BecomeAware
Designing Apps
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Designing Apps: Use and Re-use
Useful
Engaging
Usable
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Designing Apps: Use and Re-use
• Information landscape
• Useful: Two considerations
• Interface sophistication
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• Useful: Playing to the strengths of mobile:
• Communications
• Spontaneous
• Geo-sensitive
• Short temporal usage
• Focused activity
Designing Apps: Use and Re-use
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Key principles:
• System status visibility
• Real world v system
• User has control
• Consistent
• Recognition v recall
• Efficient & flexible
• Recover from errors
• Support (help)
Designing Apps: Use and Re-use
• Usable
EFFORT
TIME
REWARD
Poor user experience
+time, +effort, -reward
Good user experience
+time, +effort, +reward
Excellent user experience
-time, -effort, +reward
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Designing Apps: Use and Re-use
Psychological States
EmotionsCognitive/Physical Processes
Activities
Relationship
Connections with brands,
products, services
• Engaging
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Designing Apps: Use and Re-use
Tools and techniques
• Participatory Design
• Usability
• Observation/Ethnography
(Extended use)
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Designing Apps: Use and Re-use
Tools and techniques
• Participatory Design
• Usability
• Observation/Ethnography
(Extended use)
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Designing Apps: Use and Re-use
Tools and techniques
• Participatory Design
• Usability
• Observation/Ethnography
(Extended use)
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PART 3: Apps Journey
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Find, Buy and install
Use and re-use
Lose interest
BecomeAware
Apps Journey…
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• Where are Apps available?
• Is the App ‘free’ or ‘paid for’?
• Is there a ‘paid for’ promotion/offer e.g. try before you
buy, limited functionality App?
• Where is it installed on their mobile device?
• Touchscreen or not touchscreen?
• Multiple homepages, etc.
Apps Journey: Find, Buy and Install
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• How does the user become aware?
• Personal recommendations are key
• Other recommendations e.g. app developers, operators, celebrities
• How important are reviews and ratings?
Apps Journey: Become Aware
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• How to keep the users interested (engaged)?
• Considerations when:
• User upgrades their mobile device
• User switches network
Apps Journey: Loose Interest
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PART 4: Insights & Conclusions
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Develop a Strategy
• Don’t convert, create (see it as an opportunity)
• Focus on Context, Goals & Needs (task, locale,
informative)
• Don’t try and support everything (create device families)
• Keep it simple and focus on the characteristics of the channel
Conclusions
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Conclusions Remember the Users
• Who are the users
• What type of behaviour can we predict
• When will they interact?
• Will they have time to wait for content?
• Why will they use the service?
• What value will they gain from the
content/service?
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Questions?
Dr. Philip Rhodes: [email protected]
For copies of the presentation or further info on OTOinsights services please email:
Follow OTOinsights on Twitter:
http://twitter.com/OTOinsights http://twitter.com/fhios
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