Testing Mobile Content: Paradigms for Success<br />Ahava Leibtag<br />WebContent 2011<br />@ahaval  #wccon<br />6/7/2011<b...
Aha Media Group, LLC<br />6/7/2011<br />Web Content Chicago, 2011<br />
Shall we play a game?<br />6/7/2011<br />Web Content Chicago, 2011<br />
Today’s Strategy <br />Mobile landscape<br />Creating a mobile content strategy<br />Creating user scenarios<br />Testing ...
MOBILE LANDSCAPE<br />6/7/2011<br />Web Content Chicago, 2011<br />
Mobile Content Strategy?<br />Only 33 % of companies now have a mobile marketing strategy. <br />62 % of businesses plan t...
How we are using them<br />6/7/2011<br />Web Content Chicago, 2011<br />
Have we gone mad?<br />Given a list of things (including cosmetics, their car, their passport, their phone and their sense...
6/7/2011<br />Web Content Chicago, 2011<br />
6/7/2011<br />Web Content Chicago, 2011<br />
6/7/2011<br />Web Content Chicago, 2011<br />
6/7/2011<br />Web Content Chicago, 2011<br />
Creating a mobile Content strategy<br />6/7/2011<br />Web Content Chicago, 2011<br />
Content Strategy Basics<br />Content strategy has 2 major goals:<br />1. Align your content with your business goals<br />...
6/7/2011<br />Web Content Chicago, 2011<br />
Tying Content Strategy Together<br />6/7/2011<br />Web Content Chicago, 2011<br />
Questions: Mobile Content Strategy<br />How will it provide ROI?<br />Create valuable content<br />How is it delivered? Ho...
Challenges in Mobile environments<br />6/7/2011<br />Web Content Chicago, 2011<br />
Ginny says….<br />“Every communication is a conversation mediated by technology.”<br />6/7/2011<br />Web Content Chicago, ...
Major Mobile Challenges?<br />Small Screen Real Estate<br />Navigation Aggravation<br />Fluid vs. Fixed Environments<br />...
Awesome cosmic powers, itty bitty living space<br />6/7/2011<br />Web Content Chicago, 2011<br />
Big Straw Love<br />6/7/2011<br />Web Content Chicago, 2011<br />
Too simple<br />100% home page<br />Mobile Home Page Design Continuum<br />6/7/2011<br />Web Content Chicago, 2011<br />
Navigation Aggravation<br />6/7/2011<br />Web Content Chicago, 2011<br />
6/7/2011<br />Web Content Chicago, 2011<br />
6/7/2011<br />Web Content Chicago, 2011<br />
6/7/2011<br />Web Content Chicago, 2011<br />
6/7/2011<br />Web Content Chicago, 2011<br />
FIXED VS. FLUID ENVIRONMENTS<br />FIXED	<br />FLUID<br />6/7/2011<br />Web Content Chicago, 2011<br />
6/7/2011<br />Web Content Chicago, 2011<br />
6/7/2011<br />Web Content Chicago, 2011<br />
TASK ORIENTATION CHANGES<br />FLUID<br />FIXED	<br />6/7/2011<br />Web Content Chicago, 2011<br />
What Type of Conversation?<br />Task focused<br />Information focused<br />Distraction focused<br />6/7/2011<br />Web Cont...
USER SCENARIOS<br />6/7/2011<br />Web Content Chicago, 2011<br />
Learning about our users<br /><ul><li>Contextual inquiries (field research)
User interviews
Focus groups
Baseline usability tests
Surveys
Diary studies</li></ul>6/7/2011<br />Web Content Chicago, 2011<br />
Lisa<br />6/7/2011<br />Web Content Chicago, 2011<br />
Lisa’s Scenarios<br />6/7/2011<br />Web Content Chicago, 2011<br />
Marcus<br />6/7/2011<br />Web Content Chicago, 2011<br />
Marcus’ Scenarios<br />6/7/2011<br />Web Content Chicago, 2011<br />
Abigail<br />6/7/2011<br />Web Content Chicago, 2011<br />
Abigail's Scenarios<br />6/7/2011<br />Web Content Chicago, 2011<br />
Web Content Chicago, 2011<br />6/7/2011<br />
Web Content Chicago, 2011<br />6/7/2011<br />
Home<br />
Locations<br />
Our Story<br />
Recipes<br />
Testing mobile content<br />6/7/2011<br />Web Content Chicago, 2011<br />
Testing Methods & Data<br />Testing Methods<br />Usability testing<br />5-second impression<br />In the field testing<br /...
STEP 1<br />Determine business critical pages or parts of the app.<br />6/7/2011<br />Web Content Chicago, 2011<br />
Step 2<br />Determine how you are defining valuable content.<br />6/7/2011<br />Web Content Chicago, 2011<br />
Web Content Chicago, 2011<br />6/7/2011<br />
Step 3<br />Determine when to test. <br />(Hint: every stage)<br />6/7/2011<br />Web Content Chicago, 2011<br />
6/7/2011<br />Web Content Chicago, 2011<br />
Step 4<br />Choose a testing method.<br />6/7/2011<br />Web Content Chicago, 2011<br />
6/7/2011<br />Image credit: Nick Bowmast<br />Web Content Chicago, 2011<br />
6/7/2011<br />Eye-Tracking Mobile User Experiences<br />http://www.youtube.com/watch?v=iqSh6Hkwo_4<br />Web Content Chicag...
Go where they are IN USE<br />6/7/2011<br />Web Content Chicago, 2011<br />
Rules: Effective Mobile Content Testing<br />Use an iterative approach with small user numbers who are in the user scenari...
6/7/2011<br />Web Content Chicago, 2011<br />
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Testing Mobile Content

