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Mobile Surveys - A NUI Future: Mobile Feedback

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  • 1. Mobile Surveys A NUI Future: Mobile Feedback Kristin Turner User Experience & Digital Strategy August 24, 2013 Saturday, September 7, 13
  • 2. User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner Agenda • 2 1. Does Mobile Even Matter? 2. Mobile & Feedback 3. Seizing Mobile’s Opportunity 4. A NUI Solution Saturday, September 7, 13
  • 3. 1. Does Mobile Even Matter? Saturday, September 7, 13
  • 4. User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner Device Ownership Trends in the US 4 Demonstrative growth in ownership of Cell phones (including smartphones), Tablet computers and e-Book readers. Source: Pew Internet Surveys 2006-2013 As of April 2012, 55% of adult cell phone owners use the Internet on their mobile phones. Of current cell Internet users, 31% say they mostly go online using their cell phone, equating to 17% of all adult cell phone owners. Saturday, September 7, 13
  • 5. US Mobile Device Penetration User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner 5 0 25.0 50.0 75.0 100.0 Cell Phone Smartphone Tablet E-reader Source: Pew Internet Surveys May 2013 91 56 34 26 Saturday, September 7, 13
  • 6. US Mobile Device Penetration By Generation User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner 6 0 25.0 50.0 75.0 100.0 Generation Z(18-23) GenerationY (24-32) Generation X (33-48) Yonger Boomers (47-56) Older Boomer (57-67) Golden Generation (68-88) Total Cell Phone Smartphone Source: eMarketer, January 2013 95 64 97 72 95 61 92 39 89 28 85 16 93 50 Saturday, September 7, 13
  • 7. 2. Mobile and Feedback Saturday, September 7, 13
  • 8. User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner You Need Feedback Whether it be from your employees, colleagues or consumers you need feedback. Today Surveys are a primary tool enabling you to measure opinions, motivations, and perceptions. With insights you can make key business decisions to drive... • Repeat Customers • Employee Retention • Improved Brand Position • Better Experiences • Revenue Growth 8 Saturday, September 7, 13
  • 9. User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner What Is a Survey? What is a survey? Surveys are statistical studies of a sample of a population. They are conducted by asking questions with numerous modes of collection. The term survey has become synonymous with the desktop online collection mode although modes of collection include from interviews (in person, phone), mail, online mobile and mixed mode. Online Surveys Online surveys are becoming an essential research tool for fields including marketing, social and official statistics research. Beyond surveys questionnaires are also important for measuring business operations. As online behavior changes the method of online data collection should as well. 9 Saturday, September 7, 13
  • 10. User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner Mobile Surveys Today Hotels.com SurveySavvy CitiBank McDonalds OPPORTUNITY Unusable Usable Innovative Saturday, September 7, 13
  • 11. User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner Many Companies Opt To Ignore Mobile Trends Rumor has it users will come back, but research shows* only ~2% of emails are opened across device *Knotice (Feb, 2013) “Note: This survey is not compatible with a mobile device. Please use a desktop or laptop computer” Saturday, September 7, 13
  • 12. User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner Ain’t Nobody Got Time Fo Dat! 12 Saturday, September 7, 13
  • 13. 3. Seizing Mobile’s Opportunity Saturday, September 7, 13
  • 14. User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner How Do I Go Mobile? 14 Immediate Steps: Adaptive or Responsive There are currently adaptive or even responsive solutions available. These are great quick-to-market solution. Enabling mobile feedback will also provide additional data points. Opportunity to Innovate: The issue with adaptive and responsive solutions are they do not take advantage of the familiarity and comforter today’s consumers have with digital products. As the price point continues to drop smartphones will see greater adoption and the desktop optimized patterns will offer a diminished brand and user experience. There is an opportunity to introduce to capitalize on the convergence of a smartphone growing market and technological evolution towards touch interfaces by creating new survey patterns. Saturday, September 7, 13
  • 15. User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner Why Innovate? 15 The same questions + The right context = Greater insight. Take Advantage of Consumer Behaviors & Trends Reusable, scalable templates designed for mobile adapt to mobile constraints (e.g. user input mechanisms) and user behavior. Elegant Design Elevates Brands Greater brand resonance while maintaining current work flow, survey questions and enable deeper engagement Technology & Context As An Advantage Analytics and reporting solutions take advantage of more data points for greater insight. Saturday, September 7, 13
  • 16. 4. A NUI Solution Saturday, September 7, 13
  • 17. User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner Mission Statement 17 Driven by an imperative to deliver economic, scalable feedback solutions, the solution provides mobile-first NUI* design patterns and front-end integration empowering organizations to improve business with greater insight * Natural User Interface (NUI) includes gesture recognition, speech recognition and brain-machine interfaces The same questions + The right context = Greater insight. Saturday, September 7, 13
  • 18. User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner Take Advantage of Consumer Behavior & Trends 18 Reusable, scalable templates built for mobile As user behavior moves from desktop-only interaction to mobile, mobile-first design provides business opportunity • enables audiences to provide feedback when it is most appropriate, including in context and convenience • reaches digital audiences participating in user trends, including BYOD, mobile-first, and mobile- only Survey Monkey Tigerspike Design - Discrete, Dichotomous Saturday, September 7, 13
  • 19. User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner Elegant Design Elevates Brands 19 Increase accessibility and engagement through visual and interaction design adapted for touchscreen devices. • ask the same questions, get deeper engagement • higher response rates • feedback in proximity to event enables higher accuracy • mobile-first survey templates enable quicker feedback designed for micromoments • enhance brand perception through innovative design • customized branding for surveys when relevant • mobile templates are managed and maintained by experts, saving you time Tigerspike Design- Discrete, DichotomousTigerspike Design - Brand Matrix Greater brand resonance Saturday, September 7, 13
  • 20. User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner Technology & Context As An Advantage 20 Enhance current research methodologies, accessing more data points with greater accuracy by soliciting feedback when it is most appropriate; in context at users’ convenience • analytics enhanced with mobile-specific data (e.g. location) • you own customer and market data you own • enables audiences to provide feedback when it is most appropriate, including in context and convenience • front-end development that is compatible with the latest devices and browsers Tigerspike Survey Analytics - Brand Matrix Tigerspike Survey Analytics- Discrete, Dichotomous Analytics & Reporting Solutions Saturday, September 7, 13
  • 21. User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner Road Map Survey • Innovation Level: Incremental Innovation • Dependencies: Resource allocation, Ability to conduct research • Product Goals: Focus on mobile medium for templated NUI feedback, verify market interest, create proof of concept with a Partner Mapping • Innovation Level: Substantial Innovation • Dependencies: Survey Proof of Concept, Market/Partner Interest • Product Goals: Enables clients to take full advantage of context to create tailored feedback channels 21 Saturday, September 7, 13
  • 22. Kristin Turner User Experience Design & Digital Strategy Portfolio: http://kristin-turner.squarespace.com/ Contact Email: Kristin.L.Turner@gmail.com Twitter: @klturner Thank You! Saturday, September 7, 13
  • 23. User Experience Designer/Digital StrategistKristin L. Turner Contact  |  Kris%n.L.Turner@gmail.com  |  832-­‐368-­‐0660  |  @klturner Notable Clients 23 Saturday, September 7, 13