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2013 UX RESEARCH - UX Benchmark Study: TelCo Industries
 

2013 UX RESEARCH - UX Benchmark Study: TelCo Industries

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    2013 UX RESEARCH - UX Benchmark Study: TelCo Industries 2013 UX RESEARCH - UX Benchmark Study: TelCo Industries Presentation Transcript

    • UX BENCHMARK STUDY TelCo Industries July 2013
    • 2 INDEX 1.  SCENARIO 2.  WEB ANALYTICS METRICS 3.  BENCHMARK 4.  CONCLUSIONS
    • 3 1. SCENARIO •  The following selection has been drafted by considering the scenario of leading references for TELCO industries. •  The analysis is based on the best practices in use and it relates to the 8 companies listed below: 1.  Comcast (USA) - http://www.comcast.com 2.  Mobinil (Egypt) - https://www.mobinil.com/en 3.  Movistar (Spain) - http://www.movistar.es 4.  Telenor (Sweden) - http://www.telenor.se/privat/index.html 5.  T-mobile (UK) - http://www.t-mobile.com 6.  Verizon Wirless (USA) - http://www.verizonwireless.com 7.  Virgin Mobile (USA) - http://www.virginmobileusa.com 8.  Vodafone (UK) - http://www.vodafone.co.uk
    • 4 INDEX 1.  SCENARIO 2.  WEB ANALYTICS METRICS 3.  BENCHMARK 4.  CONCLUSIONS
    • 5 2. WEB ANALYTICS METRICS •  The most important purpose for a website is to MEET THE NEED OF USERS, providing a clear and relevant information environment that allows users to easily find what they are seeking for. •  To achieve that, a website should comply with the following key metrics: 1.  Cross-Device 2.  Information Architecture 3.  Information and Services 4.  Labelling and Wording 5.  Look and Feel
    • 6 2.1 WEB ANALYTICS METRICS: Cross-Device •  Apart from the desktop-based traffic, it is of paramount importance to take into account all the other devices, both tablets and smartphones. •  A good design has to build optimized contents to deliver the best navigation experience possible even for mobile-based traffic. •  RWD, Responsive Web Design, is an approach aimed at crafting sites to provide an optimal viewing experience: easy reading and navigation with a minimum of resizing, panning, and scrolling, across a wide range of devices (from desktop computer monitors to mobile phones).
    • 7 2.2 WEB ANALYTICS METRICS: Information Architecture •  A website navigation scheme should make desired information or functionality EASY TO BE FOUND. •  Ensure users can quickly find what their looking for by creating an easily understandable website structure. •  Information architecture should: •  Be easy to learn •  Be hierarchical •  Group navigation into logical units •  Be consistent throughout the website •  Use the minimum number of clicks to arrive at the next destination •  Provide feedback, such as the use of breadcrumbs to indicate how to navigate back
    • 8 2.3 WEB ANALYTICS METRICS: Informations and Services •  Both users and search engines love content-rich websites, but having a lot of content isn’t enough. •  Page contents must be relevant, clear, accurate and directly related to the website’s main purpose. •  There are two main reasons for content relevancy: •  Users who have to search through multiple pages to find informations won't be visitors much longer •  The more relevant the web site's content is for a specific topic, the more likely the site is to show up near the top of search results for that topic (Search Engine Optimization – organic results)
    • 9 2.4 WEB ANALYTICS METRICS: Labelling and Wording •  Using talking labels for links that lead to a related page or menu is crucial to guide user’s navigation process. •  Even the disposition of both items and sections has to be clear and immediate. •  It is recommended to use labels that are easy-to-get, and creative wording is forbidden. •  Information has to be presented, structured and sorted in such a way that machines can read and understand it as much as humans can, with NO AMBIGUITY.
