Webinar <br />Four Country Mobile Operator Study:<br />a competitive benchmark of leading mobile operator sites<br />19th ...
Overview<br /><ul><li>Introductions
Study Background
What do we mean by UX Benchmarking? Why is it important?
Methodology and Technology
Findings and Opportunities
Questions and Comments
UserZoom and UX Alliance Partners at a glance</li></li></ul><li>Introductions <br />Arthur Moan<br />Country Manager UK & ...
Today’s Session Goals<br /><ul><li>See how users in four countries look for:
the monthly cost to surf the internet daily with an iPad
the fax number/address for a high street shop
To gain insight into the European mobile operator market
Introduction and review of UX Benchmarking methodology
Introduction and review of UserZoom software solution for conducting this type of research</li></li></ul><li>Study Backgro...
What is UX benchmarking and why is it important?<br />OK……. So how do we define UX benchmarking?<br />
What is UX benchmarking and why is it important?<br /><ul><li>Definition of Benchmarking:
The process of comparing the business processes and performance metrics including cost, cycle time, productivity, or quali...
It provides a snapshot of the performance of your business and helps you understand where you are in relation to a particu...
It’s about how a person feels about using a system. It highlights the experiential, affective, meaningful and valuable asp...
User experience is subjective in nature, as it is about an individual’s feelings and thoughts about the system. User exper...
Not really…..<br />Here’s how we’d define UX Benchmarking:<br /><ul><li>The process of comparing a website’s performance, ...
UX benchmarking provides a snapshot of the performance of your website and helps you understand where you are in relation ...
What is UX benchmarking and why is it important?<br />‘You can’t manage what you can’t measure’<br />Attributed to Peter D...
Methodology and Technology <br />
Common UX research challenges<br /><ul><li>Difficulties obtaining objective, statistically significant, actionable data
Obtaining idea adoption from stakeholders
Geographic/demographic limitations
Research is costly and time-consuming</li></li></ul><li>How does UserZoom add value?<br /><ul><li>By allowing you to see t...
Testing large samples of geographically spread participants
Combining statistically-significant usability + user behavior data
Measuring Customer Experience cost-effectively
Getting actionableinsights</li></ul>Behavior<br />Usability Lab Studies<br />Web Traffic Analysis<br />Online <br />UX<br ...
Online Usability Testing Solution<br /><ul><li>UZ Self-Serve Edition
100% on-demand, web-based software solution
To manage & conduct various types of online UX research projects</li></li></ul><li><ul><li>Hundreds of users participate i...
 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</li></ul>Our method<br />
Analyze data real-time using UZ Analytics<br />Effectiveness + efficiency ratios<br />
Analyze data using UZ Analytics<br />Qualitative feedback collected. Easy visualization through ‘text clouds’<br />
Analyze data using UZ Analytics<br />
UserZoom Results - Behavioural<br />
Study structure<br />Introduction:<br /><ul><li>For each study, participants were randomly assigned two tasks on two popul...
Task: Find a monthly iPad data plan
Task: Locate a store address/fax number</li></ul>Post-task:<br />Mobile operator site evaluation ratings  included -<br />...
Perceived complexity of sites
Perceived consistency of sites
Clear where to start
Confidence in using the sites
Usability Satisfaction (SUS score)
What was liked most about the sites
What was liked least about the sites</li></ul>Wrap-up:<br /><ul><li>Mobile Operator Site Preference
Likelihood to recommend: (Net Promoter Score)</li></li></ul><li>Switzerland Study – Participant Demographics<br />Particip...
Current mobile operator
Age
Individuals between 18-55 years of age were invited to complete the study.</li></ul>GENDER<br />45 females completed the s...
Switzerland Study – Participant Demographics<br />MOBILE OPERATOR<br />Swisscom, Sunrise, and Orange were the most common ...
19 participants are 26-35
25 participants are 36-45
20 participants are 46-55</li></li></ul><li>Netherlands Study – Participant Demographics<br />Participants:<br />N= 100 pa...
