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Webinar: Optimizing Mobile UX DesignWith Special Guest & Partner:September 29th, 2011
Webinar OverviewIntroductions & Goals (5 min) Why is Mobile UX Research so important? (5 min)Common mobile interface design goals and types of research should you be doing to meet them (10 min)  How-to on 2 types of studies:Qualitative: In-lab usability testing (15 min)Quantitative: Remote Testing (15 min)Q&A & wrap up (10 min)
Introductions Gavin LewMD atUser CentricAlfonso de la NuezCo-Founder, Co-CEOat UserZoomKim OslobDtor. Client Servicesat UserZoom
About UserZoomLeading SaaS company specializing in Online UX ResearchWe help businesses create excellent user experiences for Web and Mobile AppsOur software solution includes 8 different tools to run UX researchAround for about 9 years, offices in Sunnyvale (CA), Cheshire (UK) and Barcelona (Spain)Work with 50% of Fortune Magazine’s 50 Most Admired Companies

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Optimizing Mobile UX Design Webinar Presentation Slides

  • 1. Webinar: Optimizing Mobile UX DesignWith Special Guest & Partner:September 29th, 2011
  • 2. Webinar OverviewIntroductions & Goals (5 min) Why is Mobile UX Research so important? (5 min)Common mobile interface design goals and types of research should you be doing to meet them (10 min) How-to on 2 types of studies:Qualitative: In-lab usability testing (15 min)Quantitative: Remote Testing (15 min)Q&A & wrap up (10 min)
  • 3. Introductions Gavin LewMD atUser CentricAlfonso de la NuezCo-Founder, Co-CEOat UserZoomKim OslobDtor. Client Servicesat UserZoom
  • 4. About UserZoomLeading SaaS company specializing in Online UX ResearchWe help businesses create excellent user experiences for Web and Mobile AppsOur software solution includes 8 different tools to run UX researchAround for about 9 years, offices in Sunnyvale (CA), Cheshire (UK) and Barcelona (Spain)Work with 50% of Fortune Magazine’s 50 Most Admired Companies
  • 5. About User CentricMobile Experience3major wireless operators6wireless device manufacturers5+wireless 3rd party app providers200+mobile projects 5000+participant hours in the last few yearsUser Experience Research Firm
  • 6. Human factors in telecommunications
  • 7. Consulting practice for over 10 years
  • 11. Sample sizes range from N = 7 to 190
  • 12. Approx 3,500 participant hours of data collection last 18 months
  • 14. Oakbrook Terrace, IL (4 testing labs)
  • 15. Chicago, IL (6-7 testing labs)
  • 16. Atlanta, GA (2 testing labs)Intro: Webinar GoalsWHY 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
  • 17. Why is Mobile UX Research so important?
  • 18. After Decades of Hype, Convergence is Here
  • 19. 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
  • 20. 40% browse the mobile web
  • 21. 40% download applicationsBeyond the PC…By 2015, 82 million US consumers (1/3 of US online consumers) will be using a tablet (Forrester)Desktop experience ≠ mobile experienceExperience must be optimized for mobileGood design does not happen overnight
  • 22. Beyond the PC…By 2015, 82 million US consumers (1/3 of US online consumers) will be using a tablet (Forrester)Desktop experience ≠ mobile experienceExperience must be optimized for mobileNow, one can argue this is simply new technology and it needs to be integrated…
  • 23. What Can We Learn From the Past?
  • 25. A Team Approach + UX Research = SuccessDesign requires a team approachBalance organizational, user and technical issues into projectsEvery design should be a team effort:Meet business objectivesOptimize user performanceMeet needs of customersAll within the capabilities of technologyGoal: Expand the "sweet spot"
  • 26. Wrist Watches Will Always Be Fashionable
  • 27. Mobile Devices Replace Watches / Alarms
  • 28. We should strive to “shape” behavior
  • 29. Let’s take a poll now!
  • 30. How-to on 2 types of studies:a) Qualitative - In-lab usability testing b) Quantitative - Remote ‘Unmoderated’ Testing
  • 31. Different needs of informationDevicesClickareaScrollDeviceinteractionFieldSoundLightConnectionPayment methodUsageScenarios of useSuccessContextis King
  • 32. Different methods for different purposes
  • 33. Stimuli for mobile in-lab usability testing Low Fidelity PrototypesPaper prototyping
  • 34. HTML mockupsHigh Fidelity PrototypesDigital interactive simulators on computer
  • 39. Sometimes a mix of aboveHistory of mobile in-lab usability testing Look over participant’s shoulderGadget camerasDocument camerasHD LabsUX iLab
  • 42. 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
