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.

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Contact info@mob4hire.com

For a quote and a sample case study which shows a detailed look at the process and usability science behind MobExperience.

Contact info@mob4hire.com

For a quote and a sample case study which shows a detailed look at the process and usability science behind MobExperience.

info@www.mob4hire.com www.mob4hire.com

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