testing mobile content

04/11/2023 Web Content Chicago, 2011

Testing Mobile Content: Paradigms

for SuccessAhava Leibtag

WebContent 2011@ahaval #wccon


Aha Media Group, LLC


SHALL WE PLAY A GAME?


Today’s Strategy

• Mobile landscape• Creating a mobile content strategy• Creating user scenarios• Testing mobile content easily and

cheaply• Making the case for mobile content

testing


MOBILE LANDSCAPE


Mobile Content Strategy?

• Only 33 % of companies now have a mobile marketing strategy.

• 62 % of businesses plan to launch a mobile marketing strategy over the next 12 months.

• 12% of a company’s marketing spend is on mobile.


How we are using them


Have we gone mad?

Given a list of things (including cosmetics, their car, their passport, their phone and their sense of smell) and told they could only save two, 53% of those aged 16-22 and 48% of those aged 23-30 would give up their own sense of smell if it meant they could keep an item of technology (most often their phone or laptop).


CREATING A MOBILE CONTENT STRATEGY


Content Strategy Basics

Content strategy has 2 major goals:1. Align your content with your business goals2. Help your users accomplish their goals


Tying Content Strategy Together

Business

Strategy

Content

Revenue


Questions: Mobile Content Strategy

1. How will it provide ROI?2. Create valuable content3. How is it delivered? How do they

find it?4. When/how often/why do you

change it?


CHALLENGES IN MOBILE ENVIRONMENTS


Ginny says….

“Every communication is a conversation mediated by technology.”


Major Mobile Challenges?

1. Small Screen Real Estate2. Navigation Aggravation3. Fluid vs. Fixed Environments4. Task Orientation Changes


Awesome cosmic powers, itty bitty living space

04/11/2023

Big Straw Love

Web Content Chicago, 2011


100% home page Too simple

Mobile Home Page Design Continuum


Navigation Aggravation


FIXED VS. FLUID ENVIRONMENTS

FIXED FLUID


TASK ORIENTATION CHANGESFIXED FLUID


What Type of Conversation?

• Task focused

• Information focused

• Distraction focused


USER SCENARIOS

04/11/2023

Learning about our users

•Contextual inquiries (field research)•User interviews•Focus groups•Baseline usability tests•Surveys•Diary studies



Lisa


Lisa’s Scenarios


Marcus


Marcus’ Scenarios


Abigail


Abigail's Scenarios

04/11/2023Web Content Chicago, 2011

Locations

Our Story

Recipes


TESTING MOBILE CONTENT

04/11/2023

Testing Methods & Data

Testing Methods–Usability testing

–5-second impression

–In the field testing

Data–Surveys

–Web Analytics

–Eye-trackingWeb Content Chicago, 2011


STEP 1Determine business critical pages

or parts of the app.


Step 2Determine how you are defining

valuable content.


Step 3

Determine when to test. (Hint: every stage)


Step 4

Choose a testing method.

04/11/2023

Image credit: Nick Bowmast


http://www.bowmast.com/mobile-device-cam/



04/11/2023

Eye-Tracking Mobile User Experiences

http://www.youtube.com/watch?v=iqSh6Hkwo_4


http://www.youtube.com/watch?v=iqSh6Hkwo_4&feature=player_detailpage


Go where they are IN USE


Rules: Effective Mobile Content Testing

• Use an iterative approach with small user numbers who are in the user scenario environments

• Use moderated usability testing to test (test the content, not the site or app)

• Ask direct questions about the content and let users talk about their impressions from there


MAKING THE CASE FOR MOBILE CONTENT TESTING


• Feedback from real, representative users of your product

• Are we meeting user’s needs & wants and time constraints?

• Improve design and content

Usability + Content Testing = Feedback


DESTROY THE CULTURE

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Questions, Ideas, Thoughts?

Ahava LeibtagAha Media Group, [email protected]: ahavaL

mailto:[email protected]

testing mobile content

Technology