Mob4Hire What is mobile app and website usability?

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In this deck, we discuss why mobile app and mobile usability is SO important, how it relates to customer loyalty ... and ultimately, how it relates to the 3 primary drivers of revenue growth. We speak a bit on Mob4Hire's approach to mobile usability using it's crowd of 53,000 mobile experts in 154 countries with our MobExperience research service, and we also review a technique called "Townhalls" which can be used in face to face focus groups.

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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.
  • Repeat customersCurrent Sales Traction:2 leads a day = 1 quote per day1 close every 4 quotes = 2 sales a week
  • Telecom / handset firms have “Developer Network” divisions to help 3rd party mobile developers create software for their platformPartner engagements facilitate low-cost developer acquisition into Mob4Hire community.
  • 20% of all handsets in 2010 will be smartphones = 280MM smartphones out of 1.13 trillion. http://arstechnica.com/gadgets/news/2010/08/smartphones-lead-mobile-sales-android-moves-into-no-3-spot.ars41% of all handsets in 2014 will be smartphones = 760MM out of 1.875M Gartner research (see below) (http://www.pyr.com/points/item/091109.htm puts it as high as 60%).# of app stores is 80.# of apps is 400K# of apps is 2013 …we predict will be 5 millionWhy are we in this business? During the gold rush, relatively few prospectors found gold. The guys that made the money are the ones that sold shovels, picks and pans. 2009E 2010E 2011E 2012E 2013E 2014E ======= ======= ======= ======= ======= =======Basic Phones 396m 442m 466m 466m 466m 461m Enhanced Phones 669m 704m 706m 705m 674m 649mSmartphones 189m 274m 384m 499m 633m 760m ------ ------ ------ ------ ------ ------Total Handsets 1,254m 1,420m 1,556m 1,670m 1,773m 1,870m ======= ======= ======= ======= ======= =======Total YoY Growth 2% 13% 10% 7% 6% 5%Smartphone YoY Growth 35% 45% 40% 30% 27% 21%Smartphone % of Total 15.1% 19.3% 24.7% 29.9% 35.7% 40.6% ·Source: Gartner and Barclays Capital estimates
  • 20% of all handsets in 2010 will be smartphones = 280MM smartphones out of 1.13 trillion. http://arstechnica.com/gadgets/news/2010/08/smartphones-lead-mobile-sales-android-moves-into-no-3-spot.ars41% of all handsets in 2014 will be smartphones = 760MM out of 1.875M Gartner research (see below) (http://www.pyr.com/points/item/091109.htm puts it as high as 60%).# of app stores is 80.# of apps is 400K# of apps is 2013 …we predict will be 5 millionWhy are we in this business? During the gold rush, relatively few prospectors found gold. The guys that made the money are the ones that sold shovels, picks and pans. 2009E 2010E 2011E 2012E 2013E 2014E ======= ======= ======= ======= ======= =======Basic Phones 396m 442m 466m 466m 466m 461m Enhanced Phones 669m 704m 706m 705m 674m 649mSmartphones 189m 274m 384m 499m 633m 760m ------ ------ ------ ------ ------ ------Total Handsets 1,254m 1,420m 1,556m 1,670m 1,773m 1,870m ======= ======= ======= ======= ======= =======Total YoY Growth 2% 13% 10% 7% 6% 5%Smartphone YoY Growth 35% 45% 40% 30% 27% 21%Smartphone % of Total 15.1% 19.3% 24.7% 29.9% 35.7% 40.6% ·Source: Gartner and Barclays Capital estimates
  • This extends to all Mobile Touch Points for a brand:Mobile Apps (fragmented platforms: Apple, Android, Blackberry, Windows, iPad, …) Mobile Websites 2D bar codes SMS programs Mobile coupons Mobile advertising (banner ads, ad words) Global (localization, multilingual)
  • 20% of all handsets in 2010 will be smartphones = 280MM smartphones out of 1.13 trillion. http://arstechnica.com/gadgets/news/2010/08/smartphones-lead-mobile-sales-android-moves-into-no-3-spot.ars41% of all handsets in 2014 will be smartphones = 760MM out of 1.875M Gartner research (see below) (http://www.pyr.com/points/item/091109.htm puts it as high as 60%).# of app stores is 80.# of apps is 400K# of apps is 2013 …we predict will be 5 millionWhy are we in this business? During the gold rush, relatively few prospectors found gold. The guys that made the money are the ones that sold shovels, picks and pans. 2009E 2010E 2011E 2012E 2013E 2014E ======= ======= ======= ======= ======= =======Basic Phones 396m 442m 466m 466m 466m 461m Enhanced Phones 669m 704m 706m 705m 674m 649mSmartphones 189m 274m 384m 499m 633m 760m ------ ------ ------ ------ ------ ------Total Handsets 1,254m 1,420m 1,556m 1,670m 1,773m 1,870m ======= ======= ======= ======= ======= =======Total YoY Growth 2% 13% 10% 7% 6% 5%Smartphone YoY Growth 35% 45% 40% 30% 27% 21%Smartphone % of Total 15.1% 19.3% 24.7% 29.9% 35.7% 40.6% ·Source: Gartner and Barclays Capital estimates
  • $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.
