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Usability of mobile operators websites

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Dmitry

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  1. 1. Юзабилити-исследование сайтов мобильных операторов И немного о лояльности...
  2. 2. Study Background
  3. 3. Arthur Moan Louiselle Morand Country Manager UK & Ireland User Experience Consultant at UserZoom at Telono Martje van der Linde Javier Darriba User Experience Consultant Managing Director at User Intelligence at Xperience Consulting
  4. 4. Study structure • Introduction: o For each study, participants were randomly assigned two tasks on two popular mobile operator websites (four tasks in total) o Task: Find a monthly iPad data plan o Task: Locate a store address/fax number • Post-task: • Mobile operator site evaluation ratings included - o Ease of use o Perceived complexity of sites o Perceived consistency of sites o Clear where to start o Confidence in using the sites o Usability Satisfaction (SUS score) o What was liked most about the sites o What was liked least about the sites • Wrap-up: o Mobile Operator Site Preference o Likelihood to recommend: (Net Promoter Score)
  5. 5. Switzerland Study – Participant Demographics Participants: N= 78 participants Demographic data collected: • Gender • Current mobile operator • Age • Individuals between 18-55 years of age were invited to complete the study. GENDER 45 females completed the study 33 males completed the study
  6. 6. Netherlands Study – Participant Demographics Participants: N= 100 participants Demographic data collected: • Gender • Current mobile operator • Age • Individuals between 18-55 years of age were invited to complete the study. GENDER 47 females completed the study 53 males completed the study
  7. 7. Spain Study – Participant Demographics Participants: N= 100 participants Demographic data collected: • Gender • Current mobile operator • Age • Individuals between 18-55 years of age were invited to complete the study. GENDER 45 females completed the study 55 males completed the study
  8. 8. United Kingdom Study – Participant Demographics Participants: N= 101 participants Demographic data collected: • Gender • Current mobile operator • Age • Individuals between 18-55 years of age were invited to complete the study. GENDER 65 females completed the study 35 males completed the study
  9. 9. Executive Summary o Orange UK and Orange Switzerland (CH) had highest task success rates for both iPad (UK 75%) and Address (CH 87%) tasks. o Orange Spain (SP) had the lowest success rate across tasks 24%, the lowest participants satisfaction scores, and substantially lower preference (25%) vs. Vodafone (75%). o All mobile providers tested in each country received low usability satisfaction scores by participants. o The lowest system usability scale scores (SUS) were received by Vodafone Spain (51) and Orange Spain (40). o All four mobile providers received low Net Promoter Scores (between -46% and -75%). There were more detractors than promoters in every instance.
  10. 10. Task Metrics: iPad Monthly Plan
  11. 11. Heatmaps First Click: Orange - United Kingdom Task: iPad Monthly Plan Overall 75% were successful - 13% used the search bar - 37% clicked “iPad” on the left navigation bar - 50% clicked in other places
  12. 12. Heatmaps First Click: Orange – Switzerland (DE) Task: iPad Monthly Plan Overall 24% were successful - 14% used the search bar - 16% clicked “Mobile” on the top navigation bar - 14% clicked “Internet” on the top navigation bar
  13. 13. Task Metrics: Locating Store Address/Phone number
  14. 14. Final Questionnaire – all countries: Which mobile operator do you prefer? Netherlands Switzerland Spain UK
  15. 15. Metrics: SUS Score 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). SUS Score Guide*: 35=poor, 50=OK, 70=good, 85=excellent
  16. 16. Net Promoter Score (NPS® ) After completing the four tasks, participants were asked how likely they would be to recommend each mobile provider’s website.   0 1 2 3 4 5 6 7 8 9 10 NPS 16 Orange (SP) 11% 15% 10% 7% 14% 9% 9% 2% 4% 3% -75% % 10 Orange (UK) (n=101) 3% 4% 7% 7% 21% 11% 10% 14% 9% 4% -50% % Orange (CH) (n=78) 9% 4% 12% 4% 10% 23% 9% 15% 12% 0% 3% -68% Swisscom (CH) (n=78) -51% 4% 1% 15% 6% 5% 15% 12% 22% 12% 3% 5% 13 T-Mobile (NL) 4% 6% 4% 6% 27% 13% 10% 13% 3% 1% -69% % Vodafone (NL) 8% 3% 9% 8% 5% 22% 18% 11% 9% 3% 4% -66% Vodafone (SP) 7% 1% 4% 6% 14% 13% 13% 18% 12% 8% 4% -46% Vodafone (UK) 8% 1% 4% 8% 9% 22% 13% 16% 9% 5% 5% -55% Detractors Promoters
  17. 17. Основные уроки
  18. 18. Влияние задачи на успешность o Удовлетворенность напрямую зависит от успешности получения информации, которую ищут пользователи. o В целом сайты операторов во всех странах не оптимальны, если у пользователя есть осознанная цель. o Эффективность зависит от выполняемой задачи, а не от сайта.
  19. 19. Трудно найти конкретную информацию o Во всех странах основной трудностью оказывается нахождение конкретной информации. o Обычный сценарий - пользователь пытается использовать меню, понимает, что это очень сложно. Обращается к системе поиска. Но результаты поиска не помогают ему. o Большое количество промо- баннеров удлиняют процесс навигации и создают трудности большинству пользователей.
  20. 20. Влияние бренда на предпочтения o Анализ показывает, что brand halo влияет на предпочтения потребителя, непропорционально успешности решения задач: • UK - хотя респонденты значительно лучше работали с сайтом Orange, при ответе на вопрос о предпочтениях, они выбирали его по сравнению с Vodafone незначительно чаще. • Бренд Swisscom в Швейцарии сильнее брендов других операторов. • Orange очень слаб в Испании.
  21. 21. Люди не рекомендуют сайты операторов o На вопрос, будут ли респонденты рекомендовать сайты операторов, во всех странах все операторы получили удручающее показатели. o Предыдущие исследования показывают, что телеком- компании получают самый низкий net promoter score в секторе технологических компаний.
  22. 22. Реклама E-mail Лояльность
  23. 23. Спасибо за внимание!

