This document summarizes a presentation given by Amy Buckner of AnswerLab to Pamela Walshe of Wells Fargo about conducting mobile user experience research. The presentation discussed AnswerLab's approach of using mobile ethnography over 4-8 weeks with 30 users to understand customer mobile behaviors, needs, and opportunities to improve Wells Fargo's mobile offerings. Key findings included that financial need rather than age drives mobile usage, customers want on-demand access, and the mobile experience needs to support different contexts of use. Recommendations focused on internalizing insights, socializing findings, and taking action to enhance the customer experience.
Tips and tricks for effective in-app customer research and surveys. This slideshare walks you through the growing importance of mobile research, the questions you should be asking when designing an in-app survey, and a few best practices we've discovered while working with our enterprise customers.
The marketing team decided to boost sales of Nescafe with a TV Campaign. They received 2 Commercials from HQ and wanted to know which one will increase 1) the top of mind (brand visibility) and 2) association with number of flavors. Also, they wanted to understand what scenes should to be improved and how.
Tips and tricks for effective in-app customer research and surveys. This slideshare walks you through the growing importance of mobile research, the questions you should be asking when designing an in-app survey, and a few best practices we've discovered while working with our enterprise customers.
The marketing team decided to boost sales of Nescafe with a TV Campaign. They received 2 Commercials from HQ and wanted to know which one will increase 1) the top of mind (brand visibility) and 2) association with number of flavors. Also, they wanted to understand what scenes should to be improved and how.
Creating a Seamless Mobile Consumer Experience - Case StudyAnswerLab
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Wells Fargo partnered with AnswerLab to understand bank customer experience across mobile platforms in order to build the right mobile experiences and create a long-term multichannel experience strategy instead of making product-by-product upgrades.
This case study addresses three key research objectives:
- Understanding mobile usage/behaviors
- Identifying unmet customer needs
- Discovering opportunities to improve existing mobile banking offerings
As Premier Google Partners, Google representatives visited 1SEO.com Digital Agency for a Partners Connect Event. Speaking on micro-moments, attendees learned about how to effectively market in today's mobile world.
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This webinar will examine the core concept and practical strategies for creating effective and responsive content in the multi-screen world we live in.
Register now to gain actionable insights and learn:
• Practical strategies to determine the appropriate screen sizes for your content marketing materials.
• Building effective calls to action for multiple screens.
• Practical strategies to use when building your content marketing plan in today’s multi-screen world.
• Decision strategies for deploying content effectively.
• Possible frameworks available
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We know that people behave irrationally, spontaneously, sub consciously, and non-sequentially. However, research is still largely isolated, linear, and at a single point in time. Why do we tell people they have to fill out a survey in one sitting, or join a discussion at their desktop at 8pm on a Monday night or drive 20 miles to a focus group facility on a wet Wednesday in January only to be asked to remember what they were doing in Waitrose at 3pm last Thursday?
This is not how people live their lives.
Mobile research methodologies have started to open the door to a new way of collecting data, but its potential will remain unfulfilled if the prevailing methodological wisdom is to simply think of mobile as another way to deliver the same techniques, or simply focus on gathering insight quickly.
Designing platforms for research should be done solely in the best interest of the people taking part in the research, allowing them to complete tasks on any device they want, maximising the potential of that device, and blending devices as needed. We can then allow people to tell us their thoughts in an online discussion one day, from any device they have to hand at the time, record experiences via their phone in real time, via both qualitative and quantitative means, before engaging in a dialogue with a skilled researcher about their behaviours or sharing with their peers and discovering new insights about each other as a group.
When research reflects how people make decisions, based on how we know people to be, and that they live their lives in a series of disconnected moments, we will get more natural, open, engaging and real insight.
Mobile research webinarwithfly-f-9june1020FlyResearch
The mobile phone has long been touted as "the next big thing" for research. But beyond the technical advances, improved coverage and practical experience acquired, there is a new stimulant: market demand. Research respondents simply aren't engaging through traditional techniques the way they used to, and the mobile phone meets their demands for convenience and the ability to select the time and place to share their opinions. Drawing on learnings from Globalpark's annual Mobile Research Conference, research-on-research and practical experience, Globalpark and Fly Research outlined:
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. The opportunities and challenges it presents
. The importance of mobile panels
. Real-world examples of applied mobile research
. Best practices to reap rewards and minimize risk
Research and case studies have shown that mobile can be the best (and sometimes only!) way to capture feedback from individuals, and engage them on a more personal level for enriched insights.
