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![The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 29
References
aisle411. Available: http://aisle411.com/. [2012, 9/6].
Brooke, J. (1996). "SUS: a "quick and dirty" usability scale". In P. W. Jordan, B. Thomas, B. A.
Weerdmeester, & A. L. McClelland. Usability Evaluation in Industry. London: Taylor and Francis.
Bruner II, G.C. & Kumar, A. 2005, "Explaining consumer acceptance of handheld Internet devices",
Journal of Business Research, vol. 58, no. 5, pp. 553-558.
Dhar, S. & Varshney, U. 2011, "Challenges and business models for mobile location-based services and
advertising", Commun.ACM, vol. 54, no. 5, pp. 121-128.
Fidas, C., Katsanos, C., Papachristos, E., Tselios, N. & Avouris , N. 2007, "Remote Usability Evaluation
Methods and Tools: A Survey", 11th Panhellenic Conference in InformaticsPatras, Greece, 18-20
May, 2007, pp. 151.
Goldman, S. 2010, "Transformers", Journal of Consumer Marketing, vol. 27, no. 5, pp. 469-473.
Mobile Marketing Association. Available: http://www.mmaglobal.com/. [2012, 12/13].
Rubin, J., Chisnell, D. & Spool, J. 2008, Handbook of Usability Testing: Howto Plan, Design, and
Conduct Effective Tests, Wiley.
Unni, R. & Harmon, R. 2007, "Perceived effectiveness of push vs. pull mobile location-based
advertising,", Journal of Interactive Advertising, vol. 7, pp. 1-24.](https://image.slidesharecdn.com/koitzgbc2013-131002031508-phpapp02/85/Koitz_gbc2013-29-320.jpg)
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Koitz_gbc2013
The document discusses a usability study conducted on an aisle411 mobile application for a Swiss retailer. It included the following: - 28 smartphone users in the US participated in remote usability testing of tasks using the aisle411 app in Walgreens stores. - Tasks included downloading the app, creating a shopping list, finding a nearby store location, navigating to items on the list, and scanning barcodes. - Most tasks were completed by over 90% of participants, but some usability issues were identified, like unclear icons and incorrect product locations. - Data was collected through an online survey that assessed task completion, errors, and usability using methods like the System Usability Scale. Analysis identified
Koitz_gbc2013
- 1. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 1 Graz University of Technology Institute of Business Economics and Industrial Sociology Head of Institute O. Univ.-Prof. Dipl.-Ing. Dr. techn. Ulrich Bauer ! www.bwl.tugraz.at The Factor Usability on Location Based Services in the Retail Environment Roxane Koitz Iris Uitz Global Business Conference Summer 2013 Opatija, Croatia
- 2. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 2 Initial Situation Swiss Retailer • Mobile Applications • Shopping Lists • Nearest Store • Customer Loyalty Program • Location Based Services (LBS) Location Based Services • User’s Location • Types:1 • Information-directory Services • Tracking and Navigation Services • Emergency Services • Location Based Advertising • GPS, WiFi/ Bluetooth, Inertial System 1 Dhar, S.; Varshney, U. (2011)
- 3. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 3 Consumer Technology Acceptance Model2 2 BRUNER II, G.C.; KUMAR, A. (2005), S.554.
- 4. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 4 Consumer Technology Acceptance Model2 2 BRUNER II, G.C.; KUMAR, A. (2005), S.554.
- 5. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 5 Usability Testing “A process that employs people as testing participants who are representative of the target audience to evaluate the degree to which a product meets specific usability criteria.” 3 • Task List • 10 to 12 Participants • Preference / Performance Data • Usability Issues • Criticality = Problem Severity + Frequency of Occurrence • Automated Remote Usability Test 3 RUBIN, J.; CHISNELL, D.; SPOOL, J. (2008), S.21. Ranking Problem Severity Frequency of Occurrence 4 Task failure ≥90% 3 Serious problem 51–89% 2 Minor hindrance 11–50% 1 No problem <= 10%
- 6. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 6 Usability Testing “A process that employs people as testing participants who are representative of the target audience to evaluate the degree to which a product meets specific usability criteria.” 3 • Task List • 10 to 12 Participants • Preference / Performance Data • Usability Issues • Criticality = Problem Severity + Frequency of Occurrence • Automated Remote Usability Test4 3 RUBIN, J.; CHISNELL, D.; SPOOL, J. (2008), S.21. Ranking Problem Severity Frequency of Occurrence 4 Task failure ≥90% 3 Serious problem 51–89% 2 Minor hindrance 11–50% 1 No problem <= 10% 4 FIDAS, C. et al. (2007), S.154f.
