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Understanding Your Mobile User
Stephen Janaway
www.eurostarconferences.com
Who Am I? – Stephen Janaway
• 14 years experience in mobile software testing.
• Have worked for companies such as Ericsson, Motorola and Nokia.
• Currently a Testing Coach, Trainer and Strategist at the NET-A-PORTER GROUP.
www.stephenjanaway.co.uk
@stephenjanaway
www.testinginthepub.com
www.eurostarconferences.com
www.eurostarconferences.com
This Presentation – Understanding Your Mobile User
• Why Is It Important?
• What Is the Current State of the Mobile World?
• Who Are These Users Anyway?
• What Do They Do?
• What Can We Learn From Them?
• How Can That Help Our Testing?
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By Marvel (Based upon a NASA image, see [1].) [GFDL (http://www.gnu.org/copyleft/fdl.html) or CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0/)], via Wikimedia Commons
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Yet We Are Surprisingly Similar
Source: gs.statcounter.com
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What Makes Mobile Testing Different?
• Many platforms.
• Many OS versions in the field.
• Many different hardware configurations.
• Devices have limited memory and processing capability.
• Many different sorts of users.
• Short, fast paced projects.
• Apps are launched to a large audience.
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MOBILE USERS ARE
MORE EMOTIONALLY ATTACHED
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QUALITY IS CURRENTLY
STILL NOT GREAT…AND USERS CAN LEAVE FAST,
VISIBLE FEEDBACK
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UNDERSTAND YOUR MOBILE USER
AND TEST LIKE THEM
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Understand Your Mobile User and Test Like Them
• User Persona’s.
• User Profiling.
• Industry Statistics.
• Apps Store Reviews.
• Analytics.
• Use Your Users.
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User Persona’s
“Personas are fictional characters created to represent the different user types that might use a site, brand, or product in a similar way”.
Alan Cooper
"AlanCooper" by cherylish. Original uploader was Cherylish at en.wikipedia - Transferred from en.wikipedia; transferred to Commons by User:Logan using CommonsHelper.(Original text : from subject). Licensed under Public domain via Wikimedia Commons - http://commons.wikimedia.org/wiki/File:AlanCooper.jpg#mediaviewer/File:AlanCooper.jpg
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Benefits
•Help us share a specific, consistent understanding of various groups of users.
•Proposed solutions can be guided by how well they meet the needs of individual user personas.
•Provide a human "face" so as to focus empathy on the persons represented by the demographics.
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Robert
• Name: Robert
• Age: 32
• Background: Robert is a young, single professional. He works in software at a cool and trendy East London company. He graduated from the University of Exeter with a degree in Computer Science. He has just purchased his first flat. Until recently, he lived with his four roommates in a shared house.
• Robert doesn’t have a home phone; his mobile phone is his whole world. This allows him to make and get calls, receive emails and listen to music. If he doesn’t have his mobile with him, he feels lost. He’s seriously considering a smart watch and already has a wearable fitness device.
• When a new version of his mobile phone comes out, he immediately gets the hardware upgrade. He’s always showing his friends the new applications he can use with his phone.
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Robert
• Name: Robert• Age: 32
• Background: Robert is a young, single professional. He works in software at a cool and trendy East London company. He graduated from the University of Exeter with a degree in Computer Science. He has just purchased his first flat. Until recently, he lived with his four roommates in a shared house.
• Robert doesn’t have a home phone; his mobile phone is his whole world. This allows him to make and get calls, receive emails and listen to music. If he doesn’t have his mobile with him, he feels lost. He’s seriously considering a smart watch and already has a wearable fitness device.
• When a new version of his mobile phone comes out, he immediately gets the hardware upgrade. He’s always showing his friends the new applications he can use with his phone.
www.eurostarconferences.com
Robert
• Name: Robert
• Age: 32• Background: Robert is a young, single professional. He works in software at a cool and trendy East
London company. He graduated from the University of Exeter with a degree in Computer Science. He has just purchased his first flat. Until recently, he lived with his four roommates in a shared house.
• Robert doesn’t have a home phone; his mobile phone is his whole world. This allows him to make and get calls, receive emails and listen to music. If he doesn’t have his mobile with him, he feels lost. He’s seriously considering a smart watch and already has a wearable fitness device.
• When a new version of his mobile phone comes out, he immediately gets the hardware upgrade. He’s always showing his friends the new applications he can use with his phone.
www.eurostarconferences.com
Robert
• Name: Robert
• Age: 32
• Background: Robert is a young, single professional. He works in software at a cool
and trendy East London company. He graduated from the University of Exeter with a degree in
Computer Science. He has just purchased his first flat. Until recently, he lived with his four
roommates in a shared house.
