iPhone vs. Samsung Galaxy S II - User Experience Case Study (English)


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iPhone vs. Samsung UX Case Study

In terms of popularity the iPhone is the clear winner. But is the iPhone really as user friendly as widely assumed? eye square performed a comprehensive usability assessment to find out more about the performance of the iPhone 4 in comparison to the Samsung Galaxy S II.

Published in: Technology, News & Politics
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  • @robrogan

    Hi Rob, thank you for your question. It's 'only 18 interactions' out of all recorded interactions on the screen.
    These add up to 83 (44+8+2+6+23) -
    the majority of interactions did not help to solve the task.
    It might be interesting to point out that some people interact more; they play around in a trial and error fashion till they get it right which leads to 'failed interactions'. A different more conservative type of user interacts less and attempts to solve the task directly.

    Thanks for your suggestions.
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  • Great study, except I was confused on one detail: Slide #13 says 'users mostly accidentally call the number // only 18 correct interactions.' Is this 18 interactions out of X total interactions? I first thought 18 (out of N=20) is a majority!

    I do agree with general takeaway that the Samsung is just as good (or better) than an iPhone user experience, but most people approach it with a brand bias. However, I'm not sure the given task - save an unknown phone number to address book - is a common interaction. The most common for a missed call, is to return the call and say something like 'hello, I don't know who was calling but I just missed this call.' I just wanted to offer that.

    Thanks for an interesting study :)
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iPhone vs. Samsung Galaxy S II - User Experience Case Study (English)