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Creating a mobile content strategy requires understanding your users and user scenarios, as well as business objectives for your mobile apps and websites. Knowing if your mobile content is effective means you need to test your content. Testing content seems complicated, expensive and impossible for most Web teams—that is a fallacy.

In this practical session, we will talk about:
- Creating a mobile content strategy
- Creating user scenarios
- Testing mobile content easily and cheaply
- Translating your findings to recommendations

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  • We learned something at every turnKalloo wanted to promote the concierge program but creating all this other content didn’t really helpOur user groups matched up almost perfectly to the clinic demographicsWhen we used UserTesting.com we got skewed results—moderated is the way to goWe asked very specific questions about the links people made, what they remembered and if the content was effective
  • [video=#fail][some wanted to email an appointment, some wanted to call][Concierge Weight Loss Program]
  • Testing Mobile Content

    1. 1. Testing Mobile Content: Paradigms for Success<br />Ahava Leibtag<br />WebContent 2011<br />@ahaval #wccon<br />6/7/2011<br />Web Content Chicago, 2011<br />
    2. 2. Aha Media Group, LLC<br />6/7/2011<br />Web Content Chicago, 2011<br />
    3. 3. Shall we play a game?<br />6/7/2011<br />Web Content Chicago, 2011<br />
    4. 4. Today’s Strategy <br />Mobile landscape<br />Creating a mobile content strategy<br />Creating user scenarios<br />Testing mobile content easily and cheaply<br />Making the case for mobile content testing<br />6/7/2011<br />Web Content Chicago, 2011<br />
    5. 5. MOBILE LANDSCAPE<br />6/7/2011<br />Web Content Chicago, 2011<br />
    6. 6. Mobile Content Strategy?<br />Only 33 % of companies now have a mobile marketing strategy. <br />62 % of businesses plan to launch a mobile marketing strategy over the next 12 months.<br />12% of a company’s marketing spend is on mobile.<br />6/7/2011<br />Web Content Chicago, 2011<br />
    7. 7. How we are using them<br />6/7/2011<br />Web Content Chicago, 2011<br />
    8. 8. Have we gone mad?<br />Given a list of things (including cosmetics, their car, their passport, their phone and their sense of smell) and told they could only save two, 53% of those aged 16-22 and 48% of those aged 23-30 would give up their own sense of smell if it meant they could keep an item of technology (most often their phone or laptop). <br />6/7/2011<br />Web Content Chicago, 2011<br />
    9. 9. 6/7/2011<br />Web Content Chicago, 2011<br />
    10. 10. 6/7/2011<br />Web Content Chicago, 2011<br />
    11. 11. 6/7/2011<br />Web Content Chicago, 2011<br />
    12. 12. 6/7/2011<br />Web Content Chicago, 2011<br />
    13. 13. Creating a mobile Content strategy<br />6/7/2011<br />Web Content Chicago, 2011<br />
    14. 14. Content Strategy Basics<br />Content strategy has 2 major goals:<br />1. Align your content with your business goals<br />2. Help your users accomplish their goals<br />6/7/2011<br />Web Content Chicago, 2011<br />
    15. 15. 6/7/2011<br />Web Content Chicago, 2011<br />
    16. 16. Tying Content Strategy Together<br />6/7/2011<br />Web Content Chicago, 2011<br />
    17. 17. Questions: Mobile Content Strategy<br />How will it provide ROI?<br />Create valuable content<br />How is it delivered? How do they find it?<br />When/how often/why do you change it?<br />6/7/2011<br />Web Content Chicago, 2011<br />
    18. 18. Challenges in Mobile environments<br />6/7/2011<br />Web Content Chicago, 2011<br />
    19. 19. Ginny says….<br />“Every communication is a conversation mediated by technology.”<br />6/7/2011<br />Web Content Chicago, 2011<br />
    20. 20. Major Mobile Challenges?<br />Small Screen Real Estate<br />Navigation Aggravation<br />Fluid vs. Fixed Environments<br />Task Orientation Changes<br />6/7/2011<br />Web Content Chicago, 2011<br />
    21. 21. Awesome cosmic powers, itty bitty living space<br />6/7/2011<br />Web Content Chicago, 2011<br />
    22. 22. Big Straw Love<br />6/7/2011<br />Web Content Chicago, 2011<br />
    23. 23. Too simple<br />100% home page<br />Mobile Home Page Design Continuum<br />6/7/2011<br />Web Content Chicago, 2011<br />
