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"Case Study: Mobile Couponing" or "What Users don't understand about their iPhone"
 

"Case Study: Mobile Couponing" or "What Users don't understand about their iPhone"

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In this presentation we share our experience of a very interesting and challenging project, in which we developed a mobile couponing app for iPhone with the user-centered design method. ...

In this presentation we share our experience of a very interesting and challenging project, in which we developed a mobile couponing app for iPhone with the user-centered design method.
On one hand we show what we learned in the usability assessments about knowledge, mental models, expectations and users’ behaviour. Especially surprising were some insights on the usability of standard iPhone patterns recommended in the iOS human interface guidelines as well as how some users use their iPhone.
On the other hand, we give hands on tips for successful testing of mobile devices’ apps:
• How to build testable prototypes for mobile devices
• How to simulate an app with an HTML prototype
• Test setup, observation and recording on mobile devices

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    "Case Study: Mobile Couponing" or "What Users don't understand about their iPhone" "Case Study: Mobile Couponing" or "What Users don't understand about their iPhone" Presentation Transcript

    • EuroIA 2012 - RomaCase Study:What we learned when developing a mobile couponingapplication …
    • EuroIA 2012 - RomaCase Study:… or what users don‘t understand about their iPhone
    • > About Mobile Couponing> User-Centered Design for Mobile> The Mobile Couponing App> What Users don’t understand about their iPhone
    • About Mobile CouponingCouponing in General> Stores and small business offer special deals to their customers.> The goals are diverse: > Get customers into the store. > (and sell them additional things, once they are inside the store). > Fill less busy timeslots. > Sell off products on stock.
    • About Mobile CouponingCouponing in General
    • About Mobile CouponingCouponing in General> Different kinds of coupons: > Absolute discount (€ 50.-) > Relative discount (15%)> Different preconditions: > Time limitations (e.g. only on Sundays) > Only valid for specific products > Only valid in specific stores > Bound to a minimal purchase amount > Only one coupon per person
    • About Mobile CouponingYES, couponing does work (even in Switzerland)> Study by Mediamarkt in Switzerland: > Verifiable increase in sales after coupon campaigns. > ROI of couponing campaigns are 50% higher than traditional marketing campaigns . > study based on SMS-couponing > For App-based couponing costs about half compared to SMS-couponing.> Feedbacks from interviews: > Participants respond that they buy certain goods only when prices are reduced. > They do switch brand and stores due to coupons and offerings. > They do even plan their shopping trips based on coupons available.
    • About Mobile CouponingSIX Multipay in Switzerland> SIX Multipay ist the leading payment provider in Switzerland. > Processes about 8 mio. card payments per day. > Terminals in most shops, restaurants ticket machines etc.
    • About Mobile CouponingSMS Couponing> SMS couponing system installed since 2009
    • About Mobile CouponingHow to cash a mobile coupon> Start mobile application> Scan list of available coupons> Select one coupon> Tap on «Cash coupon»> Read coupon code on phone display> Type Coupon Code in terminal
    • > About Mobile Couponing> User-Centered Design for Mobile> The Mobile Couponing App> What Users don’t understand about their iPhone
    • User-Centered Design for MobilePhase 1 – Rough Design/Scribbling (I)
    • User-Centered Design for MobilePhase 1 – Rough Design/Scribbling (II)
    • User-Centered Design for MobilePhase 1 – Rough Design/Scribbling (III)> Scribbling on paper helpful for first iterations> Very fast iterations to narrow down options > Together with customer > Together with implementation partner> Good to agree on a basic concept > E.g. application with tabbed navigation vs. application with dashboard screen
    • User-Centered Design for MobilePhase 2 - Prototyping> Axure RP 5.5 HTML prototype> Viewport tag properly set to > Fullscreen (without Browser Controls) Scroll down. > Zoom locked Use two fingers.> iOS dashboard bookmark to the prototype> Prototype limitations on iPhone > 2 finger scrolling > With new axure versions not an issue anymore And now up again.
    • User-Centered Design for MobilePhase 2 - Prototyping
    • User-Centered Design for MobilePhase 3 - Usability-Testing (I)> 8 iPhone users (from expert to novice) > Pretest interviews > 10 tasks / scenarios > Posttest interviews> Push Notifications were sent during usability test through http://www.prowlapp.com/ 1How to send push notifications see:1 http://www.paessler.com/knowledgebase/en/topic/1693-how-can-i-send-push-notifications-from-prtg-to-iphones http://www.macstories.net/reviews/my-weekend-with-prowl/
    • User-Centered Design for MobilePhase 3 - The iPhone Mounted Webcam> Meccano set and USB-Webcam> Perfect steadiness of the video recording> Even if iPhone in participant’s hand> Reduce display brightness of mobile phone
    • User-Centered Design for MobilePhase 3 - Usability-Testing (II) > AMCAP Cam Software to stream webcam Test participant video feed to test PC with iPhone and Webcam connected to test PC > PC with Techsmith Morae for screen, webcam feed and user recording
    • User-Centered Design for MobilePhase 4 - Graphic Design
    • User-Centered Design for MobilePhase 5 - Documentation> Detailed specification document for > Implementation Team > Budget toll gate
    • > About Mobile Couponing> User-Centered Design for Mobile> The Mobile Couponing App> What Users don‘t understand about their iPhone
