April 15, 2010<br />“Mobile User Experience on Apps and Widgets”<br />
Dr. Philip Rhodes, Ph.D.<br />Philip holds a Ph.D. in Information Design from the University of Portsmouth. He has extensi...
Agenda<br />
OTOinsights Overview<br />
Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, age...
OTOinsights OverviewEstablished in 2002, OTOinsights has conducted over 400 research project in over 30 countries.Speciali...
OTOinsights | Amplifying Engagement<br />Brand Perception <br />Research<br />Customer Experience <br />Research<br />Neur...
 Information Architecture
 User Scenarios
 Behavioral Use Cases
 Feature Matrix
 Wireframes
 Site Maps
Prototype Development
 Eye-Tracking
 Pre-Cognitive Neurological Engagement
 Cognitive Emotional Tagging
 Usability Testing
 Focus Groups
 In-Depth/Paired Interviews
 Online Surveys
 Expert Evaluations
 Accessibility Audits
 Ethnographics
Research/Tracking
Socially Informed/ Multi-Channel Personas
 Engagement Mapping
 Cultural Anthropology
 Trend Spotting</li></li></ul><li>
OTOinsights Clients<br />
OTOinsights Clients: Mobile<br />10<br />
PART 1: Context: The App Landscape<br />
What makes a great app?Or how can we design meaningful user experiences when considering mobile apps?<br />Why is this imp...
to 423m in 2013</li></li></ul><li>Context: The app landscape<br /><ul><li>How are people using apps?
Why do people use mobile apps?
How do people become aware of mobile apps?
What do users expect from mobile apps?</li></ul>Gartner predict that:<br /><ul><li>Consumers will spend $6.2 billion on ap...
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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 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

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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.
  • OTOinsights Mobile UX Webinar, April 15 2010

    1. 1. April 15, 2010<br />“Mobile User Experience on Apps and Widgets”<br />
    2. 2. Dr. Philip Rhodes, Ph.D.<br />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.<br />Managing Director & Director of Research<br />
    3. 3. Agenda<br />
    4. 4. OTOinsights Overview<br />
    5. 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.<br />One of the 20 “Hottest Independent Digital Firms” Globally<br />AdAge, 2007<br />One of the Fastest Growing Private Companies<br />Inc Magazine, 2008<br />
    6. 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<br />
    7. 7. OTOinsights | Amplifying Engagement<br />Brand Perception <br />Research<br />Customer Experience <br />Research<br />Neuromarketing <br />Research<br />Information Design<br /><ul><li>User Needs Analysis
    8. 8. Information Architecture
    9. 9. User Scenarios
    10. 10. Behavioral Use Cases
    11. 11. Feature Matrix
    12. 12. Wireframes
    13. 13. Site Maps
    14. 14. Prototype Development
    15. 15. Eye-Tracking
    16. 16. Pre-Cognitive Neurological Engagement
    17. 17. Cognitive Emotional Tagging
    18. 18. Usability Testing
    19. 19. Focus Groups
    20. 20. In-Depth/Paired Interviews
    21. 21. Online Surveys
    22. 22. Expert Evaluations
    23. 23. Accessibility Audits
    24. 24. Ethnographics
    25. 25. Research/Tracking
    26. 26. Socially Informed/ Multi-Channel Personas
    27. 27. Engagement Mapping
    28. 28. Cultural Anthropology
    29. 29. Trend Spotting</li></li></ul><li>
    30. 30. OTOinsights Clients<br />
    31. 31. OTOinsights Clients: Mobile<br />10<br />
    32. 32. PART 1: Context: The App Landscape<br />
    33. 33. What makes a great app?Or how can we design meaningful user experiences when considering mobile apps?<br />Why is this important?<br />Number of smartphones – devices that can download apps – sold worldwide each year is expected to increase from:<br /><ul><li>around 165m this year
    34. 34. to 423m in 2013</li></li></ul><li>Context: The app landscape<br /><ul><li>How are people using apps?
    35. 35. Why do people use mobile apps?
    36. 36. How do people become aware of mobile apps?
    37. 37. What do users expect from mobile apps?</li></ul>Gartner predict that:<br /><ul><li>Consumers will spend $6.2 billion on apps in 2010
    38. 38. By 2013 downloads will be greater than $21.6 billion</li></li></ul><li>Context: The app landscape<br /><ul><li>How are people using apps?
    39. 39. US study (April/May 2009)
    40. 40. Downloaded 23.6 apps on average
    41. 41. Use 6.8 apps per day
    42. 42. Use for more than 30 mins a day
    43. 43. 24% shop for apps more than once a week</li></ul>Are Apps changing the media landscape?<br /><ul><li>32% use a gaming device less
    44. 44. 31% read a newspaper less
    45. 45. 28% use a GPS less
    46. 46. 28% use their MP3 less
    47. 47. 24% watch less TV</li></li></ul><li>Context: The app landscape<br /><ul><li>Why do people use mobile apps?
