1. AgendaWEBINAR:Mobile UX Research Methods and Toolswww.userzoom.com

2. Agenda for today 1. Introductions 2. Mobile UX Research Methods and Tools 3. Case Study: Fashion Industry Mobile/Tablet Benchmark Study Details & Design Study Results 4. Q&Awww.userzoom.com 3. SpeakersAlfonso de la NuezNate ColkerSneha KannegantiCo-Founder & Co-CEOUX ResearcherUX ResearcherModeratorPresenterTwitter hashtag: #uzwebinar www.userzoom.com 4. About UserZoom All-in-one Enterprise software solution that helps Businesses cost-effectively test, measure and improve UX over websites & mobile apps. Offer online or remote user research & testing solutions, saving UXers time, money, effort, and a lot of actionable insights UX Consultants since 01, SaaS since 09 In Sunnyvale (CA) Manchester (UK), Munich (DE) and Barcelona (Spain) 90% renewal rate, 50% revenue growth rate in the last 3 yearswww.userzoom.com 5. Mobile UX Research Methods and Toolswww.userzoom.com 6. Mobile UX Research Methods Mobile UX research method depends on the goals of the study. To validate and refine (testing). To gather user perspectives. To create user profiles & personas. To understand behavior.There are several methods to test mobile applications. It depends on your: Goal Time Budget www.userzoom.com 7. Mobile UX Research Moderated Studieswww.userzoom.com 8. Mobile UX Research Methods - Moderated Goal: To understand how users your mobile application, website or services.Method: Usability Testing in Lab. Users: 5-15 Project Timeline: 2+ Weeks (execution & analysis) Cost: $15,000 - $30,000ProsCons Moderated Lab Usability Testing Probing by moderator Artificial environment Real-time viewing of interactions Comparatively more cost and time consumingwww.userzoom.com 9. Mobile UX Research Tools - Moderated Mr Tappy A kit for filming mobile phones and tablets from the users point of view.Price: $295 (including shipment)Pros Simple to set up Allows to test any mobile device you wantConsModerated Lab Testing Tool: Mr. Tappy Gets in the way of the natural use of the phone You need your own webcam to do the recordings The finger movements of the participant might obscure the viewReview of the product:http://www.actualinsights.com/2012/mrtappy-mobile-usability-testing-rig/www.userzoom.com 10. Mobile UX Research Tools - Moderated DIY Document Camera by Objective DigitalYoull need GorillaPod Stand by Joby (www.joby.com)Logitech Webcam Pro 9000Recording software for Mac or PCModerated Lab Testing ToolSource: http://blog.objectivedigital.com/2010/11/19/diy-document-camera-for-mobile-testing-record/www.userzoom.com 11. Mobile UX Research Tools - Moderated Mod 1000 A camera and a rig for recording the user experience withmobile phones and tablet screens Cost: $350Pros Comes with its own webcam and software Simple and lightweight designCons Gets in the way of the natural use of the phone The finger movements of the participantModerated Lab Testing Tool: Mod 1000might obscure the viewwww.userzoom.com 12. Mobile UX Research Tools Moderated UX Recorder An iOS app that records on-screen activity and gestures along with videofrom the front facing camera (and audio) Works on mobile websites only, doesnt work on mobile appsSupported on devices running iOS 5.0 and upPrice: single session - $1.99; unlimited sessions - $59.99Pros Records on-screen activity as well as video from the front facing camera Records audio in addition to video Allows to export recorded video sessionCons Inability to record iOS applications (iOS limitation) No analytics, just a video recording Moderated Remote Testing Tool: UX Recorderto a desktopwww.userzoom.com 13. Mobile UX Research Moderated Remotewww.userzoom.com 14. Mobile UX Research Methods Remote Moderated Goal: To understand how users your mobile application, website or services Method: Remote Moderated Usability Testing Users: 5 - 15 Project Timeline: 2+ Weeks (execution & analysis) Cost: $5,000 - $7,000ProsCons Not tied to a location. Difficult to observe body language. Distributed & diverse user pool.Moderated Remote Usability Testing Technical difficulties.www.userzoom.com 15. Mobile UX Research Methods Remote Moderated Delight.ioEnables you to record a screen of your iOS application and automaticallycapture all gestures Price: 30 hours for $300Pros Allows to record audio in addition to video Records users emotions using theCons You need to install a piece of code into your appiPhones front camera Has a nice dashboard with all therecorded sessionswww.userzoom.com 16. Mobile UX Research Methods Remote Moderated Reflector app