1. Mobile Surveys
A NUI Future: Mobile Feedback
Kristin Turner
User Experience & Digital Strategy
August 24, 2013
Saturday, September 7, 13
2. User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
Agenda
• 2
1. Does Mobile Even Matter?
2. Mobile & Feedback
3. Seizing Mobile’s Opportunity
4. A NUI Solution
Saturday, September 7, 13
4. User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
Device Ownership Trends in the US
4
Demonstrative growth in
ownership of Cell phones
(including smartphones), Tablet
computers and e-Book readers.
Source: Pew Internet Surveys 2006-2013
As of April 2012, 55% of adult cell
phone owners use the Internet on
their mobile phones.
Of current cell Internet users, 31% say
they mostly go online using their cell
phone, equating to 17% of all adult
cell phone owners.
Saturday, September 7, 13
5. US Mobile Device Penetration
User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
5
0
25.0
50.0
75.0
100.0
Cell Phone Smartphone Tablet E-reader
Source: Pew Internet Surveys May 2013
91 56 34 26
Saturday, September 7, 13
6. US Mobile Device Penetration By Generation
User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
6
0
25.0
50.0
75.0
100.0
Generation Z(18-23) GenerationY (24-32) Generation X (33-48) Yonger Boomers (47-56) Older Boomer (57-67) Golden Generation (68-88) Total
Cell Phone Smartphone
Source: eMarketer, January 2013
95 64 97 72 95 61 92 39 89 28 85 16 93 50
Saturday, September 7, 13
8. User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
You Need Feedback
Whether it be from your employees, colleagues or
consumers you need feedback. Today Surveys are a
primary tool enabling you to measure opinions, motivations,
and perceptions. With insights you can make key business
decisions to drive...
• Repeat Customers
• Employee Retention
• Improved Brand Position
• Better Experiences
• Revenue Growth
8
Saturday, September 7, 13
9. User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
What Is a Survey?
What is a survey?
Surveys are statistical studies of a sample of a population. They are conducted by
asking questions with numerous modes of collection. The term survey has become
synonymous with the desktop online collection mode although modes of collection
include from interviews (in person, phone), mail, online mobile and mixed mode.
Online Surveys
Online surveys are becoming an essential research tool for fields including
marketing, social and official statistics research. Beyond surveys questionnaires are
also important for measuring business operations. As online behavior changes the
method of online data collection should as well.
9
Saturday, September 7, 13
10. User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
Mobile Surveys Today
Hotels.com SurveySavvy CitiBank McDonalds
OPPORTUNITY
Unusable Usable Innovative
Saturday, September 7, 13
11. User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
Many Companies Opt To Ignore Mobile Trends
Rumor has it users will come
back, but research shows*
only ~2% of emails are
opened across device
*Knotice (Feb, 2013)
“Note: This survey is not compatible
with a mobile device. Please use a
desktop or laptop computer”
Saturday, September 7, 13
12. User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
Ain’t Nobody Got Time Fo Dat!
12
Saturday, September 7, 13
14. User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
How Do I Go Mobile?
14
Immediate Steps: Adaptive or Responsive
There are currently adaptive or even responsive solutions available. These are
great quick-to-market solution. Enabling mobile feedback will also provide
additional data points.
Opportunity to Innovate:
The issue with adaptive and responsive solutions are they do not take advantage
of the familiarity and comforter today’s consumers have with digital products.
As the price point continues to drop smartphones will see greater adoption and
the desktop optimized patterns will offer a diminished brand and user experience.
There is an opportunity to introduce to capitalize on the convergence of
a smartphone growing market and technological evolution towards touch
interfaces by creating new survey patterns.
Saturday, September 7, 13
15. User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
Why Innovate?
15
The same questions + The right context = Greater insight.
Take Advantage of Consumer Behaviors & Trends
Reusable, scalable templates designed for mobile adapt to mobile
constraints (e.g. user input mechanisms) and user behavior.
Elegant Design Elevates Brands
Greater brand resonance while maintaining current work flow, survey
questions and enable deeper engagement
Technology & Context As An Advantage
Analytics and reporting solutions take advantage of more data points
for greater insight.
Saturday, September 7, 13
17. User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
Mission Statement
17
Driven by an imperative to deliver
economic, scalable feedback solutions, the solution
provides mobile-first NUI* design patterns and front-end
integration empowering organizations
to improve business with greater insight
* Natural User Interface (NUI) includes gesture recognition,
speech recognition and brain-machine interfaces
The same questions + The right context = Greater insight.
Saturday, September 7, 13
18. User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
Take Advantage of Consumer Behavior & Trends
18
Reusable, scalable templates built for mobile
As user behavior moves from desktop-only
interaction to mobile, mobile-first design provides
business opportunity
• enables audiences to provide feedback when it is
most appropriate, including in context and
convenience
• reaches digital audiences participating in user
trends, including BYOD, mobile-first, and mobile-
only
Survey Monkey Tigerspike Design - Discrete, Dichotomous
Saturday, September 7, 13
19. User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
Elegant Design Elevates Brands
19
Increase accessibility and engagement
through visual and interaction design adapted
for touchscreen devices.
• ask the same questions, get deeper
engagement
• higher response rates
• feedback in proximity to event enables
higher accuracy
• mobile-first survey templates enable quicker
feedback designed for micromoments
• enhance brand perception through
innovative design
• customized branding for surveys when
relevant
• mobile templates are managed and
maintained by experts, saving you time
Tigerspike Design- Discrete, DichotomousTigerspike Design - Brand Matrix
Greater brand resonance
Saturday, September 7, 13
20. User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
Technology & Context As An Advantage
20
Enhance current research methodologies, accessing more data
points with greater accuracy by soliciting feedback when it is
most appropriate; in context at users’ convenience
• analytics enhanced with mobile-specific data (e.g. location)
• you own customer and market data you own
• enables audiences to provide feedback when it is most
appropriate, including in context and convenience
• front-end development that is compatible with the latest
devices and browsers
Tigerspike Survey Analytics - Brand Matrix
Tigerspike Survey Analytics- Discrete, Dichotomous
Analytics & Reporting Solutions
Saturday, September 7, 13
21. User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
Road Map
Survey
• Innovation Level: Incremental Innovation
• Dependencies: Resource allocation, Ability to conduct research
• Product Goals: Focus on mobile medium for templated NUI feedback, verify market interest, create proof
of concept with a Partner
Mapping
• Innovation Level: Substantial Innovation
• Dependencies: Survey Proof of Concept, Market/Partner Interest
• Product Goals: Enables clients to take full advantage of context to create tailored feedback channels
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Saturday, September 7, 13
22. Kristin Turner
User Experience Design & Digital Strategy
Portfolio: http://kristin-turner.squarespace.com/
Contact
Email: Kristin.L.Turner@gmail.com
Twitter: @klturner
Thank You!
Saturday, September 7, 13
23. User Experience Designer/Digital StrategistKristin L. Turner Contact
|
Kris%n.L.Turner@gmail.com
|
832-‐368-‐0660
|
@klturner
Notable Clients
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Saturday, September 7, 13