Mobile UX Case Study

Jennifer Zamora

User Research

2012

Contents

• Case study overview – UX test timeline over product development

• Example of final UX write up – Executive summary

– Goals

– Protocol

– Participants

– Results

– Appendix

Mobile UX Case Study Overview Timeline: November, 2011 – June, 2012 # of user test days: 5 # of participants: 27 Key changes made from UX tests: Tutorial details and flow, clarity around rewards, explanation of the tour concept.

“The cameras gave the team

a clear view of how the

players were interacting with

the game… This helped us a

lot in streamlining our UI.”

Matt, Producer TTRT

Iterative User Testing Timeline

Nov ‘11 Nov ‘11 Feb ‘12 April ‘12 June ‘12

- NUF confusing - No Tour concept in NUF - Tutorial text is small & lengthy

- Tour concept

- Role of mentor

- Rewards + Slice/shake controls

- Tour concept - Rewards + Tutorial guides user through acts (less text, auto flow, no mentor)

- Rewards - No call to action on “acts complete” + Tour concept is more visible

+ Tour concept grasped + Rewards understood + Jam on “acts complete” understood (keeps user engaged)

Lack of clarity on key concepts improved via iterative development and user testing.

EXAMPLE OF RECENT UX REPORT

Executive Summary

• Differences between currencies (Credits, Picks, Notes) are unclear.

– Players are not sure how to earn/use Picks and Notes.

– Users do not know how to get more credits.

• The requirements to purchase a track confused users.

• Decorating the wall can be more intuitive.

– Users did not know how to move items from My Stuff to My Wall.

– Buying multiple wall items is a slow process.

– UI feedback on wall is lacking.

• Purpose of the star bonus is not clear.

Goals

• Have previous changes improved since last UX test iteration?

• User understanding of: – Tour concept, and completing Acts

– Difference between Tour and Jam

– Ability to select memorabilia in wall store and decorating wall

– Ability to navigate through monetization flow to purchase Picks/Notes

• Are the core functionalities learned and applied? – Specifically tap, slice, shake motions

Protocol

• 2:1 friendship pairs

– Teenage participants test in pairs to encourage natural conversation and thoughts.

• Approx. 1 hour sessions

• 30 minute break in between participant sessions

– Team discussion with stakeholders to discuss findings and iterate test script/tasks

Participants

• Target demo:

– Teens from 13-18 years old

– Mobile gamers

• Specifically iOS players

• Participant details:

Participant Age Gender Games Played

P1 14 F Temple Run, Fruit Ninja, TTR

P2 15 F Temple Run, Jetpack Joyride, TTR

P3 16 M WWF, Fruit Ninja, TTR, Angry Birds, Temple Run

P4 16 M Angry Birds, Plants vs Zombies, TTR

P5 13 M Fruit Ninja, Angry Birds, Temple Run, TTR

P6 13 M Temple Run, TTR, Doodle Jump

Results

Usability Findings Recommendations Priority

Differences between currencies (Credits, Picks, Notes) are unclear •Users are not entirely clear on the difference between Credits, Picks, and Notes. The Picks are viewed as more valuable since they unlock acts, but some users were under the impression that you are required to buy Picks to unlock acts in order to complete the tour. This is due to the wording of the pop up when users tap on the Picks. •Players are not sure how to earn/use Picks and Notes.

•Consider rewording the text on the Picks pop up to clarify whether you are required to purchase the Picks to complete the tour. •Consider including text on the Picks/Notes info pop up that explain how to earn the items.

Medium

Users do not know how to get more credits. •Participants are able to view how many credits they have, but do not know how to get more once they view the "Sorry you do not have enough credits" pop up. •It is not clear if the credits are iTunes credits or if they are credits you purchase within the game.

•It may be beneficial to have a text pop up available for users to tap on, and understand the functionality of credits. •Consider offering a call to action on the "sorry you do not have enough credits" pop up so users can directly make a purchase.

High

Results

Usability Findings Recommendations Priority

The requirements to purchase a track confused users. •When purchasing a track, the requirements show two buttons side by side (500 credits and 0.99 cents). Users are not sure if they are required to pay both currencies or if only one is needed.

•Include "and" or "or" in between the two currency options to clarify the requirements to purchase a particular track.

Medium

Some users have trouble with selecting items and placing them on the wall. •The screen does not have information or indicators that tell the user to tap on the item. Some participants thought to tap and drag the item to the My Wall button at the bottom.

•Consider incorporating a drag and drop feature that lets users add their "stuff" to their wall. •Consider including hints for users so they know to tap on the item if they want to move it to the wall.

Medium

Results

Usability Findings Recommendations Priority

Buying multiple wall items is a slow process •Users felt that purchasing and placing multiple wall items can be a smoother process if there was a shopping cart. Multiple items could be added to the cart and one check out could send all the items to the inventory.

•Consider implementing a shopping cart to simplify the process and reduce load time.

Medium

UI feedback on wall is lacking. •While trying to arrange items on the wall, a participant did not realize that she could not place the wall item where she desired because it did not fit.

•Consider including more visual feedback to communicate to the user when items do not fit in a particular location.For example the outline can turn red to indicate lack of space.

Medium

Purpose of the star bonus is not clear. •Users are not sure what the star bonus will do and some participants did not know to tap on the star icon.

•Consider including a pop up during the tutorial (or during later gameplay) to explain the bonus.

Low

Appendix

• Full report posted on Confluence: • https://confluence.playdom.com/display/analysis/Tap+Tap+Revenge+Tour

• Tap Tap Revenge Tour App • https://itunes.apple.com/us/app/tap-tap-revenge-tour/id471412333?mt=8