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Companies are challenged to understand their mobile customer experience: How their users navigate When and how exactly they use their mobile devices What expectations they have while browsing a mobile site Which web shops or monetisation models work best How to identify and eliminate mobile buying barriers Watch this webinar to learn about new mobile research techniques that have emerged in response to these questions. Find out how much technology – including UserZoom – can assist you in finding answers tailored to your business.
Citation preview
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The #1 Customer and User Experience Research and Analytics Platform
Mobile Research
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Arthur heads up our UK operation
with a
9 years experience in User and
Customer
Experience across all digital
channels,
user interfaces and Mobile
technology.
He has worked with the largest and
most
successful global online brands
delivering innovative and market
leading
solutions.
Our Speaker
Arthur MoanUK Managing Director,
UserZoom Ltd
Webinar: Mobile Research & Mobile Buying Behaviour
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Quick Housekeeping • Chat box is available, if you have any questions
• Or tweet your question using #uzwebinar
• There will be time for Q&A at the end of the webinar
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the
slides/recording
Webinar: Mobile Research & Mobile Buying Behaviour
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• About UserZoom
• Introduction to Mobile Usability
• Mobile Research: Methods & Tools
• In-Lab Testing
• Task-based Mobile Usability Testing
• Voice of the Customer Studies
• Use Cases: Mobile Buying Behaviour
• Benchmark Study: Mobile Booking Behaviour
Webinar Agenda
Webinar: Mobile Research & Mobile Buying Behaviour
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The # 1 Customer and User Experience Research and Analytics SaaS.
With UserZoom you can engage with your customers, increase conversion rates and improve
your customers’ experience.
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• Leading SaaS company specialising in Customer and Online User Experience Research & Analytics
• In business for 10 years, offices in Sunnyvale (CA), Cheshire & London (UK), Munich (DE) and Barcelona (Spain)
• > 70 employees
• We have clients in 20 countries and across all major industries
• 90% of brands renew their license each year
About UserZoom
About UserZoom
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• All in one tool for Customer Experience Management
• Quantitative and qualitative information
• Business and KPI focused approach
• Cost effective
• Ideal for agile methodologies and strategic measurement
• Empower our clients to conduct scalable and repeatable research in-house
• Dedicated technical and research support as and when required
Key benefits:
About UserZoom
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Highlighted clients:
About UserZoom
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Webinar
Webinar: Mobile Research & Mobile Buying Behaviour
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About Mobile Usability
• People are becoming increasingly comfortable
with making online transactions through their mobile devices.
• Understanding the statistics and results found when
conducting
mobile usability testing could give organisations a huge
advantage
DeiceScreen SizeNavigation
ScrollInteraction
EnviornmentNoiseLight
ConnectionMovement
Introduction to Mobile Usability
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About Mobile Usability
DeiceScreen SizeNavigation
ScrollInteraction
EnviornmentNoiseLight
ConnectionMovement
Introduction to Mobile Usability
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About Mobile UsabilityMobile-Optimised Sites should:
• Display a search bar for content-heavy sites
• Be accessible for all devices
• Have content and images designed for small screens
• Retain brand identity
• Ensure the mobile site is designed to enhance the ability to
complete purchase-related tasks, this will help improve users level
of engagement
Introduction to Mobile Usability
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How can you research CX on mobile devices
• Field Studies
• Ethnographic Studies
• Usability Lab
• Remote Mobile Usability
Testing
• Mobile Voice of the
Customer
UsageUser SettingsNecessities
DeviceScreen SizeNavigation
ScrollInteraction
EnvironmentNoiseLight
ConnectionMovement
CONTEXT
Mobile Research: Methods & Tools
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How can you research CX on mobile devices
• Field Studies
• Ethnographic Studies
• Usability Lab
• Remote Mobile Usability Testing
• Mobile VoC
Qualitative Quantitative Real context of use
Mobile Research: Methods & Tools
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In-Lab Testing: How it works
Users perform tasks while
they
are being observed by a
Researcher, camera mounted
on
phone to record interaction.