Current mobile operator
Age
Individuals between 18-55 years of age were invited to complete the study.</li></ul>GENDER<br />47 females completed the s...
Netherlands Study – Participant Demographics<br />MOBILE OPERATOR<br />Vodafone, KPN, and T-Mobile were the most common cu...
15 participants are 26-35
41 participants are 36-45
23 participants are 46-55</li></li></ul><li>Spain Study – Participant Demographics<br />Participants:<br />N= 100 particip...
Current mobile operator
Age
Individuals between 18-55 years of age were invited to complete the study.</li></ul>GENDER<br />45 females completed the s...
Spain Study – Participant Demographics<br />MOBILE OPERATOR<br />Movistar, Vodafone, and Orange were the most common curre...
43 participants are 26-35
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Mobile Operator UX Benchmarking Study

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UserZoom worked in partnership with UX Alliance members; Telono, User Intelligence and Xperience Consulting to benchmark the User Experience across 4 countries and 4 mobile operators (Orange, Vodafone, T-mobile and Swisscom)

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  • In this webinar, we will show you how you can remove face to face moderation, have hundred of users participate simultaneously from different locations in a cost effective and fast way. Userzoom is an on demand research service that will automatically capture and gather both customers attitudes and behaviors.After our demonstration, we will open up to Questions, but let’s start now by diving into UserZoom software as a service.
  • In this webinar, we will show you how you can remove face to face moderation, have hundred of users participate simultaneously from different locations in a cost effective and fast way. Userzoom is an on demand research service that will automatically capture and gather both customers attitudes and behaviors.After our demonstration, we will open up to Questions, but let’s start now by diving into UserZoom software as a service.
  • In this webinar, we will show you how you can remove face to face moderation, have hundred of users participate simultaneously from different locations in a cost effective and fast way. Userzoom is an on demand research service that will automatically capture and gather both customers attitudes and behaviors.After our demonstration, we will open up to Questions, but let’s start now by diving into UserZoom software as a service.
  • Mobile Operator UX Benchmarking Study

    1. 1. Webinar <br />Four Country Mobile Operator Study:<br />a competitive benchmark of leading mobile operator sites<br />19th January 2011<br />
    2. 2. Overview<br /><ul><li>Introductions
    3. 3. Study Background
    4. 4. What do we mean by UX Benchmarking? Why is it important?
    5. 5. Methodology and Technology
    6. 6. Findings and Opportunities
    7. 7. Questions and Comments
    8. 8. UserZoom and UX Alliance Partners at a glance</li></li></ul><li>Introductions <br />Arthur Moan<br />Country Manager UK & Ireland <br />at UserZoom<br />Louiselle Morand<br />User Experience Consultant<br />at Telono<br />Martje van der Linde<br />User Experience Consultant <br />at User Intelligence<br />Javier Jarriba<br />Managing Director <br />at Xperience Consulting<br />
    9. 9. Today’s Session Goals<br /><ul><li>See how users in four countries look for:
    10. 10. the monthly cost to surf the internet daily with an iPad
    11. 11. the fax number/address for a high street shop
    12. 12. To gain insight into the European mobile operator market
    13. 13. Introduction and review of UX Benchmarking methodology
    14. 14. Introduction and review of UserZoom software solution for conducting this type of research</li></li></ul><li>Study Background <br />
    15. 15. What is UX benchmarking and why is it important?<br />OK……. So how do we define UX benchmarking?<br />
    16. 16. What is UX benchmarking and why is it important?<br /><ul><li>Definition of Benchmarking:
    17. 17. The process of comparing the business processes and performance metrics including cost, cycle time, productivity, or quality to another that is widely considered to be an industry standard benchmark or best practice.
    18. 18. It provides a snapshot of the performance of your business and helps you understand where you are in relation to a particular standard.</li></li></ul><li>What is UX benchmarking and why is it important?<br /><ul><li>Definition of UX:
    19. 19. It’s about how a person feels about using a system. It highlights the experiential, affective, meaningful and valuable aspects of HCI and product ownership, but it also covers a person’s perceptions of the practical aspects such as utility, ease of use and efficiency of the system.
