harness mobile usability testing to improve your mobile experience
TRANSCRIPT
Harness Mobile Usability Testing To
Improve Your Mobile ExperienceDeanna Laufer, Analyst, Customer Experience
March 31, 2015 Moderated by:
• Chat box is available if you have any questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides/recording
Quick Housekeeping
Harness Mobile Usability Testing To Improve Your Mobile Experience
Deanna Laufer
Analyst Serving Customer
Experience Professionals at
Forrester Research, Inc.
Meet Your Speakers
Harness Mobile Usability Testing To Improve Your Mobile Experience
Alfonso de la Nuez
Co-Founder & Co-CEO at
UserZoom
© 2015 Forrester Research, Inc. Reproduction Prohibited 4
Agenda
›Customers set high expectations for mobile
›Usability testing is an essential step in the design process
›Today’s mobile landscape demands more responsive services to optimize quality
© 2015 Forrester Research, Inc. Reproduction Prohibited 5
Customer expectations have shifted
© 2015 Forrester Research, Inc. Reproduction Prohibited 6
67% of US online adults use smartphones
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Mobility fuels increasingly demanding expectations
Customers looking for a company on their
smartphone expect:
Base: 4,404 US online adults (18+) who use a smarphone
Source: Forrester’s US Mobile Mind Shift Online Survey, Q3 2013
62% 42% 23%
Mobile-friendly
website
Mobile app Location-specific
experience
© 2015 Forrester Research, Inc. Reproduction Prohibited 9
Source: Compuware and Apigee
Customers set high expectations
When apps don’t perform as expected, customers will:
44%
38%
32%
21%
Delete the app immediately
Delete the app if it freezes forlonger than 30 seconds
Tell friends and colleagues
Complain on Facebook andTwitter
79% of users will
retry an app only
once or twice if it
failed the first time
© 2015 Forrester Research, Inc. Reproduction Prohibited 10
But it’s not just an app story
Mobile Transforms Customer Experience
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How do you design a great mobile
user experience?
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Usability testing is an essential step in the digital design process
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
Traditional usability testing happens in a lab
Methods
›Sled
› Tripod
› Tabletop
›Arm chair
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Traditional lab methods can’t keep
pace with today’s changing mobile
landscape
1. Faster cycle times
© 2015 Forrester Research, Inc. Reproduction Prohibited 16
Marc Andreesen via Twitter
June 3, 2014
“Cycle time compression
may be the most underestimated force in
determining winners
& losers in tech.”
© 2015 Forrester Research, Inc. Reproduction Prohibited 17
Traditional lab methods can’t keep
pace with today’s changing mobile
landscape
1. Faster cycle times
2. Relentless device permutations
© 2015 Forrester Research, Inc. Reproduction Prohibited 18
Relentless device permutations
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Traditional lab methods can’t keep
pace with today’s changing mobile
landscape
1. Faster cycle times
2. Relentless device permutations
3. Mobile means anytime, anywhere
© 2015 Forrester Research, Inc. Reproduction Prohibited 20
Base: 38,146 US online adults (18+) who personally use a smartphone to go online
Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2014
Consumers connect everywhere
Where do you use the following device to access the Internet?
© 2015 Forrester Research, Inc. Reproduction Prohibited 21
Traditional lab methods can’t keep
pace with today’s changing mobile
landscape
1. Faster cycle times
2. Relentless device permutations
3. Mobile means anytime, anywhere
4. Agile design and development
© 2015 Forrester Research, Inc. Reproduction Prohibited 22
Agile process requires incremental testing
© 2015 Forrester Research, Inc. Reproduction Prohibited 23
A new breed of usability testing targets the mobile experience
With un-moderated, remote usability
testing services:
› Conduct research with participants
remotely
› Test sessions with tens or hundreds
of participants simultaneously
› Gather qualitative (video, audio,
gestures) and quantitative results
(survey questions, time on task,
success and abandonment rates)
› Get help recruiting participants,
writing test scenarios, and analyzing
results
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New usability testing services
address challenges of mobile
landscape
1. Faster cycle times
Testing in a few days or weeks.
2. Relentless device permutations
Remote solutions fuel testing with more
customer segments.
3. Mobile means anytime, anywhere
Solutions support participants “in the wild.”
4. Agile design and development
Cost savings enables iterative test cycles.
Evernote improved user retention 15% with
frequent usability testing.
A multinational sporting goods company
tested its training platform with a more
diverse set of users than feasible in-house.
Usability testing its mobile website,
Breastcancer.org increased pages per visit
and visit duration and decreased bounce rate.
The #1 Platform to Test, Measure & Monitor
User Experience
Usability Testing Solution for Mobile Apps
With apps, you only get one shot. Get it right the first time.
Harness Mobile Usability Testing to Improve Your Mobile Experience
UserZoom allows the installation of an SDK, so you
can easily control, manage & conduct mobile usability
testing on your app.
Key Benefits:
• Go beyond simple reviews and get deeper user insights
• Collect insights from users in-the-wild, while they're
using their own device
• Run testing quickly and cost-effectively
See how Mobile App Testing
works with UserZoom
Harness Mobile Usability Testing to Improve Your Mobile Experience
1. Build your study within the UZ Manager
2. Intercept your real visitors
3. Invite them to participate in a task-based study
4. Measure, manage & improve UX and
performance of your app.
What Results You Can Obtain
Harness Mobile Usability Testing to Improve Your Mobile Experience
User Sessions
Videos
Also UX Metrics for quantitative analysis
Harness Mobile Usability Testing to Improve Your Mobile Experience
Effectiveness Ratios
Efficiency Ratios
Harness Mobile Usability Testing to Improve Your Mobile Experience
Satisfaction Ratios
(NPS)
Harness Mobile Usability Testing to Improve Your Mobile Experience
Clickstreams
Even behavioral data!
Test Your Mobile Site with UserZoom, too!
Harness Mobile Usability Testing to Improve Your Mobile Experience
With UserZoom, you can conduct usability
testing, competitive benchmarking and UX
research on mobile websites and prototypes
on iOS and Android devices, too!
Obtain actionable data such as:
Questions
Harness Mobile Usability Testing to Improve Your Mobile Experience
Need more info?
Get answers about UserZoom. We are here to help.
Talk with one of our knowledgeable staff.
Contact us
UserZoom1054 South De Anza Blvd, Suite 102
San Jose, CA 95129
Toll free number: (866) 599 1550
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