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Vodafone 360-Open Heuristic Evaluation

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Short heuristic evaluation of the Samsung M1 Vodafone 360 implementation from sign-up to first time use.

Short heuristic evaluation of the Samsung M1 Vodafone 360 implementation from sign-up to first time use.

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  • 1. Usability Study
    @jimbolaDate: October 28th 2010
  • 2. Contents
    • Research
    • 3. What is 360
    • 4. Target audience
    • 5. Introducing the Samsung M1
    • 6. Mini diary study
    • 7. 360 Apps & Widgets
    • 8. 360 User Interface design
    • 9. Pattern inconsistencies
    • 10. Improving 360 Usability/Conclusion
  • Research
  • 11. Research
    .....what is 360?
  • 12. .....what is 360?
    “....Vodafone 360 is a service, not a handset.
    The Samsung M1 & H1 are just the first of many360-readyphones to come”
  • 13. Target audience
    Who is Vodafone 360 aimed at?
    Vodafone says:
    Tech Savvy
    Data conscience
    Key influences
    Savvy innovators, early adopters and early majority
    More likely to use data sync and backup
    Advertising, sales staff, friends, ‘word on the street’
    Material from : Apps on Vodafone 360 (Vodafone Group 2010 – April)
  • 14. Experiencing 360 through the M1
    The Samsung M1 was used to research the 360 offering
    First impressions
    Relatively light weight
    Fair battery life
    ! Use of plastic
    !!! Low resolution
    !!! No Wi-Fi connection
  • 15. 360 and the rest
    Placing the M1/H1 against competitors and level of customisation
    Nexus One
    Xperia X10
    360 M1/H1
    UI Layer
    Friend Stream
    Social tools
    Level of customisation
  • 16. Mini diary study
    My experience of the M1 and 360
  • 17. Mini diary study
    Day 1
    Day 1 – Top-up/Activation
    As this is a pay-as-you go tariff I needed to top-up the phone before being able to access any of the features.
    !!It took 6 attempts to top-up, 4 times the service was unavailable, once the activity was interrupted by a welcome SMS, and lastly the touch keypad sent me on the wrong path.
    !!!When topping up the keypad is needed to enter responses and the voucher code. A critical usability flaw was found at this stage as the keypad does not disable when holding the phone to your ear, and on 3 occasions my cheek accidently selected keys and placed me in the incorrect top-up journey. I only realised the keypad was active due to the vibration feedback as my face touched the screen.
    “Top-up is unavailable please call back later”
    Using IVR/Touchtone Response
  • 18. Information
    Mini diary study
    Activating account...
    Day 2 – 360 Registration
    Sign-up via the web www.360.com
    Unable to sign up
    Please try again
    The registration process was simple, however after 4 failed attempts I resorted to the web registration. (Failed within a full 3G area after 4 attempts at different occasions).
    Simple and intuitive registration process (mobile and web)
    !!! Unable to register using the mobile after 4 attempts.
  • 19. Mini diary study
    Day 3 – Email Set-up
    Notice that some of my contacts now have avatar images on the ‘People’ screen. Wonder why only 6 out of 35 are displaying?
    Setting up email. Look to set-up my own email account so I can start sending and receiving mail. Navigate to apps, and select the icon with the envelope, realising I'm in the wrong area I hit back and select the ‘Email’ icon.
    Unfortunately although there is a majority of popular web mail accounts available I am unable to create my own. Or set up my phone to use a POP/SMTP account.
    Web email list is reached through 5 screens with duplicate call-to-action to ‘Add account.
    Setting up email
    App screen
    Add account
    Add account
  • 20. 360 Apps & Widgets
    360 Apps/Widgets are created using standard web authoring (XHTML, CSS and JavaScript) that use specific APIs that hook into the devices services. This gives 360 authors scope to create applications that reach existing compatible devices.
