"case study: mobile couponing" or "what users don't understand about their...

Case Study:

What we learned when developing a mobile couponing

EuroIA 2012 - Roma

What we learned when developing a mobile couponing

application …

Case Study:

… or what users don‘t understand about their iPhone

EuroIA 2012 - Roma

… or what users don‘t understand about their iPhone

> About Mobile Couponing

> User-Centered Design for Mobile

> The Mobile Couponing App

> What Users don’t understand about their iPhone> What Users don’t understand about their iPhone

About Mobile Couponing

> Stores and small business offer special deals to their

customers.

> The goals are diverse:

> Get customers into the store.

Couponing in General

> Get customers into the store.

> (and sell them additional things, once they are inside the store).

> Fill less busy timeslots.

> Sell off products on stock.

About Mobile Couponing

Couponing in General

About Mobile Couponing

> Different kinds of coupons:

> Absolute discount (€ 50.-)

> Relative discount (15%)

Couponing in General

> Different preconditions:

> Time limitations (e.g. only on Sundays)

> Only valid for specific products

> Only valid in specific stores

> Bound to a minimal purchase amount

> Only one coupon per person

About Mobile Couponing

> Study by Mediamarkt in Switzerland:

> Verifiable increase in sales after coupon campaigns.

> ROI of couponing campaigns are 50% higher than traditional marketing

campaigns .

YES, couponing does work (even in Switzerland)

campaigns .

> study based on SMS-couponing

> For App-based couponing costs about half compared to SMS-couponing.

> Feedbacks from interviews:

> Participants respond that they buy certain goods only when prices are

reduced.

> They do switch brand and stores due to coupons and offerings.

> They do even plan their shopping trips based on coupons available.

About Mobile Couponing

> SIX Multipay ist the leading payment

provider in Switzerland.

> Processes about 8 mio. card payments per

day.

SIX Multipay in Switzerland

day.

> Terminals in most shops, restaurants ticket

machines etc.

About Mobile Couponing

SMS Couponing

> SMS couponing system installed since 2009

About Mobile Couponing

How to cash a mobile coupon

> Start mobile application

> Scan list of available coupons

> Select one coupon

> Tap on «Cash coupon»> Tap on «Cash coupon»

> Read coupon code on phone display

> Type Coupon Code in terminal

> About Mobile Couponing

> User-Centered Design for Mobile

> The Mobile Couponing App

> What Users don’t understand about their iPhone> What Users don’t understand about their iPhone

User-Centered Design for Mobile

Phase 1 – Rough Design/Scribbling (I)

User-Centered Design for Mobile

Phase 1 – Rough Design/Scribbling (II)

User-Centered Design for Mobile

> Scribbling on paper helpful for first iterations

> Very fast iterations to narrow down options

> Together with customer

> Together with implementation partner

Phase 1 – Rough Design/Scribbling (III)

> Together with implementation partner

> Good to agree on a basic concept

> E.g. application with tabbed navigation vs. application with dashboard

screen

User-Centered Design for Mobile

> Axure RP 5.5 HTML prototype

> Viewport tag properly set to

> Fullscreen (without Browser Controls)

> Zoom locked

Phase 2 - Prototyping

Scroll down.

Use two fingers.> Zoom locked

> iOS dashboard bookmark to the

prototype

> Prototype limitations on iPhone

> 2 finger scrolling

> With new axure versions

not an issue anymore

Use two fingers.

And now up again.

User-Centered Design for Mobile

Phase 2 - Prototyping

User-Centered Design for Mobile

> 8 iPhone users (from expert to novice)

> Pretest interviews

> 10 tasks / scenarios

> Posttest interviews

Phase 3 - Usability-Testing (I)

> Posttest interviews

> Push Notifications were sent during

usability test through

http://www.prowlapp.com/ 1

How to send push notifications see:

1 http://www.paessler.com/knowledgebase/en/topic/1693-how-can-i-send-push-notifications-from-prtg-to-iphones

http://www.macstories.net/reviews/my-weekend-with-prowl/

User-Centered Design for Mobile

> Meccano set and

USB-Webcam

> Perfect steadiness of

the video recording

Phase 3 - The iPhone Mounted Webcam

the video recording

> Even if iPhone in

participant’s hand

> Reduce display

brightness of mobile

phone

User-Centered Design for Mobile

Phase 3 - Usability-Testing (II)

Test participant

with iPhone and

Webcam connected

> AMCAP Cam Software

to stream webcam

video feed to test PC

> PC with TechsmithWebcam connected

to test PC> PC with Techsmith

Morae for screen,

webcam feed and user

recording

User-Centered Design for Mobile

Phase 4 - Graphic Design

User-Centered Design for Mobile

> Detailed specification document for

> Implementation Team

> Budget toll gate

Phase 5 - Documentation

> About Mobile Couponing

> User-Centered Design for Mobile

> The Mobile Couponing App

> What Users don‘t understand about their iPhone> What Users don‘t understand about their iPhone

The Mobile Couponing App

> Easy and quick coupons overview from

different providers in one single app

> Different paths to the coupons for

different use cases

The result

different use cases

> Personalization to increase relevance of

showed coupons

> About Mobile Couponing

> User-Centered Design for Mobile

> The Mobile Couponing App

> What Users don’t understand about their iPhone> What Users don’t understand about their iPhone

What Users don‘t understand about their iPhone

> Marketshare of Apple in Swiss smartphone market

iPhoneSwitzerland

othersDon‘t know /

no answer

Source: www.comparis.ch, February 2012

n=572

What Users don‘t understand about their iPhone

> Age distribution of smartphone owners

iPhoneSwitzerland

Source: www.comparis.ch, February 2012

n=1202

What Users don‘t understand about their iPhone

iPhoneSwitzerland

What Users don‘t understand about their iPhone

> Switzerland has one of the largest iPhone populations

worldwide.

