Posts Tagged ‘mobile’

Mobile User Insights

Tuesday, November 1st, 2011

AnswerLab has been at the forefront of mobile user experience research since 2005, when we helped Yahoo! develop their first mobile web site.  With the launch of the iPhone 4S and voice-activated mobile experiences, we are confronting another game-changing way we engage with our mobile devices.  It seems like an opportune time to reflect on the insights we have developed this past year over the hundreds of hours we have spent with mobile and tablet users for clients in the retail, online search, IT, and financial services industries.

Here are some of the key insights into the mobile user that we’ve discovered:

  • First Impressions Count… A LOT: Users’ first experience with a mobile application has a strong impact on their brand perception and interest in further engagement; a poor first experience with a mobile application can cause brand aversion and an increase in consideration among competitors’ offerings.
  • Security:  Mobile users express more concerns about security while making purchases on their mobile phones than on their computers.  They want assurance that their billing and shipping information would be securely handled.   Users comfort level is increased when viewing a secure login “lock” icon or messaging regarding security of the site.
  • Efficiency (time) is key – With the possibility of a dropped signal, incoming phone call, or other interruptions while out in the world, users need to be able to quickly complete their task.  For example, when making purchases, users appreciate the ability to quickly checkout using previously saved billing/shipping information.  They expect a simpler checkout on a mobile phone without extraneous content as well.
  • Ease of Use: Pinch and zoom can be fun, but it’s better to just make the elements easily clickable on the small mobile screen – users will tire of having to pinch and zoom every time they want to click a link or select a button.  And keep in mind that mobile “conventions” are still gaining awareness and users need help figuring them out.  Don’t assume they’ll “just know.”  Conventions that span the general web and mobile have a good level of awareness, but emerging conventions for mobile specifically can be really confounding for even more experienced users if they aren’t obviously discoverable and understandable.  Of course, testing helps with this.

Leverage what AnswerLab’s Mobile UX Research Team already has learned about the mobile user for your next project.  We can focus on answering the hard questions about developing digital initiatives specifically for the mobile space.  Contact us to learn how we have helped clients increase app discoverability, design mobile sites, and develop cross-platform mobile strategies.

Looking Beyond Usability to Assess the UX of Mobile Games

Tuesday, October 18th, 2011

Currently, more than half a billion people worldwide are playing computer and videogames at least an hour a day (Jane McGonigal). Due to the growing number of wireless subscribers in emerging markets, the mobile gaming market is predicted to reach $18 billion by 2014, according to a study by Pyramid Research.  Sure, this is great for game developers, but it’s also relevant for brands looking to leverage gaming elements in their digital content.

The powerful elements driving player engagement in a game – such as progress bars, status upgrades and badges – can also engage and reward consumers in non-gaming situations. For instance, LinkedIn’s progress completion bar encourages its members to address the information gaps and complete their profiles.

Understanding the user experience of gaming uncovers ways to make the best use of gaming elements that have the potential to drive adoption and engagement of products beyond “gaming.” It also highlights how to evaluate digital experiences that are not simply about measuring usability.

Last week, AnswerLab’s Sal Becerra had the opportunity to co-present with Electronic Arts’ Laura Smith at the BayCHI monthly meeting.  They shared a case study about evaluating mobile games:  How Research Plays: The UX of Mobile Gaming.

The case study describes how AnswerLab partnered with EA to research their first mobile app development experience. EA’s goal was to be the #1 downloaded free game in the iTunes app store. They set a high bar for themselves and met it – with reviews of 4 out of 5 stars – through the development and implementation of a UX strategy.

EA charged AnswerLab with meeting the following research goals:

  • Create a UX framework the EA mobile gaming team could incorporate into their agile development process
  • Establish benchmark metrics for future development
  • Assess and measure the user experience of EA’s mobile games.

AnswerLab delivered some key “playability” learnings from the study:

  • Fun is about keeping players in the flow. It’s that balance between challenge and boredom.
  • Challenges are good!  When you’re making a casual game, the game itself needs to be challenging.  The players don’t want to feel like they have mastered or finished it, but at the same time it needs to be easy to understand the games objective and use the interface controls.
  • Surprising or unclear game key elements can be delightful.

