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Mobile Convention Amsterdam - Netprofiler - Frans Appels

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Presentatie van Netprofiler tijdens Mobile Convention Amsterdam 2011

Presentatie van Netprofiler tijdens Mobile Convention Amsterdam 2011


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  • 1. How to conduct usability studies on mobile devicesMobile Convention19 April 2011 1
  • 2. ContentA. Usability research generalB. Usability research for mobile devicesC. Case 1: Mobile website C1000D. Case 2: TV Guide app ZiggoE. Tips
  • 3. About Netprofiler and Frans Appels• Frans Appels, director Netprofiler• Founder of MobileMetrics.nl (together with aFrogLeap and RapidSugar)• Netprofiler: 15 consultants in The Netherlands• Online marketing agency specialized in: - Conversion and Usability - Web analytics - Search engine marketing:• Partner off: 3 3
  • 4. A) Usability research
  • 5. What is usability research  Testing the usability of a website or app.  Testing takes place with potential users of the website  Users are invited in an usability lab to interact with website when conducting various tasks  Usability consultants and client are watching in another room  6 or more users separetely  Main issues and problems of the site become clear
  • 6. 2 ways of usability research 1. Usability research – Kliks, facial expression and comments 2. Eyetracking usability research – Eyemovements, facial expression and comments  Eyetracking usability research is a extended version in which the eyemovements are registered. This gives more insights about the structure of the pages and what is seen or not seen.
  • 7. Eyetracking output; Heatmap
  • 8. Eyetracking output; Gazeplot
  • 9. Eyetracking output; Time to first fixation Time to first fixation: 15 sec. Time to first fixation: 34 sec. Time to first click:> 34 sec.
  • 10. B. Development mobile usage
  • 11. Internet gebruik mobile devices • Een research done by MobileMetrics shows:  In October 2010 mobile devices generated 1,9% of the total traffic to normal websites  In March 2011 mobile devices generated 3,6% of the total traffic to normal websites
  • 12. Which mobile devices are used?
  • 13. C) Usability research mobile devices
  • 14. C. Usability research for mobile devices 1. Usability research – Kliks, facial expression and comments 2. Eyetracking usability research – Eyemovements, facial expression and comments
  • 15. Usability research for mobiele site / app. 1. Show the screen of the mobile device on a big normal monitor screen. The users looks on the screen but navigates on his mobile devices. 2. It’s also possible to display the screen on a touch screen monitor.  Not real world situation, other way of looking and navigating
  • 16. Usability research for mobiele site / app.
  • 17. Usability research for a iPad Eyetracking research for iPad?  Het screen of a ipad is much bigger than the screen of a mobile phone.  Therefore is is more usefull to conduct a eyetracking research on a iPad of tablet.  The users must be able to turn the iPad during the test.
  • 18. D) Case C1000, Mobile website
  • 19. Research setting  m.c1000.nl  6 tasks  8 users
  • 20. The research  On the homepage visitors first have to select a location  The menus items “aanbiedingen” and “acties” are already shown. But they are not clickable because no location is selected.  Advice is not to show these items as visitors try to click on them.
  • 21. The research  The button “plan route” as hard to see for various visitors. The main focus is om the map.  Advice: move to button “plan route’ closer to the map.
  • 22. The research
  • 23. B) Ziggo Case, iPad usability research
  • 24. Research settings  TV Gids iPad app. Ziggo  6 tasks  8 users, experienced with iPad
  • 25. The research  Their was no clear distiction between the 2 parts at the bottom of the site. Therefore swyping went wrong for various users.  Advice: make a clear line between the 2 parts.  The upper part doesn’t have a title or refercence. Users don’t understand wat is selected here.  Advice: make a title above the the picture.
  • 26. The research  During the research also bugs in a application become clear.  The user has selected tomorrow but the events of today are shown. .
  • 27. The research
  • 28. Tips for development
  • 29. Tips & Tricks  What is the situation the users interact with the mobile site or app? At home, on the move, in their office? This has a big influence on the information need.  What do you show when the users doesn’t have internet connection?  How do you use location and social context (who is around the user)  What is the speed of the internetconnection of the users?
  • 30. Tips & Tricks  Use 1 call to action per page.  Clickable items at least 44 pixels away from other items  No flash.  Single column for mobile sites / apps.  From mail to correct landingpage in mobile website or normal website.  Contrast is very important because incoming light  No link to the normal website (or 1 that says: visit our normal website that isn’t optimized for mobile visitors).
  • 31. Tips and tricks  Visitors like to see where they are.  Visitor expect a reaction from the app. or website after an action.  Don’t hide items because there isn’t enough space.  Ask support of the future users in developing and testing. The earlier you know, the easier it is to change.  Keep is simple (stupid)!