October 8 – 11 2013, London

The original, premier event
for the Mobile Marketing
Research Industry

WWW.MRMW.NET
TITLE SPONSOR

DIAMOND SPONSOR

PLATINUM SPONSOR

SILVER SPONSORS

PREMIERE SPONSOR

GOLD SPONSORS

WORKSHOP SPONSORS

APP...
MEDIA & ASSOCIATION PARTNERS

WWW.MRMW.NET
9th October 2013

The World Leading Software Solution for
User Experience & Usability Testing
Monday, 7 October 2013

.co....
! Some Clients

3
Monday, 7 October 2013
! Mobile Research Methods

Qualitative:
• One on one Usability Testing
• Focus Groups
Quantitative:
• Mobile Surveys
• Exi...
! What can you Research with UserZoom?
Live Websites

Tablet Apps and Websites

Wireframes & Prototypes

Mobile Apps & Web...
! Task-based Mobile Usability Testing

• Remote Unmoderated
• Live mobile websites & Prototypes
• Email Invitations to Par...
!UserZoom App Installation

Monday, 7 October 2013
! Task-based Mobile Usability Testing

7
Monday, 7 October 2013
! UserZoom Platform: Data Collection
The critical data collected will answer questions such as:
• What percentages accompl...
! UserZoom Platform: Data Collection
Using a scenario-based methodology, our cutting-edge technology is
capable of gatheri...
!

UserZoom Platform: Capturing Behaviour
Go beyond traffic data:
• Path and click analysis reporting
• Filter behaviour b...
UserZoom Platform: Session Replay

!

UserZoom now changes the
status quo by giving you the
ability to combine both
qualit...
Uses Cases
!

1. B2B Multichannel International Retailer
• Native App VoC

2.Twitter
• Mobile Web VoC

12
Monday, 7 Octobe...
Why your app must be awesome?
!
§ Users have high expectations.
§ Less UI standards, more UI variety and
challenges
§ Y...
Why your app must be awesome?
!
§ Users have high expectations.
§ Less UI standards, more UI variety and
challenges
§ Y...
Useful, usable, beautiful?
!
Useful, usable, beautiful?
§ Useful – meeting the users’ needs
§ Usable – making sure users...
Useful, usable, beautiful?
!
Useful, usable, beautiful?
§ Useful – meeting the users’ needs
§ Usable – making sure users...
Case study
!
§ B2B Online-Shop for food and catering/restaurant hardware
(multichannel)
§ New app for shopping and infor...
Case study
!
§ B2B Online-Shop for food and catering/restaurant hardware
(multichannel)
§ New app for shopping and infor...
Use Case: B2B Multichannel International Retailer !
Native app Research

Exit Survey on App
Goals
• Who are my users?
• Wh...
Use Case: B2B Multichannel International Retailer !
Native app Research

Monday, 7 October 2013
Exit survey
!
§ Are content & information useful?
§ Is the app usable?
§ Is it regarded as beautiful?
§ Any technical ...
Answers - usage
!

§ Main use case: search for information about products and prices,
then buy offline (80%)
àInclude st...
Answers - feedback
!
The app is easy to use (completely agreed:
46%)
The app is useful (45%)
The overall experience was gr...
Answers - content
!
§ Almost ¼ of all users had trouble finding or understanding information
§ “Could not find what I wa...
Answers - users
!
§ 90% Users = business owners
§ 85% Use B2B apps for work regularly
§ 38% Home & family
§ 36% Small ...
Answers - users
!
§ 90% Users = business owners
§ 85% Use B2B apps for work regularly
§ 38% Home & family
§ 36% Small ...
Digging deeper with VoC
!
§ Why do users abandon?
§ How severe are UX challenges?
§ Where do we start to improve?
§ Ho...
Conclusion
!
§ If we know
§ Our users, their needs and intentions
§ How our app is being used
§ Our real conversion ra...
Uses Cases
!

1. Metro Cash & Carry
• Native App VoC

2.Twitter
• Mobile Web VoC

25
Monday, 7 October 2013
Use Case: Twitter Mobile Web
!

26
Monday, 7 October 2013
! Twitter Mobile Web VoC

Site Intercept + Survey
Goals
• Referrals
• Intent
• A/B/C Testing

Monday, 7 October 2013
! Twitter Mobile Web VoC

Monday, 7 October 2013
! Twitter Mobile Web VoC

Monday, 7 October 2013
! Twitter Mobile Web VoC
Results
• +5,000 completes in 1 day
• +20,000 completes /week
• +8% Click-trough rate
• +60% Conv...
!

