measuring the mobile experience
Post on 04-Apr-2018
217 Views
Preview:
TRANSCRIPT
-
7/29/2019 Measuring the Mobile Experience
1/26
Measuring the
Mobile Sports ExperienceHow to win at the mobile game
-
7/29/2019 Measuring the Mobile Experience
2/26
-
7/29/2019 Measuring the Mobile Experience
3/26
How ESPN defines UX
3
The customers perception of
usefulness,
usability,and desirability
based upon the sum of
all direct and indirect interactions
with our products and services
-
7/29/2019 Measuring the Mobile Experience
4/26
The customers perception of
usefulness,
usability,and desirability
based upon the sum of
all direct and indirect interactions
with our products and services
How ESPN defines UX
4
usefulness,
usability,desirability
all direct and indirect interactionsHow well does it integratewith our other touchpoints?Consider all of the different ways users
consume content and interact with usacross our multiple products platforms
Can fans achievetheir goals?If it doesnt satisfy theirneeds, they have noreason to use it.
Do fans want to use it?What is the emotional impact?How is it attractive? Is it fun,exciting, or pleasurable?
How easily can fansachieve their goals?
People want the greatestreward with the least amountof effort.
-
7/29/2019 Measuring the Mobile Experience
5/26
The customers perception of
usefulness,
usability,and desirability
based upon the sum of
all direct and indirect interactions
with our products and services
How ESPN defines UX
5
usefulness,
usability,desirability
all direct and indirect interactionsHow well does it integratewith our other touchpoints?Consider all of the different ways users
consume content and interact with usacross our multiple products platforms
Can fans achievetheir goals?If it doesnt satisfy theirneeds, they have noreason to use it.
Do fans want to use it?What is the emotional impact?How is it attractive? Is it fun,exciting, or pleasurable?
How easily can fansachieve their goals?
People want the greatestreward with the least amountof effort.
When a fan engages with any ESPNproduct or service,
they have an experience.
We aim to shape it.
-
7/29/2019 Measuring the Mobile Experience
6/26
Fifty-six TV networks acrossseven continents
Two domestic radio networks,syndicates in eleven countries
ESPN.com,ESPNDeportes.com, anddozens of internationalmarket-specific sites
ESPN The Magazine
ESPN Live on XBox
ESPN Mobile
Millions of fans
6
-
7/29/2019 Measuring the Mobile Experience
7/26
Industry-leading collection ofmobile web sites, apps, games,alerts, mobile TV and video ondemand clips
Mobile Web:70% share of the Sports category
Mobile Apps:63 apps across iOS, Android, Blackberry,and Windows Mobile with 1.8m uniquevisitors per day
Mobile Alerts:7.5 billion alerts, over 9m subscribers
WatchESPN:Streaming domestic cable networks andESPN3 to mobile tablets and handsets
Mobile: Rapid growth
7
-
7/29/2019 Measuring the Mobile Experience
8/26
8
Measuring the Sports Experience
-
7/29/2019 Measuring the Mobile Experience
9/26
Helps us fully meet theneeds of our fans andbusiness partners.
How do fans behave today?
What are their needs(stated and unstated)?
What products or servicesmay meet their needs?
What characteristics should
it have?
If this is an existing product, isit working as intended?
Fan and market research
-
7/29/2019 Measuring the Mobile Experience
10/26
MarketplaceCompetitors and trends
TechnologyEmerging tech / innovation opportunities
Field ResearchObservation and interviews
AnalyticsQuantitative data on usage behavior: numberof users, time spent, conversions, minutesviewed, location, and much more
Multivariate TestingHow different combinations of possibledesign solutions impact usage behavior
What we look forFAN AND MARKET RESEARCH
-
7/29/2019 Measuring the Mobile Experience
11/26
Apps vs. WebsitesHandsets vs. TabletsHome vs. Office vs. Away
Nearly 1/3 downloaded apps areused just once
About half of mobile users deleteapps within the same month theybuy the app; up to 90% areeventually deleted
Most (68%) handset owners use fiveor less apps on a regular basis
The top 10 Android apps (of 250,000total apps) account for 43% of all appusage (Aqueant)
Some of what we knowFAN AND MARKET RESEARCH
-
7/29/2019 Measuring the Mobile Experience
12/26
12
Measuring the Sports Experience
-
7/29/2019 Measuring the Mobile Experience
13/26
The mobile landscape is rapidlychanging, and so are fanexpectations. This typicallyresults in a degradation ofperformance over time.