    20. 20. User experience is subjective in nature, as it is about an individual’s feelings and thoughts about the system. User experience is dynamic, because it changes over time as the circumstances change.</li></li></ul><li>What is UX benchmarking and why is it important?<br />Some may wonder: is UX benchmarking:<br />?<br />
    21. 21. Not really…..<br />Here’s how we’d define UX Benchmarking:<br /><ul><li>The process of comparing a website’s performance, specifically in relation to UX metrics, including among others effectiveness, efficiency, overall satisfaction and quality perception (ISO-9241-11 standard), to another that is widely considered to be an industry standard benchmark or best practice
    22. 22. UX benchmarking provides a snapshot of the performance of your website and helps you understand where you are in relation to a particular standard.</li></li></ul><li>10 must-dos with UX Benchmarking<br />Define measurable & comparable UX-related KPIs (key performance indicators)<br />Select competitors to benchmark against<br />Define target audience<br />Identify common site activities/tasks (between-subjects design)<br />Conduct research using scenario-based testing<br />Gather both quantitative & qualitative data<br />Use the quantitative data to test for statistically significant differences between means or proportions<br />Use qualitative data to support your findings and understand the why <br />Research at least twice a year to measure design changes and trends in expectations<br />Use the right research solution/tool<br />
    23. 23. What is UX benchmarking and why is it important?<br />‘You can’t manage what you can’t measure’<br />Attributed to Peter Drucker, Mgt Guru<br /> The question is:<br />How are you actually measuring UX and defining your benchmark?<br />
    24. 24. Methodology and Technology <br />
    25. 25. Common UX research challenges<br /><ul><li>Difficulties obtaining objective, statistically significant, actionable data
    26. 26. Obtaining idea adoption from stakeholders
    27. 27. Geographic/demographic limitations
    28. 28. Research is costly and time-consuming</li></li></ul><li>How does UserZoom add value?<br /><ul><li>By allowing you to see the BIG picture
    29. 29. Testing large samples of geographically spread participants
    30. 30. Combining statistically-significant usability + user behavior data
    31. 31. Measuring Customer Experience cost-effectively
    32. 32. Getting actionableinsights</li></ul>Behavior<br />Usability Lab Studies<br />Web Traffic Analysis<br />Online <br />UX<br />Studies<br />Attitudes<br />Online Surveys<br />Focus Groups<br />Qualitative<br />Quantitative<br />
    33. 33. Online Usability Testing Solution<br /><ul><li>UZ Self-Serve Edition
    34. 34. 100% on-demand, web-based software solution
    35. 35. To manage & conduct various types of online UX research projects</li></li></ul><li><ul><li>Hundreds of users participate in a study
    36. 36. In their natural context
    37. 37. From geographically spread locations
    38. 38. Users try to complete tasks(or goals) + answer questions
    39. 39. No human moderation needed
    40. 40. Our browser bar connects users with our secure servers</li></ul>Our method<br />
    41. 41. Analyze data real-time using UZ Analytics<br />Effectiveness + efficiency ratios<br />
    42. 42. Analyze data using UZ Analytics<br />Qualitative feedback collected. Easy visualization through ‘text clouds’<br />
    43. 43. Analyze data using UZ Analytics<br />
    44. 44. UserZoom Results - Behavioural<br />
    45. 45. Study structure<br />Introduction:<br /><ul><li>For each study, participants were randomly assigned two tasks on two popular mobile operator websites (four tasks in total)
    46. 46. Task: Find a monthly iPad data plan
    47. 47. Task: Locate a store address/fax number</li></ul>Post-task:<br />Mobile operator site evaluation ratings included -<br /><ul><li>Ease of use
    48. 48. Perceived complexity of sites
    49. 49. Perceived consistency of sites
    50. 50. Clear where to start
    51. 51. Confidence in using the sites
    52. 52. Usability Satisfaction (SUS score)
    53. 53. What was liked most about the sites
    54. 54. What was liked least about the sites</li></ul>Wrap-up:<br /><ul><li>Mobile Operator Site Preference
    55. 55. Likelihood to recommend: (Net Promoter Score)</li></li></ul><li>Switzerland Study – Participant Demographics<br />Participants:<br />N= 78 participants<br />Demographic data collected:<br /><ul><li>Gender
    56. 56. Current mobile operator
    57. 57. Age
    58. 58. Individuals between 18-55 years of age were invited to complete the study.</li></ul>GENDER<br />45 females completed the study<br />33 males completed the study<br />
    59. 59. Switzerland Study – Participant Demographics<br />MOBILE OPERATOR<br />Swisscom, Sunrise, and Orange were the most common current providers among participants.<br /><ul><li>“Other”: yallo, vtx, vodafone</li></ul>AGE<br />The highest percentage of Swiss participants are 36 - 45 years of age.<br /><ul><li>14 participants are 18-25
    60. 60. 19 participants are 26-35
    61. 61. 25 participants are 36-45
    62. 62. 20 participants are 46-55</li></li></ul><li>Netherlands Study – Participant Demographics<br />Participants:<br />N= 100 participants<br />Demographic data collected:<br /><ul><li>Gender
    63. 63. Current mobile operator
    64. 64. Age
    65. 65. Individuals between 18-55 years of age were invited to complete the study.</li></ul>GENDER<br />47 females completed the study<br />53 males completed the study<br />
    66. 66. Netherlands Study – Participant Demographics<br />MOBILE OPERATOR<br />Vodafone, KPN, and T-Mobile were the most common current providers among participants.<br /><ul><li>“Other”: hi, simyo, lebara, ziggo, rabo mobiel</li></ul>AGE<br />The highest percentage of Dutch participants are 36 - 45 years of age.<br /><ul><li>21 participants are 18-25
    67. 67. 15 participants are 26-35
    68. 68. 41 participants are 36-45
    69. 69. 23 participants are 46-55</li></li></ul><li>Spain Study – Participant Demographics<br />Participants:<br />N= 100 participants<br />Demographic data collected:<br /><ul><li>Gender
    70. 70. Current mobile operator
    71. 71. Age
    72. 72. Individuals between 18-55 years of age were invited to complete the study.</li></ul>GENDER<br />45 females completed the study<br />55 males completed the study<br />
    73. 73. Spain Study – Participant Demographics<br />MOBILE OPERATOR<br />Movistar, Vodafone, and Orange were the most common current providers among participants.<br />AGE<br />The highest percentage of Spanish participants are 26-35 years of age.<br /><ul><li>27 participants are 18-25
    74. 74. 43 participants are 26-35
    75. 75. 22 participants are 36-45
    76. 76. 08 participants are 46-55</li></li></ul><li>United Kingdom Study – Participant Demographics<br />Participants:<br />N= 101 participants<br />Demographic data collected:<br /><ul><li>Gender
    77. 77. Current mobile operator
    78. 78. Age
    79. 79. Individuals between 18-55 years of age were invited to complete the study.</li></ul>GENDER<br />65 females completed the study<br />35 males completed the study<br />
    80. 80. United Kingdom Study – Participant Demographics<br />MOBILE OPERATOR<br />Vodafone, O2, and Orange were the most common current providers among participants.<br /><ul><li>“Other”: asda, tesco, virgin</li></ul>AGE<br />The highest percentage of UK participants are 36 - 45 years of age.<br /><ul><li>21 participants are 18-25
    81. 81. 30 participants are 26-35
    82. 82. 31 participants are 36-45
    83. 83. 18 participants are 46-55</li></li></ul><li>Executive Summary <br />
    84. 84. Executive Summary <br /><ul><li>Orange UK and Orange Switzerland (CH) had highest task success rates for both iPad (UK 75%) and Address (CH 87%) tasks.
