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OTOinsights Mobile UX Webinar, April 15 2010


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At OTOinsights we have conducted over 40 research projects in the mobile sector for mobile application developers and mobile manufacturers helping design products that connect with customers in meaningful ways.

Using our experience and knowledge we have created a new study called 'Mobile insights'. Key points include:

- details of research methodologies and techniques that can be used to understand the customer 's 'informational landscape'

- explores how to make mobile applications not only 'usable' but also 'engaging' so that your customers want to use them time and time again

Published in: Technology, Design
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OTOinsights Mobile UX Webinar, April 15 2010

  1. 1. April 15, 2010<br />“Mobile User Experience on Apps and Widgets”<br />
  2. 2. Dr. Philip Rhodes, Ph.D.<br />Philip holds a Ph.D. in Information Design from the University of Portsmouth. He has extensive research and teaching experience in hypermedia design and information architecture. He speaks fluent Portuguese, having lived and worked in Brazil. Before joining OTOinsights, he worked with US solution providers Rare Medium and Sapient, as Director of Information Architecture. Specializing in offering user-centric online solutions within the banking, education, and telecommunications sectors. He also taught at several universities in Brazil and the UK, and has been widely published. Philip is both the Managing Director and the Director of Customer Experience Research & Design at OTOinsights, and a Fellow of the Royal Society of Arts.<br />Managing Director & Director of Research<br />
  3. 3. Agenda<br />
  4. 4. OTOinsights Overview<br />
  5. 5. Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 140 professionals in 7 offices located in North America, Latin America, Europe, and Asia.<br />One of the 20 “Hottest Independent Digital Firms” Globally<br />AdAge, 2007<br />One of the Fastest Growing Private Companies<br />Inc Magazine, 2008<br />
  6. 6. OTOinsights OverviewEstablished in 2002, OTOinsights has conducted over 400 research project in over 30 countries.Specialists in neuromarketing and customer experience strategy, research and design.Undertake discrete point-in-time projects and strategic engagements.Experience across all platforms including digital (e.g. web, intranets, mobile devices, PDA’s, i-TV, etc.), call centers, retail environments and physical products (e.g. laptops, printers, etc.)OTOinsights Offerings:Amplifying Engagement<br />
  7. 7. OTOinsights | Amplifying Engagement<br />Brand Perception <br />Research<br />Customer Experience <br />Research<br />Neuromarketing <br />Research<br />Information Design<br /><ul><li>User Needs Analysis
  8. 8. Information Architecture
  9. 9. User Scenarios
  10. 10. Behavioral Use Cases
  11. 11. Feature Matrix
  12. 12. Wireframes
  13. 13. Site Maps
  14. 14. Prototype Development
  15. 15. Eye-Tracking
  16. 16. Pre-Cognitive Neurological Engagement
  17. 17. Cognitive Emotional Tagging
  18. 18. Usability Testing
  19. 19. Focus Groups
  20. 20. In-Depth/Paired Interviews
  21. 21. Online Surveys
  22. 22. Expert Evaluations
  23. 23. Accessibility Audits
  24. 24. Ethnographics
  25. 25. Research/Tracking
  26. 26. Socially Informed/ Multi-Channel Personas
  27. 27. Engagement Mapping
  28. 28. Cultural Anthropology
  29. 29. Trend Spotting</li></li></ul><li>
  30. 30. OTOinsights Clients<br />
  31. 31. OTOinsights Clients: Mobile<br />10<br />
  32. 32. PART 1: Context: The App Landscape<br />
  33. 33. What makes a great app?Or how can we design meaningful user experiences when considering mobile apps?<br />Why is this important?<br />Number of smartphones – devices that can download apps – sold worldwide each year is expected to increase from:<br /><ul><li>around 165m this year
  34. 34. to 423m in 2013</li></li></ul><li>Context: The app landscape<br /><ul><li>How are people using apps?
  35. 35. Why do people use mobile apps?
  36. 36. How do people become aware of mobile apps?
  37. 37. What do users expect from mobile apps?</li></ul>Gartner predict that:<br /><ul><li>Consumers will spend $6.2 billion on apps in 2010
  38. 38. By 2013 downloads will be greater than $21.6 billion</li></li></ul><li>Context: The app landscape<br /><ul><li>How are people using apps?
  39. 39. US study (April/May 2009)
  40. 40. Downloaded 23.6 apps on average
  41. 41. Use 6.8 apps per day
  42. 42. Use for more than 30 mins a day
  43. 43. 24% shop for apps more than once a week</li></ul>Are Apps changing the media landscape?<br /><ul><li>32% use a gaming device less
  44. 44. 31% read a newspaper less
  45. 45. 28% use a GPS less
  46. 46. 28% use their MP3 less
  47. 47. 24% watch less TV</li></li></ul><li>Context: The app landscape<br /><ul><li>Why do people use mobile apps?
  48. 48. To kill time
  49. 49. Peer pressure
  50. 50. Just interested in technology
  51. 51. “Just what you do – browse the store”
  52. 52. Interested in a particular subject/have a specific need</li></ul>Will apps make the phone become the modern Swiss army knife?<br />