> Also less «experienced» users with iPhones.

iPhoneSwitzerland

What Users don‘t understand about their iPhone

> 2 participants, who bought an iPhone

short time before the test.

> They did not see the Tab Bar for quite a

long time.

The Tab Bar

long time.

What Users don‘t understand about their iPhone

> Version 1:

> Top of screen as suggested by Apple Human

Interface Guidelines

Segmented Controls (=Tab-bar 2nd Level)

> Several participants did not see the

navigation

What Users don‘t understand about their iPhone

Segmented Controls (=Tab-bar 2nd Level)

> Moving the segmented

controls to the bottom of

the screen improved its

visibilityvisibility

> Law of proximity

> But it is harder to hit for

people with stubby fingers

What Users don‘t understand about their iPhone

The Back Button Issue (I)

> Application with a standard Apple Human Interface

Guidelines tabbar navigation

What Users don‘t understand about their iPhone

The Back Button Issue (II)

> Navigation back hierarchically works perfeclty fine

> As soon as the navigation is not hierarchical some users miss

a back button

Example 1

What Users don‘t understand about their iPhone

The Back Button Issue (III)

Example 2

What Users don‘t understand about their iPhone

> Various participants were looking for a

back button more than once

> Some of the participants clicked the iPhone

Home-Button repeatedly

The Back Button Issue (IV)

Home-Button repeatedly

> and closed and restarted the application

What Users don‘t understand about their iPhone

The Back Button Issue (V)

What Users don‘t understand about their iPhone

Near Search

What Users don‘t understand about their iPhone

> «Nearby» was not used by 7 participants during the test.

> Participants did not have the mental model:

> That the device knows its geo location.

Near Search

> That the device knows its geo location.

> And can pass it to the application in order to show content in a

location-specific way.

What Users don‘t understand about their iPhone

Near Search

> Click path analysis

shows the same

picture.

> Only 6.5% of users use the> Only 6.5% of users use the

near search

What Users don‘t understand about their iPhone

The issue with gestures (I)

Source: Luke Wroblewski, http://www.lukew.com/ff/entry.asp?1071

What Users don‘t understand about their iPhone

The issue with gestures (II)

Source: Luke Wroblewski, http://www.lukew.com/ff/entry.asp?1071

What Users don‘t understand about their iPhone

> The advantage of gestures:

> Gestures do improve the efficiecy of users.

> Gestures represent a very natural and intuitive way of interacting with

a system.

The issue with gestures (III)

a system.

> The downside:

> Only some gestures are intuitive, others have to be learned.

> Gestures are hidden.

> Users don‘t know them and mostly only find out accidentially.

> Only users with a certain proficiency recognize gestures which they

discovered accidentially.

What Users don‘t understand about their iPhone

The issue with gestures (IV)

> Swipe gesture discloses delete

button

> No participant knew this gesture> No participant knew this gesture

> Eventhough the gesture is available

in Apple email, messages and in

most apps with list views

What Users don‘t understand about their iPhone

The issue with gestures (V)

> Scroll up gesture discloses search

field to search a list

> Only 1 participant knew this gesture> Only 1 participant knew this gesture

> Eventhough the gesture is available

in Apple email, messages and in

most apps with list views

What Users don‘t understand about their iPhone

The issue with gestures (VI)

> Shake the iPhone to jump directly to

the Favourites.

> No participant knew any shake> No participant knew any shake

gestures.

> Shake gestures should be used very

carefully because often annoying.

What Users don‘t understand about their iPhone

> 50% would turn push notifications on

after first app startup

> 50% had almost an «allergic» reaction

to the push notifications

Push Notifications

to the push notifications

> During the post interview, push

notifications were rated as the most

negative part of the app!

What Users don‘t understand about their iPhone

> „Prefered supplier“-functionality

was kind of hard to understand.

> In the prototype:

> A Notification with User Education

User Education on Launch (I)

> A Notification with User Education

about the prefered supplier

functionality was shown after first start

up of the app.

What Users don‘t understand about their iPhone

> The notification was ignored in two

ways:

> Half of the participant just clicked it

away without reading for a second.

User Education on Launch (II)

away without reading for a second.

> The other half read it but did not

understand the message.

What Users don‘t understand about their iPhone

> User Education must be visual in order to work.

> Still then it is not sure wheter users remember the message.

User Education examples

UFaceLabelbox Piictu Pulse

http://www.lovelyui.com/tagged/walk_throughs

http://mobile-patterns.com/edu

What Users don‘t understand about their iPhone

> Pre-test interview:

Apps???

How many Apps do you have installed on your iPhone?

I don‘t have any Apps.

What ist the reason, why you don‘t use Apps?

I tried it once in the beginning, but it didn‘t work.

The Mobile Couponing App

> Hermann Hofstetter: @hhofstetter

> Gregor Urech: @gurech

> Zeix AG: @zeix

Thank you

http://itunes.apple.com/ch/app/m

obile-coupon/id468638618?mt=8