usability of mobile operators websites

Юзабилити-исследование сайтов мобильных операторов

И немного о лояльности...

Study Background

Arthur MoanCountry Manager UK &

Ireland at UserZoom

Martje van der LindeUser Experience

Consultant at User Intelligence

Louiselle MorandUser Experience

Consultantat Telono

Javier DarribaManaging Director

at Xperience Consulting

Study structure

•Introduction:o For each study, participants were randomly assigned two tasks on two

popular mobile operator websites (four tasks in total)o Task: Find a monthly iPad data plan o Task: Locate a store address/fax number

•Post-task:•Mobile operator site evaluation ratings included -

o Ease of useo Perceived complexity of siteso Perceived consistency of siteso Clear where to starto Confidence in using the siteso Usability Satisfaction (SUS score)o What was liked most about the siteso What was liked least about the sites

•Wrap-up:o Mobile Operator Site Preferenceo Likelihood to recommend: (Net Promoter Score)

Switzerland Study – Participant Demographics

Participants:N= 78 participants

Demographic data collected:• Gender• Current mobile operator• Age

• Individuals between 18-55 years of age were invited to complete the study.

GENDER45 females completed the study33 males completed the study

Netherlands Study – Participant Demographics

Participants:N= 100 participants

Demographic data collected:• Gender• Current mobile operator• Age

• Individuals between 18-55 years of age were invited to complete the study.

GENDER47 females completed the study53 males completed the study

Spain Study – Participant Demographics

Participants:N= 100 participants

Demographic data collected:• Gender• Current mobile operator• Age

• Individuals between 18-55 years of age were invited to complete the study.

GENDER45 females completed the study55 males completed the study

United Kingdom Study – Participant Demographics

Participants:N= 101 participants

Demographic data collected:• Gender• Current mobile operator• Age

• Individuals between 18-55 years of age were invited to complete the study.

GENDER65 females completed the study35 males completed the study

Executive Summary

o Orange UK and Orange Switzerland (CH) had highest task success rates for both iPad (UK 75%) and Address (CH 87%) tasks.

o Orange Spain (SP) had the lowest success rate across tasks 24%, the lowest participants satisfaction scores, and substantially lower preference (25%) vs. Vodafone (75%).

o All mobile providers tested in each country received low usability satisfaction scores by participants.

o The lowest system usability scale scores (SUS) were received by Vodafone Spain (51) and Orange Spain (40).

o All four mobile providers received low Net Promoter Scores (between -46% and -75%). There were more detractors than promoters in every instance.

Task Metrics: iPad Monthly Plan

Heatmaps First Click: Orange - United Kingdom

Overall 75% were successful- 13% used the search bar- 37% clicked “iPad” on the left navigation bar- 50% clicked in other places

Task: iPad Monthly PlanTask: iPad Monthly Plan

Heatmaps First Click: Orange – Switzerland (DE)

Overall 24% were successful- 14% used the search bar- 16% clicked “Mobile” on the top navigation bar- 14% clicked “Internet” on the top navigation bar

Task: iPad Monthly PlanTask: iPad Monthly Plan

Task Metrics: Locating Store Address/Phone number

Final Questionnaire – all countries: Which mobile operator do you prefer?

Netherlands Switzerland

Spain UK

Metrics: SUS ScoreAfter completing the tasks on each mobile provider website participants were asked to complete the SUS questionnaire. The averages for each question are used to calculate an overall score (0-100).

SUS Score Guide*: 35=poor, 50=OK, 70=good, 85=excellent

Net Promoter Score (NPS®)

  0 1 2 3 4 5 6 7 8 9 10 NPS

Orange (SP)16%

11% 15% 10% 7% 14% 9% 9% 2% 4% 3% -75%

Orange (UK) (n=101)

10%

3% 4% 7% 7% 21% 11% 10% 14% 9% 4% -50%

Orange (CH) (n=78) 9% 4% 12% 4% 10% 23% 9% 15% 12% 0% 3% -68%

Swisscom (CH) (n=78)

4% 1% 15% 6% 5% 15% 12% 22% 12% 3% 5%-51%

T-Mobile (NL)13%

4% 6% 4% 6% 27% 13% 10% 13% 3% 1% -69%

Vodafone (NL) 8% 3% 9% 8% 5% 22% 18% 11% 9% 3% 4% -66%

Vodafone (SP) 7% 1% 4% 6% 14% 13% 13% 18% 12% 8% 4% -46%

Vodafone (UK) 8% 1% 4% 8% 9% 22% 13% 16% 9% 5% 5% -55%

Promoters

After completing the four tasks, participants were asked how likely they would be to recommend each mobile provider’s website.

Detractors

Основные уроки

o Удовлетворенность напрямую зависит от успешности получения информации, которую ищут пользователи.

o В целом сайты операторов во всех странах не оптимальны, если у пользователя есть осознанная цель.

o Эффективность зависит от выполняемой задачи, а не от сайта.

Влияние задачи на успешность

o Во всех странах основной трудностью оказывается нахождение конкретной информации.

o Обычный сценарий - пользователь пытается использовать меню, понимает, что это очень сложно. Обращается к системе поиска. Но результаты поиска не помогают ему.

o Большое количество промо-баннеров удлиняют процесс навигации и создают трудности большинству пользователей.

Трудно найти конкретную информацию

o Анализ показывает, что brand halo влияет на предпочтения потребителя, непропорционально успешности решения задач:

• UK - хотя респонденты значительно лучше работали с сайтом Orange, при ответе на вопрос о предпочтениях, они выбирали его по сравнению с Vodafone незначительно чаще.

• Бренд Swisscom в Швейцарии сильнее брендов других операторов.

• Orange очень слаб в Испании.

Влияние бренда на предпочтения

o На вопрос, будут ли респонденты рекомендовать сайты операторов, во всех странах все операторы получили удручающее показатели.

o Предыдущие исследования показывают, что телеком-компании получают самый низкий net promoter score в секторе технологических компаний.

Люди не рекомендуют сайты операторов

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