    85. 85. Orange Spain (SP) had the lowest success rate across tasks 24%, the lowest participants satisfaction scores, and substantially lower preference (25%) vs. Vodafone (75%).
    86. 86. All mobile providers tested in each country received low usability satisfaction scores by participants.
    87. 87. The lowest system usability scale scores (SUS) were received by Vodafone Spain (51) and Orange Spain (40).
    88. 88. All four mobile providers received low Net Promoter Scores (between -46% and -75%). There were more detractors than promoters in every instance.</li></li></ul><li>Findings and Opportunities <br />
    89. 89. Top level overview of Task 1 across all countries with deep dive into Switzerland & UK results “Find the monthly cost to surf the internet daily with an iPad” <br />
    90. 90. Task Metrics: iPad Monthly Plan<br />
    91. 91. Switzerland: Swisscom<br /><ul><li>Successful process
    92. 92. “Internet”
    93. 93. “Internet with your Notebook”
    94. 94. “iPad tariffs”
    95. 95. Can be found in 3 clicks if browsing</li></li></ul><li>Heatmaps First Click: Swisscom - Switzerland (DE)<br />Task: iPad Monthly Plan<br />Overall 30% were successful<br /><ul><li> 6% used the search bar- 40% rolled over to the side navigation bar and then clicked on the links on the right
    96. 96. 15% clicked “Kombi-Angebote” on the side navigation bar</li></li></ul><li>Heatmaps First Click: Orange – Switzerland (DE)<br />Task: iPad Monthly Plan<br />Overall 24% were successful<br /><ul><li> 14% used the search bar
    97. 97. 16% clicked “Mobile” on the top navigation bar
    98. 98. 14% clicked “Internet” on the top navigation bar</li></li></ul><li>Heatmaps First Click: Orange - Spain<br />Task: iPad Monthly Plan<br />Overall 28% were successful<br /><ul><li> 21% used the search bar
    99. 99. 14% clicked “movil” on the top navigation bar
    100. 100. 65% clicked in other places</li></li></ul><li>Heatmaps First Click: Vodafone - Spain<br />Task: iPad Monthly Plan<br />Overall 61% were successful<br /><ul><li> 7% used the search bar
    101. 101. 31% clicked “Tienda Online” on the top navigation bar
    102. 102. 14% clicked in the center promotional area</li></li></ul><li>Heatmaps First Click: Vodafone - Netherlands<br />Task: iPad Monthly Plan<br />Overall 27% were successful<br /><ul><li> 4% used the search bar
    103. 103. 14% clicked “Internet” on the top navigation bar
    104. 104. 19% clicked in the center promotional area</li></li></ul><li>Heatmaps First Click: T-Mobile - Netherlands<br />Task: iPad Monthly Plan<br />Overall 40% were successful<br /><ul><li> 15% used the search bar
    105. 105. 13% clicked “Abonnement” on the top navigation bar
    106. 106. 27% clicked “Internet” on the top navigation bar</li></li></ul><li>Heatmaps First Click: Orange - United Kingdom <br />Task: iPad Monthly Plan<br />Overall 75% were successful<br /><ul><li> 13% used the search bar
    107. 107. 37% clicked “iPad” on the left navigation bar
    108. 108. 50% clicked in other places</li></li></ul><li>Vodafone > iPad: UK<br /><ul><li>Only half of the participants were able to successfully find the monthly cost of an iPad subscription on the Vodafone website.
    109. 109. Successful Participants spent an average of 5 minutes 24 seconds and 19 clicks completing the task. </li></ul>Task Effectiveness <br />
    110. 110. Orange > iPad: UK<br />The majority of participants were able to find the correct price for the plan (75%).<br />Successful Participants spent an average of 1 minute 11 seconds and 7 clicks completing the task. <br />Task Effectiveness <br />
    111. 111. Top level overview of Task 2 across all countries with deep dive into Netherlands & Spain’s results “Locate a store address/fax number” <br />
    112. 112. Task Metrics: Locating Store Address/Phone number <br />
    113. 113. Success rates for Netherlands<br /><ul><li>Task 2 : « Find the closest shop to the Amsterdam railway station and write down its address. »
    114. 114. The T-mobile site provided the best results regarding this task, 77% of the participants was successful.
