Optimizing Mobile UX Design: Webinar on Mobile User Experience Research Methods & Tools Most businesses are investing in mobile apps and mobile commerce. Recently, more emphasis has been placed on the interactive experiences users have on mobile devices To explain how to optimize the user experience on mobile interfaces, UserZoom will be joined by special guest User Centric in a complimentary webinar. The webinar will focus on how user experience research methods and tools can add extremely valuable insights into the design process and help brands optimize their mobile site or application’s performance. Attendees will hear presentations from the following experts: Gavin Lew, Managing Director, User Centric Gavin’s 20 years of experience in corporate and academic environments have given him a strong foundation in user-centered design and evaluation. In addition to managing User Centric, he holds particular expertise in mobile technology, among other interests. He is a frequent presenter at national conferences, adjunct faculty member at DePaul University and Northwestern University’s Feinberg School of Medicine, and the inventor of several patents. Kim Oslob, UserZoom Director of Client Services Kim has extensive experience with both qualitative and quantitative UX Research through her work at Claris (now Filemaker), Macromedia (now Adobe) and VistoCorp (now Good). She has managed projects with companies in the mobile space such as Vodafone, Nokia, Sprint, and Roger’s Wireless to improve the user experience of over 10 different mobile operating systems.

1. Webinar: Optimizing Mobile UX Design With Special Guest & Partner: September 29th, 2011

2. Webinar Overview Introductions & Goals (5 min) Why is Mobile UX Research so important? (5 min) Common mobile interface design goals and types of research should you be doing to meet them (10 min) How-to on 2 types of studies: Qualitative: In-lab usability testing (15 min) Quantitative: Remote Testing (15 min) Q&A & wrap up (10 min)

3. Introductions Gavin Lew MD at User Centric Alfonso de la Nuez Co-Founder, Co-CEO at UserZoom Kim Oslob Dtor. Client Services at UserZoom

4. About UserZoom Leading SaaS company specializing in Online UX Research We help businesses create excellent user experiences for Web and Mobile Apps Our software solution includes 8 different tools to run UX research Around for about 9 years, offices in Sunnyvale (CA), Cheshire (UK) and Barcelona (Spain) Work with 50% of Fortune Magazine’s 50 Most Admired Companies

6. Human factors in telecommunications

7. Consulting practice for over 10 years

8. Focus on user-centered design

9. Typical Year Involves

10. 150+ client engagements in 2010

11. Sample sizes range from N = 7 to 190

12. Approx 3,500 participant hours of data collection last 18 months

13. Offices

14. Oakbrook Terrace, IL (4 testing labs)

15. Chicago, IL (6-7 testing labs)

17. Why is Mobile UX Research so important?

18. After Decades of Hype, Convergence is Here

20. 40% browse the mobile web

23. What Can We Learn From the Past?

24. She Assumes Steam…

25. A Team Approach + UX Research = Success Design requires a team approach Balance organizational, user and technical issues into projects Every design should be a team effort: Meet business objectives Optimize user performance Meet needs of customers All within the capabilities of technology Goal: Expand the "sweet spot"

26. Wrist Watches Will Always Be Fashionable

27. Mobile Devices Replace Watches / Alarms

28. We should strive to “shape” behavior

29. Let’s take a poll now!

30. How-to on 2 types of studies:a) Qualitative - In-lab usability testing b) Quantitative - Remote ‘Unmoderated’ Testing

31. Different needs of information Devices Clickarea Scroll Deviceinteraction Field Sound Light Connection Payment method Usage Scenarios of use Success Contextis King

32. Different methods for different purposes

35. Touch interactive simulators on computer

36. Handset interactive simulators via web server

37. Touch interactive simulators on the handset

38. Beta or post-launch stimuli

40. Seeing is believing

41. Solving for glare

43. Primary use cases and paths should be built out

44. Secondary areas can be addressed via expectations (what would you expect to see if you clicked on that?)

47. Different settings across devices (need additional time to ensure some consistency across device settings)

50. No sessions will be lost if device is forgotten

53. Organize functionality and content into intuitive flows and structures4. Use the platform as an advantage 2 Photo credit: NY Times Screenshot from Pulse 3 4 Photo credit: www.lucidmessenger.com Mint.com

54. Types of research we typically do / see

55. Ideally suited for core phone features / apps

56. Walk-up-and-use experiences tap frustration

57. Clear success using these methods

58. Where we cannot always get clear answers

59. Killer app: Not features, but “idle time” filler

60. b) Quantitative - Remote ‘Unmoderated’ Testing

61. What is Voice of Customer for Mobile Real Customers Intercepted prior to their navigation on entry to your site or app Answer questions regarding their experience and satisfaction User’s navigation and behavior may be collected Examples: True intent studies, abandon studies, feedback tab…

62. How it works… Mobile True Intent Study

63. How it works…

64. Business case: Research on a mobile app for restaurant booking

65. Our client told us: “We are worried because 55% of users abandon during the reservation process and 50% on the restaurant page. Can you help us understand why and improve it?”

67. Questions asked when closing the app

68. We tagged pages in order to validate users answers

70. Did you succeed?

71. If not, which problems did you have when booking?

72. Please give us details about the problems

73. Are you male or female?

74. Which is your age?

76. Book a restaurant (users abandoned during the booking) j Hfhjfjhf 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0% Individual booking User profile 32% Male 68% Female 6% 26% 68% Between 25-35 years More than 25 years Under 25 years 34% 66% Couole booking Groups booking

77. Book a restaurant (users abandoned in booking process) OK OK 7 (6%) 46 (42%) Booking confirmation Abandon 9 (8%) 31 (28%) 7 (6%) Booking details User form User form (vouchers) Form 4 (4%) 4 (4%) 3 (3%) Restaurant form 2 (2%) Booking details (flashMsg) Abandon 5 (4,5%) Participants have achieved their objective OK Participantsdid NOT achieved their objective Abandon This report does not include the navigation paths made by just one user

78. Q&A

79. Thanks so much for your time! Check out our upcoming news and events at www.userzoom.com www.usercentric.com UserZoom (USA) 440 N. Wolfe Rd. Sunnyvale, CA 94085 Phone: +1 (408) 524 7445 Contact: Alfonso de la Nuez alfonso@userzoom.com User Centric 2 Trans Am Plaza Dr, Ste 100Oakbrook Terrace, IL 60181 Contact: Gavin Lew glew@usercentric.com