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Creating a Seamless Mobile Consumer Experience - Case StudyAnswerLab
Case study: Exploratory research to understand and improve mobile user experience for bank customers
Wells Fargo partnered with AnswerLab to understand bank customer experience across mobile platforms in order to build the right mobile experiences and create a long-term multichannel experience strategy instead of making product-by-product upgrades.
This case study addresses three key research objectives:
- Understanding mobile usage/behaviors
- Identifying unmet customer needs
- Discovering opportunities to improve existing mobile banking offerings
As Premier Google Partners, Google representatives visited 1SEO.com Digital Agency for a Partners Connect Event. Speaking on micro-moments, attendees learned about how to effectively market in today's mobile world.
Harnessing the content beast – Content marketing in the multiscreen worldThomas Robbins
Desktops, mobile phones, Digital signage, TV’s, tablets, netbooks, mini-tablets… the list of connected devices your customers are using to consume your content never stops growing! Unfortunately, this doesn’t match your marketing budget. When it comes to serving content in today’s world it’s a myriad of screen sizes and effective calls to action. What are your choices? The landscape of consumerism has changed in a few short years allowing our customers more choices for reading, watching, communicating, socializing, shopping, and making purchase decisions.
This webinar will examine the core concept and practical strategies for creating effective and responsive content in the multi-screen world we live in.
Register now to gain actionable insights and learn:
• Practical strategies to determine the appropriate screen sizes for your content marketing materials.
• Building effective calls to action for multiple screens.
• Practical strategies to use when building your content marketing plan in today’s multi-screen world.
• Decision strategies for deploying content effectively.
• Possible frameworks available
• How best to integrate this approach with your marketing plan.
Outside the Lab and Inside Their Minds: 5 Case Studies of Strategic UX ResearchAnswerLab
Research that gets into your users’ heads and supports rich customer experience is most valuable and strategic when not confined to evaluating product "usage."
AnswerLab shares examples of research approaches that surprise and delight by delivering experience insights beyond the scope of "could they use it?"
Mobile Moves On - Ecommerce UK event - 4th April 2014Practicology
Slides from Ecommerce UK's Mobile Moves On event from the 4th April 2014.
Presentations from Joanna Perry - Practicology, Lee Duddell - WhatUsersDo, Andre Rickerby - Etsy, Andrew Gilboy - Demandware, Helen Colclough - River Island, Angus Blest - Adyen and David Wild - Domino's.
The event included the launch of the Mobile Usability Report 2014 highlighting the positive and negative experiences users found on 15 major retailers' mobile websites. The report can be downloaded from www.practicology.com/mobilereport
Life, actually: An All Channels Open approach to real time research on the moveCrowdLab
We know that people behave irrationally, spontaneously, sub consciously, and non-sequentially. However, research is still largely isolated, linear, and at a single point in time. Why do we tell people they have to fill out a survey in one sitting, or join a discussion at their desktop at 8pm on a Monday night or drive 20 miles to a focus group facility on a wet Wednesday in January only to be asked to remember what they were doing in Waitrose at 3pm last Thursday?
This is not how people live their lives.
Mobile research methodologies have started to open the door to a new way of collecting data, but its potential will remain unfulfilled if the prevailing methodological wisdom is to simply think of mobile as another way to deliver the same techniques, or simply focus on gathering insight quickly.
Designing platforms for research should be done solely in the best interest of the people taking part in the research, allowing them to complete tasks on any device they want, maximising the potential of that device, and blending devices as needed. We can then allow people to tell us their thoughts in an online discussion one day, from any device they have to hand at the time, record experiences via their phone in real time, via both qualitative and quantitative means, before engaging in a dialogue with a skilled researcher about their behaviours or sharing with their peers and discovering new insights about each other as a group.
When research reflects how people make decisions, based on how we know people to be, and that they live their lives in a series of disconnected moments, we will get more natural, open, engaging and real insight.