  • 43. Primary use cases and paths should be built out
  • 44. Secondary areas can be addressed via expectations (what would you expect to see if you clicked on that?)
  • 45. Show alternate versions of screens / pathsCommon 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
  • 46. Provide devices for testingRisks:Forget device (backup devices are needed)
  • 47. Different settings across devices (need additional time to ensure some consistency across device settings)
  • 48. Participants may not have unlimited data plan and may not want to use dataBenefits:Familiarity with device
  • 49. Natural – contains their apps and dataRisks:Differences in experiences due to unique user settings will not be capturedBenefits:Control device settings
  • 50. No sessions will be lost if device is forgotten
  • 51. Minimal to no learning 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?
  • 52. Touchscreenvs non-touchscreen usersTips for designing mobile touch screen applications11. Identify your audienceExperienced vs. novice2. Design for context of useHow, where, when, and for how long will your app be used?3. Fine line between simplicity and lazinessLimited screen real estate ≠ lack of features
  • 53. Organize functionality and content into intuitive flows and structures4. Use the platform as an advantage2Photo credit: NY TimesScreenshot from Pulse34Photo credit: www.lucidmessenger.com Mint.com
  • 54. Types of research we typically do / see
  • 55. Ideally suited for core phone features / apps
  • 57. Clear success using these methods
  • 58. Where we cannot always get clear answers
  • 59. Killer app: Not features, but “idle time” filler
  • 60. b) Quantitative - Remote ‘Unmoderated’ Testing
  • 61. What is Voice of Customer for MobileReal CustomersIntercepted prior to their navigation on entry to your site or appAnswer questions regarding their experience and satisfactionUser’s navigation and behavior may be collectedExamples: True intent studies, abandon studies, feedback tab…
  • 62. How it works…Mobile True Intent Study
  • 64. Business case: Research on a mobile app for restaurant booking
  • 65. 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?”
  • 66. We conducted the following study: 7 survey questions
  • 67. Questions asked when closing the app
  • 68. We tagged pages in order to validate users answers
  • 69. 25% interception rateWhat we asked:What is the purpose of your visit?
  • 71. If not, which problems did you have when booking? 
  • 72. Please give us details about the problems
  • 73. Are you male or female?  
  • 75. Would you recommend this app to a friend? ResultsBook a restaurant (users abandoned on the restaurant page)jHfhjfjhf11111111111111110%Individual bookingsUser profile32%Male68%Female0%26%74%Under 25 years Between 25 and 35 yearsOver 35 years56%44%Couple bookingsGroups booking
  • 76. Book a restaurant (users abandoned during the booking)jHfhjfjhf1111111111111111110%Individual bookingUser profile32%Male68%Female6%26%68%Between 25-35 yearsMore than 25 yearsUnder 25 years34%66%Couole bookingGroups booking
  • 77. Book a restaurant (users abandoned in booking process)OKOK7 (6%)46 (42%)Booking confirmationAbandon9 (8%)31 (28%)7 (6%)Booking detailsUser formUser form (vouchers)Form4 (4%)4 (4%)3 (3%)Restaurant form2 (2%)Booking details (flashMsg)Abandon5 (4,5%)Participants have achieved their objective OKParticipantsdid NOT achieved their objective AbandonThis report does not include the navigation paths made by just one user
  • 78. Q&A
  • 79. Thanks so much for your time!Check out our upcoming news and events at www.userzoom.com www.usercentric.comUserZoom (USA)440 N. Wolfe Rd. Sunnyvale,CA 94085 Phone: +1 (408) 524 7445 Contact: Alfonso de la Nuezalfonso@userzoom.comUser Centric2 Trans Am Plaza Dr, Ste 100Oakbrook Terrace, IL 60181Contact: Gavin Lewglew@usercentric.com

Editor's Notes

  1. Gadget camerasMobile device attached to portable camera platformConfiguration allows the participant must move around if necessary (in field environment)Does not capture side hardkey interactionImage resolution is usually less than optimalDocument camerasParticipants must remain seatedMobile device is placed on table below camera (in a lab setting)Captures both the screen, the participant’s fingers, and any actions carried out to the front, side, or even back of the deviceImage resolution is usually very goodHD labsParticipants must remain seatedHD camcorders feed computers equipped with HD processing cardsRecommended for mobile devices with touch screens and all smartphonesImage resolution is highest and compensates best for any ambient glare