Contact Details

Arthur Moan
UK Managing Director
[Email] amoan@userzoom.com
[Mobile] +44 7900 472 920
[Skype] arthurmo...
TITLE SPONSOR

DIAMOND SPONSOR

PLATINUM SPONSOR

SILVER SPONSORS

PREMIERE SPONSOR

GOLD SPONSORS

WORKSHOP SPONSORS

APP...
MEDIA & ASSOCIATION PARTNERS

WWW.MRMW.NET
October 8 – 11 2013, London

The original, premier event
for the Mobile Marketing
Research Industry

WWW.MRMW.NET
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Mobile usability studies - exploring mobile user experiences for global brands - UserZoom

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Presented by Arthur Moan, Managing Director UK, UserZoom
at Market Research in the Mobile World Europe
8 - 11 October 2013, London, Europe

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net

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Mobile usability studies - exploring mobile user experiences for global brands - UserZoom

  1. 1. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET
  2. 2. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  3. 3. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  4. 4. 9th October 2013 The World Leading Software Solution for User Experience & Usability Testing Monday, 7 October 2013 .co.uk/.de/.es
  5. 5. ! Some Clients 3 Monday, 7 October 2013
  6. 6. ! Mobile Research Methods Qualitative: • One on one Usability Testing • Focus Groups Quantitative: • Mobile Surveys • Exit Surveys on Mobile Apps • Task-based Remote Unmoderated Testing 5 Monday, 7 October 2013
  7. 7. ! What can you Research with UserZoom? Live Websites Tablet Apps and Websites Wireframes & Prototypes Mobile Apps & Websites 15 Monday, 7 October 2013
  8. 8. ! Task-based Mobile Usability Testing • Remote Unmoderated • Live mobile websites & Prototypes • Email Invitations to Participate • Install a UserZoom Native App (no additional code required) • Android & iOS • Collect Success/Efficiency Ratios/Survey data & behavioural data • Video Session Replay on mobile / tablet web including gesture capture 8 Monday, 7 October 2013
  9. 9. !UserZoom App Installation Monday, 7 October 2013
  10. 10. ! Task-based Mobile Usability Testing 7 Monday, 7 October 2013
  11. 11. ! UserZoom Platform: Data Collection The critical data collected will answer questions such as: • What percentages accomplish their goals? • What issues do they encounter? • Why do they abandon? • Do they find the site easy to use? • What do they want to accomplish on the site? • How and why do they use the site? • Where do users click when they are trying to meet a goal? 9 Monday, 7 October 2013
  12. 12. ! UserZoom Platform: Data Collection Using a scenario-based methodology, our cutting-edge technology is capable of gathering both qualitative and quantitative data, such as: • Effectiveness / Efficiency ratios (time and clicks) • Visual clickstream paths / Click mapping (clicks per page) • Users' suggestions & feedback (per task) • Satisfaction & perception indicators • Session video replay (per task) 10 Monday, 7 October 2013
  13. 13. ! UserZoom Platform: Capturing Behaviour Go beyond traffic data: • Path and click analysis reporting • Filter behaviour based on intent / satisfaction / profile • Export internal search keywords • Dive into user’s specific pain points 11 Monday, 7 October 2013
  14. 14. UserZoom Platform: Session Replay ! UserZoom now changes the status quo by giving you the ability to combine both qualitative and quantitative results. With UZ Session Replay It allows you to record video of each user interacting with your website collecting all gestures / mouse movements, clicks and search entries. • • • • • Filter videos by task, questionnaire answers or success/fail per task Bookmark important events or actions Create highlight clips for your reports Record particular URLs or block particular URLs from recording (https for example) Share the videos with others 12 Monday, 7 October 2013
  15. 15. Uses Cases ! 1. B2B Multichannel International Retailer • Native App VoC 2.Twitter • Mobile Web VoC 12 Monday, 7 October 2013
  16. 16. Why your app must be awesome? ! § Users have high expectations. § Less UI standards, more UI variety and challenges § You are not alone (probably). Changing is easy. § Your app is part of a bigger picture. § Your app will be rated by users. Monday, 7 October 2013
  17. 17. Why your app must be awesome? ! § Users have high expectations. § Less UI standards, more UI variety and challenges § You are not alone (probably). Changing is easy. § Your app is part of a bigger picture. § Your app will be rated by users. Monday, 7 October 2013 Useful Usable autiful Be
  18. 18. Useful, usable, beautiful? ! Useful, usable, beautiful? § Useful – meeting the users’ needs § Usable – making sure users can do what they need to do, with adequate effort, in the real world § Beautiful – like! Monday, 7 October 2013
