the factor usability on location based services in the retail environment
TRANSCRIPT
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 1
Graz University of Technology
Institute of Business Economics and Industrial Sociology Head of Institute O. Univ.-Prof. Dipl.-Ing. Dr. techn. Ulrich Bauer
www.bwl.tugraz.at
The Factor Usability on Location Based Services in the Retail
EnvironmentRoxane Koitz
Iris Uitz
Global Business Conference Summer 2013Opatija, Croatia
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 2
Agenda
• Theory Location Based Services
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 3
Initial Situation
Swiss Retailer• Mobile Applications
• Shopping Lists• Nearest Store • Customer Loyalty Program
• Improve Experience with Location Based Services (LBS)
Location Based Services• User Location• Types:1
• Information-directory Services• Tracking and Navigation Services• Emergency Services• Location Based Advertising
• GPS, WiFi/ Bluetooth, Inertial System 1
Dhar, S.; Varshney, U. (2011)
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 4
Consumer Technology Acceptance Model2
2 BRUNER II, G.C.; KUMAR, A. (2005), S.554.
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 5
Usability Testing“A process that employs people as testing participants who are representative of the target
audience to evaluate the degree to which a product meets specific usability criteria.” 5
• Task List• 10 to 12 Participants• Preference / Performance Data• Usability Issues
• Criticality = Problem Severity + Frequency of Occurance
• Automated Remote Usability Test5 RUBIN, J.; CHISNELL, D.; SPOOL, J. (2008), S.21.
Ranking Problem Severity Frequency of Occurance4 Task failure ≥90%3 Serious problem 51–89%2 Minor hindrance 11–50%1 No problem <= 10%
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 6
aisle411
• Goal: • Remote Usability Test of LBS-App aisle4116
• Participants: • Pilot Study• 28 Smartphone User(Android, iOS) • Within the US
• Test Environment:• Walgreens Stores
• Data Collection:• Online Survey
6 aisle411.com
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 7
TasksTask ID
Task 1 Download the application to your smartphone
Task 2 Create a new shopping list (Aspirin, Water, Sugar, *)
Task 3 Find a Walgreens near you
Task 4 Navigate to Aspirin („Check-in“, Show Map, Tick off Aspirin)
Task 5 Scan the Barcode
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 8
Data Collection
Online Survey:
• General• Age• Education• Gender• …
• Tasks• Completion• Comprehensibility• Errors• Commentsund• Task Specific Questions
• System Usability Scale (SUS) 7
• Complexity• Ease of Use• Consistency• …
7 Brooke, J. (1996)
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 9
Participants
No schooling com-pleted, or less than 1
year
High school graduate (or equivalent)
Some college (1-4 years, no degree)
Bachelor's degree Master's degree Doctorate degree 0
1
2
3
4
5
6
Participants
femalemale
n = 28
15-19 20-24 25-29 30-34 35-39 40-440
2
4
6
8
10
12
Age (in Years)
n = 28
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 10
Results
Task 1_x000d_(Download)
Task 2_x000d_(Shopping
List)
Task 3_x000d_(Walgreens
Store)
Task 4_x000d_(Navigation
Aspirin)
Task 5_x000d_(Barcode)
0%
20%
40%
60%
80%
100%
100% 100% 96% 96% 93%
4% 4% 7%
Task Completion
Completed Not Completedn = 28
ID Description Criticality
T5.1 Barcodescanner icon unclear. 6
T2.1 Creation of shopping list confusing. 5
T4.1 Aspirin Location incorrect. 5
T2.3 Buttons are not responding. 4
T3.1 Store Location incorrect. 4
T4.2 Several locations for same product. 3
T2.2 Brands not included in database. 3
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 11
“The app aisle411 was intuitive concerning…“
Strongly Agree - 1 2 3 4 Strongly Disagree - 5
-10%
0%
10%
20%
30%
40%
50%
60%
70%
Task 2Task 3Task 4Task 5
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 12
System Usability Scale1 2 3 4 5
1
2
3
4
5
6
7
8
9
10
1
2
3
4
5
6
7
8
9
10
Strongly Agree Strongly Disagree
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 13
Conclusion
LBS in Retail:• Easy enough• Core Functionalities Comprehensive
• Shopping List• Navigation
• Accuracy of Navigation• Icons
Future Research: • Usability Test Prototype • FUN
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 14
Graz University of Technology
Institute of Business Economics and Industrial Sociology Head of Institute O. Univ.-Prof. Dipl.-Ing. Dr. techn. Ulrich Bauer
www.bwl.tugraz.at
Thank You
The Factor Usability on Location Based Services in the Retail Environment
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 15
Location Based ServicesMethods:• Global Positioning System (GPS)• Mobile Network• Radio Frequency Identification (RFID)• Wireless Local Area Networks • Bluetooth
Indoor:• Inertial System• Infrastructure
(z.B. HAIP8)
8 http://geta.aalto.fi/ (15.12.2012)
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 16
Additional Participant Comments• Ticking off of products unclear
• No real navigation
• Device‘s position not shown
• Automatic ticking off
• More detailed product position within aisle
• Rearrangement of shopping list according to products’ positions
• Product’s photo
• Asking an employee easier
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 17
Mobile Marketing
“A whole generation of consumers is online and moving to mobile – that is how they receive their information, that’s how they get their product information, that’s where they get their offers.”9 - Bruce Pryor, Vizepräsident des Marketings bei Zavers
Location Based Advertising:10
• Pull Advertising• Push Advertising
• Applications:11
• Location Triggered Notifications• Location Branded Application• Check-in Based Contests and Games
9 GOLDMAN, S. (2010), S.470.10 UNNI, R.; HARMON, R. (2007), S.30.11 MOBILE MARKETING ASSOCIATION (2011), S.6.
The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 18
Remote Usability Testing
Moderated Remote UT
Automated Remote UT
FIDAS, C. et al. (2007), S.154f.