[ Webinar] The Next Step in Mobile Research

698 views

Published on

Companies are challenged to understand their mobile customer experience:
How their users navigate
When and how exactly they use their mobile devices
What expectations they have while browsing a mobile site
Which web shops or monetisation models work best
How to identify and eliminate mobile buying barriers

Watch this webinar to learn about new mobile research techniques that have emerged in response to these questions.

Find out how much technology – including UserZoom – can assist you in finding answers tailored to your business.

Published in: Internet
  • Be the first to comment

[ Webinar] The Next Step in Mobile Research

  1. 1. 1 The #1 Customer and User Experience Research and Analytics Platform Mobile Research
  2. 2. 2 Arthur heads up our UK operation with a 9 years experience in User and Customer Experience across all digital channels, user interfaces and Mobile technology. He has worked with the largest and most successful global online brands delivering innovative and market leading solutions. Our Speaker Arthur Moan UK Managing Director, UserZoom Ltd Webinar: Mobile Research & Mobile Buying Behaviour
  3. 3. 3 Quick Housekeeping • Chat box is available, if you have any questions • Or tweet your question using #uzwebinar • There will be time for Q&A at the end of the webinar • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording Webinar: Mobile Research & Mobile Buying Behaviour #uzwebinar
  4. 4. 4 • About UserZoom • Introduction to Mobile Usability • Mobile Research: Methods & Tools • In-Lab Testing • Task-based Mobile Usability Testing • Voice of the Customer Studies • Use Cases: Mobile Buying Behaviour • Benchmark Study: Mobile Booking Behaviour Webinar Agenda Webinar: Mobile Research & Mobile Buying Behaviour #uzwebinar
  5. 5. 5 The # 1 Customer and User Experience Research and Analytics SaaS. With UserZoom you can engage with your customers, increase conversion rates and improve your customers’ experience. #uzwebinar
  6. 6. 6 • Leading SaaS company specialising in Customer and Online User Experience Research & Analytics • In business for 10 years, offices in Sunnyvale (CA), Cheshire & London (UK), Munich (DE) and Barcelona (Spain) • > 70 employees • We have clients in 20 countries and across all major industries • 90% of brands renew their license each year About UserZoom About UserZoom #uzwebinar
  7. 7. 7 • All in one tool for Customer Experience Management • Quantitative and qualitative information • Business and KPI focused approach • Cost effective • Ideal for agile methodologies and strategic measurement • Empower our clients to conduct scalable and repeatable research in-house • Dedicated technical and research support as and when required Key benefits: About UserZoom #uzwebinar
  8. 8. 8 Highlighted clients: About UserZoom #uzwebinar
  9. 9. 9 Webinar Webinar: Mobile Research & Mobile Buying Behaviour #uzwebinar
  10. 10. 10 About Mobile Usability • People are becoming increasingly comfortable with making online transactions through their mobile devices. • Understanding the statistics and results found when conducting mobile usability testing could give organisations a huge advantage Deice Screen Size Navigation Scroll Interaction Enviornment Noise Light Connection Movement Introduction to Mobile Usability #uzwebinar
  11. 11. 11 About Mobile Usability Deice Screen Size Navigation Scroll Interaction Enviornment Noise Light Connection Movement Introduction to Mobile Usability
  12. 12. 12 About Mobile Usability Mobile-Optimised Sites should: • Display a search bar for content-heavy sites • Be accessible for all devices • Have content and images designed for small screens • Retain brand identity • Ensure the mobile site is designed to enhance the ability to complete purchase-related tasks, this will help improve users level of engagement Introduction to Mobile Usability
  13. 13. 13 How can you research CX on mobile devices • Field Studies • Ethnographic Studies • Usability Lab • Remote Mobile Usability Testing • Mobile Voice of the Customer Usage User Settings Necessities Device Screen Size Navigation Scroll Interaction Environment Noise Light Connection Movement CONTEXT Mobile Research: Methods & Tools
