Webinar: <br />Optimizing Mobile UX Design<br />With Special Guest & Partner:<br />September 29th, 2011<br />
Webinar Overview<br />Introductions & Goals (5 min) <br />Why is Mobile UX Research so important? (5 min)<br />Common mobi...
Introductions <br />Gavin Lew<br />MD at<br />User Centric<br />Alfonso de la Nuez<br />Co-Founder, Co-CEO<br />at UserZoo...
About UserZoom<br />Leading SaaS company specializing in Online UX Research<br />We help businesses create excellent user ...
About User Centric<br />Mobile Experience<br />3<br />major wireless operators<br />6<br />wireless device manufacturers<b...
Human factors in telecommunications
Consulting practice for  over 10 years
Focus on user-centered design
Typical Year Involves
150+ client engagements in 2010
Sample sizes range from N = 7 to 190
Approx 3,500 participant hours of data collection last 18 months
Offices
Oakbrook Terrace, IL (4 testing labs)
Chicago, IL (6-7 testing labs)
Atlanta, GA (2 testing labs)</li></li></ul><li>Intro: Webinar Goals<br />WHY is research important for Mobile UX Design?<b...
Why is Mobile UX Research so important?<br />
After Decades of Hype, Convergence is Here<br />
Why is Mobile UX Research so important?<br />78.5 million people in the U.S. (40%) own a Smartphone as of June 2011 (comSc...
40% browse the mobile web
40% download applications</li></li></ul><li>Beyond the PC…<br />By 2015, 82 million US consumers (1/3 of US online consume...
Beyond the PC…<br />By 2015, 82 million US consumers (1/3 of US online consumers) will be using a tablet (Forrester)<br />...
What Can We Learn From the Past?<br />
She Assumes Steam…<br />
A Team Approach + UX Research = Success<br />Design requires a team approach<br />Balance organizational, user and technic...
Wrist Watches Will Always Be Fashionable<br />
Mobile Devices Replace Watches / Alarms<br />
We should strive to “shape” behavior<br />
Let’s take a poll now!<br />
How-to on 2 types of studies:a) Qualitative - In-lab usability testing b) Quantitative - Remote ‘Unmoderated’ Testing<br />
Different needs of information<br />Devices<br />Clickarea<br />Scroll<br />Deviceinteraction<br />Field<br />Sound<br />L...
Different methods for different purposes<br />
Stimuli for mobile in-lab usability testing <br />Low Fidelity Prototypes<br /><ul><li>Paper prototyping
HTML mockups</li></ul>High Fidelity Prototypes<br /><ul><li>Digital interactive simulators on computer
Touch interactive simulators on computer
Handset interactive simulators via web server
Touch interactive simulators on the handset
Beta or post-launch stimuli
Sometimes a mix of above</li></li></ul><li>History of mobile in-lab usability testing <br />Look over participant’s should...
Seeing is believing<br />
Solving for glare<br />
Common questions when testing for mobile [1 of 3]<br />Do I have to build a fully functional prototype to be able to test ...
Primary use cases and paths should be built out
Secondary areas can be addressed via expectations (what would you expect to see if you clicked on that?)
Show alternate versions of screens / paths</li></li></ul><li>Common questions when testing for mobile [2 of 3]<br />Should...
Provide devices for testing</li></ul>Risks:<br /><ul><li>Forget device (backup devices are needed)
Different settings across devices (need additional time to ensure some consistency across device settings)
Participants may not have unlimited data plan and may not want to use data</li></ul>Benefits:<br /><ul><li>Familiarity wit...
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Optimizing Mobile UX Design Webinar Presentation Slides

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Optimizing Mobile UX Design: Webinar on Mobile User Experience Research Methods & Tools
Most businesses are investing in mobile apps and mobile commerce. Recently, more emphasis has been placed on the interactive experiences users have on mobile devices
To explain how to optimize the user experience on mobile interfaces, UserZoom will be joined by special guest User Centric in a complimentary webinar. The webinar will focus on how user experience research methods and tools can add extremely valuable insights into the design process and help brands optimize their mobile site or application’s performance. Attendees will hear presentations from the following experts:
Gavin Lew, Managing Director, User Centric
Gavin’s 20 years of experience in corporate and academic environments have given him a strong foundation in user-centered design and evaluation. In addition to managing User Centric, he holds particular expertise in mobile technology, among other interests. He is a frequent presenter at national conferences, adjunct faculty member at DePaul University and Northwestern University’s Feinberg School of Medicine, and the inventor of several patents.
