1 Spotless Interactive © 2013Pick‘n’Mix–Whatsinyourbag?Multi-DeviceUserExperienceResearch
22What we are going to present• About Spotless Interactive• Consumer behaviour• Challenges to meet• Into the Pick ‘n’ Mix•...
3 Spotless Interactive © 2013Aboutus
44IntroductionSpotless Interactive © 2013• A professional UX consultancy• Established in 2004• Team of passionate UX Consu...
55Who we work withSpotless Interactive © 2013
6 Spotless Interactive © 2013Consumerbehaviour
77Attention spanSpotless Interactive © 201390% of shoppers move between devices whetherthey are smartphones, PCs, tablets ...
88Humans vs. GoldfishSpotless Interactive © 2013
99Daily cycleSpotless Interactive © 20134. Travel home1. Getting ready for work 2. Travel to work3. At work5. After work
1010Unusual locations whilst placing a betSpotless Interactive © 2013• Over to you - Can you suggest some of the mostunusu...
1111Unusual locations whilst placing a betSpotless Interactive © 2013• 21% - On the toilet• 06% - Wedding• 01% - Childbirth
1212Benefits to understanding contextSpotless Interactive © 2013• Understand customers’ real perceptions of thesite’s valu...
1313Benefits to understanding contextSpotless Interactive © 2013• Validate internal thinking about a targetcustomer’s need...
14 Spotless Interactive © 2013Challengestomeet
1515ChallengesSpotless Interactive © 2013• Growing number of channels to deal with• Moving targets with technological land...
1616What you might like to knowSpotless Interactive © 2013Should I doqualitative orquantitative studies?How do we captureb...
17 Spotless Interactive © 2013IntothePick‘n’Mix
1818Customer insightSpotless Interactive © 2013Customer Insight represents a deep understanding ofcustomer needs and the d...
1919Customer insightSpotless Interactive © 2013InsightAnalysis on combinedactivitiesDataSurveydataClick path analysisAnaly...
2020Pick ‘n’ Mix methodsSpotless Interactive © 2013• Lab based research• Ethnographic research• Diary studies• Remote task...
2121Lab based researchSpotless Interactive © 2013• Pros – Gain rich insight into behaviour andthought processes using ‘thi...
2222Recording mobile/tabletSpotless Interactive © 2013• Mr Tappy [Online site] £200• Spotless Interactive kit [Spotless] –...
2323User Experience Survey Report 2013Spotless Interactive © 2013• Please select the top three user experiencetesting tech...
2424Ethnographic researchSpotless Interactive © 2013• Pros – Can gain richer contextual feedback, capturebehaviour across;...
2525Capturing outputSpotless Interactive © 2013• Notes from observer• Survey questions after key interactions• Audio – Cap...
2626Digital diary studiesSpotless Interactive © 2013• Pros – Effective at gaining real world context,motivations and behav...
2727Remote task based researchSpotless Interactive © 2013• Pros – Can reach a wider audience and can capturetheir feedback...
2828Digital qualitative studiesSpotless Interactive © 2013• Pros – Capture events immediately, cheaper to run,allows self ...
2929Mobile surveysSpotless Interactive © 2013• Pros – Works across mobile/tablet/PC, great forgeographical reach, structur...
3030Telephone interviewsSpotless Interactive © 2013• Pros – Gain additional qualitative insight, can be usedinternationall...
31 Spotless Interactive © 2013Casestudies
3232Argos – Lab based researchSpotless Interactive © 2013• Research objective: Understand customerexpectations and overall...
3333Argos – Lab based researchSpotless Interactive © 2013• Method: Lab based usability testing 36 participantssplit equall...
3434Leading betting firm – Digital qualitativeSpotless Interactive © 2013• Research objective: Understandcustomer expectat...
3535Leading betting firm – Digital qualitativeSpotless Interactive © 2013• Used ‘fun activities’ to create a sense ofcommu...
36 Spotless Interactive © 2013Summary
37375 Things to rememberSpotless Interactive © 2013• Pick ‘n’ Mix – Use different methods to get results• Bridge the gap –...