Mobile Research: Methods & Tools – In-Lab Testing
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In-Lab Testing: Advantages
1. Close to the customer:
Receive qualitative mobile
user data
2. Generate ideas: Obtain
qualitative user feedback
to improve prototypes and
products
Mobile Research: Methods & Tools – In-Lab Testing
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In-Lab Testing: Disadvantages
1. Small sample size
2. Test are not conducted in
real user contexts
3. Only qualitative results
4. Difficult to predetermine
the tasks due to the range
of mobile user settings
Mobile Research: Methods & Tools – In-Lab Testing
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In-Lab Testing: Conclusion
Not the most suitable research technique for mobile research
Mobile Research: Methods & Tools – In-Lab Testing
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Mobile Remote Usability Testing:
Enables companies to:
• listen to the voice of their mobile
customers,
• conduct usability testing and UX
research on both phones and tablets (iOS and
Android).
Only solution on the market that allows
collecting
quantitative and qualitative data in the same
study.
Mobile Research: Methods & Tools – Mobile Research
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Mobile Usability Testing: How it works
Users perform tasks on a
mobile
website. Their browser
interaction,
mouse movements,
comments,
and facial expressions are
caputred.
Mobile Research: Methods & Tools – Tasked-Based Mobile Research
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• Remote Unmoderated• Live mobile websites &
Prototypes• Email Invitations to Participate• Install a UserZoom Native App (no additional code required)• Android & iOS• Collect Success/Efficiency
Ratios/Survey data & behavioural data
• Video Session Replay on mobile / tablet web including gesture capture
• Picture in Picture technology: Watch and listen your users.
Mobile Research: Methods & Tools – Tasked-Based Mobile Research
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Mobile Usability Testing: Advantages
1. Real user context
2. Large user samples
3. Combine quantitative &
qualitative data
Mobile Research: Methods & Tools – Tasked-Based Mobile Research
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Hundreds of users agree to participate
in a study
In their natural context
From geographically spread locations
Users try to complete tasks (or goals) + answer questions
No human moderation needed
Our browser bar connects users with our secure servers
Mobile Research: Methods & Tools – Tasked-Based Mobile Research
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Mobile Usability Testing: Disadvantages
1. Less in-depth follow-up
questions related to a
certain behaviour
2. Qualitative data not as
profound as in-lab, in-
person test with
moderators
Mobile Research: Methods & Tools – Tasked-Based Mobile Research
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• What percentages accomplish their goals?
• What issues do they encounter?
• Why do they abandon?
• Do they find the site easy to use?
• What do they want to accomplish on the site?
• How and why do they use the site?
• Where do users click when they are trying to meet a
goal?
The critical data collected will answer questions such as:
Mobile Research: Methods & Tools – Tasked-Based Mobile Research
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Watch and listen your users with our Picture in Picture
Technology.
Using a scenario-based methodology, UserZoom is capable of
gathering both qualitative and quantitative data, such as:
Users' suggestions & feedback (per task)
Session video replay (per task)
Satisfaction & perception
indicators
Effectiveness / Efficiency ratios (time and clicks)
Visual clickstream paths )
Mobile Research: Methods & Tools – Tasked-Based Mobile Research
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Mobile Usability Testing: Conclusion
Great research technique for mobile
research
Mobile Research: Methods & Tools – Tasked-Based Mobile Research
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Mobile Voice of the Customer
Intercept users after their
browsing experience
+ Real user context, provides
clear insight into problems
users
encounter (content,
navigation,
etc.), large samples
- No information
related to usability
Mobile Usability Research Methods – Voice of the Customer
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Voice of Customer – Mobile Apps
Initial Questionnaire
(on App) Exit Alert
(after closing App)Exit Survey
(on browser)
Exit Alert
(after closing App)
Exit Survey
(on browser)
Option 1 Initial Questionnaire
(Navigation)
Exit Alert
Exit Survey
Option 2 (Navigation)
Exit Alert
Exit Survey
How It works:
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What you get...