  • 21. Market positioning
    Supported UI
    360 Apps & Widgets
    High-end to mid-tier of the market
    Touch screen, non-touch, QWERTY keyboard, T9 Keypad
    Cross-handset support
    Apps support
    Currently over 50 devices
    Full customisation
    360 Apps/Widgets
  • 22. 360 Apps & Widgets
    Even with 360’s social capabilities the Facebook app remains top across Europe
    Top 5 App downloads across Europe
    downloads from 360 launch to March 2010
    Material from : Apps on Vodafone 360 (Vodafone Group 2010 – April)
  • 23. 360 Apps & Widgets
    Downloads by category
    Most popular across markets is Lifestyle & Entertainment (with travel and navigation)
    Top rated (UK) June 2010
    Material from : Apps on Vodafone 360 (Vodafone Group 2010 – April)
  • 24. Mobile App stores
    Quick UI comparison (App list)
    360 Shop
    Android Market
    iPhone App store
    Ability to filter (Date, Name, Rating) via context menu
    Quick link to search
    No indication of price
    No indication of page/list length
    Responsiveness is slow whilst scrolling (M1)
    Ability to filter via tabs
    Ability to view the price
    Can see if the application is already installed
    Responsive scrolling (HTC Desire)
    Scrollbar indicates length of page/list
    Ability to filter via tabs
    Ability to view the price
    Responsive scrolling (iPhone 3G)
    Scrollbar indicates length of page
    Rating includes frequency
    Cannot see if the application is already installed
  • 25. 360 User Interface design
  • 26. Early concepts
    Initial designs incorporate a timeline for viewing messages and facets for dynamic filtering. Unfortunately these features do not make it to the production design.
    The key to this screen is to allow users to quickly filter across their contacts, enabling them to quickly surface comments and status updates.
    Great concept for viewing aggregated contact details
    Not all avatars are carried across from Facebook
    Does not update very often
    Group carousel is dependant on colour coding
  • 27. 360 UI Patterns
    On/Off slider
    off on
    Light weight UE evaluation of UI interaction patterns used across Vodafone 360
    Includes Good, !! Bad and areas for improvement.
    Daylight saving time
    switch has a familiar affordance
    Use of colour makes it difficult to determine what state the switch is in (On or Off)
    Change colour and improve design to enforce switch state.
    Useful and necessary
    ImproveVisual impact could be improved to make the tabs standout and look less like titles.
    Important when indicating underlying quantity
    ImprovePattern could be used more often
    Important when indicating where a user is in a list and the amount of content in a list
    ImprovePattern could be used more often. Use within the M1 is inconsistent.
    Useful and necessary
    ImproveSome pop-ups are not confirmation but information, this pattern does not include a close option. The only way to close is to touch outside the area.
  • 28. 360 UI Patterns
    Visual and Haptic feedback
    Sometimes appears in the Command Bar
    ImproveAdd the name of the previous page/section (Signposting)
    Too subtle and can be missed
    ImproveUse more conventional accordion design
    Common pattern
    Includes quantity of items
    Slow and judders on M1
    ImproveImprove responsiveness and motion animation
    Sometimes accompanied with tooltip
    Iconography can be difficult to decipher.
    ImproveAdd text and improve iconography (less is more)
    Helps describe an icon
    ImproveWorks better as a non-touch (focus based) pattern. For touch include a visual clue that the area has a tooltip. Otherwise its guesswork.
    Disorientates grid layout, causing icons to more location
    Too slow to appear making it unusable
    ImproveRemove and replace with app icon feedback
    Better than paging
    Not used on the M1
    ImproveUse this pattern on the M1, however does need a good connection speed to create the desired effect
    Common pattern
    Slow response on M1
    ImproveAlways include scroll to indicate length and current position in list
  • 29. Iconography & Colour
    Application grid
    Standout from the crowd!!!The use of monochrome Keyline icons make quick visual referencing slow
    The application grid displays pre-loaded applications and navigation points to key functionality.
    Colour coding is used to classify usage types (e.g. Device settings are grey, camera/gallery is purple). However colour theme is not carried across to the respective areas therefore a common affordance cannot be established and classification is not instantly obvious.