    48. 48. To kill time
    49. 49. Peer pressure
    50. 50. Just interested in technology
    51. 51. “Just what you do – browse the store”
    52. 52. Interested in a particular subject/have a specific need</li></ul>Will apps make the phone become the modern Swiss army knife?<br />
    53. 53. Context: The app landscape<br /><ul><li>How do people become aware of mobile apps?
    54. 54. ‘Word of mouth’
    55. 55. Just browsing the ‘app store’
    56. 56. Aware through media campaign</li></ul>Majority of users don’t know what they want, until they find it<br />
    57. 57. Context: The app landscape<br /><ul><li>What do users expect from mobile apps?</li></ul>Currently people do not buy phones because of apps<br />
    58. 58. PART 2: Designing Apps<br />
    59. 59. BecomeAware<br />Designing Apps<br />Find, Buy and install<br />Lose interest<br />Use and re-use<br />
    60. 60. Designing Apps: Use and Re-use<br />Usable<br />Useful<br />Engaging<br />
    61. 61. Designing Apps: Use and Re-use<br /><ul><li>Useful: Two considerations
    62. 62. Information landscape
    63. 63. Interface sophistication</li></li></ul><li>Designing Apps: Use and Re-use<br /><ul><li>Useful: Playing to the strengths of mobile:
    64. 64. Communications
    65. 65. Spontaneous
    66. 66. Geo-sensitive
    67. 67. Short temporal usage
    68. 68. Focused activity</li></li></ul><li>Designing Apps: Use and Re-use<br /><ul><li> Usable</li></ul>Key principles:<br /><ul><li>System status visibility
    69. 69. Real world v system
    70. 70. User has control
    71. 71. Consistent
    72. 72. Recognition v recall
    73. 73. Efficient & flexible
    74. 74. Recover from errors
    75. 75. Support (help)</li></ul>Poor user experience<br />+time, +effort, -reward<br />EFFORT<br />Good user experience<br />+time, +effort, +reward<br />TIME<br />REWARD<br />Excellent user experience<br />-time, -effort, +reward<br />
    76. 76. Psychological States<br />Cognitive/Physical Processes<br />Emotions<br />Activities<br />Relationship<br />Connections with brands, products, services<br />Designing Apps: Use and Re-use<br /><ul><li>Engaging</li></li></ul><li>Designing Apps: Use and Re-use<br />Tools and techniques<br /><ul><li>Participatory Design
    77. 77. Usability
    78. 78. Observation/Ethnography (Extended use)</li></li></ul><li>Designing Apps: Use and Re-use<br />Tools and techniques<br /><ul><li>Participatory Design
    79. 79. Usability
    80. 80. Observation/Ethnography (Extended use)</li></li></ul><li>Designing Apps: Use and Re-use<br />Tools and techniques<br /><ul><li>Participatory Design
    81. 81. Usability
    82. 82. Observation/Ethnography (Extended use)</li></li></ul><li>PART 3: Apps Journey<br />
    83. 83. BecomeAware<br />Apps Journey…<br />Find, Buy and install<br />Lose interest<br />Use and re-use<br />
    84. 84. Apps Journey: Find, Buy and Install<br /><ul><li>Where are Apps available?
    85. 85. Is the App ‘free’ or ‘paid for’?
    86. 86. Is there a ‘paid for’ promotion/offer e.g. try before you buy, limited functionality App?
    87. 87. Where is it installed on their mobile device?
    88. 88. Touchscreen or not touchscreen?
    89. 89. Multiple homepages, etc.</li></li></ul><li>Apps Journey: Become Aware<br /><ul><li>How does the user become aware?
    90. 90. Personal recommendations are key
    91. 91. Other recommendations e.g. app developers, operators, celebrities
    92. 92. How important are reviews and ratings?</li></li></ul><li><ul><li>How to keep the users interested (engaged)?
    93. 93. Considerations when:
    94. 94. User upgrades their mobile device
    95. 95. User switches network</li></ul>Apps Journey: Loose Interest<br />
    96. 96. PART 4: Insights & Conclusions<br />
    97. 97. Conclusions<br />Develop a Strategy<br /><ul><li>Don’t convert, create (see it as an opportunity)
    98. 98. Focus on Context, Goals & Needs (task, locale, informative)
    99. 99. Don’t try and support everything (create device families)
    100. 100. Keep it simple and focus on the characteristics of the channel</li></li></ul><li>Conclusions<br />Remember the Users<br /><ul><li>Who are the users
    101. 101. What type of behaviour can we predict
    102. 102. When will they interact?
    103. 103. Will they have time to wait for content?
    104. 104. Why will they use the service?
    105. 105. What value will they gain from the content/service?</li></li></ul><li>Questions?<br />Dr. Philip Rhodes:prhodes@onetooneinteractive.com<br />For copies of the presentation or further info on OTOinsights services please email: <br />marketing@onetooneinteractive.com<br />Follow OTOinsights on Twitter:<br />http://twitter.com/OTOinsights <br />http://twitter.com/fhios<br />
    106. 106. Future Webinars from One To One Interactive<br />“Increasing Conversions, Revenue and ROI through Content Testing and Optimization (CTO)<br />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. <br />
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