Multi-Device User Experience Research - Ben Logan, Spotless Interactive

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Multi-Device User Experience Research - Ben Logan, Spotless Interactive

  1. 1. 1          Spotless  Interac/ve  ©  2013  Pick  ‘n’  Mix  –  Whats  in  your  bag?Mul/-­‐Device  User  Experience  Research  
  2. 2. 2  2  What  we  are  going  to  present  •  About  Spotless  Interac/ve  •  Consumer  behaviour  •  Challenges  to  meet  •  Into  the  Pick  ‘n’  Mix  •  Case  studies  •  Summary    Spotless  Interac/ve  ©  2013  
  3. 3. 3          Spotless  Interac/ve  ©  2013  About  us
  4. 4. 4  4  Introduc/on  Spotless  Interac/ve  ©  2013  •  A  professional  UX  consultancy  •  Established  in  2004  •  Team  of  passionate  UX  Consultants  •  Offices  in  Old  Street  London  •  Working  across  mul/ple  plaVorms  and  devices    
  5. 5. 5  5  Who  we  work  with  Spotless  Interac/ve  ©  2013  
  6. 6. 6          Spotless  Interac/ve  ©  2013  Consumer  behaviour
  7. 7. 7  7  AZen/on  span  Spotless  Interac/ve  ©  2013  90%  of  shoppers  move  between  devices  whether  they  are  smartphones,  PCs,  tablets  or  TV  as  they  gather  informa/on  and  reach  a  purchase  decision    The New Multi-screen World: Understanding Cross-Platform Consumer Behaviour –Google/IPSOS Mori
  8. 8. 8  8  Humans  vs.  Goldfish  Spotless  Interac/ve  ©  2013  
  9. 9. 9  9  Daily  cycle  Spotless  Interac/ve  ©  2013  4. Travel home1. Getting ready for work 2. Travel to work3. At work5. After work
  10. 10. 10  10  Unusual  loca/ons  whilst  placing  a  bet  Spotless  Interac/ve  ©  2013  •  Over  to  you  -­‐  Can  you  suggest  some  of  the  most  unusual  loca/ons?    
  11. 11. 11  11  Unusual  loca/ons  whilst  placing  a  bet  Spotless  Interac/ve  ©  2013  •  21%  -­‐  On  the  toilet  •  06%  -­‐  Wedding  •  01%  -­‐  Childbirth    
  12. 12. 12  12  Benefits  to  understanding  context  Spotless  Interac/ve  ©  2013  •  Understand  customers’  real  percep1ons  of  the  site’s  value    •  Delve  deeper  into  what  makes  them  purchase,  use  and  consume  •  Validate  internal  thinking  about  a  target  customer’s  needs,  expecta/ons,  mo/va/ons,  and  context  of  use    
  13. 13. 13  13  Benefits  to  understanding  context  Spotless  Interac/ve  ©  2013  •  Validate  internal  thinking  about  a  target  customer’s  needs,  expecta/ons,  mo/va/ons,  and  context  of  use      
  14. 14. 14   Spotless  Interac/ve  ©  2013          Challenges  to  meet
  15. 15. 15  15  Challenges  Spotless  Interac/ve  ©  2013  •  Growing  number  of  channels  to  deal  with  •  Moving  targets  with  technological  landscape  •  Designing  for  distrac/on  and  diminishing  aZen/on  •  Budget//me  constraints  for  conduc/ng  research    
  16. 16. 16  16  What  you  might  like  to  know  Spotless  Interac/ve  ©  2013  Should  I  do  qualita/ve  or  quan/ta/ve  studies?  How  do  we  capture  behaviour  across  mul/ple  devices?  How  do  we  know  what  our  users  are  really  doing  with  our  site  or  app?  How  do  ac/vi/es  on  one  screen  impact  another?  
