Presentation for the Global Business Conference 2013

1. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 1
Graz University of Technology
Institute of Business Economics and Industrial Sociology
Head of Institute O. Univ.-Prof. Dipl.-Ing. Dr. techn. Ulrich Bauer
www.bwl.tugraz.at
The Factor Usability on Location
Based Services in the Retail
Environment
Roxane Koitz
Iris Uitz
Global Business Conference Summer 2013
Opatija, Croatia

2. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 2
Agenda
• Theory Location Based Services

3. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 3
Initial Situation
Swiss Retailer
• Mobile Applications
• Shopping Lists
• Nearest Store
• Customer Loyalty Program
• Improve Experience with Location Based Services (LBS)
Location Based Services
• User Location
• Types:1
• Information-directory Services
• Tracking and Navigation Services
• Emergency Services
• Location Based Advertising
• GPS, WiFi/ Bluetooth, Inertial System
1 Dhar, S.; Varshney, U. (2011)

4. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 4
Consumer Technology Acceptance Model2
2 BRUNER II, G.C.; KUMAR, A. (2005), S.554.

5. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 5
Usability Testing
“A process that employs people as testing participants who are representative of the
target audience to evaluate the degree to which a product meets specific
usability criteria.” 5
• Task List
• 10 to 12 Participants
• Preference / Performance Data
• Usability Issues
• Criticality = Problem Severity + Frequency of Occurance
• Automated Remote Usability Test
5 RUBIN, J.; CHISNELL, D.; SPOOL, J. (2008), S.21.
Ranking Problem Severity Frequency of Occurance
4 Task failure ≥90%
3 Serious problem 51–89%
2 Minor hindrance 11–50%
1 No problem <= 10%

6. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 6
aisle411
• Goal:
• Remote Usability Test of LBS-App aisle4116
• Participants:
• Pilot Study
• 28 Smartphone User(Android, iOS)
• Within the US
• Test Environment:
• Walgreens Stores
• Data Collection:
• Online Survey
6 aisle411.com

7. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 7
Tasks
Task ID
Task 1 Download the application to your smartphone
Task 2 Create a new shopping list (Aspirin, Water, Sugar, *)
Task 3 Find a Walgreens near you
Task 4 Navigate to Aspirin („Check-in“, Show Map, Tick off Aspirin)
Task 5 Scan the Barcode

8. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 8
Data Collection
Online Survey:
• General
• Age
• Education
• Gender
• …
• Tasks
• Completion
• Comprehensibility
• Errors
• Comments
und
• Task Specific Questions
• System Usability Scale (SUS) 7
• Complexity
• Ease of Use
• Consistency
• …
7 Brooke, J. (1996)

9. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 9
Participants
0
1
2
3
4
5
6
No schooling
completed, or less
than 1 year
High school graduate
(or equivalent)
Some college (1-4
years, no degree)
Bachelor's degree Master's degree Doctorate degree
Participants
female
male
n = 28
0
2
4
6
8
10
12
15-19 20-24 25-29 30-34 35-39 40-44
Age (in Years)
n = 28

10. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 10
Results
100% 100% 96% 96% 93%
4% 4% 7%
0%
20%
40%
60%
80%
100%
Task 1
(Download)
Task 2
(Shopping List)
Task 3
(Walgreens Store)
Task 4
(Navigation Aspirin)
Task 5
(Barcode)
Task Completion
Completed Not Completed n = 28
ID Description Criticality
T5.1 Barcodescanner icon unclear. 6
T2.1 Creation of shopping list confusing. 5
T4.1 Aspirin Location incorrect. 5
T2.3 Buttons are not responding. 4
T3.1 Store Location incorrect. 4
T4.2 Several locations for same product. 3
T2.2 Brands not included in database. 3

11. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 11
“The app aisle411 was intuitive concerning…“
0%
10%
20%
30%
40%
50%
60%
70%
Strongly Agree - 1 2 3 4 Strongly Disagree - 5
Task 2
Task 3
Task 4
Task 5

12. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 12
System Usability Scale
2,22
4,64
1,90
4,64
2,17
1,94
3,96
4,23
2,02
4,31
I think I would like to use this
app frequently.
I found the app unnecessarily
complex.
I thought the app was easy to
use.
I think that I would need the
support of a technical person
to be able to use this app.
I found the various functions in
this app were well integrated.
I would imagine that most
people would learn to use this
app very quickly.
I thought there was too much
inconsistency in this app.
I found the app very difficult to
use.
I felt very confident using the
app.
I needed to learn a lot of
things before I could get going
with this app.
1 2 3 4 5
Strongly Agree Strongly Disagree

13. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 13
Conclusion
LBS in Retail:
• Easy enough
• Core Functionalities Comprehensive
• Shopping List
• Navigation
• Accuracy of Navigation
• Icons
Future Research:
• Usability Test Prototype
• FUN

14. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 14
Graz University of Technology
Institute of Business Economics and Industrial Sociology
Head of Institute O. Univ.-Prof. Dipl.-Ing. Dr. techn. Ulrich Bauer
www.bwl.tugraz.at
Thank You
The Factor Usability on Location Based
Services in the Retail Environment

15. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 15
Location Based Services
Methods:
• Global Positioning System (GPS)
• Mobile Network
• Radio Frequency Identification (RFID)
• Wireless Local Area Networks
• Bluetooth
Indoor:
• Inertial System
• Infrastructure
(z.B. HAIP8)
8 http://geta.aalto.fi/ (15.12.2012)

16. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 16
Additional Participant Comments
• Ticking off of products unclear
• No real navigation
• Device‘s position not shown
• Automatic ticking off
• More detailed product position within aisle
• Rearrangement of shopping list according to products’
positions
• Product’s photo
• Asking an employee easier

17. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 17
Mobile Marketing
“A whole generation of consumers is online and moving to mobile – that is how they
receive their information, that’s how they get their product information, that’s where
they get their offers.”9 - Bruce Pryor, Vizepräsident des Marketings bei Zavers
Location Based Advertising:10
• Pull Advertising
• Push Advertising
• Applications:11
• Location Triggered Notifications
• Location Branded Application
• Check-in Based Contests and Games
9 GOLDMAN, S. (2010), S.470.
10 UNNI, R.; HARMON, R. (2007), S.30.
11 MOBILE MARKETING ASSOCIATION (2011), S.6.

18. The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 18
Remote Usability Testing
Moderated Remote UT
Automated Remote UT
FIDAS, C. et al. (2007), S.154f.