  53. 53. Context: The app landscape<br /><ul><li>How do people become aware of mobile apps?
  54. 54. ‘Word of mouth’
  55. 55. Just browsing the ‘app store’
  56. 56. Aware through media campaign</li></ul>Majority of users don’t know what they want, until they find it<br />
  57. 57. Context: The app landscape<br /><ul><li>What do users expect from mobile apps?</li></ul>Currently people do not buy phones because of apps<br />
  58. 58. PART 2: Designing Apps<br />
  59. 59. BecomeAware<br />Designing Apps<br />Find, Buy and install<br />Lose interest<br />Use and re-use<br />
  60. 60. Designing Apps: Use and Re-use<br />Usable<br />Useful<br />Engaging<br />
  61. 61. Designing Apps: Use and Re-use<br /><ul><li>Useful: Two considerations
  62. 62. Information landscape
  63. 63. Interface sophistication</li></li></ul><li>Designing Apps: Use and Re-use<br /><ul><li>Useful: Playing to the strengths of mobile:
  64. 64. Communications
  65. 65. Spontaneous
  66. 66. Geo-sensitive
  67. 67. Short temporal usage
  68. 68. Focused activity</li></li></ul><li>Designing Apps: Use and Re-use<br /><ul><li> Usable</li></ul>Key principles:<br /><ul><li>System status visibility
  69. 69. Real world v system
  70. 70. User has control
  71. 71. Consistent
  72. 72. Recognition v recall
  73. 73. Efficient & flexible
  74. 74. Recover from errors
  75. 75. Support (help)</li></ul>Poor user experience<br />+time, +effort, -reward<br />EFFORT<br />Good user experience<br />+time, +effort, +reward<br />TIME<br />REWARD<br />Excellent user experience<br />-time, -effort, +reward<br />
  76. 76. Psychological States<br />Cognitive/Physical Processes<br />Emotions<br />Activities<br />Relationship<br />Connections with brands, products, services<br />Designing Apps: Use and Re-use<br /><ul><li>Engaging</li></li></ul><li>Designing Apps: Use and Re-use<br />Tools and techniques<br /><ul><li>Participatory Design
  77. 77. Usability
  78. 78. Observation/Ethnography (Extended use)</li></li></ul><li>Designing Apps: Use and Re-use<br />Tools and techniques<br /><ul><li>Participatory Design
  79. 79. Usability
  80. 80. Observation/Ethnography (Extended use)</li></li></ul><li>Designing Apps: Use and Re-use<br />Tools and techniques<br /><ul><li>Participatory Design
  81. 81. Usability
  82. 82. Observation/Ethnography (Extended use)</li></li></ul><li>PART 3: Apps Journey<br />
  83. 83. BecomeAware<br />Apps Journey…<br />Find, Buy and install<br />Lose interest<br />Use and re-use<br />
  84. 84. Apps Journey: Find, Buy and Install<br /><ul><li>Where are Apps available?
  85. 85. Is the App ‘free’ or ‘paid for’?
  86. 86. Is there a ‘paid for’ promotion/offer e.g. try before you buy, limited functionality App?
  87. 87. Where is it installed on their mobile device?
  88. 88. Touchscreen or not touchscreen?
  89. 89. Multiple homepages, etc.</li></li></ul><li>Apps Journey: Become Aware<br /><ul><li>How does the user become aware?
  90. 90. Personal recommendations are key
  91. 91. Other recommendations e.g. app developers, operators, celebrities
  92. 92. How important are reviews and ratings?</li></li></ul><li><ul><li>How to keep the users interested (engaged)?
  93. 93. Considerations when:
  94. 94. User upgrades their mobile device
  95. 95. User switches network</li></ul>Apps Journey: Loose Interest<br />
  96. 96. PART 4: Insights & Conclusions<br />
  97. 97. Conclusions<br />Develop a Strategy<br /><ul><li>Don’t convert, create (see it as an opportunity)
  98. 98. Focus on Context, Goals & Needs (task, locale, informative)
  99. 99. Don’t try and support everything (create device families)
  100. 100. Keep it simple and focus on the characteristics of the channel</li></li></ul><li>Conclusions<br />Remember the Users<br /><ul><li>Who are the users
  101. 101. What type of behaviour can we predict
  102. 102. When will they interact?
  103. 103. Will they have time to wait for content?
  104. 104. Why will they use the service?
  105. 105. What value will they gain from the content/service?</li></li></ul><li>Questions?<br />Dr. Philip<br />For copies of the presentation or further info on OTOinsights services please email: <br /><br />Follow OTOinsights on Twitter:<br /> <br /><br />
  106. 106. Future Webinars from One To One Interactive<br />“Increasing Conversions, Revenue and ROI through Content Testing and Optimization (CTO)<br />The digital marketing space offers unique opportunites for Content Testing and Optimization (CTO). The April 29th webinar looks at how OTOi designs and executes a CTO strategy, employing A/B/N and multivariate testing. Case studies are presented showing how OTOi has achieved significant successes in increasing conversions, revenue and ROI through an ongoing CTO process.The webinar covers the digital marketing strategy behind CTO, explains how A/B/N and multivariate tests are designed and shows, through case studies, how CTO strategies can be successfully applied across a wide range of campaigns. Along with lifts in conversion, revenue and ROI, the webinar demonstrates how a CTO strategy also provides a library of best practices for ongoing marketing campaigns. There will be a Q&A period following the presentation. <br />