Mobile Usability Overview

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  • Adidas needed testing of it’s iPhone app “MyCoach” … location based testing is a challenge for many developers. MyCoach is available now on the iPhone App Store.
  • $80MM total opp with 1MM mobile developers. These tests have utilized the best part of the “mob” … the people. These require location, mobility, different carriers, manually checking voice quality, etc… they cannot be automated because there needs to be a person at the other end of the developers phone.
  • $80MM total opp with 1MM mobile developers. These tests have utilized the best part of the “mob” … the people. These require location, mobility, different carriers, manually checking voice quality, etc… they cannot be automated because there needs to be a person at the other end of the developers phone.
  • Telecom / handset firms have “Developer Network” divisions to help 3 rd party mobile developers create software for their platform Partner engagements facilitate low-cost developer acquisition into Mob4Hire community.
  • Mobile Usability Overview

    1. 1. We Make Mobile Better World’s Largest Mobile Testing and Market Research Community © 2008, 2009, 2010 Mob4Hire Inc. All rights reserved. Unauthorized duplication is prohibited.
    2. 2. <ul><ul><li>50,000+ mobile users in 152 countries help 1,700 companies to: </li></ul></ul><ul><ul><li>Understand how to position their mobile strategy relative to their brand </li></ul></ul><ul><ul><li>Perform functional and usability testing of mobile apps & websites </li></ul></ul><ul><ul><li>Maximize handset, carrier and country coverage; scale test cycles </li></ul></ul><ul><ul><li>Access a targeted mobile workforce over the carriers’ walled gardens </li></ul></ul><ul><ul><li>Launch much better quality apps and websites </li></ul></ul><ul><ul><li>Increase mobile user engagement and make more money </li></ul></ul>
    3. 3. The Problem for Mobile App / Web Developers 89% of users experience application crashes. Bad Software = No Downloads = No Revenue “But … how can we create a great user experience?” Mobile users need to see at least 4 stars before they’ll download / purchase. Understanding customers lets you create persistent and viral mobile experiences
    4. 5. Ste Step 1 Register and start a project Step 2 Select handset, carrier & country combo’s Step 3 Testers download, run app and perform test script; can involve roaming and tasks plus functional and usability testing Step 4 MOB STAR Rating; testers complete Impact / Performance survey Step 5 Testers get paid, results gathered, analyzed & reported
    5. 6. MOBEXPERIENCE CASE STUDY <ul><li>Partial results from Retail iPhone App study conducted Sept/Oct 2010 </li></ul>
    6. 7. Where to begin improvements MobExperience points out where developers should focus; verbatims (i.e. user comments) from study give further detail on what needs to be improved. <ul><li>To improve MobStar Rating, you may consider focusing on following areas: </li></ul><ul><li>Able to perform functions with precision </li></ul><ul><li>App met my expectations. </li></ul><ul><li>App responded quickly to my commands. </li></ul>
    7. 8. Usability Progress 1 MobStar Ratings based on users’ overall rating of the mobile app using a 5-star scale. 2 Loyalty ratings can range from 0 (low loyalty) to 10 (high loyalty). With user feedback, app got better <ul><li><Developer> uses feedback from MobExperience project to improve Version 1 of mobile App and releases Version 2. </li></ul><ul><li>Results from follow-up MobExperience project shows that Version 2 of mobile App received higher MobStar and customer loyalty ratings. </li></ul>
    8. 9. Outcomes in App Store after release Test Sept/Oct; Submitted Oct 13. Live Oct 26. SUCCESS!! Apple accepted app on first try submission to app store. Avg User Rating = 4+ “ Who knew it would be ____ that would jump to the front of the line in retail app development? Highly recommended!”
    9. 10. HOW WE DO IT <ul><li>An Overview Of The Usability Science Behind MobExperience </li></ul>
    10. 11. MobExperience Overview <ul><li>Users install app or use mobile website </li></ul><ul><li>Users complete survey with two main sections that are correlated: </li></ul><ul><ul><li>IMPACT </li></ul></ul><ul><ul><ul><li>MobStar Rating : tells you what app store rating you can expect, correlated with: </li></ul></ul></ul><ul><ul><ul><li>3 Dimensions of Revenue Growth and User Loyalty Ratings ( RAP ID) : will your customers recommend and buy more mobile apps from you? </li></ul></ul></ul><ul><ul><li>PERFORMANCE </li></ul></ul><ul><ul><ul><li>User Experience Software Dimensions : Overall, Stability, Application Launch, User Interface Requirement, Language, Usability, Connectivity </li></ul></ul></ul><ul><li>Outcomes of the usability study: </li></ul><ul><ul><li>DEVELOPMENT : Where do you need to improve the customer experience to increase user loyalty and downloads? Is App ready for release? Will it be approved by the app store? </li></ul></ul><ul><ul><li>MARKETING : What resonates with users that you can focus on for marketing messages? What star rating will you get when App is released? </li></ul></ul>
    11. 12. <ul><li>Assess customer loyalty – positive customer behaviors that help grow your brand </li></ul><ul><li>Measures Retention, Advocacy and Purchasing loyalty to accelerate growth 1, 2 </li></ul><ul><ul><li>Will users continue using app, tell their friends about the app (give it a high 4 or 5 star rating) and download more apps from you? </li></ul></ul><ul><li>Measures MobStar Rating; MobStar Certification is a 4 or 5 star app. </li></ul>1 Based on research by Bob E. Hayes, Ph.D. at Business Over Broadway 2 Example use “The Impact of Mobile User Experience on Network Operator Customer Loyalty” research http://www.mob4hire.com/services/global-mobile-research IMPACT RAP ID Loyalty Metrics tells us “what’s important” to users
    12. 13. PERFORMANCE Measuring software attributes tells us “how are we doing?” User Experience Software Dimension # of Attributes Definition Overall 2 App meets expectations and does what it is designed to do Stability 4 App behaves consistently across use and does not interfere with other smart phone functions (besides voice) Application Launch 3 App installs easily and opens immediately and consistently User Interface Requirement 5 App is easy to use; graphics, output and menu is easy to understand Language 2 App’s grammar and spelling are correct; if translated, the language used is appropriate and natural Usability 7 Can perform functions with precision; App responds quickly; Inputting information is easy Connectivity 2 App does not interfere with phone calls; works well with limited wireless connectivity Developer Specified Up to 5 Up to 5 developer questions with basic market research or direct reference to specific functionality in mobile app / website
    13. 14. Driver Matrix Helps Prioritize Investments Correlating “Impact” vs. “Performance” <ul><li>Driver Matrix helps us understand user experience attributes </li></ul><ul><li>Key Drivers – Fix and improve these product attributes. </li></ul><ul><li>Hidden Drivers – Focus on these features in marketing to grow customer base. </li></ul><ul><li>Visible Drivers – Consider features in marketing to grow customer base. </li></ul><ul><li>Weak Drivers – Disregard as priority for investment. </li></ul>
    14. 15. Seriously. You can Trust in the Mob. Partners Awards Customers
    15. 16. Join the Quality Revolution Contact info@mob4hire.com For a quote and a sample case study which shows a detailed look at the process and usability science behind MobExperience. [email_address] www.mob4hire.com www.mob4hire.blogspot.com www.twitter.com/mob4hire

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