Paper presented to the Victoria Online Seminar Series, Friday 18 May 2012 by Robyn Hageman and Matthew Henstridge, Consumer Affairs, Victoria. MyShopRights was developed in Dec 2010 to allow consumers to store receipts, set reminders for lay-by, warranties and gift vouchers and provide answers to common questions such as ‘Can I get a refund if I change my mind?’ Robyn Hageman and Caroline Rojas will be discussing the process involved with creating MyShopRights, as well as the development of a Consumer Affairs Victoria mobile strategy and mobile website.

1. Consumer Affairs:
MyShopRights
18 May 2012
consumer.vic.gov.au

2. MyShopRights
consumer.vic.gov.au

3. Business case
• Many consumers do not know their shopping rights
• More than 100,000 calls a year for general consumer issues
• Increasing use of smart phones in Australia
• Australian Consumer Law commenced 1 January 2011
• Provision of point of sale assistance for both consumers and
retailers
consumer.vic.gov.au

4. Getting to yes
• Tender process – four submissions
• Deadline of Boxing Day 2010
– Discussions commenced: September
– Tender process and approvals: October
– Development kick-off: 4 November
– Launched Boxing day 2010 (to coincide with sales)
• Decided on iPhone version initially
• Work carried out in-house
• Engaged a third party for additional functions
consumer.vic.gov.au

5. App development
• Hybrid app – native and web app
• External resourcing – Slattery Media
• Internal resourcing - creation of content & pages
• JQTouch framework
• Customised design
• Android version (Released in March 2011)
consumer.vic.gov.au

6. Technical challenges
• Testing – Android devices
• iTunes account
consumer.vic.gov.au

7. Usability testing
• Observed actual users interacting with the application
• 4 consumers and 4 businesses
• Identified several areas for improvement:
• Illogical links
• Navigation confusion
• Content that could not be found easily
“The information is really clear and to the point at the same time”
consumer.vic.gov.au

8. MyShopRights analytics
• 16,000 downloads (initial KPI was 5,000)
• Approximately 50% install rate (Android)
• >1,000 visits per month
• Averaging around 2 visits per download
• Increase visits to the CAV website - Shopping
consumer.vic.gov.au

9. CAV mobile strategy
• Growth of mobile website traffic
March 2010 - 1 .47%
March 2012 - 7.63%
• Developed mobile lite website
(Released October 2011)
• Decision making framework
• Design concepts
consumer.vic.gov.au

10. Learnings and impact on future
developments
• Tracking of app functionality
• Maintenance needs
• Apps vs mobile website?
consumer.vic.gov.au

11. Thank you
Robyn Hageman, Senior Marketing Adviser
8684 6029
Matthew Henstridge, Web Projects Manager
8684 6231
consumer.vic.gov.au