  14. 14. 14 How can you research CX on mobile devices • Field Studies • Ethnographic Studies • Usability Lab • Remote Mobile Usability Testing • Mobile VoC Qualitative Quantitative Real context of use Mobile Research: Methods & Tools #uzwebinar
  15. 15. 15 In-Lab Testing: How it works Users perform tasks while they are being observed by a Researcher, camera mounted on phone to record interaction. Mobile Research: Methods & Tools – In-Lab Testing
  16. 16. 16 In-Lab Testing: Advantages 1. Close to the customer: Receive qualitative mobile user data 2. Generate ideas: Obtain qualitative user feedback to improve prototypes and products Mobile Research: Methods & Tools – In-Lab Testing
  17. 17. 17 In-Lab Testing: Disadvantages 1. Small sample size 2. Test are not conducted in real user contexts 3. Only qualitative results 4. Difficult to predetermine the tasks due to the range of mobile user settings Mobile Research: Methods & Tools – In-Lab Testing
  18. 18. 18 In-Lab Testing: Conclusion Not the most suitable research technique for mobile research Mobile Research: Methods & Tools – In-Lab Testing
  19. 19. 19 Mobile Remote Usability Testing: Enables companies to: • listen to the voice of their mobile customers, • conduct usability testing and UX research on both phones and tablets (iOS and Android). Only solution on the market that allows collecting quantitative and qualitative data in the same study. Mobile Research: Methods & Tools – Mobile Research #uzwebinar
  20. 20. 20 Mobile Usability Testing: How it works Users perform tasks on a mobile website. Their browser interaction, mouse movements, comments, and facial expressions are caputred. Mobile Research: Methods & Tools – Tasked-Based Mobile Research
  21. 21. 21 • Remote Unmoderated • Live mobile websites & Prototypes • Email Invitations to Participate • Install a UserZoom Native App (no additional code required) • Android & iOS • Collect Success/Efficiency Ratios/Survey data & behavioural data • Video Session Replay on mobile / tablet web including gesture capture • Picture in Picture technology: Watch and listen your users. Mobile Research: Methods & Tools – Tasked-Based Mobile Research #uzwebinar
  22. 22. 22 Mobile Usability Testing: Advantages 1. Real user context 2. Large user samples 3. Combine quantitative & qualitative data Mobile Research: Methods & Tools – Tasked-Based Mobile Research
  23. 23. 23 Hundreds of users agree to participate in a study In their natural context From geographically spread locations Users try to complete tasks (or goals) + answer questions No human moderation needed Our browser bar connects users with our secure servers Mobile Research: Methods & Tools – Tasked-Based Mobile Research #uzwebinar
  24. 24. 24 Mobile Usability Testing: Disadvantages 1. Less in-depth follow-up questions related to a certain behaviour 2. Qualitative data not as profound as in-lab, in-person test with moderators Mobile Research: Methods & Tools – Tasked-Based Mobile Research
  25. 25. 25 • What percentages accomplish their goals? • What issues do they encounter? • Why do they abandon? • Do they find the site easy to use? • What do they want to accomplish on the site? • How and why do they use the site? • Where do users click when they are trying to meet a goal? The critical data collected will answer questions such as: Mobile Research: Methods & Tools – Tasked-Based Mobile Research
  26. 26. 26 Watch and listen your users with our Picture in Picture Technology. Using a scenario-based methodology, UserZoom is capable of gathering both qualitative and quantitative data, such as: Users' suggestions & feedback (per task) Session video replay (per task) Satisfaction & perception indicatorsEffectiveness / Efficiency ratios (time and clicks) Visual clickstream paths ) Mobile Research: Methods & Tools – Tasked-Based Mobile Research #uzwebinar
  27. 27. 27 Mobile Usability Testing: Conclusion Great research technique for mobile research Mobile Research: Methods & Tools – Tasked-Based Mobile Research
  28. 28. 28 Mobile Voice of the Customer Intercept users after their browsing experience + Real user context, provides clear insight into problems users encounter (content, navigation, etc.), large samples - No information related to usability Mobile Usability Research Methods – Voice of the Customer
  29. 29. 29 Voice of Customer – Mobile Apps Initial Questionnaire (on App) Exit Alert (after closing App) Exit Survey (on browser) Exit Alert (after closing App) Exit Survey (on browser) Option 1 Initial Questionnaire (Navigation) Exit Alert Exit Survey Option 2 (Navigation) Exit Alert Exit Survey How It works:
  30. 30. 30 What you get... Clickstream path Feedback and satisfaction from users Video Session replay Voice of Customer – Mobile Apps #uzwebinar
  31. 31. 31 Information you obtain: Determine if it is necessary to test in a real user context: • User Context • Motivation of Use • How users behave and why • Tasks they perform • How many perform a certain action • What actions/information is missing • What actions work well/do not work • How users rate their mobile experience Mobile Usability Research Methods – Voice of the Customer
  32. 32. 32 Use Cases 1. Mobile Usability Testing • Multi-Device usage: Mobile vs. Tablet #uzwebinar
  33. 33. 33 Mobile vs. Tabet International Benchmark Study Online Booking Behaviour: comparing holiday websites Use Case #1: Mobile vs. Tablet #uzwebinar
  34. 34. 34 About the Mobile Usability Study Overview Use Case #1: Mobile vs. Tablet Results • Per task, per device, and per country including user comments • NPS per brand Set-up • Task-based online remote test • 360 users, frequent online leisure travel shoppers • 3 countries: UK, Germany, Spain • 9 brands (3 per country) #uzwebinar
  35. 35. 35 How did we conduct the study? Use Case #1: Mobile vs. Tablet Results we obtain with Mobile Remote Usability Testing
  36. 36. 36 Tasks Use Case #1: Mobile vs. Tablet • Participants were given the name of the city, of the area, travel dates • Validated by: Question o What´s the name of the hotel? o How much is the parking space? • Participants were given the name of the shipping company, the route, travel dates • Validated by: Question o What´s the name of the ship? o What´s the name of the YC1 Deluxe Suite? Task 1 Look for a 4-star hotel for a weekend city break Task 2 Search for a 7-day Mediterranean cruise
  37. 37. 37 Brands tested Use Case #1: Mobile vs. Tablet #uzwebinar
  38. 38. 38 How did we conduct the study? – Results Task 1 Look for a 4-star hotel for a weekend city break Search for a 7-day Mediterranean cruise Use Case #1: Mobile vs. Tablet #uzwebinar
  39. 39. 39 Look for a 4-star hotel – Effectiveness (Success) Search for a 7-day Mediterranean cruise Success Non-Success Success Non-Success Use Case #1: Mobile vs. Tablet
  40. 40. 40 Example Video Virgin Holidays Use Case #1: Mobile vs. Tablet Virgin Holidays performed the best on both devices, however did better on mobile than tablet: Session Replay TABLET user unsuccessful in booking a 4-star hotel in New York: ”There should be more filter options to find what you want.”
  41. 41. 41 Success Non-Success Success Non-Success Look for a 4-star hotel – Effectiveness (Success) Use Case #1: Mobile vs. Tablet
  42. 42. 42 Success Non-Success Success Non-Success Look for a 4-star hotel – Effectiveness (Success) Use Case #1: Mobile vs. Tablet
  43. 43. 43 Why were users unable to complete the task of finding a hotel on their tablet or mobile? • Browsing difficulties – could not find the information • Lack of filters, e.g. filter by area • Search function – not desired/expected results • Price calculation – final price not visible • Not mobile optimised Use Case #1: Mobile vs. Tablet Look for a 4-star hotel – Mobile vs. Tablet
  44. 44. 44 What did you think about the pictures of the hotel?* *Question asked in study Appealing pictures are important when choosing one hotel over an other: 1. Pictures are either not appealing or do not contain sufficient information. 2. Photos often don´t reflect the atmosphere of the hotel. 3. They are too general and don´t reflect the real size of a room. 4. Missing pictures of all room types as well as of bathrooms and exterior views. What do users want to see before booking a hotel? Use Case #1: Mobile vs. Tablet
  45. 45. 45 What did you think about the information and description of the hotel and its services* *Question asked in study Users value information about services near the hotel, transport from the airport, activities to do in the city, videos, and maps. 1. Users need more detailed information related to the hotel services. 2. People want to know how much the hotel charges for additional services such as parking and Internet access. 3. Booking sites should show the total price for the booking for the days selected in addition to the price per night. 4. Providers should indicate the total price from the start. 5. Websites should provide information regarding interesting sights in the area and public transport. Use Case #1: Mobile vs. Tablet What do users want to know before booking a hotel?