Kim Oslob, UserZoom Director of Client Services
Kim has extensive experience with both qualitative and quantitative UX Research through her work at Claris (now Filemaker), Macromedia (now Adobe) and VistoCorp (now Good). She has managed projects with companies in the mobile space such as Vodafone, Nokia, Sprint, and Roger’s Wireless to improve the user experience of over 10 different mobile operating systems.

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  • Gadget camerasMobile device attached to portable camera platformConfiguration allows the participant must move around if necessary (in field environment)Does not capture side hardkey interactionImage resolution is usually less than optimalDocument camerasParticipants must remain seatedMobile device is placed on table below camera (in a lab setting)Captures both the screen, the participant’s fingers, and any actions carried out to the front, side, or even back of the deviceImage resolution is usually very goodHD labsParticipants must remain seatedHD camcorders feed computers equipped with HD processing cardsRecommended for mobile devices with touch screens and all smartphonesImage resolution is highest and compensates best for any ambient glare
  • Optimizing Mobile UX Design Webinar Presentation Slides

    1. 1. Webinar: <br />Optimizing Mobile UX Design<br />With Special Guest & Partner:<br />September 29th, 2011<br />
    2. 2. Webinar Overview<br />Introductions & Goals (5 min) <br />Why is Mobile UX Research so important? (5 min)<br />Common mobile interface design goals and types of research should you be doing to meet them (10 min) <br />How-to on 2 types of studies:<br />Qualitative: In-lab usability testing (15 min)<br />Quantitative: Remote Testing (15 min)<br />Q&A & wrap up (10 min)<br />
    3. 3. Introductions <br />Gavin Lew<br />MD at<br />User Centric<br />Alfonso de la Nuez<br />Co-Founder, Co-CEO<br />at UserZoom<br />Kim Oslob<br />Dtor. Client Services<br />at UserZoom<br />
    4. 4. About UserZoom<br />Leading SaaS company specializing in Online UX Research<br />We help businesses create excellent user experiences for Web and Mobile Apps<br />Our software solution includes 8 different tools to run UX research<br />Around for about 9 years, offices in Sunnyvale (CA), Cheshire (UK) and Barcelona (Spain)<br />Work with 50% of Fortune Magazine’s 50 Most Admired Companies<br />
    5. 5. About User Centric<br />Mobile Experience<br />3<br />major wireless operators<br />6<br />wireless device manufacturers<br />5+<br />wireless 3rd party app providers<br />200+<br />mobile projects <br />5000+<br />participant hours <br />in the last few years<br /><ul><li>User Experience Research Firm
    6. 6. Human factors in telecommunications
    7. 7. Consulting practice for over 10 years
    8. 8. Focus on user-centered design
    9. 9. Typical Year Involves
    10. 10. 150+ client engagements in 2010
    11. 11. Sample sizes range from N = 7 to 190
    12. 12. Approx 3,500 participant hours of data collection last 18 months
    13. 13. Offices
    14. 14. Oakbrook Terrace, IL (4 testing labs)
    15. 15. Chicago, IL (6-7 testing labs)
    16. 16. Atlanta, GA (2 testing labs)</li></li></ul><li>Intro: Webinar Goals<br />WHY is research important for Mobile UX Design?<br />WHAT are the different types of design goals? What research methods meet each of those goals? <br />HOW to go about Mobile UX research<br />
    17. 17. Why is Mobile UX Research so important?<br />
    18. 18. After Decades of Hype, Convergence is Here<br />
    19. 19. Why is Mobile UX Research so important?<br />78.5 million people in the U.S. (40%) own a Smartphone as of June 2011 (comScore)<br /><ul><li>70 send text messages
    20. 20. 40% browse the mobile web