Interested in more of the details? Do you need ideas about how to evaluate a user experience that goes beyond “usability?”  The full presentation is available here: PowerPoint presentation

AnswerLab Partners with Clients at UPA’s 2011 Designing for Social Change Conference

Tuesday, April 12th, 2011

The past year has been a busy one at AnswerLab. A broad spectrum of client projects, as well as our own mobile research study, provided a wealth of research opportunities, challenges and insights. As the conference season hits full swing we are excited to have the opportunity to share some of these experiences with a broader audience.  Usability Professionals’ Association’s annual international conference happens in June and AnswerLab is busy collaborating with clients for four speaker sessions for the event.
We will present on a range of mobile learnings and best practices – from mobile ethnographies to mobile gaming- as well as sharing what we’ve learned from our partnerships with interactive agencies.

Here’s a peek at what we have planned:

Into the Wild: Uncovering Holistic Mobile Insights, presented by Amy Buckner (AnswerLab), Pamela Walshe (Wells Fargo Bank)

Understanding and connecting with mobile consumers is a huge challenge. We’ll highlight a compelling case study of a major financial institution’s need to understand the consumer experience across their mobile platforms (mobile apps, mobile site, and SMS banking) and how creative user research revealed deep insights. There will be a hands-on, group activity for learning best practices with mobile ethnography work.

Innovating Mobile Research: A Practical Introduction to Mobile & Tablet User Testing, presented by Danaus Chang (AnswerLab), Kuldeep Kelkar (PayPal)
Thanks to changes in the mobile device landscape and rise of ubiquitous connectivity, mobile user experience testing is both a necessity and a challenge. In this talk we’ll go into the logistics of setting up an in-person mobile usability study, demonstrate various set ups and share example findings.

How Research Plays: The UX of Mobile Gaming, presented by Sal Becerra (AnswerLab), Laura Smith (Electronic Arts)
Measuring the UX of mobile gaming is a challenge calling for research beyond usability. We highlight a compelling case study of how a leading game developer incorporated a holistic UX approach within their agile mobile-game development and how a creative user-research approach established a benchmarking framework to assess future products.

Working in Harmony with Interactive Agencies and End Clients, presented by Danaus Chang (AnswerLab), Charles Wiedenhoft (Red Door Interactive )
How do you ensure that your UX research provides insights that answer both interactive agency and stakeholder demands. We’ll share an in-depth case study demonstrating how to set up a UX research project to work harmoniously with both interactive agencies and end clients.

We’re looking forward to celebrating UPA’s 20th anniversary with an inspiring group of presenters attendees. If you’re heading to the conference in June please stop by the AnswerLab booth and say hello.

10 Mobile Usability Testing Tips

Thursday, February 3rd, 2011

Years of mobile testing have led to a number of items that we, as user experience researchers, consider whenever we set out to conduct a test that takes place on a mobile device such as a personal phone or iPad.

In somewhat more typical test, participants will arrive at a lab and use a generic PC for the task at hand. With mobile testing, however, often the participants are asked to bring their own phone with them so that we can see how they interact with the subject using their own device. Of course, we’ve conducted plenty of studies using proprietary subjects, and in those circumstances, the participants use a ‘control’ device. Those tests are easier since you eliminate the issues that inevitably appear when participants are asked to bring in their own device.

With that in mind, and in no particular order, here are ten tips to consider when testing a website/app on a mobile device.

1. Have a backup plan – This includes a backup plan for participants, devices, and location. We’ve seen it all. The participant forgets to bring her phone. Or, he dropped his phone on the way to the study and the screen cracked. Maybe reception is bad for a certain carrier in the particular location that you are conducting sessions. All of these things can, and will, thwart your study. Trust me, I’ve seen them all happen. By assuming things will go wrong, and creating a backup plan, you can salvage almost any situation.

2. Test reception ahead of time – Before conducting the study, you should have an idea of which devices you want to test. Based on this information, do yourself a favor and sit in the room that you plan to have sessions, pull out your phone, and see what kind of reception you get. Now, get a hold of someone with a phone for each type you intend to test and repeat this process.

As a backup plan, make sure that a strong wifi network is accessible. Cell reception is notorious for dropping bars at the exact moment your session starts. Being able to quickly switch to wifi in order to carry on is important.

