This document provides information about the Mobile Marketing Research World conference taking place from October 8-11, 2013 in London. It includes the conference sponsors at various levels and media partners. The second half of the document discusses a product called UserZoom, which is a software solution for user experience and usability testing. It provides examples of how UserZoom was used by companies like a multinational retailer and Twitter to test mobile apps and websites. The document outlines the types of data and insights that can be collected through task-based mobile usability testing with UserZoom.
6. ! Mobile Research Methods
Qualitative:
• One on one Usability Testing
• Focus Groups
Quantitative:
• Mobile Surveys
• Exit Surveys on Mobile Apps
• Task-based Remote Unmoderated Testing
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7. ! What can you Research with UserZoom?
Live Websites
Tablet Apps and Websites
Wireframes & Prototypes
Mobile Apps & Websites
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8. ! Task-based Mobile Usability Testing
• 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
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11. ! UserZoom Platform: Data Collection
The critical data collected will answer questions such as:
• 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?
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12. ! UserZoom Platform: Data Collection
Using a scenario-based methodology, our cutting-edge technology is
capable of gathering both qualitative and quantitative data, such as:
• Effectiveness / Efficiency ratios (time and clicks)
• Visual clickstream paths / Click mapping (clicks per page)
• Users' suggestions & feedback (per task)
• Satisfaction & perception indicators
• Session video replay (per task)
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13. !
UserZoom Platform: Capturing Behaviour
Go beyond traffic data:
• Path and click analysis reporting
• Filter behaviour based on intent /
satisfaction / profile
• Export internal search keywords
• Dive into user’s specific pain points
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14. UserZoom Platform: Session Replay
!
UserZoom now changes the
status quo by giving you the
ability to combine both
qualitative and quantitative
results.
With UZ Session Replay It allows
you to record video of each user
interacting with your website
collecting all gestures / mouse
movements, clicks and search
entries.
•
•
•
•
•
Filter videos by task, questionnaire answers or success/fail per task
Bookmark important events or actions
Create highlight clips for your reports
Record particular URLs or block particular URLs from recording (https for example)
Share the videos with others
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15. Uses Cases
!
1. B2B Multichannel International Retailer
• Native App VoC
2.Twitter
• Mobile Web VoC
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16. Why your app must be awesome?
!
§ Users have high expectations.
§ Less UI standards, more UI variety and
challenges
§ You are not alone (probably). Changing
is easy.
§ Your app is part of a bigger picture.
§ Your app will be rated by users.
Monday, 7 October 2013
17. Why your app must be awesome?
!
§ Users have high expectations.
§ Less UI standards, more UI variety and
challenges
§ You are not alone (probably). Changing
is easy.
§ Your app is part of a bigger picture.
§ Your app will be rated by users.
Monday, 7 October 2013
Useful
Usable
autiful
Be
18. Useful, usable, beautiful?
!
Useful, usable, beautiful?
§ Useful – meeting the users’ needs
§ Usable – making sure users can do
what they need to do, with adequate
effort, in the real world
§ Beautiful – like!
Monday, 7 October 2013
19. Useful, usable, beautiful?
!
Useful, usable, beautiful?
§ Useful – meeting the users’ needs
§ Usable – making sure users can do
what they need to do, with adequate
effort, in the real world
§ Beautiful – like!
Monday, 7 October 2013
20. Case study
!
§ B2B Online-Shop for food and catering/restaurant hardware
(multichannel)
§ New app for shopping and information
§ Pre-launch study with beta-version of the app and UserZoom Mobile
VoC
§ App performance
§ User profiles and feedback
§ Needs and business relevance
§ 800+ participants over 4 weeks across Italy
• +8% Click trough rate
• +70% Conversion rate
Monday, 7 October 2013
21. Case study
!
§ B2B Online-Shop for food and catering/restaurant hardware
(multichannel)
§ New app for shopping and information
§ Pre-launch study with beta-version of the app and UserZoom Mobile
VoC
§ App performance
§ User profiles and feedback
§ Needs and business relevance
§ 800+ participants over 4 weeks across Italy
• +8% Click trough rate
• +70% Conversion rate
Monday, 7 October 2013
?
22. Use Case: B2B Multichannel International Retailer !
Native app Research
Exit Survey on App
Goals
• Who are my users?
• What they come to do?
• Why they use the mobile
App?
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23. Use Case: B2B Multichannel International Retailer !
Native app Research
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24. Exit survey
!
§ Are content & information useful?
§ Is the app usable?
§ Is it regarded as beautiful?
§ Any technical issues?
§ Will it help our business success?
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25. Answers - usage
!
§ Main use case: search for information about products and prices,
then buy offline (80%)
àInclude store finder, special (offline) deals and offline prices
§ Buying intentions: 40%
100
visitors
20%
40
Potential
buyers
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20 buyers
20 buyers
50%
à
Actual conversion rate
26. Answers - feedback
!
The app is easy to use (completely agreed:
46%)
The app is useful (45%)
The overall experience was great (33%)
The app looks beautiful (29%)
“Nice.”
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“A must have app!”
27. Answers - content
!
§ Almost ¼ of all users had trouble finding or understanding information
§ “Could not find what I was looking for…”
§ “Did not understand the information”
§ “Content was not what I expected”
§ “Confusing structure”
àImprove content, structure and find
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ability
28. Answers - users
!
§ 90% Users = business owners
§ 85% Use B2B apps for work regularly
§ 38% Home & family
§ 36% Small company
§ 28% Restaurants, hotels
§ 8% Small retailers
àOptimize content
àInclude features for tech-savvy people
…
Monday, 7 October 2013
29. Answers - users
!
§ 90% Users = business owners
§ 85% Use B2B apps for work regularly
§ 38% Home & family
§ 36% Small company
§ 28% Restaurants, hotels
§ 8% Small retailers
àOptimize content
àInclude features for tech-savvy people
…
Monday, 7 October 2013
30. Digging deeper with VoC
!
§ Why do users abandon?
§ How severe are UX challenges?
§ Where do we start to improve?
§ How do we compare to industry standards (NPS)
§ Are we improving over time?
§ …
Monday, 7 October 2013
31. Conclusion
!
§ If we know
§ Our users, their needs and intentions
§ How our app is being used
§ Our real conversion rate
§ Our app’s usability challenges
§ Then we can manage and improve
§ Conversion rate
§ Customer satisfaction & retention
§ Shopping cart size
§ Launch the alpha version J
Monday, 7 October 2013
32. Uses Cases
!
1. Metro Cash & Carry
• Native App VoC
2.Twitter
• Mobile Web VoC
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