    115. 115. On average it took slightly over one minute to find the right information, with an average of only 4 page views and 8 clicks.
    116. 116. On the Vodafone website 52% was successful in achieving this information.
    117. 117. Remarkable result is that it took an average of 3 minutes and 29 clicks to complete this task.</li></li></ul><li>Success questionnaire - Netherlands<br /><ul><li>Nevertheless, the rate of success regarding a task is not necessarily an indication of the ease of use:
    118. 118. The Vodafone website was less successful, but only 28% of the participants regarded it to be difficult to acquire the needed information.
    119. 119. On the T-mobile website, people were far more successful, but also less satisfied with the level of difficulty to get to the right URL: 42% of the participants thought this was (very) hard to achieve.
    120. 120. Vodafone
    121. 121. T-mobile</li></li></ul><li>Abandon questionnaire - Netherlands<br /><ul><li>Main reasons for abandoning a task were:
    122. 122. Page not loading: Especially the Vodafone website was unable to load the required page. Remarkable is that people wait up to 5 minutes!
    123. 123. Information not in expected location: Both Vodafone and T-mobile present information in an unexpected manner. Participants have certain expectations on where and how to find the required information. In case these expectations are not met, people easily abandon the website.</li></ul>QUOTES<br />“I was looking for it under Customer service and expected to be able to fill in my location and that it would automatically give the closest store location.”<br />“ I was unable to open the page.”<br />
    124. 124. Final questionnaire - Netherlands<br /><ul><li>Users of both the Vodafone as well as the T-mobile website are neither positive nor negative about the websites:
    125. 125. They regard it as easy to use for inexperienced users and there is no need for extra help.
    126. 126. Nevertheless, the lack of success will have some influence on the use of the website.
    127. 127. Most users indicate that they will not likely be using these websites in the near future again. </li></li></ul><li>Task 2 Spain : Find the closest shop to the Atocha railway station and write down its fax number.  <br />
    128. 128. Task 2 Spain – success ratios<br /><ul><li>On Orange 53% of users completed the task successfully.
    129. 129. On Vodafone 68% of users completed the task successfully .</li></li></ul><li>Vodafone analysis - Spain<br /><ul><li>First click of users was mostly focused on the search engine and the help section. There were several users that tried to find the shops using the vodafone logotipe. </li></li></ul><li>Vodafone analysis - Spain<br /><ul><li>The reason was users got the answer incorrect was due to a problem on the web. Although as happened in the previous task, the information that users found was not clear enough.</li></ul>The site is not clear nor intuitive, you have to use the search engine, the information provided is not precise<br />The section with the Vodafone shops is easy, the problem is one you have to find one in Madrid<br />Too much information on the map<br />
    130. 130. Vodafone analysis - Spain<br /><ul><li>The reasons because participants abandoned the task was mainly due to the information being incomplete (67%). Other reasons were:
    131. 131. The information presentation is not clear enough
    132. 132. The information, options and menus are difficult to understand
    133. 133. The information wasn’t in the expected location
    134. 134. Few search options
    135. 135. As it has been seen in the previous task users again had problems with the information provided. </li></ul>I have entered province “Madrid”, city “Madrid” and no results appeared with this search options. I have tried with different options and it always happened the same. <br />
    136. 136. Orange Analysis - Spain<br /><ul><li>Most of the users went to the tab “Orange shop” in order to look for the addresses of the physical shops.</li></li></ul><li>Orange Analysis - Spain<br /><ul><li>The reason for the incorrect answer was not being able to find the correct information due to options and menus being difficult to understand.
    137. 137. Users explained that all the site is focusing on the iphone whereas ipad information is quite difficult to find.