- 7. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 7 aisle411 • Goal: • Remote Usability Test of LBS-App aisle4115 • Participants: • Pilot Study • 28 Smartphone User(Android, iOS) • Within the US • Test Environment: • Walgreens Stores • Data Collection: • Online Survey 5 aisle411.com
- 8. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 8 Tasks Task ID Task 1 Download the applica[on to your smartphone Task 2 Create a new shopping list (Aspirin, Water, Sugar, *) Task 3 Find a Walgreens near you Task 4 Navigate to Aspirin („Check-‐in“, Show Map, Tick off Aspirin) Task 5 Scan the Barcode
- 9. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 9 Tasks Task ID Task 1 Download the applica[on to your smartphone Task 2 Create a new shopping list (Aspirin, Water, Sugar, *) Task 3 Find a Walgreens near you Task 4 Navigate to Aspirin („Check-‐in“, Show Map, Tick off Aspirin) Task 5 Scan the Barcode
- 10. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 10 Tasks Task ID Task 1 Download the applica[on to your smartphone Task 2 Create a new shopping list (Aspirin, Water, Sugar, *) Task 3 Find a Walgreens near you Task 4 Navigate to Aspirin („Check-‐in“, Show Map, Tick off Aspirin) Task 5 Scan the Barcode
- 11. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 11 Tasks Task ID Task 1 Download the applica[on to your smartphone Task 2 Create a new shopping list (Aspirin, Water, Sugar, *) Task 3 Find a Walgreens near you Task 4 Navigate to Aspirin („Check-‐in“, Show Map, Tick off Aspirin) Task 5 Scan the Barcode
- 12. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 12 Tasks Task ID Task 1 Download the applica[on to your smartphone Task 2 Create a new shopping list (Aspirin, Water, Sugar, *) Task 3 Find a Walgreens near you Task 4 Navigate to Aspirin („Check-‐in“, Show Map, Tick off Aspirin) Task 5 Scan the Barcode
- 13. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 13 Tasks Task ID Task 1 Download the applica[on to your smartphone Task 2 Create a new shopping list (Aspirin, Water, Sugar, *) Task 3 Find a Walgreens near you Task 4 Navigate to Aspirin („Check-‐in“, Show Map, Tick off Aspirin) Task 5 Scan the Barcode
- 14. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 14 Data Collection Online Survey: • General • Age • Education • Gender • … • Tasks • Completion • Comprehensibility • Errors • Comments und • Task Specific Questions • System Usability Scale (SUS) 6 • Complexity • Consistency • … 6 Brooke, J. (1996)
- 15. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 15 Participants 0 1 2 3 4 5 6 No schooling completed, or less than 1 year High school graduate (or equivalent) Some college (1-‐4 years, no degree) Bachelor's degree Master's degree Doctorate degree ParAcipants female male n = 28 0 2 4 6 8 10 12 15-‐19 20-‐24 25-‐29 30-‐34 35-‐39 40-‐44 Age (in Years) n = 28
- 16. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 16 Results 100% 100% 96% 96% 93% 4% 4% 7% 0% 20% 40% 60% 80% 100% Task 1 (Download) Task 2 (Shopping List) Task 3 (Walgreens Store) Task 4 (Naviga[on Aspirin) Task 5 (Barcode) Task CompleAon Completed Not Completed n = 28 ID DescripAon CriAcality T5.1 Barcodescanner icon unclear. 6 T2.1 Crea[on of shopping list confusing. 5 T4.1 Aspirin Loca[on incorrect. 5 T2.3 Buions are not responding. 4 T3.1 Store Loca[on incorrect. 4 T4.2 Several loca[ons for same product. 3 T2.2 Brands not included in database. 3
- 17. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 17 Results 100% 100% 96% 96% 93% 4% 4% 7% 0% 20% 40% 60% 80% 100% Task 1 (Download) Task 2 (Shopping List) Task 3 (Walgreens Store) Task 4 (Naviga[on Aspirin) Task 5 (Barcode) Task CompleAon Completed Not Completed n = 28 ID DescripAon CriAcality T5.1 Barcodescanner icon unclear. 6 T2.1 Crea[on of shopping list confusing. 5 T4.1 Aspirin Loca[on incorrect. 5 T2.3 Buions are not responding. 4 T3.1 Store Loca[on incorrect. 4 T4.2 Several loca[ons for same product. 3 T2.2 Brands not included in database. 3
- 18. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 18 “The app aisle411 was intuitive concerning…“ 0% 10% 20% 30% 40% 50% 60% 70% Strongly Agree -‐ 1 2 3 4 Strongly Disagree -‐ 5 Task 2 Task 3 Task 4 Task 5
- 19. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 19 System Usability Scale 2,22 4,64 1,90 4,64 2,17 1,94 3,96 4,23 2,02 4,31 I think I would like to use this app frequently. I found the app unnecessarily complex. I thought the app was easy to use. I think that I would need the support of a technical person to be able to use this app. I found the various functions in this app were well integrated. I would imagine that most people would learn to use this app very quickly. I thought there was too much inconsistency in this app. I found the app very difficult to use. I felt very confident using the app. I needed to learn a lot of things before I could get going with this app. 1 2 3 4 5 Strongly Agree Strongly Disagree
- 20. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 20 Conclusion LBS Retail Easy enough “Honestly it is easier for me to ask someone where items are.”
