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World Usability Day 2010, Michigan - Kris Mihalic 1

The Art of Mobile User Experience Research

Kris Mihalic, PhD

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art1

[ahrt]

–noun1. The quality, production, expression, or realm, according to aesthetic principles, of what is beautiful, appealing, or of more than ordinary significance.

2. The principles or methods governing any craft or branch of learning.

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Understanding Humans

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Market ResearchOpinions, Quantitative

Focus groupsSurveys

Preference interviewsBrand awareness/effectiveness

Concept testingIdeation

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User Experience ResearchBehaviors, Qualitative

EthnographyCard sorting

Usability evaluationTask elicitations

Cognitive walkthroughsField studies

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World Usability Day 2010, Michigan - Kris Mihalic

Academic Research

CorporateResearch

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Mobile UX Methods

Quick and DirtyLab Studies

Field StudiesInspections (Cognitive Walkthrough)

On-Device Surveys (+Behavioral Tracking)Quantitative Behavioral Analysis

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3 Pillars of Mobile UX Research

SpeedSpeedSpeed

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3 Pillars of Mobile UX Research

SpeedFlexibility

Context

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1. Speed of Execution

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World Usability Day 2010, Michigan - Kris Mihalic

Online Social Game1 week

Web Browser

3 months

Wireless Phone

6-18 months

Automotive

5 years

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Speed of Prototyping

Paper PrototypesTouch-screen Systems

Competitor Devices

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Speed of Recruiting

InternalPanels

Developer Ecosystem

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Speed of Delivering Results

Quick FindingsEngaging Stakeholders

Remote Viewing

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World Usability Day 2010, Michigan - Kris Mihalic

ExampleSharpie Movies

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ExampleQtQuick/QML

More at qt.nokia.com

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How to achieve speed?

Become BFF with Engineers and Designers

Invest in mobile prototyping toolsFocus on rapid iterations

Live the 80-20 ruleWorld Usability Day 2010, Michigan - Kris Mihalic 19

2. Flexibility

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Fragmentation of Devices

PlatformsInteractionHardware

Carriers and Costs

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(Failing) Environment

ReceptionFacilities

Culture

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ExampleDevice “Prototyping”

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How to deal with flexibility?

Focus on the most important platform(s)

Be prepared and informedCreate strategic constraints

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3. Context

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Contextual factors

Timing Within the CycleContext of Use vs. Context of

ResearchSupport and VendorsEveryone’s an Expert

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ExampleVideo Diaries

More at www.qualvu.com/clients/yahoo-three-country-plan

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How to be contextually-aware?

Understand team and business practices

Know your usersChoose your partners in crime

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World Usability Day 2010, Michigan - Kris Mihalic

William.Wanna-have-all-done-yesterday boss extraordinaire, golf aficionado.

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World Usability Day 2010, Michigan - Kris Mihalic

Edgar.Usability specialist, UX researcher, prototyper,

Stratocaster jammer.

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When is mobile research EASY?

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World Usability Day 2010, Michigan - Kris Mihalic

Yo, Edgar!We need to figure out how

efficient people are using our mobile product compared to

the competition?

William.

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World Usability Day 2010, Michigan - Kris Mihalic

Ok, boss.Let’s invite 16 target users into the lab and observe them use

our product as well as products of two top competitors. We’ll measure success rates, time,

and errors and compare.

Edgar.

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When is mobile research HARD?

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World Usability Day 2010, Michigan - Kris Mihalic

Hey, Edgar!How do people use mobile

phones to search for information and what kind of content are they looking for? How well does our

product fulfill their needs?

William.

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World Usability Day 2010, Michigan - Kris Mihalic

Hmm, ok. I’m up for a challenge!

How about we do a one-month field study with 10 users using daily reporting via voicemails, SMS mini-surveys, and mobile

photos? We’ll do pre-, midpoint-, and final interviews with each

participants as well.

Edgar.

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ROI of UX Research

Optimize for the “sweet spot”

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mobile ux research1

[moh-buhl yoo eks ree-surch]

–noun1. The art of selecting the right methods, skillfully combining or adapting them while adhering to time and resource constraints with the goal of supporting and driving business decisions.

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Kris Mihalic, PhDNokia@suikris

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