    • 10 2.5 WEB ANALYTICS METRICS: Look and Feel •  The interface should bring together information architecture with the brand’s values. •  Type, colors, images, graphics are a logical extension of the brand’s visual identity. •  Reference parameters: •  Layout – items and spaces: disposition of objects in-page •  Cognitive noise: graphic consistency (correspondence between form and function) •  Visual noise: unnecessary and distracting elements •  Typography: choice and usage of typefaces
    • 11 INDEX 1.  SCENARIO 2.  WEB ANALYTICS METRICS 3.  BENCHMARK 4.  CONCLUSIONS
    • 12 3.1 BENCHMARK: Comcast (USA) http://comcast.com
    • 13 3.1 BENCHMARK: Comcast (USA) 1.  Cross–Device: not responsive, (light) mobile version instead 2.  Information Architecture: apparently well structured, an in-depht navigation reveals problems (duplicated menus; many external links to others company’s websites, that do not show any visual/structural connection with the reference website) 3.  Information and Services: the main offer is represented by a single macro plan, taylored for various services/ products + service details pages are well designed, both visually and structurally 4.  Labelling and Wording: ambiguous and confusing (ex: PRODUCTS is about services) 5.  Look and Feel: brand's visual identity is difficult to perceive (too many colors in page) + looking at the topheader, Comcast’s logo is too close to the Xfinity logo, and it could be confusing to users Cross-Device Information Architecture Information and Services Labelling and Wording Look and Feel 1.5 2.0 3.5 2.0 2.5
    • 14 3.2 BENCHMARK: Mobinil (Egypt) http://.mobinil.com/home.aspx‎
    • 15 3.2 BENCHMARK: Mobinil (Egypt) 1.  Cross–Device: not responsive, any mobile version 2.  Information Architecture: well performing navigation structure with no ambiguous paths, even if some menus are duplicated/incomplete 3.  Information and Services: content is relevant, well-presented and meets the real offer (services + devices) 4.  Labelling and Wording: (almost) always clear and efficient – ex: under ENTERTAINMENT there are links to 8000 and 1111 for football options, which are too unclear to be mentioned in such a way in a second level menu 5.  Look and Feel: flat graphic, feeble impact, too much text Cross-Device Information Architecture Information and Services Labelling and Wording Look and Feel 0 3.5 4.0 3.5 2.0
    • 16 3.3 BENCHMARK: Movistar (Spain) http://movistar.es
    • 17 3.3 BENCHMARK: Movistar (Spain) 1.  Cross–Device : not responsive, mobile version instead 2.  Information Architecture: different sections for different needs (personal, self-employed, business) + sections refer to each other as part of the same project (both visually and structurally) + not always easy to understand how to go back to the previously visited page 3.  Information and Services: well detailed informations and focus on the customer (the main menu has a dedicated option “Atenciòn al cliente”, with a support live chat) + core offers about landline and mobile based services, internet and tv services 4.  Labelling and Wording: work together with information architecture, emphasizing its structure 5.  Look and Feel: the usage of both colours and typography enhance the brand’s identity Cross-Device Information Architecture Information and Services Labelling and Wording Look and Feel 3.0 4.0 4.5 4.0 4.0
    • 18 3.4 BENCHMARK: Telenor (Sweden) http://telenor.se
    • 19 3.4 BENCHMARK: Telenor (Sweden) 1.  Cross–Device: responsive 2.  Information Architecture: very well structured + possibility to switch from Private to Companies versions + breadcrumbs under the main menu, to support wayfinding decisions 3.  Information and Services: compared with the offer of the leading companies, contents seems to be relevant and consistent (services + products + customer assistance) 4.  Labelling and Wording: the main drop-down menus use, when possible, the same labels (ex: Deals, Good to know, Get started, Get more), and this feauture helps in making the web-site usage easy-to-learn 5.  Look and Feel: texts used to be coupled with graphics and icons, friendly approach, strong impact Cross-Device Information Architecture Information and Services Labelling and Wording Look and Feel 5.0 5.0 4.5 4.5 5.0