38 Spotless Interactive © 2013Thank You
3939Questions & answersSpotless Interactive © 2013
4040Contact detailsSpotless Interactive © 2013• Please contact us with any questions you might have:+44 (0) 20 7168 7526in...
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Multi device user experience research - pick and mix

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Multi device user experience research - pick and mix

  1. 1. 1 Spotless Interactive © 2013Pick‘n’Mix–Whatsinyourbag?Multi-DeviceUserExperienceResearch
  2. 2. 22What we are going to present• About Spotless Interactive• Consumer behaviour• Challenges to meet• Into the Pick ‘n’ Mix• Case studies• SummarySpotless Interactive © 2013
  3. 3. 3 Spotless Interactive © 2013Aboutus
  4. 4. 44IntroductionSpotless Interactive © 2013• A professional UX consultancy• Established in 2004• Team of passionate UX Consultants• Offices in Old Street London• Working across multiple platforms and devices
  5. 5. 55Who we work withSpotless Interactive © 2013
  6. 6. 6 Spotless Interactive © 2013Consumerbehaviour
  7. 7. 77Attention spanSpotless Interactive © 201390% of shoppers move between devices whetherthey are smartphones, PCs, tablets or TV as theygather information and reach a purchase decisionThe New Multi-screen World: Understanding Cross-Platform Consumer Behaviour –Google/IPSOS Mori
  8. 8. 88Humans vs. GoldfishSpotless Interactive © 2013
  9. 9. 99Daily cycleSpotless Interactive © 20134. Travel home1. Getting ready for work 2. Travel to work3. At work5. After work
  10. 10. 1010Unusual locations whilst placing a betSpotless Interactive © 2013• Over to you - Can you suggest some of the mostunusual locations?
  11. 11. 1111Unusual locations whilst placing a betSpotless Interactive © 2013• 21% - On the toilet• 06% - Wedding• 01% - Childbirth
  12. 12. 1212Benefits to understanding contextSpotless Interactive © 2013• Understand customers’ real perceptions of thesite’s value• Delve deeper into what makes them purchase, useand consume
  13. 13. 1313Benefits to understanding contextSpotless Interactive © 2013• Validate internal thinking about a targetcustomer’s needs, expectations, motivations, andcontext of use
  14. 14. 14 Spotless Interactive © 2013Challengestomeet
  15. 15. 1515ChallengesSpotless Interactive © 2013• Growing number of channels to deal with• Moving targets with technological landscape• Designing for distraction and diminishing attention• Budget/time constraints for conducting research
  16. 16. 1616What you might like to knowSpotless Interactive © 2013Should I doqualitative orquantitative studies?How do we capturebehaviour acrossmultiple devices?How do we know whatour users are really doingwith our site or app?How do activities on onescreen impact another?
  17. 17. 17 Spotless Interactive © 2013IntothePick‘n’Mix
  18. 18. 1818Customer insightSpotless Interactive © 2013Customer Insight represents a deep understanding ofcustomer needs and the drivers of customerbehaviour at a level beyond what customers areable to articulate themselves
  19. 19. 1919Customer insightSpotless Interactive © 2013InsightAnalysis on combinedactivitiesDataSurveydataClick path analysisAnalyticsBlog miningCRM InformationPersonalisationdataSegmentationdataResearchUser researchEthnographicresearchFocusgroupsUsabilitytestingDay in the life of studyDiary studiesCo-creation= +
  20. 20. 2020Pick ‘n’ Mix methodsSpotless Interactive © 2013• Lab based research• Ethnographic research• Diary studies• Remote task based research• Digital qualitative studies• Mobile surveys• Telephone interviews
  21. 21. 2121Lab based researchSpotless Interactive © 2013• Pros – Gain rich insight into behaviour andthought processes using ‘think aloud’• Cons – Can be expensive and lack some context• Mobile/tablet usability kit– Custom built mobile/tablet rigs• Software based– UX Recorder (web only)
  22. 22. 2222Recording mobile/tabletSpotless Interactive © 2013• Mr Tappy [Online site] £200• Spotless Interactive kit [Spotless] – £250• UX Recorder app [iTunes store] - £59• Reflector App [Nate Bolt] - £Free• iPad rotation kits [Various] - £30-£100• Mc Guyver – [EuroIA 2010] - £150
