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 a...
About Mobile CouponingCouponing in General> Stores and small business offer special deals to their  customers.> The goals ...
About Mobile CouponingCouponing in General
About Mobile CouponingCouponing in General> Different kinds of coupons:   > Absolute discount (€ 50.-)   > Relative discou...
About Mobile CouponingYES, couponing does work (even in Switzerland)> Study by Mediamarkt in Switzerland:   > Verifiable i...
About Mobile CouponingSIX Multipay in Switzerland> SIX Multipay ist the leading payment  provider in Switzerland.   > Proc...
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 ...
>   About Mobile Couponing>   User-Centered Design for Mobile>   The Mobile Couponing App>   What Users don’t understand a...
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> ...
User-Centered Design for MobilePhase 2 - Prototyping> Axure RP 5.5 HTML prototype> Viewport tag properly set to   > Fullsc...
User-Centered Design for MobilePhase 2 - Prototyping
User-Centered Design for MobilePhase 3 - Usability-Testing (I)> 8 iPhone users (from expert to novice)       > Pretest int...
User-Centered Design for MobilePhase 3 - The iPhone Mounted Webcam> Meccano set and  USB-Webcam> Perfect steadiness of  th...
User-Centered Design for MobilePhase 3 - Usability-Testing (II)                                  > AMCAP Cam Software     ...
User-Centered Design for MobilePhase 4 - Graphic Design
User-Centered Design for MobilePhase 5 - Documentation> Detailed specification document for   > Implementation Team   > Bu...
>   About Mobile Couponing>   User-Centered Design for Mobile>   The Mobile Couponing App>   What Users don‘t understand a...
The Mobile Couponing AppThe result> Easy and quick coupons overview from  different providers in one single app> Different...
>   About Mobile Couponing>   User-Centered Design for Mobile>   The Mobile Couponing App>   What Users don’t understand a...
What Users don‘t understand about their iPhoneiPhoneSwitzerland> Marketshare of Apple in Swiss smartphone market          ...
What Users don‘t understand about their iPhoneiPhoneSwitzerland> Age distribution of smartphone owners  n=1202            ...
What Users don‘t understand about their iPhoneiPhoneSwitzerland
What Users don‘t understand about their iPhoneiPhoneSwitzerland> Switzerland has one of the largest iPhone populations  wo...
What Users don‘t understand about their iPhoneThe Tab Bar> 2 participants, who bought an iPhone  short time before the tes...
What Users don‘t understand about their iPhoneSegmented Controls                     (=Tab-bar 2nd Level)                 ...
What Users don‘t understand about their iPhoneSegmented Controls                     (=Tab-bar 2nd Level)                 ...
What Users don‘t understand about their iPhoneThe Back Button Issue (I)> Application with a standard Apple Human Interface...
What Users don‘t understand about their iPhoneThe Back Button Issue (II)> Navigation back hierarchically works perfeclty f...
What Users don‘t understand about their iPhoneThe Back Button Issue (III)> As soon as the navigation is not hierarchical s...
What Users don‘t understand about their iPhoneThe Back Button Issue (IV)> Various participants were looking for a  back bu...
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.> Parti...
What Users don‘t understand about their iPhoneNear Search                                                 > Click path ana...
What Users don‘t understand about their iPhoneThe issue with gestures (I)Source: Luke Wroblewski, http://www.lukew.com/ff/...
What Users don‘t understand about their iPhoneThe issue with gestures (II)Source: Luke Wroblewski, http://www.lukew.com/ff...
What Users don‘t understand about their iPhoneThe issue with gestures (III)> The advantage of gestures:   > Gestures do im...
What Users don‘t understand about their iPhoneThe issue with gestures (IV)                               > Swipe gesture d...
What Users don‘t understand about their iPhoneThe issue with gestures (V)                               > Scroll up gestur...
What Users don‘t understand about their iPhoneThe issue with gestures (VI)                               > Shake the iPhon...
What Users don‘t understand about their iPhonePush Notifications> 50% would turn push notifications on  after first app st...
What Users don‘t understand about their iPhoneUser Education on Launch (I)> „Prefered supplier“-functionality  was kind of...
What Users don‘t understand about their iPhoneUser Education on Launch (II)> The notification was ignored in two  ways:   ...
What Users don‘t understand about their iPhoneUser Education examples>    User Education must be visual in order to work.>...
What Users don‘t understand about their iPhoneApps???> Pre-test interview:  How many Apps do you have installed on your iP...
The Mobile Couponing AppThank you> Hermann Hofstetter: @hhofstetter> Gregor Urech: @gurech> Zeix AG: @zeix      http://itu...
Upcoming SlideShare
Loading in...5
×