  17. 17. 17   Spotless  Interac/ve  ©  2013          Into  the  Pick  ‘n’  Mix
  18. 18. 18  18  Customer  insight  Spotless  Interac/ve  ©  2013  Customer  Insight  represents  a  deep  understanding  of  customer  needs  and  the  drivers  of  customer  behaviour  at  a  level  beyond  what  customers  are  able  to  ar1culate  themselves    
  19. 19. 19  19  Customer  insight  Spotless  Interac/ve  ©  2013  Insight  Analysis  on  combined  ac1vi1es      Data    Survey  data  Click  path  analysis  Analy1cs  Blog  mining  CRM  Informa1on  Personalisa1on  data  Segmenta1on  data        Research    User  research  Ethnographic  research  Focus  groups  Usability  tes1ng  Day  in  the  life  of  study  Diary  studies  Co-­‐crea1on      = +
  20. 20. 20  20  Pick  ‘n’  Mix  methods  Spotless  Interac/ve  ©  2013  •  Lab  based  research  •  Ethnographic  research  •  Diary  studies    •  Remote  task  based  research  •  Digital  qualita/ve  studies  •  Mobile  surveys  •  Telephone  interviews  
  21. 21. 21  21  Lab  based  research  Spotless  Interac/ve  ©  2013  •  Pros  –  Gain  rich  insight  into  behaviour  and  thought  processes  using  ‘think  aloud’  •  Cons  –  Can  be  expensive  and  lack  some  context  •  Mobile/tablet  usability  kit    –  Custom  built  mobile/tablet  rigs  •  Sogware  based  –  UX  Recorder  (web  only)  
  22. 22. 22  22  Recording  mobile/tablet  Spotless  Interac/ve  ©  2013  •  Mr  Tappy  [Online  site]  £200  •  Spotless  Interac/ve  kit  [Spotless]  –  £250  •  UX  Recorder  app  [iTunes  store]  -­‐  £59  •  Reflector  App  [Nate  Bolt]  -­‐  £Free  •  iPad  rota/on  kits  [Various]  -­‐  £30-­‐£100  •  Mc  Guyver  –  [CHI  link]  -­‐  £150    
  23. 23. 23  23  User  Experience  Survey  Report  2013  Spotless  Interac/ve  ©  2013  •  Please  select  the  top  three  user  experience  tes/ng  techniques  that  you  perceive  to  provide  the  best  ROI     No 1: In person lab testing49% - Client side51% - Agency side
  24. 24. 24  24  Ethnographic  research  Spotless  Interac/ve  ©  2013  •  Pros  –  Can  gain  richer  contextual  feedback,  capture  behaviour  across;  TV,  Tablet,  Console  &  Mobile  •  Cons  –  Expensive,  /me  consuming,  privacy  issues    
  25. 25. 25  25  Capturing  output  Spotless  Interac/ve  ©  2013  •  Notes  from  observer  •  Survey  ques/ons  ager  key  interac/ons  •  Audio  –  Capture  with  a  digital  audio  recorder  •  Video  -­‐  HD  Recording  glasses  •  Video  -­‐  Eyetracking  glasses    
  26. 26. 26  26  Digital  diary  studies  Spotless  Interac/ve  ©  2013  •  Pros  –  Effec/ve  at  gaining  real  world  context,  mo/va/ons  and  behaviours,  can  be  monitored  in  real  /me  and  combined  with  other  methods  •  Cons  –  Take  /me  to  run,  require  regular  checkpoints,  and  kick-­‐off/debrief  sessions,  usually  a  high  drop  out  rate  of  par/cipants.  Relies  on  accurate  self  repor/ng  from  par/cipants  •  Example  tools:  Email/TwiZer/Yammer/SMS/Survey  based  
  27. 27. 27  27  Remote  task  based  research  Spotless  Interac/ve  ©  2013  •  Pros  –  Can  reach  a  wider  audience  and  can  capture  their  feedback  whilst  doing  tasks  in  context,  access  to  wider  sample  size,  geographical  reach    •  Cons  –  Can  be  expensive  to  obtain  the  sogware,  some  sogware  requires  installa/on  of  an  app,  or  addi/onal  JavaScript  pop  up  window  during  tasks  •  Example  tools:    •  UserZoom  