    138. 138. The system could be improve using an accessible and easy to find search engine. </li></ul>There is no way to understand what is going on here.<br />There is no way to find anything. What a fuss!<br />
    139. 139. Orange Analysis - Spain<br /><ul><li>Those users who didn’t finish the task was mainly because they couldn’t find the information where they were expecting it to be.
    140. 140. The links to the information were not clear enough.
    141. 141. The site is very focused on selling products or services instead of giving clients the service that they need. </li></ul>I don’t have anything against Orange but its website is a disaster<br />
    142. 142. Final Questionnaire – all countries: <br />Which mobile operator do you prefer?<br />Netherlands<br />Switzerland<br />Spain<br />UK<br />
    143. 143. Metrics: SUS Score<br />The System Usability Scale (SUS) is a set of 10 questions that is used to measure the perception of a systems overall usability. Participants rate each question with a 1 to 5 scale (5 being strongly agree). <br /> 1. I think that I would like to use this system frequently.<br /> 2. I found the system unnecessarily complex.<br /> 3. I thought the system was easy to use.<br /> 4. I think that I would need the support of a technical person to be able to use this system.<br /> 5. I found the various functions in this system were well integrated.<br /> 6. I thought there was too much inconsistency in this system.<br /> 7. I would imagine that most people would learn to use this system very quickly.<br /> 8. I found the system very cumbersome to use.<br /> 9. I felt very confident using the system.<br /> 10. I needed to learn a lot of things before I could get going with this system.<br />
    144. 144. Metrics: SUS Score<br />After completing the tasks on each mobile provider website participants were asked to complete the SUS questionnaire. The averages for each question are used to calculate an overall score (0-100). <br />SUS Score Guide*: 35=poor, 50=OK, 70=good, 85=excellent<br />Bangor, A. (2009, May). Determining What Individual SUS Scores Mean: Adding and Adjective Rating Scale. Journal of Usability Studies, 4(3), 114-123. <br />
    145. 145. Net Promoter Score (NPS®)<br />After completing the four tasks, participants were asked how likely they would be to recommend each mobile provider’s website. <br />Promoters<br />Detractors<br />-<br />=<br />% of Promoters<br />(9s and 10s)<br />Detractors<br />(0 through 6)<br />NPS<br />
    146. 146. Top 5 findings / Learning's<br /><ul><li>The satisfaction is directly related with the success of the users in obtaining the information that they are looking for. In general the websites for mobile operators in all countries are not performing optimal when consumers have a task in mind. The performance rate was dependent on the task, not of the website.
    147. 147. Across the board the main difficulties were in participants finding specific information.  The normal way users tried to find the information was through the menu structure. When they realized it was to complicated they tried to use ‘search’ although the results weren’t always clear enough.  A much clearer architecture and clearer results in search engines are therefore needed. Furthermore the use of promotional ads made the navigation much longer and difficult for most of the users.</li></li></ul><li>Top 5 findings / Learning's<br /><ul><li>Analysing NPS , SUS, success on task and preference data it is clear that the brand halo effect has a bearing on site preference in each market irrespective of task success.
    148. 148. UK - although participants had notably higher task success rates on the Orange site (75% and 71%) vs. the Vodafone site (50% and 49%), when asked for site preference at the end of the study, the Orange website was selected only 8% more than the Vodafone site (54% vs 46%) respectively. Out of the Orange customers (n=17) more than half (9) preferred the Vodafone website.
    149. 149. Orange is not strong in Spain
    150. 150. Swisscom the national provider is stronger in Switzerland
    151. 151. Vodafone marginally outperforms T-mobile in the Netherlands</li></li></ul><li>Top 5 findings / Learning's<br /><ul><li>When participants were asked whether they would recommend the sites in each market all operators scored negatively showing room for improvement . Although these scores are low previous research has shown that telecommunication companies have the lowest net promoter scores within the technology sector.
    152. 152. As Vodafone and Orange were both tested in 3 of the 4 markets we can benchmark their experiences.