    21. 21. 40% download applications</li></li></ul><li>Beyond the PC…<br />By 2015, 82 million US consumers (1/3 of US online consumers) will be using a tablet (Forrester)<br />Desktop experience ≠ mobile experience<br /><ul><li>Experience must be optimized for mobile</li></ul>Good design does not happen overnight<br />
    22. 22. Beyond the PC…<br />By 2015, 82 million US consumers (1/3 of US online consumers) will be using a tablet (Forrester)<br />Desktop experience ≠ mobile experience<br /><ul><li>Experience must be optimized for mobile</li></ul>Now, one can argue this is simply new technology and it needs to be integrated…<br />
    23. 23. What Can We Learn From the Past?<br />
    24. 24. She Assumes Steam…<br />
    25. 25. A Team Approach + UX Research = Success<br />Design requires a team approach<br />Balance organizational, user and technical issues into projects<br />Every design should be a team effort:<br />Meet business objectives<br />Optimize user performance<br />Meet needs of customers<br />All within the capabilities of technology<br />Goal: Expand the "sweet spot"<br />
    26. 26. Wrist Watches Will Always Be Fashionable<br />
    27. 27. Mobile Devices Replace Watches / Alarms<br />
    28. 28. We should strive to “shape” behavior<br />
    29. 29. Let’s take a poll now!<br />
    30. 30. How-to on 2 types of studies:a) Qualitative - In-lab usability testing b) Quantitative - Remote ‘Unmoderated’ Testing<br />
    31. 31. Different needs of information<br />Devices<br />Clickarea<br />Scroll<br />Deviceinteraction<br />Field<br />Sound<br />Light<br />Connection<br />Payment method<br />Usage<br />Scenarios of use<br />Success<br />Contextis King<br />
    32. 32. Different methods for different purposes<br />
    33. 33. Stimuli for mobile in-lab usability testing <br />Low Fidelity Prototypes<br /><ul><li>Paper prototyping
    34. 34. HTML mockups</li></ul>High Fidelity Prototypes<br /><ul><li>Digital interactive simulators on computer
    35. 35. Touch interactive simulators on computer
    36. 36. Handset interactive simulators via web server
    37. 37. Touch interactive simulators on the handset
    38. 38. Beta or post-launch stimuli
    39. 39. Sometimes a mix of above</li></li></ul><li>History of mobile in-lab usability testing <br />Look over participant’s shoulder<br />Gadget cameras<br />Document cameras<br />HD Labs<br />UX iLab<br />
    40. 40. Seeing is believing<br />
    41. 41. Solving for glare<br />
    42. 42. Common questions when testing for mobile [1 of 3]<br />Do I have to build a fully functional prototype to be able to test with users? <br /><ul><li>No, fully functional prototype is not necessary
    43. 43. Primary use cases and paths should be built out
    44. 44. Secondary areas can be addressed via expectations (what would you expect to see if you clicked on that?)
    45. 45. Show alternate versions of screens / paths</li></li></ul><li>Common questions when testing for mobile [2 of 3]<br />Should we test with the user’s device or provide a device for testing?<br /><ul><li>Use their device
    46. 46. Provide devices for testing</li></ul>Risks:<br /><ul><li>Forget device (backup devices are needed)
    47. 47. Different settings across devices (need additional time to ensure some consistency across device settings)
    48. 48. Participants may not have unlimited data plan and may not want to use data</li></ul>Benefits:<br /><ul><li>Familiarity with device
    49. 49. Natural – contains their apps and data</li></ul>Risks:<br /><ul><li>Differences in experiences due to unique user settings will not be captured</li></ul>Benefits:<br /><ul><li>Control device settings
    50. 50. No sessions will be lost if device is forgotten
    51. 51. Minimal to no learning </li></li></ul><li>Common questions when testing for mobile [3 of 3]<br />What devices / user groups should we include in testing?<br /><ul><li>Representative sample - who (expected to) visits your site / uses your application?