• Robert doesn’t have a home phone; his mobile phone is his whole world. This allows him to make and get calls, receive emails and listen to music. If he doesn’t have his mobile with him, he feels lost. He’s seriously considering a smart watch and already has a wearable fitness device.
• When a new version of his mobile phone comes out, he immediately gets the hardware upgrade. He’s always showing his friends the new applications he can use with his phone.
www.eurostarconferences.com
Robert
• Name: Robert
• Age: 32
• Background: Robert is a young, single professional. He works in software at a cool and trendy East London company. He graduated from the University of Exeter with a degree in Computer Science. He has just purchased his first flat. Until recently, he lived with his four roommates in a shared house.
• Robert doesn’t have a home phone; his mobile phone is his whole world. This allows
him to make and get calls, receive emails and listen to music. If he doesn’t have his mobile with
him, he feels lost. He’s seriously considering a smart watch and already has a wearable fitness device.
• When a new version of his mobile phone comes out, he immediately gets the hardware upgrade. He’s always showing his friends the new applications he can use with his phone.
www.eurostarconferences.com
Robert
• Name: Robert
• Age: 32
• Background: Robert is a young, single professional. He works in software at a cool and trendy East London company. He graduated from the University of Exeter with a degree in Computer Science. He has just purchased his first flat. Until recently, he lived with his four roommates in a shared house.
• Robert doesn’t have a home phone; his mobile phone is his whole world. This allows him to make and get calls, receive emails and listen to music. If he doesn’t have his mobile with him, he feels lost. He’s seriously considering a smart watch and already have a wearable fitness device.
• When a new version of his mobile phone comes out, he immediately gets the hardware upgrade. He’s always showing his friends the new applications he can use with his phone.
www.eurostarconferences.com
Mary
• Name: Mary
• Age: 70
• Background: Mary is a retired lecturer. She is married and lives in a small village in North Yorkshire.
• She primarily uses her mobile phone to keep in touch with friends and family. However she is more tech savvy than many of her friends, and has recently started using her mobile device for online shopping. She owns a laptop and frequently uses it because of screen size. Her eyesight is deteriorating with age, and she wears glasses for reading and driving.
• To her, a mobile device is a tool and nothing more. She only upgrades on the advice of her son, preferring to stick with ‘what she knows’.
• Mary lives in an area where the mobile phone reception is variable. Until recently this was a problem, however her son has recently installed wireless broadband.
"HappyPensioneer". Licensed under Creative Commons Attribution-Share Alike 3.0 via Wikimedia Commons
www.eurostarconferences.com
Mary
• Name: Mary• Age: 70
• Background: Mary is a retired lecturer. She is married and lives in a small village in North Yorkshire.
• She primarily uses her mobile phone to keep in touch with friends and family. However she is more tech savvy than many of her friends, and has recently started using her mobile device for online shopping. She owns a laptop and frequently uses it because of screen size. Her eyesight is deteriorating with age, and she wears glasses for reading and driving.
• To her, a mobile device is a tool and nothing more. She only upgrades on the advice of her son, preferring to stick with ‘what she knows’.
• Mary lives in an area where the mobile phone reception is variable. Until recently this was a problem, however her son has recently installed wireless broadband.
"HappyPensioneer". Licensed under Creative Commons Attribution-Share Alike 3.0 via Wikimedia Commons
www.eurostarconferences.com
Mary
• Name: Mary
• Age: 70• Background: Mary is a retired lecturer. She is married and lives in a small village in North
Yorkshire.
• She primarily uses her mobile phone to keep in touch with friends and family. However she is more tech savvy than many of her friends, and has recently started using her mobile device for online shopping. She owns a laptop and frequently uses it because of screen size. Her eyesight is deteriorating with age, and she wears glasses for reading and driving.
• To her, a mobile device is a tool and nothing more. She only upgrades on the advice of her son, preferring to stick with ‘what she knows’.
• Mary lives in an area where the mobile phone reception is variable. Until recently this was a problem, however her son has recently installed wireless broadband.
"HappyPensioneer". Licensed under Creative Commons Attribution-Share Alike 3.0 via Wikimedia Commons
www.eurostarconferences.com
Mary
• Name: Mary
• Age: 70
• Background: Mary is a retired lecturer. She is married and lives in a small village in North Yorkshire.