    153. 153. Vodafone outperforms Orange on aggregated SUS (53 versus 51.3)
    154. 154. Vodafone outperforms Orange on aggregated NPS (-55% versus -64.3%)
    155. 155. Task 1 success aggregated : Vodafone outperforms Orange (46% versus 42%)
    156. 156. Task 2 success aggregated : Orange outperforms Vodafone (70% versus 56%)</li></li></ul><li>Q & A<br />
    157. 157. Information on UI<br /><ul><li>User Intelligence is a user experience consultancy and was founded in 2002
    158. 158. Offices in Amsterdam and Helsinki, additional service offering in Sweden and Norway
    159. 159. Our team consists 17 consultants with a passion for people and interactive technology</li></li></ul><li>About Telono<br /><ul><li>Telono is a Swiss consultancy specialising in usability, user experience and web accessibility.
    160. 160. We help companies implement a systematic user-centred design process, from user experience strategy and user research to interaction design and usability evaluations.
    161. 161. Telono is the Swiss representative of the User Experiene Alliance (Uxalliance)</li></li></ul><li>About Xperience Consulting<br /><ul><li>10 years of experience
    162. 162. 2 offices (Barcelona)
    163. 163. 150 AI projects
    164. 164. 300 usability studies
    165. 165. 6000 users analyzed
    166. 166. 150 clients (15 countries)</li></ul>Usability and user experience experts, we create interfaces that suit user needs and objectives of your company. Intuitive and easy to use webs. <br />
    167. 167. UX Alliance - Who are we?<br /><ul><li>The UX Alliance is an international network for usability testing and user experience research consisting of core partners, associates, and affiliate members.
    168. 168. Back in 2005 the leading user experience companies from France, Germany, Spain, UK and US met in Barcelona with a single common goal in mind: how to provide effective international user experience services to our clients.
    169. 169. Having worked together on international projects for many years, we recognised that we were ideally placed to lead international user experience research. Thus, the UXalliance was born…</li></ul> www.uxalliance.com <br />
    170. 170. Who are we?<br /><ul><li>20 Countries – 22 Companies  Over 100 global projects per year together.</li></ul>SirValUse<br />Germany<br />User Intelligence<br />Netherlands/<br />Finland<br />Think User<br />Korea<br />UIDesign Group<br />Russia<br />ExperienceLab<br />United Kingdom<br />Axance<br />France<br />User Experience<br />China<br />ExperienceU<br />Czech Republic<br />Yu Centrik<br />Canada<br />Snitker & Co.<br />Denmark<br />Ayer Viernes<br />Chile<br />Xperience Consulting<br />Spain<br />UXa Partners, Associates, & Affiliates<br />Symetria<br />Poland<br />Telono<br />Switzerland<br />User Centric, Inc.<br />United States<br />Optimal Usability<br />New Zealand<br />Mitsue Links<br />Japan<br />Optimal Experience<br />Australia<br />Mercedes Sanchez<br />Brazil<br /> www.uxalliance.<br />
    171. 171. About UserZoom<br /><ul><li>Leading online (remote) user experience research software company
    172. 172. 9 years experience in UX research & consulting
    173. 173. Offices in Sunnyvale (CA), London (UK) and Barcelona (Spain)
    174. 174. Created because traditional UX research methods are great but not enough</li></li></ul><li>Thanks so much for your time!<br />Checkoutourupcomingevents at www.userzoom.com<br />Sunnyvale (USA)<br />440 N. Wolfe Rd. Sunnyvale,<br />CA 94085 <br />Phone: +1 (408) 524 7445 <br />Contact: Alfonso de la Nuez<br />Barcelona (Spain)<br />Av. Diagonal 419 3º 2ª 08008 Barcelona Phone: +34 93 414 7554 Fax: +34 93 209 8380 Contact: Xavier Mestres<br />Cheshire (UK)<br />Booths Park. Chelford Road, Knutsford, Cheshire WA16 8GS<br />Phone: + 44 (0)1565 759890<br />Cell: + 44 (0)7900 472 920<br />Contact: Arthur Moan<br />

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