  46. 46. 46 Look for a 4-star hotel for a weekend city break Search for a 7-day Mediterranean cruise How did we conduct the study? – Results Task 2 Use Case #1: Mobile vs. Tablet #uzwebinar
  47. 47. 47 Success Non-Success Success Non-Success Use Case #1: Mobile vs. Tablet Search for a cruise – Success in achieving task
  48. 48. 48 Tablet Mobile • Hotels and Flights visible on the main menu • Cruises hidden within another icon • No option for cruises at all in the menu on mobile • Users forced to search Search for a cruise – Example Ebookers Use Case #1: Mobile vs. Tablet
  49. 49. 49 Example Video Ebookers Use Case #1: Mobile vs. Tablet TABLET user successful in finding the access to book a cruise: MOBILE user unsuccessful in finding the access to cruises: Session Replay
  50. 50. 50 Virgin Holidays (Mobile) Travel Supermarket (Mobile) Use Case #1: Mobile vs. Tablet Search for a cruise – Examples
  51. 51. 51 Success Non-Success Success Non-Success Search for a cruise – Success in achieving task Use Case #1: Mobile vs. Tablet
  52. 52. 52 Success Non-Success Success Non-Success Search for a cruise – Success in achieving task Use Case #1: Mobile vs. Tablet
  53. 53. 53 Why were users unable to complete the task of looking for a cruise on their tablet or mobile? • Navigation problems – hidden menus • Lack of information – e.g. about route • Search function – not desired results • Not mobile optimised • Information is not always visible/accessible – hidden menus Use Case #1: Mobile vs. Tablet Search for a cruise – Mobile vs. Tablet #uzwebinar
  54. 54. 54 Main issue encountered when searching for cruises on a website: 1. Access to cruises is on a hidden menu and not on main menu e.g. next to hotels and flights 2. Cruise icon hard to identify on menu tab Use Case #1: Mobile vs. Tablet How accessible is the information users are looking for?
  55. 55. 55 Would users book a trip on their mobile device?* *Questions asked depending on task and device: Would you book a hotel/cruise on your mobile/tablet? • More than half of the 360 participants say they would book a hotel or cruise straight away, if the website offers the trip they are looking for. • Only some prefer to complete the booking on their PC. • Compared to tablet users, more mobile shoppers prefer to complete the booking on their desktop instead of booking on their mobile. Use Case #1: Mobile vs. Tablet The moment of Truth: Mobile Booking Decision
  56. 56. 56 Why do mobile users decide not to book a trip?* *Questions asked depending on task and device: Why wouldn´t you book a hotel/cruise on your mobile/tablet? • Inconvenient to browse, write, and search for information. • Security issues: users perceive mobile devices to be less secure than a computer. 3 main reasons which apply to both devices in all 3 countries: • Not able to save or print the booking directly. Use Case #1: Mobile vs. Tablet Online Booking Barriers on Mobile Devices
  57. 57. 57 On which mobile device would users book a trip?* *Questions asked depending on task and device: Would you book a hotel/cruise on your mobile/tablet? • Users would rather book a cruise on their mobile device than a hotel. • This mobile booking behaviour may be related to the fact that a cruise is perceived as a closed package whereas a hotel reservation requires a more active search. Use Case #1: Mobile vs. Tablet Online Booking Barriers depending on Mobile Device
  58. 58. 58 NPS (Net Promoter Score) per brand* *NPS is a metric for measuring user satisfaction. It is calculated as the difference between brand promoters and brand detractors. Use Case #1: Mobile vs. Tablet Which brand is rated best by mobile users?
  59. 59. 59 NPS (Net Promoter Score) per brand* *NPS is a metric for measuring user satisfaction. It is calculated as the difference between brand promoters and brand detractors. Use Case #1: Mobile vs. Tablet Which brand is rated best by tablet users?
  60. 60. 60 Q&A Any question? Usability Studies & eBooks: http://www.userzoom.co.uk/userzoom-usability-studies/ Contact us Arthur Moan UK Managing Director amoan@userzoom.com Phone: +44 7900 472920 www.linkedin.com/company/userzoom@UserZoom_ukFollow us

×