  • There is no right answer. As long as you measure frequently and see improvement, you are going in the right direction.
  • I learned about Townhalls from Scott Cook, founder of Intuit, original creator of QuickenApplied at Curve (Ian Zipursky shown in picture)
  • Mob4Hire What is mobile app and website usability?

    1. 1. What is Usability?<br />The Leader in Brand Mobile Optimization<br />1<br />© 2008, 2009, 2010, 2011 Mob4Hire Inc. Private. All rights reserved. Unauthorized duplication is prohibited.<br />
    2. 2. Intro to mob4hire<br />2<br />
    3. 3. 53K mobile users on 417 carriers in 154 countries<br />3,000 developers, brands and researchers from 92 countries<br /><ul><li>Build, Test and Measure mobile apps and websites
    4. 4. Effective across all platforms and brands of mobile devices
    5. 5. Professional Services team run projects on behalf of customers; use crowd-sourcing for global reach, scale & efficiency</li></li></ul><li>Discovery and Marketing Research, Competitive Intelligence, eCommerce/mCommerce optimization, measurement <br />User Experience,<br />Usability Research,<br />Development<br />Market Research<br />Functional <br />Testing<br />
    6. 6. Customers430 projects so far …<br />“It’s been great working together and we are really happy. I have to say that the research results consistently get mentioned as one of the “strongest pieces” of our entire presentation to our client.”<br />- Daniel Sabido, MRM Worldwide<br />“Mob4Hire helped tremendously in Israel, Egypt, China and now in Turkey. There’s nothing like real testers. Testing is not our core process. We’ll always have work for you guys.”<br />- Max Rivshin, CEO, CSC Telecom<br />
    7. 7. Industry Traction<br /><ul><li>Excellent Strategic Industry Partners
    8. 8. Award winning globally
    9. 9. Google SEO organic ranking on first page listings for 10+ primary keyword phrases
    10. 10. 49 domain URLs
    11. 11. 32,000 Twitter Followers
    12. 12. Thought leadership / global presence / blog buzz</li></ul>Partners<br />Awards<br />
    13. 13. What is usability?<br />7<br />
    14. 14. 8<br />What is Usability?<br />* June 2010, Gartner Research<br />
    15. 15. 9<br />Usability is not about software or hardwareIt’s about the customer<br />* June 2010, Gartner Research<br />
    16. 16. Usability in software development<br />USER EXPERIENCE RESEARCH and DEVELOPMENT<br />Mobile users need to see 4 or 5 Stars in app stores2 before downloading.<br />2/3rd’s of Brand app users download because a friend recommended.3<br />MARKET RESEARCH and MOBILE ENGAGEMENT MEASUREMENT (MEM’s)<br />70% of mobile users state that if mobile isn’t useful or easy to use, it contributes to a negative brand perception.3<br />FUNCTIONALTESTING<br />89% of mobile users experience crashes1 due to “fragmentation” issues in mobile industry. <br />1 “Impact of Mobile Apps on Customer Loyalty of Network Operators” Mob4Hire, Summer 2010<br />2 www.androlib.com; 52% of apps < 4 stars, 49% of apps download < 50 times<br />3 Harris Interactive Research http://www.marketwire.com/press-release/New-Study-Finds-Mobile-Application-Users-Prefer-Usability-Good-User-Experience-Over-1350642.htm<br />
    17. 17. Why do we care about Usability?Three Dimensions of Revenue Growth correlate with Customer Loyalty<br />Customer<br />Renews<br />Customer<br />Acquisition<br />Business<br />(Retention)<br />Programs<br />Business<br />Programs<br />New<br />Customers<br />Customer<br />Customer<br />Customer<br />Firm<br />Firm<br />Product<br />Development<br />Lifetime<br />Lifetime<br />Value<br />Value<br />Marketing<br />Marketing<br />(Acquire through Advocacy)<br />(cross/up<br />-<br />sell)<br />Value<br />Value<br />Sales<br />Sales<br />Service<br />Service<br />Customer<br />Customer<br />Buys More<br />(cross/up-sell throughPurchasing loyalty)<br />Retention<br />Based on research by Dr. Bob Hayes, Ph.D.<br />www.businessoverbroadway.com<br />
