OTOinsights Mobile UX Webinar, April 15 2010

April 15, 2010
“Mobile User Experience on Apps and Widgets”

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

Agenda

OTOinsights Overview

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

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

OTOinsights | Amplifying Engagement
Brand Perception
Research
Customer Experience
Research
Neuromarketing
Research
Information Design
User Needs Analysis
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

OTOinsights Clients

OTOinsights Clients: Mobile
10

PART 1: Context: The App Landscape

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
to 423m in 2013

Context: The app landscape
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?
Gartner predict that:
Consumers will spend $6.2 billion on apps in 2010
By 2013 downloads will be greater than $21.6 billion

How are people using apps?
US study (April/May 2009)
Downloaded 23.6 apps on average
Use 6.8 apps per day
Use for more than 30 mins a day
24% shop for apps more than once a week
Are Apps changing the media landscape?
32% use a gaming device less
31% read a newspaper less
28% use a GPS less
28% use their MP3 less
24% watch less TV

Why do people use mobile apps?
To kill time
Peer pressure
Just interested in technology
“Just what you do – browse the store”
Interested in a particular subject/have a specific need
Will apps make the phone become the modern Swiss army knife?

How do people become aware of mobile apps?
‘Word of mouth’
Just browsing the ‘app store’
Aware through media campaign
Majority of users don’t know what they want, until they find it

What do users expect from mobile apps?
Currently people do not buy phones because of apps

PART 2: Designing Apps

BecomeAware
Designing Apps
Find, Buy and install
Lose interest
Use and re-use

Designing Apps: Use and Re-use
Usable
Useful
Engaging

Useful: Two considerations
Information landscape
Interface sophistication

Useful: Playing to the strengths of mobile:
Communications
Spontaneous
Geo-sensitive
Short temporal usage
Focused activity

Usable
Key principles:
System status visibility
Real world v system
User has control
Consistent
Recognition v recall
Efficient & flexible
Recover from errors
Support (help)
Poor user experience
+time, +effort, -reward
EFFORT
Good user experience
+time, +effort, +reward
TIME
REWARD
Excellent user experience
-time, -effort, +reward

Psychological States
Cognitive/Physical Processes
Emotions
Activities
Relationship
Connections with brands, products, services
Engaging

Tools and techniques
Participatory Design
Usability
Observation/Ethnography (Extended use)

PART 3: Apps Journey

BecomeAware
Apps Journey…
Find, Buy and install
Lose interest
Use and re-use

Apps Journey: Find, Buy and Install
Where are Apps available?
Is the App ‘free’ or ‘paid for’?
Is there a ‘paid for’ promotion/offer e.g. try before you buy, limited functionality App?
Where is it installed on their mobile device?
Touchscreen or not touchscreen?
Multiple homepages, etc.

Apps Journey: Become Aware
How does the user become aware?
Personal recommendations are key
Other recommendations e.g. app developers, operators, celebrities
How important are reviews and ratings?

How to keep the users interested (engaged)?
Considerations when:
User upgrades their mobile device
User switches network
Apps Journey: Loose Interest

PART 4: Insights & Conclusions

Conclusions
Develop a Strategy
Don’t convert, create (see it as an opportunity)
Focus on Context, Goals & Needs (task, locale, informative)
Don’t try and support everything (create device families)
Keep it simple and focus on the characteristics of the channel

Conclusions
Remember the Users
Who are the users
What type of behaviour can we predict
When will they interact?
Will they have time to wait for content?
Why will they use the service?
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:
marketing@onetooneinteractive.com
Follow OTOinsights on Twitter:
http://twitter.com/OTOinsights
http://twitter.com/fhios

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.

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OTOinsights Mobile UX Webinar, April 15 2010

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OTOinsights Mobile UX Webinar, April 15 2010 Presentation Transcript