Clickstream path
Feedback and satisfaction
from users
Video Session replay
Voice of Customer – Mobile Apps
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Information you obtain:
Determine if it is necessary to test in a real user context:
• User Context• Motivation of Use
• How users behave and
why
• Tasks they perform
• How many perform a
certain action
• What actions/information
is missing
• What actions work
well/do not work
• How users rate their
mobile experience
Mobile Usability Research Methods – Voice of the Customer
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Use Cases1. Mobile Usability Testing• Multi-Device usage: Mobile vs. Tablet
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Mobile vs. Tabet
International Benchmark StudyOnline Booking Behaviour: comparing holiday websites
Use Case #1: Mobile vs. Tablet
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About the Mobile Usability Study
Overview
Use Case #1: Mobile vs. Tablet
Results
• Per task, per device, and per country including
user comments
• NPS per brand
Set-up
• Task-based online remote test
• 360 users, frequent online leisure travel shoppers
• 3 countries: UK, Germany, Spain
• 9 brands (3 per country)
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How did we conduct the study?
Use Case #1: Mobile vs. Tablet
Results we obtain with Mobile Remote Usability Testing
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Tasks
Use Case #1: Mobile vs. Tablet
• Participants were given the name of the city, of the area, travel dates
• Validated by: Questiono What´s the name of the hotel?o How much is the parking space?
• Participants were given the name of the shipping company, the route, travel dates
• Validated by: Questiono What´s the name of the ship?o What´s the name of the YC1
Deluxe Suite?
Task 1
Look for a
4-star hotel for a
weekend city break
Task 2
Search for a
7-day Mediterranean
cruise
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Brands tested
Use Case #1: Mobile vs. Tablet
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How did we conduct the study? – Results Task 1
Look for a
4-star hotel for a
weekend city break
Search for a
7-day Mediterranean
cruise
Use Case #1: Mobile vs. Tablet
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Look for a 4-star hotel – Effectiveness (Success)
Search for a
7-day Mediterranean
cruise
Success
Non-Success
Success
Non-Success
Use Case #1: Mobile vs. Tablet
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Example Video Virgin Holidays
Use Case #1: Mobile vs. Tablet
Virgin Holidays performed the best on both devices, however did better on mobile than
tablet:
Session Replay
TABLET user unsuccessful in
booking a 4-star hotel in New
York:
”There should be
more filter options
to find what you
want.”
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Success
Non-Success
Success
Non-Success
Look for a 4-star hotel – Effectiveness (Success)
Use Case #1: Mobile vs. Tablet
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Success
Non-Success
Success
Non-Success
Look for a 4-star hotel – Effectiveness (Success)
Use Case #1: Mobile vs. Tablet
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Why were users unable to complete the task of finding a hotel on their tablet or mobile?
• Browsing difficulties – could not find the information• Lack of filters, e.g. filter by area• Search function – not desired/expected results • Price calculation – final price not visible• Not mobile optimised
Use Case #1: Mobile vs. Tablet
Look for a 4-star hotel – Mobile vs. Tablet
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What did you think about the pictures of the hotel?*
*Question asked in study
Appealing pictures are important when choosing one hotel over an other:
1. Pictures are either not appealing or do not contain sufficient information.
2. Photos often don´t reflect the atmosphere of the hotel.
3. They are too general and don´t reflect the real size of a room.
4. Missing pictures of all room types as well as of bathrooms and exterior views.
What do users want to see before booking a hotel?
Use Case #1: Mobile vs. Tablet
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What did you think about the information and description of the hotel and its services*
*Question asked in study
Users value information
about services near the
hotel, transport from the
airport, activities to do in the
city, videos, and maps.
1. Users need more detailed information related to the hotel services.
2. People want to know how much the hotel charges for additional services such as parking and Internet access.
3. Booking sites should show the total price for the booking for the days selected in addition to the price
per night.
4. Providers should indicate the total price from the start.
5. Websites should provide information regarding interesting sights in the area and public transport.
Use Case #1: Mobile vs. Tablet
What do users want to know before booking a hotel?