  19. 19. Useful, usable, beautiful? ! Useful, usable, beautiful? § Useful – meeting the users’ needs § Usable – making sure users can do what they need to do, with adequate effort, in the real world § Beautiful – like! Monday, 7 October 2013
  20. 20. Case study ! § B2B Online-Shop for food and catering/restaurant hardware (multichannel) § New app for shopping and information § Pre-launch study with beta-version of the app and UserZoom Mobile VoC § App performance § User profiles and feedback § Needs and business relevance § 800+ participants over 4 weeks across Italy • +8% Click trough rate • +70% Conversion rate Monday, 7 October 2013
  21. 21. Case study ! § B2B Online-Shop for food and catering/restaurant hardware (multichannel) § New app for shopping and information § Pre-launch study with beta-version of the app and UserZoom Mobile VoC § App performance § User profiles and feedback § Needs and business relevance § 800+ participants over 4 weeks across Italy • +8% Click trough rate • +70% Conversion rate Monday, 7 October 2013 ?
  22. 22. Use Case: B2B Multichannel International Retailer ! Native app Research Exit Survey on App Goals • Who are my users? • What they come to do? • Why they use the mobile App? Monday, 7 October 2013
  23. 23. Use Case: B2B Multichannel International Retailer ! Native app Research Monday, 7 October 2013
  24. 24. Exit survey ! § Are content & information useful? § Is the app usable? § Is it regarded as beautiful? § Any technical issues? § Will it help our business success? Monday, 7 October 2013
  25. 25. Answers - usage ! § Main use case: search for information about products and prices, then buy offline (80%) àInclude store finder, special (offline) deals and offline prices § Buying intentions: 40% 100 visitors 20% 40 Potential buyers Monday, 7 October 2013 20 buyers 20 buyers 50% à Actual conversion rate
  26. 26. Answers - feedback ! The app is easy to use (completely agreed: 46%) The app is useful (45%) The overall experience was great (33%) The app looks beautiful (29%) “Nice.” Monday, 7 October 2013 “A must have app!”
  27. 27. Answers - content ! § Almost ¼ of all users had trouble finding or understanding information § “Could not find what I was looking for…” § “Did not understand the information” § “Content was not what I expected” § “Confusing structure” àImprove content, structure and find Monday, 7 October 2013 ability
  28. 28. Answers - users ! § 90% Users = business owners § 85% Use B2B apps for work regularly § 38% Home & family § 36% Small company § 28% Restaurants, hotels § 8% Small retailers àOptimize content àInclude features for tech-savvy people … Monday, 7 October 2013
  29. 29. Answers - users ! § 90% Users = business owners § 85% Use B2B apps for work regularly § 38% Home & family § 36% Small company § 28% Restaurants, hotels § 8% Small retailers àOptimize content àInclude features for tech-savvy people … Monday, 7 October 2013
  30. 30. Digging deeper with VoC ! § Why do users abandon? § How severe are UX challenges? § Where do we start to improve? § How do we compare to industry standards (NPS) § Are we improving over time? § … Monday, 7 October 2013
  31. 31. Conclusion ! § If we know § Our users, their needs and intentions § How our app is being used § Our real conversion rate § Our app’s usability challenges § Then we can manage and improve § Conversion rate § Customer satisfaction & retention § Shopping cart size § Launch the alpha version J Monday, 7 October 2013
  32. 32. Uses Cases ! 1. Metro Cash & Carry • Native App VoC 2.Twitter • Mobile Web VoC 25 Monday, 7 October 2013
  33. 33. Use Case: Twitter Mobile Web ! 26 Monday, 7 October 2013
  34. 34. ! Twitter Mobile Web VoC Site Intercept + Survey Goals • Referrals • Intent • A/B/C Testing Monday, 7 October 2013
  35. 35. ! Twitter Mobile Web VoC Monday, 7 October 2013
  36. 36. ! Twitter Mobile Web VoC Monday, 7 October 2013
  37. 37. ! Twitter Mobile Web VoC Results • +5,000 completes in 1 day • +20,000 completes /week • +8% Click-trough rate • +60% Conversion rate Monday, 7 October 2013
  38. 38. ! Contact Details Arthur Moan UK Managing Director [Email] amoan@userzoom.com [Mobile] +44 7900 472 920 [Skype] arthurmoan 21 Monday, 7 October 2013
  39. 39. TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR SILVER SPONSORS PREMIERE SPONSOR GOLD SPONSORS WORKSHOP SPONSORS APP SPONSOR PREMIERE SPONSOR WWW.MRMW.NET NETWORKING SPONSOR
  40. 40. MEDIA & ASSOCIATION PARTNERS WWW.MRMW.NET
  41. 41. October 8 – 11 2013, London The original, premier event for the Mobile Marketing Research Industry WWW.MRMW.NET

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