    18. 18. 12<br />So much to do!How do we know what to focus on?<br />* June 2010, Gartner Research<br />
    19. 19. Many software usability methodologies<br />Typical software company approach<br />Sift through emails from customers<br />Read blogs and discussion forums<br />Guess what customers really want<br />Arm wrestle with each other; the loudest person sometimes wins<br />Do what the CEO tells you to do; as long as he/she is watching<br />Do what you want to do<br />Primary research<br />If you don’t measure, you can’t improve<br />Surveys (e.g. MOBEXPERIENCE)<br />Correlate IMPACT vs. PERFORMANCE ATTRIBUTES to prioritize work<br />Focus groups<br />In person “Townhalls”<br />Online; chats … two way communication … “seek to understand.”<br />Other?<br />
    20. 20. IMPACTMobile Engagement Metrics (MEM’s)<br />Measures the health of a brand’s customer mobile relationship<br />Assessed by measuring customer loyalty behavior; leading indicators of viral adoption, growth and engagement. <br />Used throughout our services to provide consistency as an enterprise KPI (Key Performance Indicator)<br />MOB4HIREmeasures two types of loyalty metrics: <br />Proprietary MOBSTAR Rating system<br />RAPID* Customer Loyalty Measurement<br />Customers will use it again (“Retention”)<br />Customers will recommend it to others (“Advocacy”)<br />Customers will likely explore other services (“Purchasing”) <br />14<br />* RAPID measurement licensed from Businessoverbroadway.com<br />
    21. 21. PERFORMANCE ATTRIBUTES 11 User Experience Dimensions; 35+ Software Attributes<br />
    22. 22. Payless Shoes“Drive Store Traffic / Design Awareness”<br />
    23. 23. KEY DRIVERS: These attributes have a negative impact on users. INVEST in these areas. FIX and IMPROVE these product attributes.<br />HIDDEN DRIVERS: LEVERAGE as strengths in order to keep current customers loyal. ADVERTISE as strengths in marketing collateral and sales presentations.<br />WEAK DRIVERS: DISREGARD as lowest priority for investment. These areas have relatively low impact on improving customer loyalty.<br />VISIBLE DRIVERS: CONSIDER as strengths in marketing collateral and sales presentations in order to attract new customers. EVALUATE as areas of potential over-investment.<br />Accepted by Apple, first try. Received 4+ user star ratings and rave reviews.<br />Our suggested Usability improvements increased MobStar user rating of mobile app from 3.35 to 4.0.<br />
    24. 24. “Don’t Crash; Don’t Suck; Get Sticky”Mob4Hire Key Performance Metrics<br />Don’t Crash: Most users (85%) said the app never or rarely crashed.<br />Don’t Suck: 63% users gave app a 4+ MobStar rating.<br />Get Sticky: Most users are app advocates (appvocates) and would use other apps by the same developer.<br />Payless App Summary<br />1 Stickiness of App measured by RAPID Loyalty Indices . Please see Business Over Broadway for details.<br />3 Reverse-coded items<br />
    25. 25. Where to Begin Improvements Key Verbatims<br /><ul><li>“It seemed to be unresponsive sometimes, also kept telling me to wait (I used the program on wifi and it still had problems updating constantly.)”
    26. 26. “There were a number of requests that ran far too slow: loading the contest Daily BOGO, viewing the profile of designer Christian Siriano, looking at my coupons, that took over 2-3 seconds, which is noticeable for a user and makes the app feel ‘slow’.”
    27. 27. “Response time on products was a little slow, found myself clicking multiple times…”
    28. 28. “GPS look up is very slow Profile - state wheel didn't pick up data couple of times - is it because I had a space in the city name?”
    29. 29. “The buttons were a little too small. And that they were gray clashed with the overall orange of the app. I didn't really see any help screens, but the app was self-explanatory.”