3. Do your homework – Some of our clients have an idea of which devices they would like to test but there are so many variations that sometimes it is difficult to be totally prepared. Doing your homework can help. For instance, one study we conducted focused on smartphones like iPhones and Android. However, our client wanted to test a few phones that fall somewhere between a smartphone and a feature phone. By working closely with our recruiter, we were able research certain models to see if the participant’s phone would be a good match.

Another good option for doing your homework is to use a virtual testing environment. Products like MITE (Mobile Internet Testing Environment) by Keynote (Disclaimer: Keynote is an AnswerLab client) provide you with an array of virtual devices which make it easy to pull up a website and see exactly how it will appear on that device.

4. Pilot test – At least a day before your first session, and hopefully sooner, conduct a pilot session. It’s best if you treat the pilot exactly like a real session so that you can find the problem areas before you actually bring in real people for testing. If you neglect all the other tips in the article, this is the one to keep. Conduct a pilot and you won’t regret it.

5. Record make/model – Even if our client doesn’t ask, we always record the make and model of the participant’s device. Either have your recruiter do it or take a moment at the beginning of each session to capture this information. It comes in handy, especially for design teams, when something unexpected happens during the test.

6. Bring phone/charger – Instruct your participants, in big, bold letters, to bring their phone and charger to the session. And then tell them again. And once more for good measure. Despite this, at least one of your participants will arrive without their phone. Or their phone will have 10% battery left. I guarantee this will happen during your mobile study.

7. Plan for screenshots – How are you going to capture screenshots for your report? On desktops, that’s simple. For mobile devices, it can be quite a challenge. iPhones, for instance, make it easy to grab screenshots. Androids, on the other hand, do not.

8. Ask questions about site/mobile site/apps in pre-interview – I’ll often include some line of questioning in the pre-interview to understand the participant’s comprehension of full website, mobile websites, and mobile apps. I have found that many participants struggle to articulate the difference between them. Though it may not be pertinent for your study, I think it is easy information to capture and gives my clients a better understanding of consumers.

9. Turn off ringer. Don’t answer texts, etc. – Just like they do at the movie theater, tell your participants that you require their undivided attention during the study. Have them turn off their ringer and encourage them to dismiss texts. Remember, mobile devices are extremely personal and people are used to reacting to any alert, in the moment.

10. Figure out how you are going to record the session and allow clients to observe. This can be a complicated and sometimes costly affair. Simple solutions are often best but every study requires it’s own solution. In another blog post, Image Capture Devices, we discuss some options that might help you sort out the best solution for your needs.

In the Lab: Image Capture Devices

Monday, October 4th, 2010

We conduct a lot of tests at AnswerLab. We test websites, mobile apps, paper prototypes, wireframes, software, and more. For some stimuli, such as a website, capturing the computer screen for observers to see and record is easy. For that we usually rely on Morae Recorder and some kind of streaming solution such as WebEx or GoToMeeting.

Certain stimuli such as paper prototypes and mobile interfaces require creative capture solutions. We’ve used the Noldus Mobile Device Camera, hired videographers, hacked iPhones to display on a computer screen, and used document scanners such as the WolfVision Desktop Visualizer to capture a session.

There are pros and cons to each solution of course. The Noldus requires just the right lighting, videographers are an added expense and require the participant to remain in a somewhat fixed position, and sometimes hacking an iPhone isn’t suitable for the study.

We’ve had good success with the WolfVision VZ-9plus³, especially for paper prototypes and mobile devices. With a large range, the participant has an easy time keeping the stimuli in view. Auto-focus is handy and the number of video in/out ports allows the session to take on a level of sophistication that is often difficult to plan and execute.

For instance, suppose your participant is interacting with a website on a computer in the lab. That computer is plugged into the WolfVision and the observers in the back room are intently watching what is happening as the user interacts with a website. Now, imagine that the designers also wanted to get some feedback on a few paper prototypes during the last ten minutes of the session. No problem, just lay the paper down on the WolfVision’s viewing area, press a button to send the image to the backroom, and your observers are instantly seeing the participant as she interacts with the paper prototype.

Switching from a digital to paper stimuli and sending the image to the backroom is not usually this easy, as any researcher knows.

As I mentioned, each solution has its advantages and disadvantages. The WolfVision has its place but one must pick the right tool for the job. At AnswerLab, we are fortunate to have a plethora of tools at our disposal and picking just the right one for the job is one of our specialties.