    • The Mobile Couponing AppThe result> Easy and quick coupons overview from different providers in one single app> Different paths to the coupons for different use cases> Personalization to increase relevance of showed coupons
    • > About Mobile Couponing> User-Centered Design for Mobile> The Mobile Couponing App> What Users don’t understand about their iPhone
    • What Users don‘t understand about their iPhoneiPhoneSwitzerland> Marketshare of Apple in Swiss smartphone market Don‘t know / others no answer n=572 Source: www.comparis.ch, February 2012
    • What Users don‘t understand about their iPhoneiPhoneSwitzerland> Age distribution of smartphone owners n=1202 Source: www.comparis.ch, February 2012
    • What Users don‘t understand about their iPhoneiPhoneSwitzerland
    • What Users don‘t understand about their iPhoneiPhoneSwitzerland> Switzerland has one of the largest iPhone populations worldwide.> Also less «experienced» users with iPhones.
    • What Users don‘t understand about their iPhoneThe Tab Bar> 2 participants, who bought an iPhone short time before the test.> They did not see the Tab Bar for quite a long time.
    • What Users don‘t understand about their iPhoneSegmented Controls (=Tab-bar 2nd Level) > Version 1: > Top of screen as suggested by Apple Human Interface Guidelines > Several participants did not see the navigation
    • What Users don‘t understand about their iPhoneSegmented Controls (=Tab-bar 2nd Level) > Moving the segmented controls to the bottom of the screen improved its visibility > Law of proximity > But it is harder to hit for people with stubby fingers
    • What Users don‘t understand about their iPhoneThe Back Button Issue (I)> Application with a standard Apple Human Interface Guidelines tabbar navigation
    • What Users don‘t understand about their iPhoneThe Back Button Issue (II)> Navigation back hierarchically works perfeclty fine
    • What Users don‘t understand about their iPhoneThe Back Button Issue (III)> As soon as the navigation is not hierarchical some users miss a back buttonExample 1 Example 2
    • What Users don‘t understand about their iPhoneThe Back Button Issue (IV)> Various participants were looking for a back button more than once> Some of the participants clicked the iPhone Home-Button repeatedly > and closed and restarted the application
    • What Users don‘t understand about their iPhoneThe Back Button Issue (V)
    • What Users don‘t understand about their iPhoneNear Search
    • What Users don‘t understand about their iPhoneNear Search> «Nearby» was not used by 7 participants during the test.> Participants did not have the mental model: > That the device knows its geo location. > And can pass it to the application in order to show content in a location-specific way.
    • What Users don‘t understand about their iPhoneNear Search > Click path analysis shows the same picture. > Only 6.5% of users use the near search
    • What Users don‘t understand about their iPhoneThe issue with gestures (I)Source: Luke Wroblewski, http://www.lukew.com/ff/entry.asp?1071
    • What Users don‘t understand about their iPhoneThe issue with gestures (II)Source: Luke Wroblewski, http://www.lukew.com/ff/entry.asp?1071
    • What Users don‘t understand about their iPhoneThe issue with gestures (III)> The advantage of gestures: > Gestures do improve the efficiecy of users. > Gestures represent a very natural and intuitive way of interacting with a system.> The downside: > Only some gestures are intuitive, others have to be learned. > Gestures are hidden. > Users don‘t know them and mostly only find out accidentially. > Only users with a certain proficiency recognize gestures which they discovered accidentially.
    • What Users don‘t understand about their iPhoneThe issue with gestures (IV) > Swipe gesture discloses delete button > No participant knew this gesture > Eventhough the gesture is available in Apple email, messages and in most apps with list views
    • What Users don‘t understand about their iPhoneThe issue with gestures (V) > Scroll up gesture discloses search field to search a list > Only 1 participant knew this gesture > Eventhough the gesture is available in Apple email, messages and in most apps with list views
    • What Users don‘t understand about their iPhoneThe issue with gestures (VI) > Shake the iPhone to jump directly to the Favourites. > No participant knew any shake gestures. > Shake gestures should be used very carefully because often annoying.
    • What Users don‘t understand about their iPhonePush Notifications> 50% would turn push notifications on after first app startup> 50% had almost an «allergic» reaction to the push notifications> During the post interview, push notifications were rated as the most negative part of the app!
    • What Users don‘t understand about their iPhoneUser Education on Launch (I)> „Prefered supplier“-functionality was kind of hard to understand.> In the prototype: > A Notification with User Education about the prefered supplier functionality was shown after first start up of the app.
    • What Users don‘t understand about their iPhoneUser Education on Launch (II)> The notification was ignored in two ways: > Half of the participant just clicked it away without reading for a second. > The other half read it but did not understand the message.
    • What Users don‘t understand about their iPhoneUser Education examples> User Education must be visual in order to work.> Still then it is not sure wheter users remember the message. Labelbox UFace Piictu Pulsehttp://www.lovelyui.com/tagged/walk_throughshttp://mobile-patterns.com/edu
    • What Users don‘t understand about their iPhoneApps???> Pre-test interview: How many Apps do you have installed on your iPhone? I don‘t have any Apps. What ist the reason, why you don‘t use Apps? I tried it once in the beginning, but it didn‘t work.
    • The Mobile Couponing AppThank you> Hermann Hofstetter: @hhofstetter> Gregor Urech: @gurech> Zeix AG: @zeix http://itunes.apple.com/ch/app/m obile-coupon/id468638618?mt=8