Mobile research webinarwithfly-f-9june1020FlyResearch
The mobile phone has long been touted as "the next big thing" for research. But beyond the technical advances, improved coverage and practical experience acquired, there is a new stimulant: market demand. Research respondents simply aren't engaging through traditional techniques the way they used to, and the mobile phone meets their demands for convenience and the ability to select the time and place to share their opinions. Drawing on learnings from Globalpark's annual Mobile Research Conference, research-on-research and practical experience, Globalpark and Fly Research outlined:
. What mobile research is and why it's important
. The opportunities and challenges it presents
. The importance of mobile panels
. Real-world examples of applied mobile research
. Best practices to reap rewards and minimize risk
Research and case studies have shown that mobile can be the best (and sometimes only!) way to capture feedback from individuals, and engage them on a more personal level for enriched insights.
After several years of conducting qualitative online studies, we have prepared a brochure to tell you about the opportunities offered by the tools we use at Conecta.
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This presentation was uploaded with the author’s consent.
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About the Speaker
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Diogo Sousa, Engineering Manager @ Canonical
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Have you ever wondered how search works while visiting an e-commerce site, internal website, or searching through other types of online resources? Look no further than this informative session on the ways that taxonomies help end-users navigate the internet! Hear from taxonomists and other information professionals who have first-hand experience creating and working with taxonomies that aid in navigation, search, and discovery across a range of disciplines.
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Into the Wild: Uncovering Holistic Mobile Insights
1. Into the Wild:
Uncovering Holistic
Mobile Insights
Amy Buckner
amy@answerlab.com
Pamela Walshe
pamela.walshe@wellsfargo.com
June 23, 2011
CONFIDENTIAL 1
2. CONFIDENTIAL 2
Introductions
Pamela Walshe
VP, Customer Research
Phone: 415.222.3033
Email: pamela.walshe@wellsfargo.com
Wells Fargo
550 California St., 2nd Floor
San Francisco, CA 94104
Amy Buckner
Managing Partner & Co-Founder
Phone: 415.814.9669
Email: amy@answerlab.com
AnswerLab
160 Spear Street, Suite 700
San Francisco, CA 94105
3. About AnswerLab
User experience research you can trust.
The world’s leading brands
partner with AnswerLab
IT’S ALL
Experience
• 100% Focused on User
Research
3
3
CONFIDENTIAL User
Experience
Research
User
WE Experience DO
Research
• Independent
• Objective
Learn more: Visit www.answerlab.com or call 415-814-9910
4. Goals for Today’s Presentation
CONFIDENTIAL 4
Goal 1
Learn New
Mobile
Research
Strategy
Goal 2
See It
Applied
Goal 3
Learn Best
Practices
8. Wells Fargo Rapid Mobile Adoption
CONFIDENTIAL 8
5.5 Million
Users in
4 Yrs
It took half as long to
reach 5.5 million mobile
users as it did to enroll the
same number of online
bankers.
9. Wells Fargo Mobile Retail Channel
• Three easy ways to access and bank on mobile devices
– Text Banking
– Mobile optimized website (wf.com)
– Downloadable apps for iPhone, Android, Blackberry and Palm
– Plus…enterprise SMS service provider (SMS alerts, 2FA)
CONFIDENTIAL 9
10. Mobile Strategic Objectives
Ensure
Strategic Fit
with the Bank
CONFIDENTIAL 10
Focus on
Relevant
Content
for Mobile
Deliver on
Top
Customer
Needs
11. Unique Challenges for Mobile
CONFIDENTIAL 11
Targeted &
Relevant
Content for
Mobile
Optimize
Design for
Mobile
Seamless
Customer
Experience
12. Wells Fargo Research Goals
•Deepen understanding
of mobile usage,
behaviors, and context
• Identify unmet customer
needs; innovation
opportunities
•Re-evaluate existing
offerings in context
CONFIDENTIAL 12
13. How Might You
Approach This
Research
Problem?
CONFIDENTIAL 13
14. Mobile Ethnography Benefits
CONFIDENTIAL 14
Opportunity
Gaps
Usability
Improvements
Interaction Modes &
Use Cases
Understanding of
Audience
Mobile
Ethnography
15. How Does It Work?
30 Users over 4-8 Weeks
Mobile Site, Mobile Apps, SMS
CONFIDENTIAL 15
16. CONFIDENTIAL 16
What is he
trying to do?
Where is
he?
What are his
impressions?
Did he
accomplish what
he came to do?
Was he satisfied?
What else does
he need?
What Do We Learn?