An app that will broadcast the screen of the iPhone or iPadonto your computer Price: Single user license - $12.99; 5 seat license - $54.99Pros You can project your user testing sessions for stakeholders to seeCons You cannot see usersModerated Remote Testing Tool: reflector Appgestures Very easy to set up Has a nicehttp://www.90percentofeverything.com/2013/01/14/combining-reflector-and-silverback-for-ios-usability-testing/www.userzoom.com 17. Mobile UX Research Methods Remote Moderated Mac Hug Idea developed by MailChimpUsers webcam and Skype to moderate the sessionsSessions recorded at the researchers end(silverback, WebEx recorder, etc.)Pros Cost Effective Doesnt require too muchCons Users expressions & body language losthttp://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/www.userzoom.com 18. Mobile UX Research Unmoderated Remotewww.userzoom.com 19. Mobile UX Research Methods Remote Unmoderated Goal: To understand how users your mobile application, website or services Method: Remote Unmoderated Usability Testing Users: 200+ Project Timeline: 10 days (execution & analysis) Cost: Variable ($1,000 - $6,000).ProsCons Distributed & Diverse Users Probing difficult Time & cost effective Body language & immediacy of qualitative Enables to collect quant and qualUnmoderated Remote Usability Testingfeedback lostdatawww.userzoom.com 20. Mobile UX Research Methods Remote UnmoderatedUsabilla Mobile Create visual surveys in iOS or Android browserAllows to test screenshots of an app or a mobile siteUsers can scroll through an image and tap anywhere to leave a point and type up a noteResults Charts and HeatmapsUn-moderated Remote Testing Tool: Usabilla Mobilewww.userzoom.com 21. Mobile UX Research Methods Remote UnmoderatedUserTesting Mobile Create series of tasks for users to performSend it out to users from UserTesting panelWatch recorded videos of the users screenDownside limited to their own panelResults Video of users screen and hand motions audioModerated Remote Testing Tool: UserTesting Mobilewww.userzoom.com 22. Mobile UX Research Methods Unmoderated Remote UserZoom Mobile - New Create a study with tasks for users to perform in their naturalenvironment Test any mobile website and/or a hosted prototype on both iOS and Android devicesTest your competitors mobile site since no coding is neededResults Quantitative and qualitative data (success ratios, time on task, number of clicks, survey responses, clickstreams, NPS) Coming Soon: Session Replay &Unmoderated Remote Testing Tool: UserZoom MobileHeatmapswww.userzoom.com 23. Mobile UX Research Tools: Opinion Research UserZoom Mobile SurveysConduct various types of research projects, including: satisfaction surveys, exit surveys and persona definitionWorks on iOS and Android deviceswww.userzoom.com 24. Fashion Industry Mobile Website UX Benchmark Study (Remote Unmoderated)www.userzoom.com 25. Study Details How do fashion retail mobile websites perform on routine purchase related tasks?4 Brands3 Tasks 1. Choose a black dress and go through the purchase process as if to buy it.2. Look for this* necklace that goes with your dress and continue to checkout.Study Design Tested Between April 15-21, 2013 Between Subjects Design 200 Users/50 users per brand3 Tasks and Survey Questions Recruitment Criteria Female between 25-453. Look for information on how to return an item ONLINE and whether there is an associated cost.*Product name provided Regularly make purchases on theirtablet Used a panel Vendor (SSI).www.userzoom.com 26. Mobile Phone/Tablet Optimization BrandsTablet Mobile siteiPadAndroidwww.userzoom.com 27. Mobile Phone/Tablet Optimizationwww.userzoom.com 28. Study Through Participants Perspectivewww.userzoom.com 29. Study Resultswww.userzoom.com 30. Results Top 4 Findings 1. Based on user feedback on 3 tasks, White House Black Market fares the best in searching and finding products (a black dress & necklace). It also has the highest Net Promoter Score of +26.2. Users found it difficult to find return policy information on these product pages.3. Users do not like registering and disclosing personal information before making a purchase.4. Material, length, weight and how it looks on a person are important product information users seek while making purchasing decisions.www.userzoom.com 31. Task -1www.userzoom.com 32. Results Task 1 Choose a black dress and go through the purchase process as if to buy it Reasons for failureSuccessI was being forced to enter a lot of personal information before I got to the payment details page.100 90 80 70 60The