mobile ux research: travel consumer preferences for mobile and tablet

August 2, 2012 2PM EST / 11AM PST

Mobile UX Research: Travel Consumer Preferences for Mobile and

Tablet

Agenda

• Introduction to Speakers • Mobile/tablet travel consumer preferences and landscape• Mobile user experience research methods (qualitative and

quantitative)• Case study featuring Miamiandbeaches.com

8/2/12 Travel Webinar August 2012

Introduction to Speakers & Host

AVP, Greater Miami and Beaches Visitors and Convention Center

@MiamiandBeaches

CEO, Key Lime Interactive

@KeyLimeInteract

CEO, UserZoom

@UserZoom

Ania Rodriguez Josie Llado Alfonso de La Nuez


About UserZoom

• All-in-one Enterprise software solution that helps UX Pros cost-effectively test, measure and improve Customer Experience over websites and mobile apps.

• We specialize in online (or remote) research & usability testing, saving time, money and effort, while still obtaining very rich insights

• In business since 2002 (2009 as SaaS), offices in Sunnyvale (CA) Manchester (UK), Munich (DE) and Barcelona (Spain)


Product Suite: Unmoderated Remote Usability Testing Online Surveys (web & mobile) Online Card Sorting Tree Testing Screenshot Click Testing Screenshot Timeout Testing (5-sec test) Web VOC Mobile VOC User Recruitment Tool

Key Lime Interactive (KLI) is a user research firm that conducts both qualitative and quantitative research for Fortune 1,000 companies, mid-to-large design agencies, and government agencies. We make it our business to answer research questions that help a company move the needle in terms of acquisition, convergence, and customer experience differentiation. To our clients we are known as a valuable source for:

→ User Research → Strategic Development → Competitive Analysis → Mobile Syndicated Research

The core areas of expertise and most frequent methods that we employ include:

General Usability Testing Mobile Research/Testing Eye Tracking Shop Along Multi-Channel Testing Product Testing Medical device testing Testing in Spanish/Latinos Focus Groups/Triads

Unmoderated Research Intercept Studies Task-based research

using online tools Targeted Surveys Card Sorting 5-Second test Task Analysis Driver Analysis

Expert Reviews Competitive Benchmarking Strategy/ Roadmap Ethnography Diary Studies Personas Parallel Design Prototyping

About Key Lime Interactive

About Miami and Beaches

• The GMCVB is a sales and marketing organization. Its mission is to attract people and organizations to visit Greater Miami and the Beaches for conventions, business and pleasure.

• Acting on behalf of its members, government partners and the citizens of Miami Dade County, the GMCVB markets and promotes all areas of the community as a preferred destination.


TRAVEL CONSUMER PREFERENCES AND LANDSCAPE

Travel and Digital Media in the News

• HotelTonight (mobile only approach) is “finding that not only do its iOS users tend to spend more but they also are 33 percent faster at booking a hotel reservation than Android users.” HotelTonight claims to have 2.5 million app downloads to date.

• CheapTickets Events website went live recently. “According to a recent survey by CheapTickets.com, nearly 65 percent of consumers attend theatre shows, sporting events or concerts when travelling.”

• At the Global Business Travel Association’s annual conference, FlightView released survey results showing that 70% of business travelers agreed that the most important task on their mobile device is the ability to rebook flights.

• Kayak IPO

• A little over a month ago (6/20/12) Orbitz released a brand-new iPhone app


KLI Syndicated Travel Consumer Preferences Sneak Peek Study Summer 2012• Data herein is based on a preliminary survey (sneak

peak consumer study) conducted by Key Lime Interactive using the UserZoom technology

• Study dates: July 18– 25, 2012

• 110 participants with smartphones– 18% have owned phone for < 6 months– 25% have owned phone for 6-12 months– 56% have owned phone for > 1 year

• 42 participants with tablet

• All travel at least once a year for pleasure

The full study will be available for purchase early September


55%45%

56% < $75K;

44% $75K+

Marital Status: 53% Married Age: 85% 18-44; 15% 45+

Children: 48% with children

Travelers with Mobile and Tablet Devices

WebOs/Touchpad

Android Tablet

iPad

Blackberry

Android

iPhone

0% 5%10%

15%20%

25%30%

35%40%

45%50%

3%

12%

24%

16%

45%

44%

Breakdown of Devices

Orange bar shows results from KLI Summer 2012 Syndicated Consumer Sneak Peek Survey (n=110)

ComScore predicts that by the end of 2012, more than 500,000,000 SMARTPHONES are expected to flood the market


(multiple responses accepted)

Devices vs. % Time

When PLANNING a trip, how much of your time is spent using the following devices:

When AT LOCATION, how much of your time is spent using the following devices:


Last time I booked, I used (select all that apply):

14%

63%

17%

6%

Work ComputerPersonal ComputerSmartphone:iPad/Tablet

Source: KLI Syndicated Travel Consumer Preferences Sneak Peek Study Summer 2012 (n=110)

Personal Computer

Smartphone

Work Computer

Travel Agent

Tablet

0% 50% 100%

81%

22%

12%

8%

5%6%

24%

58%

9%

Work Computer Personal ComputerSmartphone iPad/Tablet


Device vs. Task (Pre-Trip)

8/2/12

Source: KLI Syndicated Travel Consumer Preferences Sneak Peek Study Summer 2012

Travel Webinar August 2012

Task Smartphone iPad/Tablet Website on PC

I never do this before

my trip

Search for places to stay 12% 26% 88% 0%Search for flight options 24% 19% 83% 2%

Search for events happening during your vacation (e.g., festivals, concerts, etc.)

