70% of the global population uses a smartphone every day. The conversion rate in m-commerce is catastrophically low – around 80% of carts on mobile are abandoned because of poor UX. While Google Analytics reveals the wide but superficial data about user actions and digital tools with click-based heatmaps focus on selective interaction points only, UXReality explains user motivation providing a comprehensive picture of users’ behavior drivers. The app helps to get user behavioral insights to continuously optimize conversion and ROI. UXReality allows you to see the website through the users’ eyes and understand their feelings to mitigate the inefficiencies of most mobile experiences. This presentation is part of the online Festival of NewMR series. Presented by Dmitry Gaiduk from CoolTool.

1. One App Instead of Lab:
How to optimize mobile experience and
conversions with the right user testing
Dmitry Gaiduk
CoolTool
The Festival of NewMR, March 2020

2. Sponsors
Gold
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The Festival of NewMR, March

3. One app
instead of lab
AI-powered tool for CX/UX user testing

4. 70%of the global population uses a smartphone every
day

5. The conversion rate in m-commerce
is catastrophically low...
86%of carts on mobile are abandoned

6. of users agree mobile sites don’t provide
decent experience that makes them want to
complete their purchases
44% have difficulties with finding products.
It’s a key barrier for users to complete mobile
purchases
36%
What’s the problem with m-commerce?

7. UX on mobile is crucial
But current tools for mobile UX/CX testing
can’t deliver insights explaining
user behavior WHY’s

8. ● Bulky
● Tied to central location
● Time-intensive
● Expensive
● Show clicks and scrolls but can’t
explain them
● Don’t show users’ real experience
● Reveal "dead zones" but can't tell you why, and how
to fix it
Limitations of Current Tools
Digital toolsMobile Usability Testing Lab

9. AI-powered webcam
Eye tracking Facial coding
UXReality is Different

10. ● Recording sessions
● Touch heatmaps
● User journey
statistics
Analyse
overall behavior
Register
user’s digital
footprints
Understand
behavior
● Visual attention insights
● Emotions and reactions
Explaining User Behaviour and Scale

11. User testing: Domino’s apps
Case Study

12. The main goal of this
UX&UI research
Find usability and design insights needed to create
a strategy for building a perfect Domino’s app by comparing two
existing apps, finding the critical usability issues, and creating a
list of recommendations of DOs and DON’Ts

13. We have chosen two most downloaded on Google Play Dominos
apps (American app vs Ukrainian app) to understand their pros and
cons and identify better usability.
Each of the respondents has tested both of the apps via UXReality,
compares them and shares his thoughts about the apps (difficulties
and conveniences of navigation and interface) via survey and verbal
interview.
Research description
Research type: Qualitative research
Sample size: 15 respondents
Research methods:
➢ In-house testing with UXReality + survey
➢ Observation
➢ Interview

14. Installs: 10,000,000+
Updated: January 24, 2020
Rating: 4.7
Installs: 100,000+
Updated: July 31, 2019
Rating: 3.5
Test objects: mobile apps
Dominos Pizza Ukraine appDominos Pizza USA app

15. Domino’s Pizza Ukraine is easier to use, has a better interface,
convenient and understandable navigation that helps order the
food easy and fast.
The process of adding extra cheese in the Domino’s Ukraine app
is difficult and needs to become more obvious.
The interface elements and app navigation in Domino’s USA app
are difficult to understand that complicates the process of
forming the order, so need to be improved
1.
2.
3.
Hypotheses

16. Task for the respondents:
1) find Hawaiian pizza in the app
2) add extra cheese to the pizza and put the order in the cart
3) select a drink and put it in the cart
4) go to the cart.
Research
scenario

17. Post-testing survey questions:
1. Rate the ease of navigation in the app on a scale of 1 to 10
2. Evaluate how the interface has helped (accelerated, facilitated) you to
make an order on a scale of 1 to 10
3. Rate how much you have enjoyed using the app on a scale of 1 to 10
Interview after the test:
1. Which app did you like more?
2. What exactly did you like about the apps you tested?
3. What exactly didn't you like about the apps you tested?
Research
scenario

18. Task completed - 1:28 min in 8 steps
Perfect behavioral pattern:
1. Delivery button
2. Registration
3. Choosing address
4. Selecting delivery time
5. Menu
6. Choosing pizza
7. Adjusting cheese
8. Adding a drink
9. Check out order
Domino’s USA
Perfect case
Only 1 respondent of 11 didn’t have problems with navigation and
completed the task fast and without irritation.