    24. 24. Navigation Aggravation<br />6/7/2011<br />Web Content Chicago, 2011<br />
    25. 25. 6/7/2011<br />Web Content Chicago, 2011<br />
    26. 26. 6/7/2011<br />Web Content Chicago, 2011<br />
    27. 27. 6/7/2011<br />Web Content Chicago, 2011<br />
    28. 28. 6/7/2011<br />Web Content Chicago, 2011<br />
    29. 29. FIXED VS. FLUID ENVIRONMENTS<br />FIXED <br />FLUID<br />6/7/2011<br />Web Content Chicago, 2011<br />
    30. 30. 6/7/2011<br />Web Content Chicago, 2011<br />
    31. 31. 6/7/2011<br />Web Content Chicago, 2011<br />
    32. 32. TASK ORIENTATION CHANGES<br />FLUID<br />FIXED <br />6/7/2011<br />Web Content Chicago, 2011<br />
    33. 33. What Type of Conversation?<br />Task focused<br />Information focused<br />Distraction focused<br />6/7/2011<br />Web Content Chicago, 2011<br />
    34. 34. USER SCENARIOS<br />6/7/2011<br />Web Content Chicago, 2011<br />
    35. 35. Learning about our users<br /><ul><li>Contextual inquiries (field research)
    36. 36. User interviews
    37. 37. Focus groups
    38. 38. Baseline usability tests
    39. 39. Surveys
    40. 40. Diary studies</li></ul>6/7/2011<br />Web Content Chicago, 2011<br />
    41. 41. Lisa<br />6/7/2011<br />Web Content Chicago, 2011<br />
    42. 42. Lisa’s Scenarios<br />6/7/2011<br />Web Content Chicago, 2011<br />
    43. 43. Marcus<br />6/7/2011<br />Web Content Chicago, 2011<br />
    44. 44. Marcus’ Scenarios<br />6/7/2011<br />Web Content Chicago, 2011<br />
    45. 45. Abigail<br />6/7/2011<br />Web Content Chicago, 2011<br />
    46. 46. Abigail's Scenarios<br />6/7/2011<br />Web Content Chicago, 2011<br />
    47. 47. Web Content Chicago, 2011<br />6/7/2011<br />
    48. 48. Web Content Chicago, 2011<br />6/7/2011<br />
    49. 49. Home<br />
    50. 50. Locations<br />
    51. 51. Our Story<br />
    52. 52. Recipes<br />
    53. 53. Testing mobile content<br />6/7/2011<br />Web Content Chicago, 2011<br />
    54. 54. Testing Methods & Data<br />Testing Methods<br />Usability testing<br />5-second impression<br />In the field testing<br />Data<br />Surveys<br />Web Analytics<br />Eye-tracking<br />6/7/2011<br />Web Content Chicago, 2011<br />
    55. 55. STEP 1<br />Determine business critical pages or parts of the app.<br />6/7/2011<br />Web Content Chicago, 2011<br />
    56. 56. Step 2<br />Determine how you are defining valuable content.<br />6/7/2011<br />Web Content Chicago, 2011<br />
    57. 57. Web Content Chicago, 2011<br />6/7/2011<br />
    58. 58. Step 3<br />Determine when to test. <br />(Hint: every stage)<br />6/7/2011<br />Web Content Chicago, 2011<br />
    59. 59. 6/7/2011<br />Web Content Chicago, 2011<br />
    60. 60. Step 4<br />Choose a testing method.<br />6/7/2011<br />Web Content Chicago, 2011<br />
    61. 61. 6/7/2011<br />Image credit: Nick Bowmast<br />Web Content Chicago, 2011<br />
    62. 62. 6/7/2011<br />Eye-Tracking Mobile User Experiences<br />http://www.youtube.com/watch?v=iqSh6Hkwo_4<br />Web Content Chicago, 2011<br />
    63. 63. Go where they are IN USE<br />6/7/2011<br />Web Content Chicago, 2011<br />
    64. 64. Rules: Effective Mobile Content Testing<br />Use an iterative approach with small user numbers who are in the user scenario environments<br />Use moderated usability testing to test (test the content, not the site or app)<br />Ask direct questions about the content and let users talk about their impressions from there<br />Web Content Chicago, 2011<br />6/7/2011<br />
    65. 65. 6/7/2011<br />Web Content Chicago, 2011<br />
    66. 66. 6/7/2011<br />Web Content Chicago, 2011<br />
    67. 67. Making the case for mobile content testing<br />6/7/2011<br />Web Content Chicago, 2011<br />
    68. 68. <ul><li>Feedback from real, representative users of your product
    69. 69. Are we meeting user’s needs & wants and time constraints?
    70. 70. Improve design and content</li></ul>Usability + Content Testing = Feedback<br />6/7/2011<br />Web Content Chicago, 2011<br />
    71. 71. DESTROY THE CULTURE<br />Web Content Chicago, 2011<br />6/7/2011<br />
    72. 72. Questions, Ideas, Thoughts?<br />Ahava Leibtag<br />Aha Media Group, LLC<br />ahava@ahamediagroup.com<br />Twitter: ahavaL<br />65<br />

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