22% 22% 78% 2%

Search for directions / Look at map43% 19% 74% 2%

Search for Deals/Coupons 27% 27% 73% 2%Look for recommendations 36% 23% 69% 5%Look for places to eat 41% 21% 69% 0%Find sightseeing tours 10% 20% 68% 15%View photo galleries 20% 23% 65% 15%

Top tasks for users who own a PC, Smartphone and a Tablet/iPad (Multi-device interaction included)


Device vs. Task (During Trip)

8/2/12

Top tasks for users who own a smartphone, iPad/Tablet, and PC.


Task Phone iPad/Tablet Website on PC Other

Search for directions / Look at map 67% 21% 31% 5%

Look for places to eat 64% 19% 43% 5%Check the weather 64% 36% 26% 2%

Search for events happening during your vacation (e.g., festivals, concerts, etc.)

56% 24% 34% 5%

See what’s around me now 56% 27% 32% 7%

Search for Deals/Coupons 51% 20% 24% 15%

Check out the nightlife options 50% 19% 29% 7%

Search for shopping locations 50% 20% 28% 15%



Mobile Site vs. App

51%

10%

39%

When you are traveling do you use:

BrowserAppBoth



Top Travel Apps


22% had at least 1 airline app 25% had the Yelp app 25% had Expedia

Vs. 9% Car Rental App (e.g. Hertz)7% Hotels App (e.g. Marriott)4% Cruise App (e.g. NCL)

Vs. 14% UrbanSpoon

Vs. 15% Hotels.com13% Kayak11% Orbitz3% TripIt


Destination Apps Usage

8/2/12

12%

30%

58%

City and Event Specific Apps*

Yes and I still have at least one city or event app on my phoneYes, but I always delete after using itNo / Never Used

* Have you ever downloaded or used a CITY OR EVENT SPECIFIC travel related application on your mobile phone or tablet? (e.g. official destination app)


Travel Apps: Max $


44% FREE 26%: $0.01-$0.99 14%: $1.00-$1.99

In the recent KLI Syndicated Travel Consumer Preferences, 44% want it free and 26% are willing to pay up to $0.99.

Source: KLI Syndicated Travel Consumer Preferences Sneak Peek Study Summer2012 (n=110)

Opportunities

8/2/12

• “Should be used without internet.”

• “Safe neighborhood guide”

• “Voice activation”

• “Live chat with nearby people”

• “Ability to purchase theaters/live performances that have tickets available”

• “Up to date information”

• “A social function where people can pin notes and alert others of where great places are on the spot.”


MOBILE TESTING

User Research and Mobile

• Lab Testing• Walk-alongs/ Travel alongs• UserZoom Surveys/VOC


Mobile & Tablet Testing In-Lab

• We’re staying ahead of the curve in mobile usability testing• We reflect the screen so that groups of designers can view action live during testing, allowing teams to rebuild,

revamp, and practice rapid design iteration, if interested.


Walk-Along / Travel Along

• Gathering insights in the real-world is paramount to ensuring success for mobile and tablets

• Using SMI Eye Tracking Glasses, KLI tests mobile and tablets at any location

• This method allows for us to get the first-person view of what users are viewing while completing a task


• Site visits analysis• Reasons for abandonment• Net Promoter Score• and answers to other questions

iOS & Android. Apps & Mobile Sites.

Unmoderated: Mobile Intercept

1

3

4

5

User launches app

2

MIAMI AND BEACHES CASE STUDY

Miami and Beaches Mobile App Study25

Mobile intercept of Miami and Beaches iPhone app users to gather intent and satisfaction:

• Why were users downloading the application – were they already in Miami or planning a visit to Miami?

• Were they able to find what they were looking for? • What other features would they like to see in a Miami

and Beaches app?

Participant Experience26

115 Participants Study Dates: 9/8-10/2

Survey Findings: Primary Purpose27

69% of visitors used the app to learn about Miami and browse events

Other, please specify:

Make hotel reservations

Decide where to stay

Find businesses or special offers “around me now”

Find special offers and deals

Browse Miami events

Learn about Miami

0% 5% 10% 15% 20% 25% 30% 35% 40%

5%

3%

4%

7%

11%

32%

37%

N=115

Q: Which of the following best describes your primary purpose for using the mobile application today?

I’m not sure

No, I was unable to accomplish what I came to do on the application

I was only partially successful

Yes, I was successful

0% 10% 20% 30% 40% 50% 60%

9%

12%

23%

57%

Survey Findings: Success28

57% were completely successful during the visit

N=115

• Among the reasons participants were unable to accomplish their task included:• Limited information

• “As a Miami resident, I know of far more listings than the ones that appear in the app. For instance, there are many more dining spots in the Kendall area compared to the one listing found in the app.”

Top Suggestions for Improvement29

• More items/events per category• More access to discount shopping/dining (e.g., coupons)• Ability to review/rate a business• More robust search options in the mobile app (e.g., ability to search multiple categories)• Access to menus• Option for users to share/post events and suggestions per category (link to social media)• More information about bars and nightlife• More information on beaches• More information about shopping including malls• More family oriented or children listings• More photos• Differentiate between one-time events and reoccurring events• List sporting events• iPad version• Add Hidden treasures – little known places to eat or visit

Use of Insights30

Leveraging insights along with secondary consumer and app research to plan the next generation Miami and Beaches apps.

THANK YOU / Q&A / NEXT STEPS

@KeyLimeInteract @UserZoom

Interested parties who want a copy of this presentation and/or are interested in learning more or purchasing the full travel survey (n=500 smartphone “and” tablet owners who travel at least once a year for pleasure) contact:

[email protected]

mailto:[email protected]

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