  1. 1. iPhone vs. Samsung GalaxyA User Experience Case Study
  2. 2. The Study Set Up & Test phonesUser Experience Evaluation using Eye Tracking, i² BrandREACT and an online survey.Sample: N=20; Age: 25 – 45• 10 ordinary mobile phone users (non smartphone users)• 5 iOS (iPhone) users• 5 Android users Eye TrackingTest Design: Within Subject Design - each respondent evaluates both smart phones.Simulation of a daily situation to compare the user experience of the iPhone 4 and the Samsung Galaxy S2. Task Scenario Apple iPhone 4 You have received a missed call from an unknown number. Please save this number as a new contact, „Peter Schneider“. Samsung Galaxy S2 Apple iPhone 4 Samsung Galaxy S2 2 14/11/12
  3. 3. Key Takeaways14/11/12 3
  4. 4. Strong brand image of Apple distorts real product experience.Samsung Galaxy definitely catches up with Apple. Consumer awareness of the iPhone’s success and its reputation for usability makes users explicitly state that the iPhone is easier to use and more attractive than the Samsung Galaxy S2. On an emotional, implicit level users are stimulated by a straight forward and powerful brand image. They associate positive items faster and more often with the iPhone than with Galaxy S2. But: Eye tracking data reveals that the real user experience is not always like users say or think it is! Eye tracking and interaction tracking show scattered attention on the display. Users do not focus on the correct icons/buttons to solve the task and perform more false interactions than with the Samsung Galaxy S2. Performance data pronounces a lower success rate for the iPhone.14/11/12 4
  5. 5. The Study14/11/12 5
  6. 6. Toolset Methods: Ratings Interviews Explicit Methods: Methods: ACTION BrandREACT Eye Tracking Behavioral Monitoring EEG Signal Implicit EDA14/11/12 6
  7. 7. Explicit: Evaluating user experience through Interviews,Thinking Aloud and System Acceptance Ratings Interview = Opinions, problems and needs of the target group are analyzed. Users are addressed on an individual level.Thinking Aloud = Users directly or retrospectively (retrospective thinking aloud) comment on theirown usage behavior. This way the user’s thoughts become more comprehensible and usagebehavior can be reflected and understood easily. System Acceptance Ratings = Evaluation of the acceptance of product features using semantic differentials and rating scales.14/11/12 7
  8. 8. Implicit: Measuring the unconscious using the i² BrandREACT.Stimulation / Power / Balance i² BrandREACT = Reaction time based tool Respondents are asked to associate certain adjectives (based on 3 emotional need dimensions) with a product/brand. Compliance rate and reaction time are measured. The need for STIMULATION entertaining dominant playful powerful superior The need for joy & curiosity. young modern convincing Willing to discover and to learn. exciting strong The need for BALANCE The need for stability & safety. Avoiding risks. BALANCE The need for POWER The need for distinction & superiority. Striving for status and autonomy.14/11/12 cautious, robust, tidy, correct, formal 8
  9. 9. Signal: Assessing attention and interaction behavior withEye Tracking Gaze heatmap & Reach attention interactions To find out… To find out… • What percentage of the • if attention is focused target group have on the correct areas actually seen the area/button/icon • To find out where users interacted and how • What are the dominant (tap, slide, hold, etc.) mental models in the users minds Interaction shares Time to first contact To find out… To find out… • How many interactions • How early a certain were there with a area/icon/button is certain area/icon/button perceived • Which interaction type • If an icon is intuitively is mostly expected designed and easily14/11/12 accessible 9
  10. 10. Results14/11/12 10
  11. 11. Explicit: iPhone strong in all categories, especially aestheticsPlease rate the smart phone you just used for the following dimensions on a scale from 1 to 5. „1“ means„not at all“ and „5“ means „very much“. SystemAcceptance The iPhone is considered to be especially... • Aesthetically attractive • Comprehensible 4,2Aesthetical quality 3,4 Users show high acceptance levels and state 3,8 their willingness to re-use the iPhone. Utility 3,6 3,8Comprehensibility Re-use & Recommendation 3,5 48% Recommendation 48% 3,6 Acceptance 3,3 54% Re-use 45% 1,0 1,5 2,0 2,5 3,0 3,5 4,0 4,5 5,0 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% iPhone Samsung Galaxy S2 iPhone Samsung Galaxy S2N=20 „How likely is it that you would recommend/reuse this smart phone on a scale from 0 – 14/11/12 100 %?“ 11
  12. 12. Implicit: Faster & more positive associations with the iPhone.Samsung not convincing. 14,12 The iPhone performs better than the Galaxy 12,71 in all 3 categories. Respondents associate more positive adjectives faster with the iPhone. 9,24 • The iPhone is especially strong in the power dimension: It is convincing, strong and secures social status. 5,00 • The Galaxy S2 mostly fulfills the need for balance: associated adjectives are: STIMULATION 3,09 cautious, robust and correct. 2,66 BALANCE BALANCE POWER POWER LATION STIMU- iPhone Samsung Galaxy14/11/12 12 The higher the value, the more positive associations have been selected and the faster the reaction time. Negative values show negative associations. N=20
  13. 13. Signal: iPhone not intuitive Correct interaction: Tap small arrow • Attention is rather scattered • Users mostly accidentally • Correct Icon is perceivedN=20 rather late (after 12.6s) No clear focus on arrow.. call the number. • Many users fail/struggle • Only 18 correct interactions 14/11/12 because of tapping the 13 number
  14. 14. Signal: Samsung Galaxy convinces with user-friendly interface Correct interaction: Tap the number of missed call • User attention is • Users intuitively perform the • Correct screen elementN=20 concentrated on the phone adequate interaction. They (phone number) spotted number. choose the phone number. instantaneously (after 0.6s) 14/11/12 14
  15. 15. Signal: Greater overall success rate with Galaxy Success Rate iPhone:100% 0% More than the half of the users struggle or fail. 10%90% 40% succeed. 35%80% Galaxy: Android seems to be easier to use:70% 50% 65% succeed, nobody fails totally.60% Fail/Timeout50% Struggle Success40% 65%30%20% 40%10% 0% Task 1 - iPhone Task 1 - GalaxyN=20 14/11/12 15
  16. 16. Signal: Galaxy S2’s Android interface easier to use for all user groups Galaxy: iPhone: • Common cell phone users often struggle. • Feature phone users show greater success rate. • iPhone users succeed. • iPhone users mainly succeed. • Android users tend to face problems as well. • All Android users directly succeed.N=20 All smartphone users succeed with the type of interface they already know! iPhone users are better in handling the Android phone than Android users are with iOS. 14/11/12 16
  17. 17. Your contact:Carina LehneUNIT LEAD | Senior Research Consultant+49 30 69 81 44 28lehne@eye-square.comeye square GmbHSchlesische Straße 29 – 30 (Aufgang F)D – 10997 BerlinFon +49 - 30 - 698144-0 | Fax +49 - 30 - 698144-10E-Mail eye@eye-square.com | www.eye-square.com