Mobile reseach presentation uxcampdc 01052012

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  • In 20 months, mobile traffic as a percentage of overall site visits has grown from 7% to 18%
  • [include Career Builder]----- Meeting Notes (10/31/12 16:34) -----revise title
  • Based in the Lean StartUp – Build/Measure/LearnThis process allows to break down how we approach learning about the problem & the users before we solution. This process is iterative and allows us to quickly cycle through multiple ideas quickly.
  • This process allows to break down how we approach learning about the problem & the users before we solution. This process is iterative and allows us to quickly cycle through multiple ideas quickly. Before embarking on any design problem. The team spends time thinking about the problem, before thinking about the solution.Who are we designing for? What do we know about our users? How do we learn about them?What is the problem we are trying to solve? What are the questions we need to answer in order to develop a solution
  • And where can you find users?
  • We decided to head down to VCU since there would be an abundance of students that represent on of key demographics18-29 year oldsHigh mobile phone usageLarge % that have worked hourly jobs in the past, currently or would be looking soon.
  • We know VCU has users that fit right into our desired design persona so we out into the wild to get reactions on the existing site, competitor sites and prototypes.Chip designed us this sign for us.
  • Set up shop in the VCU commons and talked with users.Users used their phones to interact with competitor sites and our prototypes. Ste and Nick were a little camera shy but spent time with people they found around campusWe took what we learned from observing and interviewing users and moved on to making something
  • We get people together and start getting ideas out. The design team will start sketching and discussing different ideasWe may conduct a Design Studio where we pull in a diverse group of people to help generate multiple ideas. Involving others outside the design teamallows the team to gain different perspectives on the problem and Get them more ideas to feed into the design process.
  • Using scissors and paper we evolved to static mockups
  • We edit, and trim and modify what we built based on what we learned.If the teams feels like it, we’ll repeat the process again, and again if necessaryFor the Somersault mobile design, we repeated the cycle 3 times in 3 weeks.Here’s what we heard in our research
  • This process allows to break down how we approach learning about the problem & the users before we solution. This process is iterative and allows us to quickly cycle through multiple ideas quickly.
  • Back to VCU
  • Users interacted with our prototypes and we learned what worked well and what didn’t
  • Multiple versions of pages can be quickly mocked up in either our prototyping tool Axure or coded in simple HTML. These prototype:simulate the functionality we want to testallows us to get users to interact and react to themAre disposable and cheap.
  • And what we specifically learned from our research:
  • Apply:- All participants stated initially that they would email themselves to apply on a desktop. Once they used the internal apply prototype, they felt it was so easy they stated they would do it on their phone. Fat-finger:- Text entry on screens are error prone – minimize it’s use or assist- Designs must account for touch and targetingScroll:Users aren't afraid to scroll through long search results or page listingsUsers need clear visual cues to relevant contentMobile/Desktop:Mobile should complement the desktop experience and know what it does well and what it doesn’tMobile needs to account for Look for new ways to present and enable data input
  • Version 1 to go live and allow us to learn more about mobile usage. App?
  • Shout out to Chip for the recruiting sign and to both Chip and Archie for helping out with VCU research sessions.
  • Mobile reseach presentation uxcampdc 01052012