web page would not load.50 40 30 20 10 052424253Kenneth ColeGuessBebeWHBMSuccess rate in percentageIt takes a very long time to enter payment information on a tablet without a full keyboard. It was also difficult to find a black dress I liked in a size 10/m. Its probably easier on a computer, but on a mobile device it was very slow, I had to hit the buttons several times, and my keyboard would pop in and out. www.userzoom.com 33. Results Task 1 Choose a black dress and go through the purchase process as if to buy it.52% Success Clear Payment Methods Mentioned.42% Success Too much to type on a touch pad.www.userzoom.com 34. Results Task 1 Choose a black dress and go through the purchase process as if to buy it EfficiencySatisfaction 756 45 34 322 11 6 2.762.93.283.33Kenneth ColeGuessBebeWHBM0Average Time Taken in Minutes5.7Kenneth ColeGuess6.56.20 BebeWHBMSatisfaction on a Scale of 1-7Guess: I had to give registration info to check out. I dont always like doing that.www.userzoom.com 35. Task - 2www.userzoom.com 36. Results Task 2 Look for a necklace that goes with your dress and continue to checkout. SuccessReasons for failure It says that the necklace is available in "one size" but didnt state the actual length.There was a lack of information on the materials and I would like a picture of the item on a neck to estimate size.Not enough information about what the products were made out of. Wax?? Success rate in percentage I scrolled through the 8 pages but couldnt find it. I had to search for it.www.userzoom.com 37. Results Task 2 Look for a necklace that goes with your dress and continue to checkout.93% Success Product materials clearly listed.51% Success Vague product description.www.userzoom.com 38. Results Task 2 Look for a necklace that goes with your dress and continue to checkout. EfficiencySatisfaction 756 4534 322 101 1.962.262.46Kenneth ColeGuessBebeAverage Time Taken in Minutes2.56 WHBM06.45.46.36.2Kenneth ColeGuessBebeWHBMSatisfaction on a Scale of 1-7WHBM: Love it. Liked the suggestions, reviews and guide to size Kenneth Cole: I like how there are other pieces of jewelry presented as suggestions as to what could go with this particular necklace.www.userzoom.com 39. Task - 3www.userzoom.com 40. Results Task 3 Look for information on how to return an item ONLINE and whether there is an associated cost.Reasons for failureSuccessToo much information!I had to go to the full site to find the info.Success rate in percentageNot very easy to find and probably wouldnt have even tried that hard had it not been for this survey. I couldn't FIND any information about online returns, only in store and by mail.www.userzoom.com 41. Results Task 3 Look for information on how to return an item ONLINE and whether there is an associated cost.82% Success Clear online purchase return information.40% Success Too much information to parse through.www.userzoom.com 42. Results Task 3 Look for information on how to return an item ONLINE and whether there is an associated cost.SatisfactionEfficiency756 45 34 322 11 02.12.162.41.53Kenneth ColeGuessBebeWHBMAverage Time Taken in Minutes5.64.56.36.4Kenneth ColeGuessBebeWHBM0Satisfaction on a Scale of 1-7Kenneth Cole: It was not clear whether the cost for shipping returns was freeGuess: I Had To Go To Check Out To Get The Return Policy. I Need It More Accessible.www.userzoom.com 43. Net Promoter Score - NPS2622222 While all brands have a positive NPS, White House Black Market has the highest with 26. (NPS is the measure of how likely a user is to recommend a site to friends and family.)Net Promoter Score, Net Promoter and NPS are registered trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld. 1996-2013. Bain & Companywww.userzoom.com 44. Mobile Phone/Tablet OptimizationStudy simultaneously conducted in Spain & U.K.www.userzoom.com 45. Take-aways & Recommendations There are many mobile usability research methods & tools in the market today. There is noexcuse not to conduct user research anymore.Based on user feedback on 3 tasks, White House Black Market fares the best in searching and finding products (a black dress & necklace). It also has the highest Net Promoter Score of +26.Crisp product information, precise search results and easy to use filters are aspects users care about while making purchases on websites.Research what your customers care about.www.userzoom.com 46. Questions?Follow us for updates on future webinars! Twitter: @userzoomLinkedin: http://www.linkedin.com/company/userzoomFacebook: https://www.facebook.com/userzoom www.userzoom.com