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

1,896

Published on

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

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,896
On Slideshare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
35
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

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

  1. 1. EuroIA 2012 - RomaCase Study:What we learned when developing a mobile couponingapplication …
  2. 2. EuroIA 2012 - RomaCase Study:… or what users don‘t understand about their iPhone
  3. 3. > About Mobile Couponing> User-Centered Design for Mobile> The Mobile Couponing App> What Users don’t understand about their iPhone
  4. 4. 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.
  5. 5. About Mobile CouponingCouponing in General
  6. 6. 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
  7. 7. 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.
  8. 8. 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.
  9. 9. About Mobile CouponingSMS Couponing> SMS couponing system installed since 2009
  10. 10. 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
  11. 11. > About Mobile Couponing> User-Centered Design for Mobile> The Mobile Couponing App> What Users don’t understand about their iPhone
  12. 12. User-Centered Design for MobilePhase 1 – Rough Design/Scribbling (I)
  13. 13. User-Centered Design for MobilePhase 1 – Rough Design/Scribbling (II)
  14. 14. 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
  15. 15. 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.
  16. 16. User-Centered Design for MobilePhase 2 - Prototyping
  17. 17. 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/
  18. 18. 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
  19. 19. 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
  20. 20. User-Centered Design for MobilePhase 4 - Graphic Design
  21. 21. User-Centered Design for MobilePhase 5 - Documentation> Detailed specification document for > Implementation Team > Budget toll gate
  22. 22. > About Mobile Couponing> User-Centered Design for Mobile> The Mobile Couponing App> What Users don‘t understand about their iPhone
  23. 23. 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
  24. 24. > About Mobile Couponing> User-Centered Design for Mobile> The Mobile Couponing App> What Users don’t understand about their iPhone
  25. 25. 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
  26. 26. What Users don‘t understand about their iPhoneiPhoneSwitzerland> Age distribution of smartphone owners n=1202 Source: www.comparis.ch, February 2012
  27. 27. What Users don‘t understand about their iPhoneiPhoneSwitzerland
  28. 28. What Users don‘t understand about their iPhoneiPhoneSwitzerland> Switzerland has one of the largest iPhone populations worldwide.> Also less «experienced» users with iPhones.
  29. 29. 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.
  30. 30. 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
  31. 31. 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
  32. 32. What Users don‘t understand about their iPhoneThe Back Button Issue (I)> Application with a standard Apple Human Interface Guidelines tabbar navigation
  33. 33. What Users don‘t understand about their iPhoneThe Back Button Issue (II)> Navigation back hierarchically works perfeclty fine
  34. 34. 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
  35. 35. 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
  36. 36. What Users don‘t understand about their iPhoneThe Back Button Issue (V)
  37. 37. What Users don‘t understand about their iPhoneNear Search
  38. 38. 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.
  39. 39. 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
  40. 40. What Users don‘t understand about their iPhoneThe issue with gestures (I)Source: Luke Wroblewski, http://www.lukew.com/ff/entry.asp?1071
  41. 41. What Users don‘t understand about their iPhoneThe issue with gestures (II)Source: Luke Wroblewski, http://www.lukew.com/ff/entry.asp?1071
  42. 42. 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.
  43. 43. 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
  44. 44. 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
  45. 45. 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.
  46. 46. 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!
  47. 47. 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.
  48. 48. 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.
  49. 49. 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
  50. 50. 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.
  51. 51. 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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×