October 8 – 11 2013, London WWW.MRMW .NET The original, premier event for the Mobile Marketing Research Industry
May 08, 2015
October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry
WWW.MRMW.NET
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9th October 2013
The World Leading Software Solution for User Experience & Usability Testing
Monday, 7 October 2013
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Some Clients
Monday, 7 October 2013
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Mobile Research Methods
Qualitative:• One on one Usability Testing• Focus Groups
Quantitative:• Mobile Surveys• Exit Surveys on Mobile Apps• Task-based Remote Unmoderated Testing
Monday, 7 October 2013
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What can you Research with UserZoom?
Wireframes & PrototypesLive Websites
Tablet Apps and Websites Mobile Apps & Websites
Monday, 7 October 2013
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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
Monday, 7 October 2013
!UserZoom App Installation
Monday, 7 October 2013
! Task-based Mobile Usability Testing
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Monday, 7 October 2013
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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?
Monday, 7 October 2013
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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)
Monday, 7 October 2013
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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
Monday, 7 October 2013
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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
Monday, 7 October 2013
!Uses Cases
1. B2B Multichannel International Retailer• Native App VoC
2.Twitter• Mobile Web VoC
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Monday, 7 October 2013
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§ 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.
Why your app must be awesome?
Monday, 7 October 2013
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§ 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.
Useful
Usable
Beautiful
Why your app must be awesome?
Monday, 7 October 2013
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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!
Useful, usable, beautiful?
Monday, 7 October 2013
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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!
Useful, usable, beautiful?
Monday, 7 October 2013
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§ 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
Case study
Monday, 7 October 2013
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§ 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 ?
Case study
Monday, 7 October 2013
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Goals
• Who are my users?
• What they come to do?
• Why they use the mobile App?
Exit Survey on App
Use Case: B2B Multichannel International Retailer - Native app Research
Monday, 7 October 2013
!Use Case: B2B Multichannel International Retailer - Native app Research
Monday, 7 October 2013
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§ Are content & information useful?
§ Is the app usable?
§ Is it regarded as beautiful?
§ Any technical issues?
§ Will it help our business success?
Exit survey
Monday, 7 October 2013
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§ 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
50%40
Potential buyers
20%20 buyers
20 buyers à Actual conversion rate
Answers - usage
Monday, 7 October 2013
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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.” “A must have app!”
Answers - feedback
Monday, 7 October 2013
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§ 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 ability
Answers - content
Monday, 7 October 2013
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§ 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
…
Answers - users
Monday, 7 October 2013
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§ 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
…
Answers - users
Monday, 7 October 2013
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§ 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?
§ …
Digging deeper with VoC
Monday, 7 October 2013
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§ 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
Conclusion
Monday, 7 October 2013
!Uses Cases
1. Metro Cash & Carry• Native App VoC
2.Twitter• Mobile Web VoC
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Monday, 7 October 2013
!Use Case: Twitter Mobile Web
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Monday, 7 October 2013
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Goals
• Referrals
• Intent
• A/B/C Testing
Twitter Mobile Web VoC
Site Intercept + Survey
Monday, 7 October 2013
! Twitter Mobile Web VoC
Monday, 7 October 2013
! Twitter Mobile Web VoC
Monday, 7 October 2013
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Results
• +5,000 completes in 1 day• +20,000 completes /week
• +8% Click-trough rate
• +60% Conversion rate
Twitter Mobile Web VoC
Monday, 7 October 2013
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Contact Details
Arthur MoanUK Managing Director[Email] [email protected][Mobile] +44 7900 472 920[Skype] arthurmoan
Monday, 7 October 2013
WWW.MRMW.NET
TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS
WORKSHOP SPONSORS SILVER SPONSORS
PREMIERE SPONSOR
APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR
WWW.MRMW.NET
MEDIA & ASSOCIATION PARTNERS
October 8 – 11 2013, London
WWW.MRMW.NET
The original, premier event for the Mobile Marketing Research Industry