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Usability of mobile operators websites

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Dmitry

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Usability of mobile operators websites

  1. 1. Юзабилити-исследование сайтовмобильных операторов И немного о лояльности...
  2. 2. Study Background
  3. 3. Arthur Moan Louiselle MorandCountry 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 DemographicsParticipants:N= 78 participantsDemographic data collected:• Gender• Current mobile operator• Age • Individuals between 18-55 years of age were invited to complete the study.GENDER45 females completed the study33 males completed the study
  6. 6. Netherlands Study – Participant DemographicsParticipants:N= 100 participantsDemographic data collected:• Gender• Current mobile operator• Age • Individuals between 18-55 years of age were invited to complete the study.GENDER47 females completed the study53 males completed the study
  7. 7. Spain Study – Participant DemographicsParticipants:N= 100 participantsDemographic data collected:• Gender• Current mobile operator• Age • Individuals between 18-55 years of age were invited to complete the study.GENDER45 females completed the study55 males completed the study
  8. 8. United Kingdom Study – Participant DemographicsParticipants:N= 101 participantsDemographic data collected:• Gender• Current mobile operator• Age • Individuals between 18-55 years of age were invited to complete the study.GENDER65 females completed the study35 males completed the study
  9. 9. Executive Summaryo 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 KingdomTask: 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 ScoreAfter completing the tasks on each mobile provider website participants wereasked to complete the SUS questionnaire. The averages for each question areused 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 16Orange (SP) 11% 15% 10% 7% 14% 9% 9% 2% 4% 3% -75% % 10Orange (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% 13T-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 успешностьo 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 информациюo 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 предпочтенияo 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 операторовo 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. РекламаE-mailЛояльность
  23. 23. Спасибо за внимание!

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