OTOinsights Mobile UX Webinar, April 15 2010
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OTOinsights Mobile UX Webinar, April 15 2010

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At OTOinsights we have conducted over 40 research projects in the mobile sector for mobile application developers and mobile manufacturers helping design products that connect with customers in......

At OTOinsights we have conducted over 40 research projects in the mobile sector for mobile application developers and mobile manufacturers helping design products that connect with customers in meaningful ways.

Using our experience and knowledge we have created a new study called 'Mobile insights'. Key points include:

- details of research methodologies and techniques that can be used to understand the customer 's 'informational landscape'

- explores how to make mobile applications not only 'usable' but also 'engaging' so that your customers want to use them time and time again

More in: Technology , Design
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  • Four Attributes of Online Customer Experience:Customized by the End UserAggregated at the Point of UseRelevant to the MomentSocial as a RuleBrand PerceptionProbe for social media behavior when conducting ethnographic research. To developpersonas that help designers create CARS experiences, researchers should incorporateobservations of users engaged in social media activities like blogging and micro blogging.Multi-Channel PersonasDesigning next-generation online experiences willdemand the kind of insight that personas provide. Although many firms already havesingle-channel personas, they’ll need new personas that reflect the complexity of users’multichannel behavior. This means developing personas that provide a full picture of eachcustomer’s journey through physical and interactive touch points, their information andfunctionality needs at each stop along the way, and which devices they use to support theircurrent behaviors.Customer Experience ResearchMulti-touch-point evaluation and analytics will become must-haves. Measuring customerexperience across multiple channels is still a major challenge for most firms.13 But consumerswill increasingly use multiple apps, devices, and sites to complete a single goal — onlineand in conjunction with other channels. In response, customer experience professionals willcreate centralized groups to coordinate metrics and a common framework for measurement.And to make data integration manageable, they will focus on one channel pair at a time.14Experiment and test. To mitigate the risk associated with building increasingly sophisticatedinteractions, customer experience professionals should experiment before rolling out massivechanges to the marketplace. But having an incubation environment on the scale of FidelityLabs or Google Labs isn’t in the budgets of most companies. Instead, customer experienceprofessionals should plan to leverage low-cost usability testing techniques to try out theirexperiments with CARS online experiences. Testing paper prototypes early and often duringthe design process and leveraging remote testing tools to gather feedback can help evolveleading-edge designs at a price most companies can afford.Information DesignCreate atomized content and functionality. In response to rising expectations forcustomized, aggregated interactions, customer experience professionals should beginatomizing online content and functionality so that it’s available for re-use across sites anddevices.