  23. 23. 2323User Experience Survey Report 2013Spotless Interactive © 2013• Please select the top three user experiencetesting techniques that you perceive toprovide the best ROINo 1: In person lab testing49% - Client side51% - Agency side
  24. 24. 2424Ethnographic researchSpotless Interactive © 2013• Pros – Can gain richer contextual feedback, capturebehaviour across; TV, Tablet, Console & Mobile• Cons – Expensive, time consuming, privacy issues
  25. 25. 2525Capturing outputSpotless Interactive © 2013• Notes from observer• Survey questions after key interactions• Audio – Capture with a digital audio recorder• Video - HD Recording glasses• Video - Eyetracking glasses
  26. 26. 2626Digital diary studiesSpotless Interactive © 2013• Pros – Effective at gaining real world context,motivations and behaviours, can bemonitored in real time and combined withother methods• Cons – Take time to run, require regularcheckpoints, and kick-off/debrief sessions,usually a high drop out rate of participants.Relies on accurate self reporting fromparticipants• Example tools:Email/Twitter/Yammer/SMS/Survey based
  27. 27. 2727Remote task based researchSpotless Interactive © 2013• Pros – Can reach a wider audience and can capturetheir feedback whilst doing tasks in context, accessto wider sample size, geographical reach• Cons – Can be expensive to obtain the software,some software requires installation of an app, oradditional JavaScript pop up window during tasks• Example tools:• UserZoom
  28. 28. 2828Digital qualitative studiesSpotless Interactive © 2013• Pros – Capture events immediately, cheaper to run,allows self evaluation, can gather location based data andtime stamps, can go in store/home without a researcher,can focus real time focus groups via chat packages• Cons – Can take time to run, can’t view body language
  29. 29. 2929Mobile surveysSpotless Interactive © 2013• Pros – Works across mobile/tablet/PC, great forgeographical reach, structured data, get a bigger samplesize and more confidence in numbers• Cons – Time to analyse• Survey Monkey
  30. 30. 3030Telephone interviewsSpotless Interactive © 2013• Pros – Gain additional qualitative insight, can be usedinternationally, can reach people quickly, can gainrepresentative sample quickly• Cons – Can’t read participants body language/facialexpressions, high drop out rate, limited calling timeranges
  31. 31. 31 Spotless Interactive © 2013Casestudies
  32. 32. 3232Argos – Lab based researchSpotless Interactive © 2013• Research objective: Understand customerexpectations and overall reactions to theiPhone/iPad/Android app
  33. 33. 3333Argos – Lab based researchSpotless Interactive © 2013• Method: Lab based usability testing 36 participantssplit equally across the various devices
  34. 34. 3434Leading betting firm – Digital qualitativeSpotless Interactive © 2013• Research objective: Understandcustomer expectations and overallreactions to the iPhone app• Context : Pub – 4 friends with iPhones• Live event: Encouraged to engage beforeand after using digital quant and diarystudies to capture ‘build up’ and ‘postmatch banter’
  35. 35. 3535Leading betting firm – Digital qualitativeSpotless Interactive © 2013• Used ‘fun activities’ to create a sense ofcommunity and understand what’s goingon in their lives• Smartphone user generated photos/videosand used online discussion boards/Twitter• Asked to tell us when they placed a bet,using which device• Key findings: Uncovered Insight intogroup dynamics during and after games,identified preference for external channelswhen researching odds and stats
  36. 36. 36 Spotless Interactive © 2013Summary
  37. 37. 37375 Things to rememberSpotless Interactive © 2013• Pick ‘n’ Mix – Use different methods to get results• Bridge the gap – Try to understand context• Qual + Quant – Use a combination of the two• Cost – Does not have to be an expensive exercise• Use what you have – Use data you are currentlycollecting e.g. site analytics and combine with other datato generate meaningful insight?
  38. 38. 38 Spotless Interactive © 2013Thank You
  39. 39. 3939Questions & answersSpotless Interactive © 2013
  40. 40. 4040Contact detailsSpotless Interactive © 2013• Please contact us with any questions you might have:+44 (0) 20 7168 7526info@spotlessinteractive.com@spotint
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