18. Group Activity (15 minutes)
1. Get into groups of 3-4 people
2. Brainstorm ideas for keeping research
participants engaged
3.Consider the types of data/artifacts that would
CONFIDENTIAL 18
be valuable
20. Mid-Check
Interview
• 20-minute check-in
phone interview
• Initial feedback
• Q&A
• In-home 2-hour
interview
• Clarify voicemail
reports
• Overall impressions of
the product
CONFIDENTIAL 20
Study Design
Pre-Interview
• Initial 45-minute
interview
• Verify technical
capabilities of phone
• Explain research
program
Ongoing Self-Reporting – 4 Weeks – 30 Users
In-Person
Interview
Voicemails & Pocket Card
• Daily voicemails
• Laminated pocket card with questions
Digital Photos
• Users send photos of themselves or
surroundings in the context of using
online banking
21. Wallet Cards & Voice Mails
…Hey, this is Alden…I think that the mobile
device could help me with my finances if I set it to
get alerts that will let me know if it's a low balance
or something like that. That way I can avoid a
return check or banking fees…[also] I am following
NFL football practically every game of the day. I'm
able to follow it on my cell phone, which is excellent --
on the internet…
CONFIDENTIAL 21
23. Focus on Participant Engagement
CONFIDENTIAL 23
• Don’t short-change
incentives
• Provide a roadmap
• Build a relationship
• Show you’re listening
• Spice up feedback
25. Understanding Adoption Drivers
Financial Need and Complexity – Not Age or
Tech Savviness – Drive Mobile Use
CONFIDENTIAL 25
26. Challenging Assumptions
CONFIDENTIAL 26
Assumption:
Customers will most
likely use mobile banking
in an emergency/while
traveling
Truth:
Customers want to use
mobile banking any time,
anywhere – even when a
computer is accessible
27. Understanding the Value to the Customer
Mobile Has Redefined “Convenience”
...If I just want to check the
weather or something really
quickly I’m not going to turn my
laptop on just to check it. I’m
going to grab my phone,
because it’s fastest. I’m going
to lookup what ever it is I’m
looking for. I’m just Goggling
something if I want to check the
weather real fast or whatever,
I’m going to use this first…
CONFIDENTIAL 27
28. Identifying Mobile Modes
Modes Influence What Tasks/Activities they Will
Engage In
CONFIDENTIAL 28
...Wouldn’t it be great if I
could tell it that every time
there was a direct deposit
made to my account, I could
go into the app…and just like
on Facebook…there’s a little
red one and it tells me that I’ve
go something to do, or a
message that I can look at?...
10
- Jeff
29. Identifying Key Use Cases
Checking Balances in Real-time Enables Good
Decision-Making
CONFIDENTIAL 29
…I’m checking my
balances. I’m checking to
see if a deposit has
cleared. I’m checking to see
if a payment that either I’ve
scheduled or that’s
automated every month has
gone out…
– Jerry
30. Refining Existing Offerings
The ATM Locator Experience Continues to
Evolve as New Design Patterns Emerge
– Qui
…What I can do is, my Google map actually has me
driving and can pull up ATMs. It shows where I am
relative to the ATM, what direction we’re going in and stuff.
I typically use the Google map for that, because I tried to
use the map in the Wells Fargo app one time, and it
was just too difficult to navigate that map without my
actual GPS location. That would be really cool, that I
would use more often…
CONFIDENTIAL 30
32. Ensure Successful Home Visits
• Teach key stakeholders:
CONFIDENTIAL 32
– Active listening
– How to observe
– Field work etiquette
• Determine visiting team
– Moderator, client, optional videographer (3 max)
33. Creatively Collect and Display Artifacts
CONFIDENTIAL 33
• Encourage variety of
media
• Ping via SMS survey
• Leverage email alias &
Google Voice
• Collect in Evernote
36. The Real “Life” of the Research Starts
After the Report is Delivered
CONFIDENTIAL 36
Internalize
What?
Socialize
So
What?
Take Action
Now
What?
37. CONFIDENTIAL 37
Internalize
the Findings
What?
• Really listen to what
customers said
• Re-calibrate
assumptions
• Build shared
understanding by
embedding insights into
User-centered Design
Tools
38. So
What?
CONFIDENTIAL 38
Socialize
• Socialize broadly to
discover opportunities for
the business and
cultivate advocates to
champion the findings
39. Now
What?
CONFIDENTIAL 39
Take Action
• Facilitate strategic
planning sessions to plot
short and long-term
opportunities on your road
map
• Apply user-centered
design tools to ensure
alignment with customer
needs throughout project
life cycle