    Touch InteractionSingle flick left/right to navigate applications.Observation : smooth scrolling with closing bounce effect at the start and end.
  • 30. Iconography
    Less is more!!With the over extensive use of icons and the devices low resolution the interface requires an amount of effort to learn.
    The 360 UI makes use of a large range of icons to inform and aid as navigation sign-posts throughout the device.
    However the amount of icons and the lack of accompanying text means users have to take time to learn and study the device.
    Also some icons are meaningful but others are open to interpretation.
    Tool Tips help to describe an icon.
    However they are rarely used and via touch a user has to test an area first to see if it has a tool tip.
    !! Due to the choice of colour active and inactive icons are not immediately obvious.
  • 31. Pattern Inconsistencies
    Users form a mental model after successfully completing a task a number of times. It is important to support this by retaining a consistent experience though no mater what activity/task is carried out.
    Some implementations do not give a visual response on touch selection.
    (Example – Phone profile setting)
    The scroll-bar is only displayed on a limited number of lists.
    Touching the set-up icon will navigate the user to a new area, no feedback is relayed to the user
    Touching outside the set-up icon will select the ‘radio’ button
  • 32. Pattern Inconsistencies
    Please wait..
    Activity indicator
    360 UI incorporates four separate activity indicators. It is best practice to keep this down to a single design or at the maximum two.
    Animated activity indicator
    Static, !! Is this inactive?
    !! Activity indicators are not always displayed whilst content is being loaded
  • 33. Pattern Inconsistencies
    Inconsistent use of slide patterns
    Slide to unlock
    Used to unlock the phone by sliding finger left to right
    !!! Different approach, colour has been added and two different techniques are required to unlock phone and end phone call
    !! Now the slider handle is green and activated sliding from right to left.
    Create one single design for the slider pattern, test it with users in context of a common task. Then implement the same pattern across the device.
  • 34. Improving 360 Usability/Conclusion
    Overall the idea and 360 concept is a good one and meets current user expectations of social interaction on the move. However the desire for Vodafone customers to embrace a new social channel is some what wishful thinking. But at the same instance VF do not force this on their customers but offer this a subtle addition that can help aggregate multiple social channels.
    The absence of Twitter to the mix is a major setback and it is curious to see this has not been added as yet.
    The 360 UI design is simplistic and thus allows it to translate into Web Runtime widgets. There are however subtle differences when using an on device UI and Mobile app, which causes inconsistencies (e.g back button loses haptic vibration feedback).
  • 35. Improving 360 Usability/Conclusion
    The sign-up and registration process was concise and usable, however I believe the underlying technology was preventing a successful registration, this must be improved so users can gain trust and acceptance from the first engagement.
    The 3D people client needs enhancing from a view of findability and up-to-date content. Once trust is lost users will bypass this screen and open up a Facebook app or find fixed-web access.
    The 360 lacks interaction patterns such as multi-touch, and although the animation effects are simple and effective there are no specific ‘wow’ factors that standout.
    Vodafone offer OTA software updates which will help future upgradeability. The upgrade process needs more attention however, as I received an SMS informing of an impending update, however 2 weeks on and this still hasn't happened.
  • 36. Improving 360 Usability/Conclusion
    Key factors that will improve usability and reduce the need for a user to concentrate on the UI is by improving the Information Architecture by adding labels. The Interface design also incorporates far too many icons (less is more).
    The use of monotone iconography make the UI feel flat and each icon needs to be studied at every glance.
    The amount of applications on offer within the 360 Shop are limited and primitive in comparison to the iPhone and Google Market. Example games include ‘Rock, paper scissors, Mine-sweeper and Tic-Tac-Toe’, all of which have little visual design.These apps will improve however it will be interesting to see if games can improve with a small footprint (Max 3MB).
    360 adds reassurance to users though the seamless contact back-ups facility that is integrated as part of 360.