At OTOinsights we have conducted over 40 research projects in the mobile sector for mobile application developers and mobile manufacturers helping design products that connect with customers in meaningful ways. Using our experience and knowledge we have created a new study called 'Mobile insights'. Key points include: - details of research methodologies and techniques that can be used to understand the customer 's 'informational landscape' - explores how to make mobile applications not only 'usable' but also 'engaging' so that your customers want to use them time and time again

1. April 15, 2010 “Mobile User Experience on Apps and Widgets”

2. Dr. Philip Rhodes, Ph.D. Philip holds a Ph.D. in Information Design from the University of Portsmouth. He has extensive research and teaching experience in hypermedia design and information architecture. He speaks fluent Portuguese, having lived and worked in Brazil. Before joining OTOinsights, he worked with US solution providers Rare Medium and Sapient, as Director of Information Architecture. Specializing in offering user-centric online solutions within the banking, education, and telecommunications sectors. He also taught at several universities in Brazil and the UK, and has been widely published. Philip is both the Managing Director and the Director of Customer Experience Research & Design at OTOinsights, and a Fellow of the Royal Society of Arts. Managing Director & Director of Research

3. Agenda

4. OTOinsights Overview

5. Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 140 professionals in 7 offices located in North America, Latin America, Europe, and Asia. One of the 20 “Hottest Independent Digital Firms” Globally AdAge, 2007 One of the Fastest Growing Private Companies Inc Magazine, 2008

6. OTOinsights OverviewEstablished in 2002, OTOinsights has conducted over 400 research project in over 30 countries.Specialists in neuromarketing and customer experience strategy, research and design.Undertake discrete point-in-time projects and strategic engagements.Experience across all platforms including digital (e.g. web, intranets, mobile devices, PDA’s, i-TV, etc.), call centers, retail environments and physical products (e.g. laptops, printers, etc.)OTOinsights Offerings:Amplifying Engagement

8. Information Architecture

9. User Scenarios

10. Behavioral Use Cases

11. Feature Matrix

12. Wireframes

13. Site Maps

14. Prototype Development

15. Eye-Tracking

16. Pre-Cognitive Neurological Engagement

17. Cognitive Emotional Tagging

18. Usability Testing

19. Focus Groups

20. In-Depth/Paired Interviews

21. Online Surveys

22. Expert Evaluations

23. Accessibility Audits

24. Ethnographics

25. Research/Tracking

26. Socially Informed/ Multi-Channel Personas

27. Engagement Mapping

28. Cultural Anthropology

30. OTOinsights Clients

31. OTOinsights Clients: Mobile 10

32. PART 1: Context: The App Landscape

35. Why do people use mobile apps?

36. How do people become aware of mobile apps?

39. US study (April/May 2009)

40. Downloaded 23.6 apps on average

41. Use 6.8 apps per day

42. Use for more than 30 mins a day

44. 31% read a newspaper less

45. 28% use a GPS less

46. 28% use their MP3 less

48. To kill time

49. Peer pressure

50. Just interested in technology

51. “Just what you do – browse the store”

52. Interested in a particular subject/have a specific needWill apps make the phone become the modern Swiss army knife?

54. ‘Word of mouth’

55. Just browsing the ‘app store’

56. Aware through media campaignMajority of users don’t know what they want, until they find it

58. PART 2: Designing Apps

59. BecomeAware Designing Apps Find, Buy and install Lose interest Use and re-use

60. Designing Apps: Use and Re-use Usable Useful Engaging

62. Information landscape

64. Communications

65. Spontaneous

66. Geo-sensitive

67. Short temporal usage

69. Real world v system

70. User has control

71. Consistent

72. Recognition v recall

73. Efficient & flexible

74. Recover from errors

75. Support (help)Poor user experience +time, +effort, -reward EFFORT Good user experience +time, +effort, +reward TIME REWARD Excellent user experience -time, -effort, +reward

77. Usability

79. Usability

81. Usability

83. BecomeAware Apps Journey… Find, Buy and install Lose interest Use and re-use

85. Is the App ‘free’ or ‘paid for’?

86. Is there a ‘paid for’ promotion/offer e.g. try before you buy, limited functionality App?

87. Where is it installed on their mobile device?

88. Touchscreen or not touchscreen?

90. Personal recommendations are key

91. Other recommendations e.g. app developers, operators, celebrities

93. Considerations when:

94. User upgrades their mobile device

95. User switches networkApps Journey: Loose Interest

96. PART 4: Insights & Conclusions

98. Focus on Context, Goals & Needs (task, locale, informative)

99. Don’t try and support everything (create device families)

101. What type of behaviour can we predict

102. When will they interact?

103. Will they have time to wait for content?

104. Why will they use the service?

106. Future Webinars from One To One Interactive “Increasing Conversions, Revenue and ROI through Content Testing and Optimization (CTO) The digital marketing space offers unique opportunites for Content Testing and Optimization (CTO). The April 29th webinar looks at how OTOi designs and executes a CTO strategy, employing A/B/N and multivariate testing. Case studies are presented showing how OTOi has achieved significant successes in increasing conversions, revenue and ROI through an ongoing CTO process.The webinar covers the digital marketing strategy behind CTO, explains how A/B/N and multivariate tests are designed and shows, through case studies, how CTO strategies can be successfully applied across a wide range of campaigns. Along with lifts in conversion, revenue and ROI, the webinar demonstrates how a CTO strategy also provides a library of best practices for ongoing marketing campaigns. There will be a Q&A period following the presentation.