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Look for a
4-star hotel for a
weekend city break
Search for a
7-day Mediterranean
cruise
How did we conduct the study? – Results Task 2
Use Case #1: Mobile vs. Tablet
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Success
Non-Success
Success
Non-Success
Use Case #1: Mobile vs. Tablet
Search for a cruise – Success in achieving task
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Tablet Mobile
• Hotels and Flights visible on the main menu
• Cruises hidden within another icon
• No option for cruises at all in the menu on mobile
• Users forced to search
Search for a cruise – Example Ebookers
Use Case #1: Mobile vs. Tablet
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Example Video Ebookers
Use Case #1: Mobile vs. Tablet
TABLET user successful in finding the access
to book a cruise:
MOBILE user unsuccessful in finding
the access to cruises:
Session Replay
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Virgin Holidays (Mobile) Travel Supermarket (Mobile)
Use Case #1: Mobile vs. Tablet
Search for a cruise – Examples
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Success
Non-Success
Success
Non-Success
Search for a cruise – Success in achieving task
Use Case #1: Mobile vs. Tablet
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Success
Non-Success
Success
Non-Success
Search for a cruise – Success in achieving task
Use Case #1: Mobile vs. Tablet
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Why were users unable to complete the task of looking for a cruise on their tablet or
mobile?
• Navigation problems – hidden menus• Lack of information – e.g. about route• Search function – not desired results
• Not mobile optimised• Information is not always visible/accessible – hidden menus
Use Case #1: Mobile vs. Tablet
Search for a cruise – Mobile vs. Tablet
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Main issue encountered when searching for cruises on a website:
1. Access to cruises is on a hidden menu and not on main
menu e.g. next to hotels and flights
2. Cruise icon hard to identify on menu tab
Use Case #1: Mobile vs. Tablet
How accessible is the information users are looking for?
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Would users book a trip on their mobile device?*
*Questions asked depending on task and device: Would you book a hotel/cruise on your mobile/tablet?
• More than half of the 360 participants say they would book a hotel or cruise straight away, if the website offers the trip they are looking for. • Only some prefer to complete the booking on their PC.
• Compared to tablet users, more mobile shoppers prefer to complete the booking on their desktop instead of booking on their mobile.
Use Case #1: Mobile vs. Tablet
The moment of Truth: Mobile Booking Decision
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Why do mobile users decide not to book a trip?*
*Questions asked depending on task and device: Why wouldn´t you book a hotel/cruise on your mobile/tablet?
• Inconvenient to browse, write, and search for information.
• Security issues: users perceive mobile devices to be less secure than a computer.
3 main reasons which apply to both devices in all 3 countries:
• Not able to save or print the booking directly.
Use Case #1: Mobile vs. Tablet
Online Booking Barriers on Mobile Devices
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On which mobile device would users book a trip?*
*Questions asked depending on task and device: Would you book a hotel/cruise on your mobile/tablet?
• Users would rather book a cruise on their mobile device than a hotel.
• This mobile booking behaviour may be related to the fact that a cruise is perceived as a closed package whereas a hotel reservation requires a more active search.
Use Case #1: Mobile vs. Tablet
Online Booking Barriers depending on Mobile Device
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NPS (Net Promoter Score) per brand*
*NPS is a metric for measuring user satisfaction. It is calculated as the difference between brand promoters and brand detractors.
Use Case #1: Mobile vs. Tablet
Which brand is rated best by mobile users?
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NPS (Net Promoter Score) per brand*
*NPS is a metric for measuring user satisfaction. It is calculated as the difference between brand promoters and brand detractors.
Use Case #1: Mobile vs. Tablet
Which brand is rated best by tablet users?
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Q&AAny question?
Usability Studies & eBooks:http://www.userzoom.co.uk/userzoom-usability-studies/
Contact us
Arthur MoanUK Managing Director
[email protected]: +44 7900 472920
www.linkedin.com/company/userzoom@UserZoom_ukFollow us