19. Worst case
10 respondents from 11 were confused in some steps of user
flow.
As we see on the recordings, the respondent stays on the main
page for a long time and doesn't understand where he should go
next to see all pizzas available to order.
Domino’s USA

20. Task completed - more than 4:00 min in more than 10 steps
People who completed the task: 9 from 11
Most common behavioral patterns:
1. Respondents tried to find the pizza menu section before registration.
Issue: Respondents didn’t understand that the first step should be the filling delivery information
2. Respondents tried to find the menu button in the app menu but failed
Issue: It was confusing for respondents that burger menu doesn’t contain the pizza choosing option
3. The Sign In button called Pizza Profile
Issue: Respondents didn’t understand that Pizza Profile is Sign In section in fact and try to find food menu there
Domino’s USA
Worst case

21. 1. Respondents tried to find the pizza menu section before registration.
Issue: Respondents didn’t understand that the first step should be the filling delivery
information
Domino’s USA
Worst case

22. 2. Respondents tried to find the menu button in the app menu but failed
Issue: It was confusing for respondents that burger menu doesn’t contain the pizza
choosing option
Domino’s USA
Worst case

23. 3. The Sign In button called Pizza Profile
Issue: Respondents didn’t understand that Pizza Profile is Sign In section in fact
and try to find food menu there
Domino’s USA
Worst case

24. 8 respondents of 11 had no difficulties with completing the task.
Task completed - 1:22 min in 6 steps
Perfect behavioral pattern:
1. Pizza section
2. Choosing pizza
3. Adding cheese
4. Drinks section
5. Choosing a drink
6. Cart button
Perfect case
Domino’s Ukraine

25. Domino’s Ukraine
Task completed - 2:44 min in 7 steps
People who completed the task: 10 from 11
Most common behavioral patterns:
Failed try to add cheese.
Issue 1: Respondents tried to add cheese in pizza ingredients section
Issue 2: Respondents tried to add cheese directly into the cart.
Worst case

26. Domino’s Ukraine
Issue 1: Respondents tried to add cheese in pizza
ingredients section
Worst case

27. Domino’s Ukraine
Issue 2: Respondents tried to add cheese directly into the
cart. At this stage, there were negative emotions.
Worst case

28. ● All users had difficulties with the application
● Users liked: a beautiful video splash screen on the
main page
● Users didn’t like: inconvenient and confusing
navigation, complicated registration process, the old-
fashion design, the app looks more like a website
Insights
Domino’s USA

29. Recommended improvements:
- make a user flow more logical - at first, a user
should see the food (that's why he opened your
app) and then ask him to sign in
- Improve pizza items visualization
(it’s difficult to differentiate pizzas because
of small pictures)
- modernize design.
Domino’s USA: Overall
Rated on a scale of 1 to 10

30. Insights
Domino’s Ukraine
● Users liked it more in terms of design and convenience.
● Users liked: user-friendly interface, modern design, easy to
use, understandable navigation
● Users didn’t like: the ‘unobvious’ button for adding
ingredients

31. Recommended improvements:
make the button for adding toppings brighter
and more noticeable.
Domino’s Ukraine: Overall
Rated on a scale of 1 to 10

32. of respondents have chosen
Domino’s Ukraine app for further using
90% of respondents have chosen
Domino’s USA as the app for further using
10%
Winner!

33. GET MOBILE USER
BEHAVIOR INSIGHTS
AS CLOSE TO REALITY
AS POSSIBLE
Contact us: hello@uxreality.com
CEO Dmitry Gaiduk
THANK YOU!

34. Q & A
The Festival of NewMR, March 2020
Ray Poynter
NewMR
Dmitry Gaiduk
CoolTool

35. Sponsors
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Silver
The Festival of NewMR, March