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 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 For a quote and a sample case study which shows a detailed look at the process and usability science behind MobExperience. [email_address]