• She primarily uses her mobile phone to keep in touch with friends and family. However she is more tech savvy than many of her friends, and has recently started using her mobile device for online shopping. She owns a laptop and frequently uses it because of screen size. Her eyesight is deteriorating with age, and she wears glasses for reading and driving.
• To her, a mobile device is a tool and nothing more. She only upgrades on the advice of her son, preferring to stick with ‘what she knows’.
• Mary lives in an area where the mobile phone reception is variable. Until recently this was a problem, however her son has recently installed wireless broadband.
"HappyPensioneer". Licensed under Creative Commons Attribution-Share Alike 3.0 via Wikimedia Commons
www.eurostarconferences.com
Mary
• Name: Mary
• Age: 70
• Background: Mary is a retired lecturer. She is married and lives in a small village in North Yorkshire.
• She primarily uses her mobile phone to keep in touch with friends and family. However
she is more tech savvy than many of her friends, and has recently started using her mobile device for online shopping. She owns a laptop and frequently uses it because of
screen size. Her eyesight is deteriorating with age, and she wears glasses for reading and driving.
• To her, a mobile device is a tool and nothing more. She only upgrades on the advice of her son, preferring to stick with ‘what she knows’.
• Mary lives in an area where the mobile phone reception is variable. Until recently this was a problem, however her son has recently installed wireless broadband.
"HappyPensioneer". Licensed under Creative Commons Attribution-Share Alike 3.0 via Wikimedia Commons
www.eurostarconferences.com
Mary
• Name: Mary
• Age: 70
• Background: Mary is a retired lecturer. She is married and lives in a small village in North Yorkshire.
• She primarily uses her mobile phone to keep in touch with friends and family. However she is more tech savvy than many of her friends, and has recently started using her mobile device for
online shopping. She owns a laptop and frequently uses it because of screen size. Her eyesight
is deteriorating with age, and she wears glasses for reading and driving.
• To her, a mobile device is a tool and nothing more. She only upgrades on the advice of her son, preferring to stick with ‘what she knows’.
• Mary lives in an area where the mobile phone reception is variable. Until recently this was a problem, however her son has recently installed wireless broadband.
"HappyPensioneer". Licensed under Creative Commons Attribution-Share Alike 3.0 via Wikimedia Commons
www.eurostarconferences.com
Mary
• Name: Mary
• Age: 70
• Background: Mary is a retired lecturer. She is married and lives in a small village in North Yorkshire.
• She primarily uses her mobile phone to keep in touch with friends and family. However she is more tech savvy than many of her friends, and has recently started using her mobile device for online shopping. She owns a laptop and frequently uses it because of screen size. Her eyesight is deteriorating with age, and she wears glasses for reading and driving.
• To her, a mobile device is a tool and nothing more. She only upgrades on the advice of her
son, preferring to stick with ‘what she knows’.
• Mary lives in an area where the mobile phone reception is variable. Until recently this
was a problem, however her son has recently installed wireless broadband.
"HappyPensioneer". Licensed under Creative Commons Attribution-Share Alike 3.0 via Wikimedia Commons
www.eurostarconferences.com
PERSONA’S CAN DRIVE REQUIREMENTS
BUT THEY CAN ALSO HELP
DRIVE CONVERSATIONS
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User Profiles
• Power User.
• Light User.
• Social Networker.
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Understand the Market
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Use Your Own Data
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Understand How People Use Their Devices
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Understand When People Use Their Devices
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Understand Where People Use Their Devices
Source: gs.statcounter.com
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Usability Testing
Image courtesy of userlytics.com
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Users Can Tell You What They Want
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You Can Start a Dialog
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Test Using Users
"2003-09-23 Convenience of a cell phone" by Ildar Sagdejev (Specious) - Own work. Licensed under Creative Commons Attribution-Share Alike 3.0-2.5-2.0-1.0 via Wikimedia Commons
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UNDERSTAND YOUR MOBILE USER
AND DON’T TEST LIKE THEM
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Why?
“It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.” - Steve Jobs
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So I Leave You With This…
• Mobile Users Are Different.
• Make friends with your UX team.
• Understand the Market.
• Understand Your Users.
• Use Your Users (both internal and external).
• Test Like Your Users!!
• Don’t Test Like Your Users.
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“QUALITY IS VALUE
TO SOME PERSON
WHO MATTERS”
James Bach and Michael Bolton
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Questions?
“Be proud, your work will soon
be in the hands of millions”A NOKIA PRODUCT MANAGER
Stephen Janaway
www.stephenjanaway.co.uk
@stephenjanaway
www.testinginthepub.com
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