mob4hire mobile app usability (mobexperience) overview
DESCRIPTION
Mob4Hire is the world's largest mobile testing and market research community. MobExperience is our premier mobile usability research product, with the ability to access over 50,000 mobile users in 152 countries.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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