Webinar:

Optimizing Mobile UX Design

With Special Guest & Partner:

September 29th, 2011

Webinar Overview

1. Introductions & Goals (5 min)

2. Why is Mobile UX Research so important? (5 min)

3. Common mobile interface design goals and types of research should you be doing to meet them (10 min)

4. How-to on 2 types of studies:

a) Qualitative: In-lab usability testing (15 min)

b) Quantitative: Remote Testing (15 min)

5. Q&A & wrap up (10 min)

Introductions

Alfonso de la Nuez

Co-Founder, Co-CEO

at UserZoom

Gavin Lew

MD at

User Centric

Kim Oslob

Dtor. Client Services

at UserZoom

About UserZoom

Leading SaaS company specializing in Online UX Research

We help businesses create excellent user experiences for Web and Mobile Apps

Our software solution includes 8 different tools to run UX research

Around for about 9 years, offices in Sunnyvale (CA), Cheshire (UK) and Barcelona (Spain)

Work with 50% of Fortune Magazine’s 50 Most Admired Companies

About User Centric

User Experience Research Firm– Human factors in

telecommunications

– Consulting practice for over 10 years

– Focus on user-centered design

Typical Year Involves– 150+ client engagements in 2010

– Sample sizes range from N = 7 to 190

– Approx 3,500 participant hours of data collection last 18 months

Offices– Oakbrook Terrace, IL (4 testing labs)

– Chicago, IL (6-7 testing labs)

– Atlanta, GA (2 testing labs)

Mobile Experience

3 major wireless operators

6 wireless device manufacturers

5+ wireless 3rd party app providers

200+mobile projects

5000+participant hours

in the last few years

Intro: Webinar Goals

WHY is research important for Mobile UX Design?

WHAT are the different types of design goals? What research methods meet each of those goals?

HOW to go about Mobile UX research

Why is Mobile UX Research so important?

After Decades of Hype, Convergence is Here

Why is Mobile UX Research so important?

78.5 million people in the U.S. (40%) own a Smartphone as of June 2011 (comScore)

– 70 send text messages

– 40% browse the mobile web

– 40% download applications

Beyond the PC…

By 2015, 82 million US consumers (1/3 of US online consumers) will be using a tablet (Forrester)

Desktop experience ≠ mobile experience– Experience must be optimized for

mobile

Good design does not happen overnight

Beyond the PC…

By 2015, 82 million US consumers (1/3 of US online consumers) will be using a tablet (Forrester)

Desktop experience ≠ mobile experience– Experience must be optimized for

mobile

Now, one can argue this is simply new

technology and it needs to be integrated…

What Can We Learn From the Past?

She Assumes Steam…

A Team Approach + UX Research = Success

Design requires a team approach

Balance organizational, user and technical issues into projects

Every design should be a team effort:

Meet business objectives Optimize user performance Meet needs of customers All within the capabilities of

technology

Goal: Expand the "sweet spot"

Wrist Watches Will Always Be Fashionable

Mobile Devices Replace Watches / Alarms

We should strive to “shape” behavior

Let’s take a poll now!

How-to on 2 types of studies:

a) Qualitative - In-lab usability testing

b) Quantitative - Remote ‘Unmoderated’ Testing

Different needs of information

DevicesClick area

ScrollDevice interaction

FieldSoundLight

ConnectionPayment method

UsageScenarios of use

Success

Context is King

Different methods for different purposes

Goal or need: ‘I want to know…’ Research method to be appliedWho are my visitors (profiling) • Online surveys / VoC

• Web Analytics• Ethnographic studies

My visitor’s intent (or purpose of the visit)

• Online surveys / True Intent

What users actually do when visiting my app & where they go

• Web Analytics

How users do what they do • Qualitative testing / In-lab usability testing• Remote Usability Testing• Contextual research

Why users do what they do – behavior analysis

• Qualitative testing / In-lab usability testing• Remote Usability Testing• Contextual research

Stimuli for mobile in-lab usability testing

Low Fidelity Prototypes– Paper prototyping

– HTML mockups

High Fidelity Prototypes– Digital interactive simulators on

computer

– Touch interactive simulators on computer

– Handset interactive simulators via web server

– Touch interactive simulators on the handset

Beta or post-launch stimuli

Sometimes a mix of above

History of mobile in-lab usability testing

Look over participant’s shoulder

Gadget cameras

Document cameras

HD Labs

UX iLab

Seeing is believing

Solving for glare

Common questions when testing for mobile [1 of 3]

Do I have to build a fully functional prototype to be able to test with users?

– No, fully functional prototype is not necessary

– Primary use cases and paths should be built out

– Secondary areas can be addressed via expectations (what would you expect to see if you clicked on that?)