    30. 30. “Not fully intuitive - added product to buy. could not figure out how to buy or checkout.
    31. 31. The only problem I had with the app quitting on me was when I tried to make a phone call. It made the phone call, but after I hung up I had left the app. ”
    32. 32. “I was able to use camera, plug in headset, plug in handset, don’t use media player. But I had to go all the way back to the home page and then go back in to the order page to retrieve order and so I felt almost like I was starting over”</li></li></ul><li>Marketing MessagesKey Verbatims<br /><ul><li>“The app is easy to navigate, and extremely user friendly. The store locater is a great tool.”
    33. 33. “It is amazing thorough with products and descriptions.”
    34. 34. “I was able to find and order shoes easily which would be my expectation for a retail shoe app”
    35. 35. “This application clearly seems to do what it was designed to do – provide an outlet to sell shoes in a fun, convenient way”
    36. 36. “I could easily read the information and did not notice any grammatical or spelling errors.”
    37. 37. “This app is easy to use and offers many shopping options, it also has integrated coupons making shopping for your family’s shoes a breeze”
    38. 38. “Professional, clean-looking, useful retail application that provides direct access to shoe purchases from Payless. Well worth the download, especially for the coupons and built-in games”
    39. 39. “The payless app was fun to use and I could get through to product. I would likely use it.”</li></li></ul><li>MobExperience Improves App QualityMobStar Rating1 and Customer Loyalty2<br />Payless uses feedback from MobExperience project to improve Version 1 of mobile App and releases Version 2.<br />Results from follow-up MobExperience project shows that Version 2 of mobile App received higher MobStar and customer loyalty ratings.<br />1MobStar Ratings based on users’ overall rating of the mobile app using a 5-star scale.<br />2 Loyalty ratings can range from 0 (low loyalty) to 10 (high loyalty).<br />
    40. 40. 22<br />TownhallCustomer Focus Group Methodology<br />* June 2010, Gartner Research<br />
    41. 41. Who is at a Townhall?*<br />Curve Team Members<br />1 team member to be Facilitator<br />Facilitator guides conversation; all staff can ask questions<br />1 coordinator to handle on-site logistics<br />1 note taker for “stream of consciousness”<br />Bring in others from the team to participate (support, development, sales) … total # should not be greater than # of participants<br />Recruiting customers<br />8 to 12 participants is great<br />Call or email to recruit<br />Call day before townhall to confirm / remind<br />Ensure customers have directions and parking instructions<br />Consider compensation (at least parking and snacks!)<br />Townhalls take approximately 1.5 to 2 hours<br />* Use name tags for everyone!<br />
    42. 42. Get Ideas Recorded“Performance Attributes”<br />Ask participants to write down 3 answers to each of the following questions1:<br /><ul><li>What do you like about Curve, Curve's products, Curve's services, the way we market/sell to customers, the way we support customers, training, etc.?DON’T lead the witness!
    43. 43. What do you dislike about Curve?
    44. 44. What are the opportunities we're missing?</li></ul>Give as much time as needed … 10 to 15 minutes?<br />Curve team collect post-it notes and stick on wall … consolidate comments<br />1Ensuring that participants actually write down their answers will help “commit” them to the discussion.<br />
    45. 45. Prioritize by Voting“Impact”<br />Once all post-it notes are on wall, pass out 10 little sticky dots to everyone<br />Everyone should stand up and review what’s on the wall. That includes Curve staff … however, Curve staff do not get dots.<br />Customers place their dots on the sticky notes that resonate the most with them. They can allocate their dots any way they want.<br />
    46. 46. “Seek to Understand”<br /> On flipchart, list the top priorities from each category based on the # of dots<br /> “Seek to understand” … dive into each priority … involve customers in trying to understand. Spend only a little time on “likes” and much more on “dislikes” and “opportunities”. Ask customers how to solve it.<br />
    47. 47. Wrap-Up Comments<br />Thanks!<br />“We can’t promise anything today, but rest assured your thinking will be evaluated for production.”<br />Close the loop<br />“We’ll send you the summarized results” … “what we heard”<br />When you act on the results, and make it available to customers, tell them it’s “what we heard”<br />
    48. 48. Thanks <br />Next Steps?<br />www.mob4hire.comwww.mob4hire.blogspot.comwww.twitter.com/mob4hirem.mob4hire.com<br />

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