  28. 28. 28  28  Digital  qualita/ve  studies  Spotless  Interac/ve  ©  2013  •  Pros  –  Capture  events  immediately,  cheaper  to  run,  allows  self  evalua/on,  can  gather  loca/on  based  data  and  /me  stamps,  can  go  in  store/home  without  a  researcher,  can  focus  real  /me  focus  groups  via  chat  packages  •  Cons  –  Can  take  /me  to  run,  can’t  view  body  language      
  29. 29. 29  29  Mobile  surveys  Spotless  Interac/ve  ©  2013  •  Pros  –  Works  across  mobile/tablet/PC,  great  for  geographical  reach,  structured  data,  get  a  bigger  sample  size  and  more  confidence  in  numbers  •  Cons  –  Time  to  analyse  •  Survey  Monkey    
  30. 30. 30  30  Telephone  interviews  Spotless  Interac/ve  ©  2013  •  Pros  –  Gain  addi/onal  qualita/ve  insight,  can  be  used  interna/onally,  can  reach  people  quickly,  can  gain  representa/ve  sample  quickly  •  Cons  –  Can’t  read  par/cipants  body  language/facial  expressions,  high  drop  out  rate,  limited  calling  /me  ranges    
  31. 31. 31   Spotless  Interac/ve  ©  2013          Case  studies
  32. 32. 32  32  Argos  –  Lab  based  research  Spotless  Interac/ve  ©  2013  •  Research  objec1ve:  Understand  customer  expecta/ons  and  overall  reac/ons  to  the  iPhone/iPad/Android  app      
  33. 33. 33  33  Argos  –  Lab  based  research  Spotless  Interac/ve  ©  2013  •  Method:  Lab  based  usability  tes/ng  36  par/cipants  split  equally  across  the  various  devices    
  34. 34. 34  34  Leading  bexng  firm  –  Digital  qualita/ve  Spotless  Interac/ve  ©  2013  •  Research  objec1ve:  Understand  customer  expecta/ons  and  overall  reac/ons  to  the  iPhone  app    •  Context  :  Pub  –  4  friends  with  iPhones  •  Live  event:  Encouraged  to  engage  before  and  ager  using  digital  quant  and  diary  studies  to  capture  ‘build  up’  and  ‘post  match  banter’    
  35. 35. 35  35  Leading  bexng  firm  –  Digital  qualita/ve  Spotless  Interac/ve  ©  2013  •  Used  ‘fun  ac/vi/es’  to  create  a  sense  of  community  and  understand  what’s  going  on  in  their  lives  •  Smartphone  user  generated  photos/videos  and  used  online  discussion  boards/TwiZer  •  Asked  to  tell  us  when  they  placed  a  bet,  using  which  device  •  Key  findings:  Uncovered  Insight  into  group  dynamics  during  and  ager  games,  iden/fied  preference  for  external  channels  when  researching  odds  and  stats  
  36. 36. 36   Spotless  Interac/ve  ©  2013          Summary
  37. 37. 37  37  5  Things  to  remember  Spotless  Interac/ve  ©  2013  •  Pick  ‘n’  Mix  –  Use  different  methods  to  get  results  •  Bridge  the  gap  –  Try  to  understand  context  •  Qual  +  Quant  –  Use  a  combina/on  of  the  two  •  Cost  –  Does  not  have  to  be  an  expensive  exercise  •  Use  what  you  have  –  Use  data  you  are  currently  collec/ng  e.g.  site  analy/cs  and  combine  with  other  data  to  generate  meaningful  insight?    
  38. 38. 38   Spotless  Interac/ve  ©  2013          Thank    You
  39. 39. 39  39  Ques/ons  &  answers  Spotless  Interac/ve  ©  2013    
  40. 40. 40  40  Contact  details  Spotless  Interac/ve  ©  2013  •  Please  contact  us  with  any  ques/ons  you  might  have:    +44  (0)  20  7168  7526  info@spotlessinterac/ve.com  @spo/nt  

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