- 21. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 21 Core Functionalities: Shopping List “Creating a shopping list and then adding items was confusing. … ” “I was not really sure on how you check things off the list that functionality did not really work out for me.” Conclusion LBS Retail
- 22. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 22 Conclusion LBS Retail Core Functionalities: Navigation “You were not really navigating through the store there was no blue dot saying "you are here". So I really didn't know where I was.”
- 23. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 23 Position of Items “Aspirin was not at the shown location.” “It would have been nice to have it tell us how high/low on the shelves it was (e.g., 3rd shelf from the top).” Conclusion LBS Retail
- 24. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 24 Icons “Icon does not look like a barcode scanner” “Had trouble finding the function to scan an item at first.” Conclusion LBS Retail
- 25. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 25 Conclusion LBS Retail Easy enough Core Functionalities Comprehensive • Shopping List • Navigation Position of Items Icons
- 26. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 26 Graz University of Technology Institute of Business Economics and Industrial Sociology Head of Institute O. Univ.-Prof. Dipl.-Ing. Dr. techn. Ulrich Bauer ! www.bwl.tugraz.at Thank You The Factor Usability on Location Based Services in the Retail Environment
- 27. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 27 Mobile Marketing “A whole generation of consumers is online and moving to mobile – that is how they receive their information, that’s how they get their product information, that’s where they get their offers.”7 - Bruce Pryor, vice president of marketing Zavers Location Based Advertising:8 • Pull Advertising • Push Advertising • Applications:9 • Location Triggered Notifications • Location Branded Application • Check-in Based Contests and Games 7 GOLDMAN, S. (2010), S.470. 8 UNNI, R.; HARMON, R. (2007), S.30. 9 MOBILE MARKETING ASSOCIATION (2011), S.6.
- 28. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 28 Remote Usability Testing Moderated Remote UT Automated Remote UT FIDAS, C. et al. (2007), S.154f.
- 29. The Factor Usabilityon Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 29 References aisle411. Available: http://aisle411.com/. [2012, 9/6]. Brooke, J. (1996). "SUS: a "quick and dirty" usability scale". In P. W. Jordan, B. Thomas, B. A. Weerdmeester, & A. L. McClelland. Usability Evaluation in Industry. London: Taylor and Francis. Bruner II, G.C. & Kumar, A. 2005, "Explaining consumer acceptance of handheld Internet devices", Journal of Business Research, vol. 58, no. 5, pp. 553-558. Dhar, S. & Varshney, U. 2011, "Challenges and business models for mobile location-based services and advertising", Commun.ACM, vol. 54, no. 5, pp. 121-128. Fidas, C., Katsanos, C., Papachristos, E., Tselios, N. & Avouris , N. 2007, "Remote Usability Evaluation Methods and Tools: A Survey", 11th Panhellenic Conference in InformaticsPatras, Greece, 18-20 May, 2007, pp. 151. Goldman, S. 2010, "Transformers", Journal of Consumer Marketing, vol. 27, no. 5, pp. 469-473. Mobile Marketing Association. Available: http://www.mmaglobal.com/. [2012, 12/13]. Rubin, J., Chisnell, D. & Spool, J. 2008, Handbook of Usability Testing: Howto Plan, Design, and Conduct Effective Tests, Wiley. Unni, R. & Harmon, R. 2007, "Perceived effectiveness of push vs. pull mobile location-based advertising,", Journal of Interactive Advertising, vol. 7, pp. 1-24.