Editor's Notes

  • The study investigated the usability of the two leading mobile operators of each country on two simple tasks. The same two tasks were carried out in each country. For each provider, we asked participants to find a specific monthly data plan to surf with an iPad, and then to locate a store in a given city. After the test, we gave several questionnaires to our participants, to know how easy to use each website was, and how they perceived the complexity and consistency of these websites. The tasks started on the homepage of each website, and we were interested to know whether it was clear where to go or not to find the information wanted, and how confident the participants were of their choices. We then ask them to rate the usability of the websites with help of System Usability Scale (here refered as « SUS score »). There were questions of personal opinion, such as what was liked most and least about the sites, which one they prefered after having interacted with both, and the likelihood to recommend each of them. This last questionnaire is know as the Net Promoter Score.
  • As for the Orange website, the iPad monthly plan can also be found in three clicks when browsing: the information can be found under the menu « Internet », then « Internet Everywhere for iPad ». As we can see on this heatmap, only 14% of the Swiss-German participants clicked « Internet » on the top navigation bar. Three quarters of the participants couldn’t find the information or answer this task correctly. About two thirds of the unsuccessful participants made an error on the task. More than a third of the participants that abandoned the task did so because they couldn’t locate the information where it was expected. This task was also rated as difficult by the participants, which is not a surprise considering their low performance.
  • Description