    • 20 3.5 BENCHMARK: T-Mobile (UK) http://t-mobile.com
    • 21 3.5 BENCHMARK: T-Mobile (UK) 1.  Cross–Device: not responsive, (light) mobile version instead 2.  Information Architecture: hierarchical structure is clear, appropriate and never redundant (in terms of duplicated menus/items) + from the top-header it is possibile to switch from Personal (default) to the Business duplicated site 3.  Information and Services: contents are relevant and consistent + the offer is as vary as complete, from products and services to customer care 4.  Labelling and Wording: effective and well coupled with contents 5.  Look and Feel: close attention to details, exept from typography usage (font size is often too small) Cross-Device Information Architecture Information and Services Labelling and Wording Look and Feel 1.5 4.5 4.5 4.5 4.0
    • 22 3.6 BENCHMARK: Verizon Wireless (USA) http://verizonwireless.com
    • 23 3.6 BENCHMARK: Verizon Wireless (USA) 1.  Cross–Device: not responsive, mobile version instead 2.  Information Architecture: as the website is wide so the structure is solid and well-defined, starting from a clear separation based on different user’s target (Wireless, Residential and Business – Small business, Medium and enterprise, Government, Industries) + navigation rarely supported by breadcrumbs 3.  Information and Services: broad offer, everything is tailored to make the best proposals depending on the user’s location and needs – a Select Location form is required to access some important sections of the site 4.  Labelling and Wording: clear, well-explained and recurring (same wording for different sections) 5.  Look and Feel: graphics and text well-combined to communicate the brand identity + text could be used better (there are long and small-written paragraphs on main pages, with provisions and legal terms) Cross-Device Information Architecture Information and Services Labelling and Wording Look and Feel 3.0 4.0 5.0 5.0 4.0
    • 24 3.7 BENCHMARK: Virgin Mobile (USA) http://virginmobileusa.com
    • 25 3.7 BENCHMARK: Virgin Mobile (USA) 1.  Cross–Device: not responsive, mobile version instead 2.  Information Architecture: the structure of the website is not perceivable at a first sight but displayed step by step, with breadcrumbs 3.  Information and Services: the offer is not as rich as the benchmark suggest it could be (both in terms of products/ services and customer care) but well detailed and supported by a Why choose us option in the main menu – easiness to go 4.  Labelling and Wording: not always self-explaining and sometimes contradictory 5.  Look and Feel: user friendly + consistent throughout the website and with the brand identity Cross-Device Information Architecture Information and Services Labelling and Wording Look and Feel 3.0 4.0 4.0 2.5 4.5
    • 26 3.8 BENCHMARK: Vodafone (UK) http://vodafone.co.uk
    • 27 3.8 BENCHMARK: Vodafone (UK) 1.  Cross–Device: not responsive, mobile version instead 2.  Information Architecture: clear and well structured in all its parts + the absence of breadcrumbs is partially recovered by the secondary menu on the left 3.  Information and Services: contents are as rich as clearly exposed 4.  Labelling and Wording: coincise and precise, never ambiguous neither redundant 5.  Look and Feel: user friendly + layout, colours, text, graphics work well and communicate accurately the idea of the brand Cross-Device Information Architecture Information and Services Labelling and Wording Look and Feel 3.0 4.5 5.0 5.0 5.0
    • 28 INDEX 1.  SCENARIO 2.  WEB ANALYTICS METRICS 3.  BENCHMARK 4.  CONCLUSIONS
    • 29 4. CONCLUSIONS Summary of the collected data, rated on a 0 – 5 scale 0/1 = poor; 2 = fair; 3 = good; 4 = very good; 5 = excellent Brand Cross-Device Information Architecture Information and Services Labelling and Wording Look and Feel Average COMCAST 1.5 2.0 3.5 2.0 2.5 2.3 MOBINIL 0 3.5 4.0 3.5 2.0 2.6 MOVISTAR 3.0 4.0 4.5 4.0 4.0 3.1 TELENOR 5.0* 5.0* 4.5 4.5 5.0* 4.8 T-MOBILE 1.5 4.5 4.5 4.5 4.0 3.8 VERIZON 3.0 4.0 5.0* 5.0* 4.0 4.2 VIRGIN 3.0 4.0 4.0 2.5 4.5 3.6 VODAFONE 3.0 4.5 5.0* 5.0* 5.0* 4.5 * Best practice in use
    • THANKS!