Presentatie van Netprofiler tijdens Mobile Convention Amsterdam 2011

1. How to conduct
usability studies
on mobile devices
Mobile Convention
19 April 2011 1

2. Content
A. Usability research general
B. Usability research for mobile devices
C. Case 1: Mobile website C1000
D. Case 2: TV Guide app Ziggo
E. 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
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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)!