    Dmitry

    Transcript

    1. 1. Юзабилити-исследование сайтов мобильных операторов И немного о лояльности...
    2. 2. Study Background
    3. 3. Arthur Moan Louiselle Morand Country Manager UK & Ireland User Experience Consultant at UserZoom at Telono Martje van der Linde Javier Darriba User Experience Consultant Managing Director at User Intelligence at Xperience Consulting
    4. 4. Study structure • Introduction: o For each study, participants were randomly assigned two tasks on two popular mobile operator websites (four tasks in total) o Task: Find a monthly iPad data plan o Task: Locate a store address/fax number • Post-task: • Mobile operator site evaluation ratings included - o Ease of use o Perceived complexity of sites o Perceived consistency of sites o Clear where to start o Confidence in using the sites o Usability Satisfaction (SUS score) o What was liked most about the sites o What was liked least about the sites • Wrap-up: o Mobile Operator Site Preference o Likelihood to recommend: (Net Promoter Score)
    5. 5. Switzerland Study – Participant Demographics Participants: N= 78 participants Demographic data collected: • Gender • Current mobile operator • Age • Individuals between 18-55 years of age were invited to complete the study. GENDER 45 females completed the study 33 males completed the study
    6. 6. Netherlands Study – Participant Demographics Participants: N= 100 participants Demographic data collected: • Gender • Current mobile operator • Age • Individuals between 18-55 years of age were invited to complete the study. GENDER 47 females completed the study 53 males completed the study
    7. 7. Spain Study – Participant Demographics Participants: N= 100 participants Demographic data collected: • Gender • Current mobile operator • Age • Individuals between 18-55 years of age were invited to complete the study. GENDER 45 females completed the study 55 males completed the study
    8. 8. United Kingdom Study – Participant Demographics Participants: N= 101 participants Demographic data collected: • Gender • Current mobile operator • Age • Individuals between 18-55 years of age were invited to complete the study. GENDER 65 females completed the study 35 males completed the study
    9. 9. Executive Summary o Orange UK and Orange Switzerland (CH) had highest task success rates for both iPad (UK 75%) and Address (CH 87%) tasks. o Orange Spain (SP) had the lowest success rate across tasks 24%, the lowest participants satisfaction scores, and substantially lower preference (25%) vs. Vodafone (75%). o All mobile providers tested in each country received low usability satisfaction scores by participants. o The lowest system usability scale scores (SUS) were received by Vodafone Spain (51) and Orange Spain (40). o All four mobile providers received low Net Promoter Scores (between -46% and -75%). There were more detractors than promoters in every instance.
    10. 10. Task Metrics: iPad Monthly Plan
    11. 11. Heatmaps First Click: Orange - United Kingdom Task: iPad Monthly Plan Overall 75% were successful - 13% used the search bar - 37% clicked “iPad” on the left navigation bar - 50% clicked in other places
    12. 12. Heatmaps First Click: Orange – Switzerland (DE) Task: iPad Monthly Plan Overall 24% were successful - 14% used the search bar - 16% clicked “Mobile” on the top navigation bar - 14% clicked “Internet” on the top navigation bar
    13. 13. Task Metrics: Locating Store Address/Phone number
    14. 14. Final Questionnaire – all countries: Which mobile operator do you prefer? Netherlands Switzerland Spain UK
    15. 15. Metrics: SUS Score 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). SUS Score Guide*: 35=poor, 50=OK, 70=good, 85=excellent
    16. 16. Net Promoter Score (NPS® ) After completing the four tasks, participants were asked how likely they would be to recommend each mobile provider’s website.   0 1 2 3 4 5 6 7 8 9 10 NPS 16 Orange (SP) 11% 15% 10% 7% 14% 9% 9% 2% 4% 3% -75% % 10 Orange (UK) (n=101) 3% 4% 7% 7% 21% 11% 10% 14% 9% 4% -50% % Orange (CH) (n=78) 9% 4% 12% 4% 10% 23% 9% 15% 12% 0% 3% -68% Swisscom (CH) (n=78) -51% 4% 1% 15% 6% 5% 15% 12% 22% 12% 3% 5% 13 T-Mobile (NL) 4% 6% 4% 6% 27% 13% 10% 13% 3% 1% -69% % Vodafone (NL) 8% 3% 9% 8% 5% 22% 18% 11% 9% 3% 4% -66% Vodafone (SP) 7% 1% 4% 6% 14% 13% 13% 18% 12% 8% 4% -46% Vodafone (UK) 8% 1% 4% 8% 9% 22% 13% 16% 9% 5% 5% -55% Detractors Promoters
    17. 17. Основные уроки
    18. 18. Влияние задачи на успешность o Удовлетворенность напрямую зависит от успешности получения информации, которую ищут пользователи. o В целом сайты операторов во всех странах не оптимальны, если у пользователя есть осознанная цель. o Эффективность зависит от выполняемой задачи, а не от сайта.
    19. 19. Трудно найти конкретную информацию o Во всех странах основной трудностью оказывается нахождение конкретной информации. o Обычный сценарий - пользователь пытается использовать меню, понимает, что это очень сложно. Обращается к системе поиска. Но результаты поиска не помогают ему. o Большое количество промо- баннеров удлиняют процесс навигации и создают трудности большинству пользователей.
    20. 20. Влияние бренда на предпочтения o Анализ показывает, что brand halo влияет на предпочтения потребителя, непропорционально успешности решения задач: • UK - хотя респонденты значительно лучше работали с сайтом Orange, при ответе на вопрос о предпочтениях, они выбирали его по сравнению с Vodafone незначительно чаще. • Бренд Swisscom в Швейцарии сильнее брендов других операторов. • Orange очень слаб в Испании.
    21. 21. Люди не рекомендуют сайты операторов o На вопрос, будут ли респонденты рекомендовать сайты операторов, во всех странах все операторы получили удручающее показатели. o Предыдущие исследования показывают, что телеком- компании получают самый низкий net promoter score в секторе технологических компаний.
    22. 22. Реклама E-mail Лояльность
    23. 23. Спасибо за внимание!

    Editor's Notes

  • The study investigated the usability of the two leading mobile operators of each country on two simple tasks. The same two tasks were carried out in each country. For each provider, we asked participants to find a specific monthly data plan to surf with an iPad, and then to locate a store in a given city. After the test, we gave several questionnaires to our participants, to know how easy to use each website was, and how they perceived the complexity and consistency of these websites. The tasks started on the homepage of each website, and we were interested to know whether it was clear where to go or not to find the information wanted, and how confident the participants were of their choices. We then ask them to rate the usability of the websites with help of System Usability Scale (here refered as « SUS score »). There were questions of personal opinion, such as what was liked most and least about the sites, which one they prefered after having interacted with both, and the likelihood to recommend each of them. This last questionnaire is know as the Net Promoter Score.
  • As for the Orange website, the iPad monthly plan can also be found in three clicks when browsing: the information can be found under the menu « Internet », then « Internet Everywhere for iPad ». As we can see on this heatmap, only 14% of the Swiss-German participants clicked « Internet » on the top navigation bar. Three quarters of the participants couldn’t find the information or answer this task correctly. About two thirds of the unsuccessful participants made an error on the task. More than a third of the participants that abandoned the task did so because they couldn’t locate the information where it was expected. This task was also rated as difficult by the participants, which is not a surprise considering their low performance.
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