This document provides information about the Mobile Marketing Research World conference taking place from October 8-11, 2013 in London. It includes the conference sponsors at various levels and media partners. The second half of the document discusses a product called UserZoom, which is a software solution for user experience and usability testing. It provides examples of how UserZoom was used by companies like a multinational retailer and Twitter to test mobile apps and websites. The document outlines the types of data and insights that can be collected through task-based mobile usability testing with UserZoom.

1. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET

2. TITLE SPONSOR
DIAMOND SPONSOR
PLATINUM SPONSOR
SILVER SPONSORS
PREMIERE SPONSOR
GOLD SPONSORS
WORKSHOP SPONSORS
APP SPONSOR
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NETWORKING SPONSOR

3. MEDIA & ASSOCIATION PARTNERS
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4. 9th October 2013
The World Leading Software Solution for
User Experience & Usability Testing
Monday, 7 October 2013
.co.uk/.de/.es

5. ! Some Clients
3
Monday, 7 October 2013

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
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Monday, 7 October 2013

7. ! What can you Research with UserZoom?
Live Websites
Tablet Apps and Websites
Wireframes & Prototypes
Mobile Apps & Websites
15
Monday, 7 October 2013

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
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Monday, 7 October 2013

9. !UserZoom App Installation
Monday, 7 October 2013

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

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. ! 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. !
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
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Monday, 7 October 2013

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. Uses Cases
!
1. B2B Multichannel International Retailer
• Native App VoC
2.Twitter
• Mobile Web VoC
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Monday, 7 October 2013

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. 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. 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. 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. 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. 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. 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. Use Case: B2B Multichannel International Retailer !
Native app Research
Monday, 7 October 2013

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. 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. 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. 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. 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. 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. 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. 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. Uses Cases
!
1. Metro Cash & Carry
• Native App VoC
2.Twitter
• Mobile Web VoC
25
Monday, 7 October 2013

33. Use Case: Twitter Mobile Web
!
26
Monday, 7 October 2013

34. ! Twitter Mobile Web VoC
Site Intercept + Survey
Goals
• Referrals
• Intent
• A/B/C Testing
Monday, 7 October 2013

35. ! Twitter Mobile Web VoC
Monday, 7 October 2013

36. ! Twitter Mobile Web VoC
Monday, 7 October 2013

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. !
Contact Details
Arthur Moan
UK Managing Director
[Email] amoan@userzoom.com
[Mobile] +44 7900 472 920
[Skype] arthurmoan
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Monday, 7 October 2013

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. MEDIA & ASSOCIATION PARTNERS
WWW.MRMW.NET

41. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET