1. Юзабилити-исследование сайтов
мобильных операторов
И немного о лояльности...

2. Study Background

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. 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. 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. 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. 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. 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. 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. Task Metrics: iPad Monthly Plan

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. 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. Task Metrics: Locating Store Address/Phone number

14. Final Questionnaire – all countries:
Which mobile operator do you prefer?
Netherlands Switzerland
Spain UK

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. 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. Основные уроки

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. 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. 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. 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.

23. Реклама
E-mail
Лояльность

25. Спасибо за внимание!