  • 1. April 15, 2010
    “Mobile User Experience on Apps and Widgets”
  • 2. Dr. Philip Rhodes, Ph.D.
    Philip holds a Ph.D. in Information Design from the University of Portsmouth. He has extensive research and teaching experience in hypermedia design and information architecture. He speaks fluent Portuguese, having lived and worked in Brazil. Before joining OTOinsights, he worked with US solution providers Rare Medium and Sapient, as Director of Information Architecture. Specializing in offering user-centric online solutions within the banking, education, and telecommunications sectors. He also taught at several universities in Brazil and the UK, and has been widely published. Philip is both the Managing Director and the Director of Customer Experience Research & Design at OTOinsights, and a Fellow of the Royal Society of Arts.
    Managing Director & Director of Research
  • 3. Agenda
  • 4. OTOinsights Overview
  • 5. Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 140 professionals in 7 offices located in North America, Latin America, Europe, and Asia.
    One of the 20 “Hottest Independent Digital Firms” Globally
    AdAge, 2007
    One of the Fastest Growing Private Companies
    Inc Magazine, 2008
  • 6. OTOinsights OverviewEstablished in 2002, OTOinsights has conducted over 400 research project in over 30 countries.Specialists in neuromarketing and customer experience strategy, research and design.Undertake discrete point-in-time projects and strategic engagements.Experience across all platforms including digital (e.g. web, intranets, mobile devices, PDA’s, i-TV, etc.), call centers, retail environments and physical products (e.g. laptops, printers, etc.)OTOinsights Offerings:Amplifying Engagement
  • 7. OTOinsights | Amplifying Engagement
    Brand Perception
    Customer Experience
    Information Design
    • User Needs Analysis
    • 8. Information Architecture
    • 9. User Scenarios
    • 10. Behavioral Use Cases
    • 11. Feature Matrix
    • 12. Wireframes
    • 13. Site Maps
    • 14. Prototype Development
    • 15. Eye-Tracking
    • 16. Pre-Cognitive Neurological Engagement
    • 17. Cognitive Emotional Tagging
    • 18. Usability Testing
    • 19. Focus Groups
    • 20. In-Depth/Paired Interviews
    • 21. Online Surveys
    • 22. Expert Evaluations
    • 23. Accessibility Audits
    • 24. Ethnographics
    • 25. Research/Tracking
    • 26. Socially Informed/ Multi-Channel Personas
    • 27. Engagement Mapping
    • 28. Cultural Anthropology
    • 29. Trend Spotting
  • 30. OTOinsights Clients
  • 31. OTOinsights Clients: Mobile
  • 32. PART 1: Context: The App Landscape
  • 33. What makes a great app?Or how can we design meaningful user experiences when considering mobile apps?
    Why is this important?
    Number of smartphones – devices that can download apps – sold worldwide each year is expected to increase from:
    • around 165m this year
    • 34. to 423m in 2013
  • Context: The app landscape
    • How are people using apps?
    • 35. Why do people use mobile apps?
    • 36. How do people become aware of mobile apps?
    • 37. What do users expect from mobile apps?
    Gartner predict that:
    • Consumers will spend $6.2 billion on apps in 2010
    • 38. By 2013 downloads will be greater than $21.6 billion
  • Context: The app landscape
    • How are people using apps?
    • 39. US study (April/May 2009)
    • 40. Downloaded 23.6 apps on average
    • 41. Use 6.8 apps per day
    • 42. Use for more than 30 mins a day
    • 43. 24% shop for apps more than once a week
    Are Apps changing the media landscape?
    • 32% use a gaming device less
    • 44. 31% read a newspaper less
    • 45. 28% use a GPS less
    • 46. 28% use their MP3 less
    • 47. 24% watch less TV
  • Context: The app landscape
    • Why do people use mobile apps?
    • 48. To kill time
    • 49. Peer pressure
    • 50. Just interested in technology
    • 51. “Just what you do – browse the store”
    • 52. Interested in a particular subject/have a specific need
    Will apps make the phone become the modern Swiss army knife?
  • 53. Context: The app landscape
    • How do people become aware of mobile apps?
    • 54. ‘Word of mouth’
    • 55. Just browsing the ‘app store’
    • 56. Aware through media campaign
    Majority of users don’t know what they want, until they find it
  • 57. Context: The app landscape
    • What do users expect from mobile apps?
    Currently people do not buy phones because of apps
  • 58. PART 2: Designing Apps
  • 59. BecomeAware
    Designing Apps
    Find, Buy and install
    Lose interest
    Use and re-use
  • 60. Designing Apps: Use and Re-use
  • 61. Designing Apps: Use and Re-use
    • Useful: Two considerations
    • 62. Information landscape
    • 63. Interface sophistication
  • Designing Apps: Use and Re-use
    • Useful: Playing to the strengths of mobile:
    • 64. Communications
    • 65. Spontaneous
    • 66. Geo-sensitive
    • 67. Short temporal usage
    • 68. Focused activity
  • Designing Apps: Use and Re-use
    • Usable
    Key principles:
    • System status visibility
    • 69. Real world v system
    • 70. User has control
    • 71. Consistent
    • 72. Recognition v recall
    • 73. Efficient & flexible
    • 74. Recover from errors
    • 75. Support (help)
    Poor user experience
    +time, +effort, -reward
    Good user experience
    +time, +effort, +reward
    Excellent user experience
    -time, -effort, +reward
  • 76. Psychological States
    Cognitive/Physical Processes
    Connections with brands, products, services
    Designing Apps: Use and Re-use
    • Engaging
  • Designing Apps: Use and Re-use
    Tools and techniques
    • Participatory Design
    • 77. Usability
    • 78. Observation/Ethnography (Extended use)
  • Designing Apps: Use and Re-use
    Tools and techniques
    • Participatory Design
    • 79. Usability
    • 80. Observation/Ethnography (Extended use)
  • Designing Apps: Use and Re-use
    Tools and techniques
    • Participatory Design
    • 81. Usability
    • 82. Observation/Ethnography (Extended use)
  • PART 3: Apps Journey
  • 83. BecomeAware
    Apps Journey…
    Find, Buy and install
    Lose interest
    Use and re-use
  • 84. Apps Journey: Find, Buy and Install
    • Where are Apps available?
    • 85. Is the App ‘free’ or ‘paid for’?
    • 86. Is there a ‘paid for’ promotion/offer e.g. try before you buy, limited functionality App?
    • 87. Where is it installed on their mobile device?
    • 88. Touchscreen or not touchscreen?
    • 89. Multiple homepages, etc.
  • Apps Journey: Become Aware
    • How does the user become aware?
    • 90. Personal recommendations are key
    • 91. Other recommendations e.g. app developers, operators, celebrities
    • 92. How important are reviews and ratings?
    • How to keep the users interested (engaged)?
    • 93. Considerations when:
    • 94. User upgrades their mobile device
    • 95. User switches network
    Apps Journey: Loose Interest
  • 96. PART 4: Insights & Conclusions
  • 97. Conclusions
    Develop a Strategy
    • Don’t convert, create (see it as an opportunity)
    • 98. Focus on Context, Goals & Needs (task, locale, informative)
    • 99. Don’t try and support everything (create device families)
    • 100. Keep it simple and focus on the characteristics of the channel
  • Conclusions
    Remember the Users
    • Who are the users
    • 101. What type of behaviour can we predict
    • 102. When will they interact?
    • 103. Will they have time to wait for content?
    • 104. Why will they use the service?
    • 105. What value will they gain from the content/service?
  • Questions?
    Dr. Philip Rhodes:prhodes@onetooneinteractive.com
    For copies of the presentation or further info on OTOinsights services please email:
    Follow OTOinsights on Twitter:
  • 106. Future Webinars from One To One Interactive
    “Increasing Conversions, Revenue and ROI through Content Testing and Optimization (CTO)
    The digital marketing space offers unique opportunites for Content Testing and Optimization (CTO). The April 29th webinar looks at how OTOi designs and executes a CTO strategy, employing A/B/N and multivariate testing. Case studies are presented showing how OTOi has achieved significant successes in increasing conversions, revenue and ROI through an ongoing CTO process.The webinar covers the digital marketing strategy behind CTO, explains how A/B/N and multivariate tests are designed and shows, through case studies, how CTO strategies can be successfully applied across a wide range of campaigns. Along with lifts in conversion, revenue and ROI, the webinar demonstrates how a CTO strategy also provides a library of best practices for ongoing marketing campaigns. There will be a Q&A period following the presentation.