– Show alternate versions of screens / paths

Common questions when testing for mobile [2 of 3]

Should we test with the user’s device or provide a device for testing?– Use their device

– Provide devices for testing

Benefits:

• Familiarity with device• Natural – contains their apps and data

Risks:

• Forget device (backup devices are needed)

• Different settings across devices (need additional time to ensure some consistency across device settings)

• Participants may not have unlimited data plan and may not want to use data

Benefits:

• Control device settings• No sessions will be lost if device is

forgotten• Minimal to no learning

Risks:

• Differences in experiences due to unique user settings will not be captured

Common questions when testing for mobile [3 of 3]

What devices / user groups should we include in testing?

– Representative sample - who (expected to) visits your site / uses your application?

– Touchscreen vs non-touchscreen users

Tips for designing mobile touch screen applications

1. Identify your audience– Experienced vs. novice

2. Design for context of use– How, where, when, and for

how long will your app be used?

3. Fine line between simplicity and laziness– Limited screen real estate ≠

lack of features

– Organize functionality and content into intuitive flows and structures

4. Use the platform as an advantage

1

2

3 4

Screenshot from Pulse

Photo credit: NY Times

Photo credit: www.lucidmessenger.com

Mint.com

Types of research we typically do / see

Ideally suited for core phone features / apps

Walk-up-and-use experiences tap frustration

Clear success using these methods

Where we cannot always get clear answers

Killer app: Not features, but “idle time” filler

b) Quantitative - Remote ‘Unmoderated’ Testing

What is Voice of Customer for Mobile

Real Customers Intercepted prior to their

navigation on entry to your site or app

Answer questions regarding their experience and satisfaction

User’s navigation and behavior may be collected

Examples: True intent studies, abandon studies, feedback tab…

Mobile True Intent Study

How it works…

How it works…

Business case:

Research on a mobile app for restaurant booking

Our client told us:

“We are worried because 55% of users abandon during the

reservation process and 50% on the restaurant page.

Can you help us understand why and improve it?”

We conducted the following study:

7 survey questions

Questions asked when closing the app

We tagged pages in order to validate users

answers

25% interception rate

What we asked:

What is the purpose of your visit?

Did you succeed? 

If not, which problems did you have when

booking? 

Please give us details about the problems

Are you male or female?  

Which is your age?

Would you recommend this app to a friend?

jHfhjfjhf1111111111111111

Results

Book a restaurant (users abandoned on the restaurant page)

53%47%

What did you intend to do in our site?

Booking a table in a restaurant

Others70%

30%

Did you succeed?

Yes

No

14%

16%

16%

22%

41%

0% 20% 40% 60%

OthersI am not sure about the final price

Problems to select the time, date, number of people, etc. I don t have enough information to book

I am looking for a better deal / I changed my mind

When booking a restaurant, what problems did you come across?

User profile

32%Male

0% 26%Under 25

years Between 25 and 35

years

74%Over 35

years

0%

Individual bookings

56%

Couple bookings

44%

Groups booking

68%Female

jHfhjfjhf111111111111111111

Book a restaurant (users abandoned during the booking)

91%

9%

How many people succeeded?

Yes

No

Technical problems with the site

I can´t cash in the vouchers

I had to log in

I am not sure about the final price

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

20%

20%

20%

40%

Did you miss any information?

User profile

32%Male

68%Female

6% 26%Under 25

yearsBetween 25-35

years

68%More than 25

years

0%Individual

booking

34%Couole booking

66%Groups booking

Book a restaurant (users abandoned in booking process)

Booking details

Booking details

Booking confirmation

Booking confirmation

Booking details

(flashMsg)

Booking details

(flashMsg)

OKOK

AbandonAbandon

OKOK

AbandonAbandon

46 (42%)

31 (28%)

2 (2%)

5 (4,5%)

FormForm

4 (4%)User formUser form

7 (6%)

7 (6%)

9 (8%)

Restaurant form

Restaurant form

User form (vouchers)User form (vouchers)

4 (4%)

3 (3%)

OKOK

AbandonAbandon

Participants have achieved their objective

Participants did NOT achieved their objective

This report does not include the navigation paths made by just one user

Q&A

UserZoom (USA)

440 N. Wolfe Rd. Sunnyvale,CA 94085 Phone: +1 (408) 524 7445 Contact: Alfonso de la Nuezalfonso@userzoom.com

User Centric

2 Trans Am Plaza Dr, Ste 100Oakbrook Terrace, IL 60181Contact: Gavin Lewglew@usercentric.com

Thanks so much for your time!Check out our upcoming news and events at

www.userzoom.com www.usercentric.com