We use a variety of techniques tobenchmark performance anddiagnose problems:
Usability testing
Walkthroughs
Expert reviews
Usability reviews and testing
-
7/29/2019 Measuring the Mobile Experience
14/26
Experimental Design We cant move events or seasons
Fixed timeframes (dates driven by event schedules)
Synchronization between live events and test sessions
Prototypes and offending ones fandom
Accounting for environmental/situational effects
At home, work, waiting rooms, trains, bars, bathrooms Alone or with friends
Edge, 3g, 4g, WiFi availability and quality of connections
Test devices and the fans personal device may differ Hardware, operating systems, and personal settings
Technology
Screen capture is challenging (or impossible);not directly supported by products like Morae
Capturing hand movement, gestures
Many versions of devices (especially Android):how do we account for issues specific to each?
Challenges of mobile and sportsUSABILITY REVIEWS AND TESTING
14
-
7/29/2019 Measuring the Mobile Experience
15/26
Recruiting Participants unassociated with ESPN (difficult in CT)
Attitudes toward ESPN brand (not everyone loves us)
Moderation Building rapport is critical; sports fandom is about
identity and community the moderator must come offas authentic Understanding of the sport
Language (terminology, colloquialisms)
Accent
Gender
Fandom
Presentation of Results Familiarity with different devices; some may not
understand platform-specific issues
Challenges of mobile and sportsUSABILITY REVIEWS AND TESTING
15
-
7/29/2019 Measuring the Mobile Experience
16/26
Screen Capture Requires unlocking or rooting; can
result in system instability, abnormalbehavior, and crashes even damage
Does not capture issues resulting fromphysical and/or screen interaction
(gestures, size, sensitivity of touch points)
Videographer
Inconsistent capture; participant andvideographer movement
Awkward for participants; may impact their
task performance
Additional resource coordination and cost
CapturingUSABILITY REVIEWS AND TESTING
16
-
7/29/2019 Measuring the Mobile Experience
17/26
17
The mobile sledUSABILITY REVIEWS AND TESTING
-
7/29/2019 Measuring the Mobile Experience
18/26
Plastic cut and formed to fitdevice and camera so theentire screen is in-view(without obstructing screen visibilityfor the participant)
Lightweight Manual-focus HD webcam
Device-specific mounts
Anti-glare screen protectors
The mobile sledUSABILITY REVIEWS AND TESTING
18
-
7/29/2019 Measuring the Mobile Experience
19/26
Sharing functional prototypesfrom developmentenvironments
Simulators available in bothiOS and Android SDKs
Remote testingUSABILITY REVIEWS AND TESTING
19
-
7/29/2019 Measuring the Mobile Experience
20/26
20
Measuring the Sports Experience
-
7/29/2019 Measuring the Mobile Experience
21/26
Key Measures Content
Navigation
Advertising
Video
Scores
Future Intent
Longitudinal Measurement SUS (System Usability Scale)
NPS (Net Promoter Score)
ACSI (American Customer Sat. Index)
Spot Surveys Surveys specific to individual products
and topics to explore other dimensions ofuser experience
Surveys
-
7/29/2019 Measuring the Mobile Experience
22/26
The value of survey data
Important indicator satisfaction downstream of usability
Helps us understand expectations and primary tasks (are we
meeting/supporting them)
Helps validate other evaluation methods
Compare mobile to other platforms
Insight into mobile adoption and behavior, by device and OS
How things out of our direct control impact satisfaction
FAN SURVEYS
-
7/29/2019 Measuring the Mobile Experience
23/26
-
7/29/2019 Measuring the Mobile Experience
24/26
Challenges of mobile
Limitations on screen size; questions with multiple possibleanswers (like Likert scales) can be hard to display
Usage contexts, distractions, and connection quality;less tolerance for long surveys
FAN SURVEYS
-
7/29/2019 Measuring the Mobile Experience
25/26
Take-Aways
-
7/29/2019 Measuring the Mobile Experience
26/26
WORKING TOGETHER
Take-Aways
Look for trends across the entire ecosystem;the user experience is not contained to one
device, platform, app, or website
Involve the entire team
Deliver actionable results quickly
top related