    1. Going MobileChris.Eklund@Snagajob.com @chriseklund Flickr photo by damonlynch
    2. Why Job Seeker Mobile?…and why now?
    3. Mobile visits have grown 150+%Yet, only drives 2% of overall applications14,000,00012,000,00010,000,000 8,000,000 Desktop Site 6,000,000 Mobile Site Total Visits 4,000,000 2,000,000 18% 7% -
    4. Our Mobile Solution Today  Different technologies means different solutions  Mixed message for sales  24% of traffic from email  Doesn’t include Apply  Sommersault platform provided an opportunity to combine focus  Page for page parity  SEO optimization  Additional monetization opportunities
    5. Competitors are focusing on it
    6. Meanwhile…
    7. Mobile is the new norm Nearly half of all 18-29 year olds (45%) who use the internet on their cell phones do most of their online browsing on their mobile device. pewinternet.org – Cell Internet Use 2012 It took us 16 years to pass 1 billion but its estimated to take only three years for the next billion smartphone users to come on board. techcrunch.com Mobile Milestone 10/16/2012 “Job seekers want to be able to search for a job anytime, anyplace, anywhere and not just via a desktop anymore” - Mike Taylor, Web Based Recruiting “Internet users don’t really want a different experience on mobile devices than on their desktop computers.”  – Larry Page, CEO/Co-founder Google
    8. So, where to start?
    9. …with a process Think Check Make
    10.  … about what  … about why Think  … about whoCheck Make
    11. User will use the product Being user centered means you have to know your users Know your users by going where they are (GOOTO)
    12. Start with a plan…
    13. Moblie Research Guide [VCU Student Commons] 9.11.2012In-person InterviewsObjective · Understand how student job seekers utilize mobile devices in their job search. · Understand how student job seekers interact with competitor’s mobile optimized sites.Intro Script  Hello. We’re conducting research to learn about ways people use their mobile phones to search for jobs.  Do you have a mobile phone? [Yes, continue. No, end.]  Do you access the internet on your mobile phone? [Yes, continue. No, end.]  Great! If you can spend about 15 minutes with us, we can pay you $15 cash for your time. Are you interested in participating? [Yes, continue. No, end]  Please take a moment to review and sign this consent form. This confirms you agree to participate in our research today and that anything you share with us is strictly confidential and only used internally for research purposes.  Collect the following data points: o Name o Age o Year in school o Full-time/part-time student o Type of phone o Data plan o Own/use a computerPrimary tasks • Determine if they are currently searching or have recently searched for work. ◦ If so, determine the types of jobs they have searched for. ◦ If not actively searching, determine when and what type of jobs they would be interested in searching for. Tasks: • Please show us your mobile device? • Tell us about what you do on your mobile device? • Favorite apps or web sites? • How might you start a job search using your mobile device? [Ask them to demonstrate] • Request them to use the following sites to search for a [desired type] of job and rate each one from 1-5 on ease of use with 1 being difficult and 5 being easy: ◦ Career Builder ◦ Indeed ◦ Craigslist ◦ Snagajob 1
    14. Who? Meet Paul…
    15. Paul Martinez is ready to make a change. “Im just trying to find something else.”KEY CHARACTERISTICS  18 – 22  Atlanta, GA  Single  Part-time college student.  Employed hourly job seekerGOALS  Find a job that fits with schedule and builds on experience.  Be disciplined about making time to look for next job.  Maintain a good reputation with employers and co-workers.  Access jobs and employment resources when convenient and when feeling motivated.  Avoid complacency.Paul works at Overstock Books at the Peachtree Shopping Center in Atlanta. He started there in August 2008, about thesame time he started taking business classes at Central Georgia College. Paul admitted to his roommate the other daythat he’s really tired of the same thing week after week. Punch in on the time clock. Put on the black apron. Operate thecash register. Put away stray books and magazines left out in the café. It felt good to speak his mind: “I need to moveon and find something new.”Paul’s hours at the store are fairly consistent and fit around his class schedule: Monday, Tuesday, Thursday and Sunday from 5:00 p.m. until closingtime. Paul likes the feeling he gets helping customers, but there’s little else that’s worthwhile about the job. Besides, he wants to upgrade his phone,too, so a pay increase needs to happen soon.Paul has friendships with some co-workers at the store. Miranda usually works in the café. He and another cashier, Chris, will sometimes wait up forher after closing so they can all go have a beer. Sometimes they’ll text invitations to their roommates, who will then meet them at the bar. They sittogether at a table and talk and laugh – letting off steam about work, school and life. Sometimes these conversations continue on Facebook.Paul wonders what people think when they read his wall (especially family members), but he can’t control what his friends say.Paul spends a lot of his time on campus, where he takes classes in business management. He’s a serious student and works hard to keep his GPAabove 3.0. Paul shares an apartment off-campus with two other guys. Jim, also a business student at CGC, delivers pizza part time. Steven works fulltime at Hanover Garden Supply. On weekends they hang out with neighbors at the apartment complex, watch sports and play video games.Paul knows he’s going to have to put some time and effort into the job search if he wants things to change. He has not updated his resume since2008, so he’s going to need some time to work on that. He also needs to figure out which types of jobs will fit into his class schedule. RoommateSteven tells him to stop by the garden center on his day off to talk with the manager there about a position in the lumber warehouse. Jim says he ismaking decent tips delivering pizzas. He offers to put him in touch with his manager, too.Paul keeps these options in mind as he browses job boards online during a break between classes. Ideally, he wants to work near campus andmight even consider 40 hours per week if the job is interesting enough. Paul finds lots of restaurant and retail jobs – but few of them mention specifichours or pay rates. Several of his friends work at restaurants. Maybe he should think about restaurant work.Paul finds an associate position at a Century Cinema movie theater. He looks up the theater’s phone number on Google and makes a note on a post-itto call the manager to ask about schedules and pay. He puts the note in his wallet.He continues browsing, scrolling through pages of jobs. He notices that he’s not reading carefully – with so many different jobs there’s a lot ofinformation to absorb and many options to explore. Paul checks the time – somehow he’s spent a full hour looking at jobs! He still has some reading tofinish before class and then he’s off to work. He makes a mental note to check Craigslist after work. Maybe he’ll pick up this week’s Creative Loafingpaper on campus and check the classifieds.As he steps away from the computer Paul feels like he did something constructive today toward achieving his goal, but he knows it’s only a first step.He is somewhat concerned about how much of his time the job search is going to take. He’s just going to have to be disciplined. Meantime, Paul isreally not looking forward to putting on that black apron in four hours… JOB SEEKING SOCIAL QUESTIONS_______________________________________ _______________________________________ _______________________________________  Expects to transition to next career  What am I qualified to do next?  Active on Facebook (e.g., status updates, smoothly.  How much longer can I stay at my current uploading personal photos).  Job search is infrequent, impulsive and job?  Willing to give a referral to help a friend sporadic.  What will I need to do to transition between find a retail job.  Has explored job boards tentatively. jobs?  Receiving job advice from friends and  Has not requested email job alerts. family.  How would my employer react if my job  HR terminology is new search activities were discovered?  Work life and personal life sometimes  Resume is out of date. overlap.  Expects to apply for 2 or 3 jobs this week.  Work status is public knowledge.  Plans to apply by walk-in, but also expects to apply online.©2010 SnagAJob.com, Inc. All rights reserved.
    16. Think  sketchesCheck Make  prototypes
    17. “The best way to have a good idea is to have lots of ideas.” - Linus Pauling, American chemist
    18. It starts rough…
    19. Then they get refined…a little
    20. …and refine again
    21. Think critique user research Check Make
    22. …and quickly built
    23. Job Seekers discussing Mobile "[My mobile phone] is my remote control for my life.” “It’s my social life.” “I’d die without my phone.” “Just tell me what you want me to do. Yep, I can do that.” What do you do on it? “EVERYTHING!”
    24. Insights Apply only on desktop… but wait? That was easy. Does this phone make my fingers look fat? Scroll, scroll, and scroll some more. Mobile must dance with desktop
    25. It was fast, cheap…& good Got 6 Snaggers in the field (2 PMs, 3 UX, 1 Graphic Designer) 48 interviews $61/day for a table Seeing them in their environment Total cost <$1000
    26. Version 1…
    27. Questions?
    28. Thank you@snagajobux@chriseklundchris.eklund@snagajob.com Flickr photo by riaz kanani

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