Mobile Convention Amsterdam - Netprofiler - Frans Appels
How to conduct usability studies on mobile devicesMobile Convention19 April 2011 1
ContentA. Usability research generalB. Usability research for mobile devicesC. Case 1: Mobile website C1000D. Case 2: TV Guide app ZiggoE. Tips
About Netprofiler and Frans Appels• Frans Appels, director Netprofiler• Founder of MobileMetrics.nl (together with aFrogLeap and RapidSugar)• Netprofiler: 15 consultants in The Netherlands• Online marketing agency specialized in: - Conversion and Usability - Web analytics - Search engine marketing:• Partner off: 3 3
What is usability research Testing the usability of a website or app. Testing takes place with potential users of the website Users are invited in an usability lab to interact with website when conducting various tasks Usability consultants and client are watching in another room 6 or more users separetely Main issues and problems of the site become clear
2 ways of usability research 1. Usability research – Kliks, facial expression and comments 2. Eyetracking usability research – Eyemovements, facial expression and comments Eyetracking usability research is a extended version in which the eyemovements are registered. This gives more insights about the structure of the pages and what is seen or not seen.
Internet gebruik mobile devices • Een research done by MobileMetrics shows: In October 2010 mobile devices generated 1,9% of the total traffic to normal websites In March 2011 mobile devices generated 3,6% of the total traffic to normal websites
C. Usability research for mobile devices 1. Usability research – Kliks, facial expression and comments 2. Eyetracking usability research – Eyemovements, facial expression and comments
Usability research for mobiele site / app. 1. Show the screen of the mobile device on a big normal monitor screen. The users looks on the screen but navigates on his mobile devices. 2. It’s also possible to display the screen on a touch screen monitor. Not real world situation, other way of looking and navigating
Usability research for a iPad Eyetracking research for iPad? Het screen of a ipad is much bigger than the screen of a mobile phone. Therefore is is more usefull to conduct a eyetracking research on a iPad of tablet. The users must be able to turn the iPad during the test.
The research On the homepage visitors first have to select a location The menus items “aanbiedingen” and “acties” are already shown. But they are not clickable because no location is selected. Advice is not to show these items as visitors try to click on them.
The research The button “plan route” as hard to see for various visitors. The main focus is om the map. Advice: move to button “plan route’ closer to the map.
Research settings TV Gids iPad app. Ziggo 6 tasks 8 users, experienced with iPad
The research Their was no clear distiction between the 2 parts at the bottom of the site. Therefore swyping went wrong for various users. Advice: make a clear line between the 2 parts. The upper part doesn’t have a title or refercence. Users don’t understand wat is selected here. Advice: make a title above the the picture.
The research During the research also bugs in a application become clear. The user has selected tomorrow but the events of today are shown. .
Tips & Tricks What is the situation the users interact with the mobile site or app? At home, on the move, in their office? This has a big influence on the information need. What do you show when the users doesn’t have internet connection? How do you use location and social context (who is around the user) What is the speed of the internetconnection of the users?
Tips & Tricks Use 1 call to action per page. Clickable items at least 44 pixels away from other items No flash. Single column for mobile sites / apps. From mail to correct landingpage in mobile website or normal website. Contrast is very important because incoming light No link to the normal website (or 1 that says: visit our normal website that isn’t optimized for mobile visitors).
Tips and tricks Visitors like to see where they are. Visitor expect a reaction from the app. or website after an action. Don’t hide items because there isn’t enough space. Ask support of the future users in developing and testing. The earlier you know, the easier it is to change. Keep is simple (stupid)!