    52. 52. Touchscreenvs non-touchscreen users</li></li></ul><li>Tips for designing mobile touch screen applications<br />1<br />1. Identify your audience<br /><ul><li>Experienced vs. novice</li></ul>2. Design for context of use<br /><ul><li>How, where, when, and for how long will your app be used?</li></ul>3. Fine line between simplicity and laziness<br /><ul><li>Limited screen real estate ≠ lack of features
    53. 53. Organize functionality and content into intuitive flows and structures</li></ul>4. Use the platform as an advantage<br />2<br />Photo credit: NY Times<br />Screenshot from Pulse<br />3<br />4<br />Photo credit: www.lucidmessenger.com <br />Mint.com<br />
    54. 54. Types of research we typically do / see<br />
    55. 55. Ideally suited for core phone features / apps<br />
    56. 56. Walk-up-and-use experiences tap frustration<br />
    57. 57. Clear success using these methods<br />
    58. 58. Where we cannot always get clear answers<br />
    59. 59. Killer app: Not features, but “idle time” filler<br />
    60. 60. b) Quantitative - Remote ‘Unmoderated’ Testing<br />
    61. 61. What is Voice of Customer for Mobile<br />Real Customers<br />Intercepted prior to their navigation on entry to your site or app<br />Answer questions regarding their experience and satisfaction<br />User’s navigation and behavior may be collected<br />Examples: True intent studies, abandon studies, feedback tab…<br />
    62. 62. How it works…<br />Mobile True Intent Study<br />
    63. 63. How it works…<br />
    64. 64. Business case: <br />Research on a mobile app for restaurant booking<br />
    65. 65. Our client told us:<br />“We are worried because 55% of users abandon during the reservation process and 50% on the restaurant page.<br />Can you help us understand why and improve it?”<br />
    66. 66. We conducted the following study: <br /><ul><li>7 survey questions
    67. 67. Questions asked when closing the app
    68. 68. We tagged pages in order to validate users answers
    69. 69. 25% interception rate</li></li></ul><li>What we asked:<br /><ul><li>What is the purpose of your visit?
    70. 70. Did you succeed? 
    71. 71. If not, which problems did you have when booking? 
    72. 72. Please give us details about the problems
    73. 73. Are you male or female?  
    74. 74. Which is your age?
    75. 75. Would you recommend this app to a friend? </li></li></ul><li>Results<br />Book a restaurant (users abandoned on the restaurant page)<br />j<br />Hfhjfjhf<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />0%<br />Individual bookings<br />User profile<br />32%<br />Male<br />68%<br />Female<br />0%<br />26%<br />74%<br />Under 25 years <br />Between 25 and 35 years<br />Over 35 years<br />56%<br />44%<br />Couple bookings<br />Groups booking<br />
    76. 76. Book a restaurant (users abandoned during the booking)<br />j<br />Hfhjfjhf<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />1<br />0%<br />Individual booking<br />User profile<br />32%<br />Male<br />68%<br />Female<br />6%<br />26%<br />68%<br />Between 25-35 years<br />More than 25 years<br />Under 25 years<br />34%<br />66%<br />Couole booking<br />Groups booking<br />
    77. 77. Book a restaurant (users abandoned in booking process)<br />OK<br />OK<br />7 (6%)<br />46 (42%)<br />Booking confirmation<br />Abandon<br />9 (8%)<br />31 (28%)<br />7 (6%)<br />Booking details<br />User form<br />User form (vouchers)<br />Form<br />4 (4%)<br />4 (4%)<br />3 (3%)<br />Restaurant form<br />2 (2%)<br />Booking details (flashMsg)<br />Abandon<br />5 (4,5%)<br />Participants have achieved their objective <br />OK<br />Participantsdid NOT achieved their objective <br />Abandon<br />This report does not include<br /> the navigation paths made by just one user<br />
    78. 78. Q&A<br />
    79. 79. Thanks so much for your time!<br />Check out our upcoming news and events at <br />www.userzoom.com <br />www.usercentric.com<br />UserZoom (USA)<br />440 N. Wolfe Rd. Sunnyvale,<br />CA 94085 <br />Phone: +1 (408) 524 7445 <br />Contact: Alfonso de la Nuez<br />alfonso@userzoom.com<br />User Centric<br />2 Trans Am Plaza Dr, Ste 100Oakbrook Terrace, IL 60181<br />Contact: Gavin Lew<br />glew@usercentric.com<br />

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