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The Art of Mobile UX Research

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Presentation at the World Usability Day 2010, Michigan State University

Presentation at the World Usability Day 2010, Michigan State University

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The Art of Mobile UX Research The Art of Mobile UX Research Presentation Transcript

  • The Art of Mobile User Experience Research
    Kris Mihalic, PhD
    World Usability Day 2010, Michigan - Kris Mihalic
    1
  • World Usability Day 2010, Michigan - Kris Mihalic
    2
  • art1[ahrt]–noun1. The quality, production, expression, or realm, according to aesthetic principles, of what is beautiful, appealing, or of more than ordinary significance.2. The principles or methods governing any craft or branch of learning.
    World Usability Day 2010, Michigan - Kris Mihalic
    3
  • Understanding Humans
    World Usability Day 2010, Michigan - Kris Mihalic
    4
  • Market ResearchOpinions, Quantitative
    Focus groups
    Surveys
    Preference interviews
    Brand awareness/effectiveness
    Concept testing
    Ideation
    World Usability Day 2010, Michigan - Kris Mihalic
    5
  • User Experience ResearchBehaviors, Qualitative
    Ethnography
    Card sorting
    Usability evaluation
    Task elicitations
    Cognitive walkthroughs
    Field studies
    World Usability Day 2010, Michigan - Kris Mihalic
    6
  • World Usability Day 2010, Michigan - Kris Mihalic
    Academic Research
    Corporate
    Research
    Destination
    Journey
    7
  • Mobile UX Methods
    Quick and Dirty
    Lab Studies
    Field Studies
    Inspections (Cognitive Walkthrough)
    On-Device Surveys (+Behavioral Tracking)
    Quantitative Behavioral Analysis
    World Usability Day 2010, Michigan - Kris Mihalic
    8
  • 3 Pillars of Mobile UX Research
    Speed
    Speed
    Speed
    World Usability Day 2010, Michigan - Kris Mihalic
    9
  • 3 Pillars of Mobile UX Research
    Speed
    Flexibility
    Context
    World Usability Day 2010, Michigan - Kris Mihalic
    10
  • 1. Speed of Execution
    World Usability Day 2010, Michigan - Kris Mihalic
    11
    flickr.com/warloofer
  • World Usability Day 2010, Michigan - Kris Mihalic
    Online Social Game
    Web Browser
    Wireless Phone
    Automotive
    5 years
    6-18 months
    1 week
    3 months
    12
  • Speed of Prototyping
    Paper Prototypes
    Touch-screen Systems
    Competitor Devices
    World Usability Day 2010, Michigan - Kris Mihalic
    13
  • Speed of Recruiting
    Internal
    Panels
    Developer Ecosystem
    World Usability Day 2010, Michigan - Kris Mihalic
    14
  • Speed of Delivering Results
    Quick Findings
    Engaging Stakeholders
    Remote Viewing
    World Usability Day 2010, Michigan - Kris Mihalic
    15
  • World Usability Day 2010, Michigan - Kris Mihalic
    Example
    Sharpie Movies
    16
  • Example
    QtQuick/QML
    World Usability Day 2010, Michigan - Kris Mihalic
    17
  • How to achieve speed?
    Become BFF with Engineers and Designers
    Invest in mobile prototyping tools
    Focus on rapid iterations
    Live the 80-20 rule
    World Usability Day 2010, Michigan - Kris Mihalic
    18
  • 2. Flexibility
    World Usability Day 2010, Michigan - Kris Mihalic
    19
    flickr.com/melanieandjohn
  • Fragmentation of Devices
    Platforms
    Interaction
    Hardware
    Carriers and Costs
    World Usability Day 2010, Michigan - Kris Mihalic
    20
  • (Failing) Environment
    Reception
    Facilities
    Culture
    World Usability Day 2010, Michigan - Kris Mihalic
    21
  • Example
    Device “Prototyping”
    World Usability Day 2010, Michigan - Kris Mihalic
    22
  • How to deal with flexibility?
    Focus on the most important platform(s)
    Be prepared and informed
    Create strategic constraints
    World Usability Day 2010, Michigan - Kris Mihalic
    23
  • 3. Context
    World Usability Day 2010, Michigan - Kris Mihalic
    24
  • Contextual factors
    Timing Within the Cycle
    Context of Use vs. Context of Research
    Support and Vendors
    Everyone’s an Expert
    World Usability Day 2010, Michigan - Kris Mihalic
    25
  • Example
    Video Diaries
    More at www.qualvu.com/clients/yahoo-three-country-plan
    World Usability Day 2010, Michigan - Kris Mihalic
    26
  • How to be contextually-aware?
    Understand team and business practices
    Know your users
    Choose your partners in crime
    World Usability Day 2010, Michigan - Kris Mihalic
    27
  • World Usability Day 2010, Michigan - Kris Mihalic
    William.
    Wanna-have-all-done-yesterday boss extraordinaire, golf aficionado.
    28
  • World Usability Day 2010, Michigan - Kris Mihalic
    Edgar.
    Usability specialist, UX researcher, prototyper, Stratocaster jammer.
    29
  • When is mobile research EASY?
    World Usability Day 2010, Michigan - Kris Mihalic
    30
  • World Usability Day 2010, Michigan - Kris Mihalic
    William.
    Yo, Edgar!
    We need to figure out how efficient people are using our mobile product compared to the competition?
    31
  • World Usability Day 2010, Michigan - Kris Mihalic
    Edgar.
    Ok, boss.
    Let’s invite 16 target users into the lab and observe them use our product as well as products of two top competitors. We’ll measure success rates, time, and errors and compare.
    32
  • When is mobile research HARD?
    World Usability Day 2010, Michigan - Kris Mihalic
    33
  • World Usability Day 2010, Michigan - Kris Mihalic
    William.
    Hey, Edgar!
    How do people use mobile phones to search for information and what kind of content are they looking for? How well does our product fulfill their needs?
    34
  • World Usability Day 2010, Michigan - Kris Mihalic
    Edgar.
    Hmm, ok. I’m up for a challenge!
    How about we do a one-month field study with 10 users using daily reporting via voicemails, SMS mini-surveys, and mobile photos? We’ll do pre-, midpoint-, and final interviews with each participants as well.
    35
  • ROI of UX Research
    Optimize for the “sweet spot”
    World Usability Day 2010, Michigan - Kris Mihalic
    36
  • mobile ux research1[moh-buhlyooeksree-surch]–noun1. The art of selecting the right methods, skillfully combining or adapting them while adhering to time and resource constraints with the goal of supporting and driving business decisions.
    World Usability Day 2010, Michigan - Kris Mihalic
    37
  • Kris Mihalic, PhD
    Nokia
    @suikris
    World Usability Day 2010, Michigan - Kris Mihalic
    38
    flickr.com/hryckowian