multi-device user experience research - ben logan, spotless interactive

1

Spotless Interac/ve © 2013

Pick ‘n’ Mix – What's in your bag? Mul/-‐Device User Experience Research

2 2

What we are going to present

•  About Spotless Interac/ve •  Consumer behaviour •  Challenges to meet •  Into the Pick ‘n’ Mix •  Case studies •  Summary


3


About us

4 4

Introduc/on


•  A professional UX consultancy •  Established in 2004 •  Team of passionate UX Consultants •  Offices in Old Street London •  Working across mul/ple plaVorms and devices

5 5

Who we work with


6


Consumer behaviour

7 7

AZen/on span


90% of shoppers move between devices whether they are smartphones, PCs, tablets or TV as they gather informa/on and reach a purchase decision

The New Multi-screen World: Understanding Cross-Platform Consumer Behaviour – Google/IPSOS Mori

8 8

Humans vs. Goldfish


9 9

Daily cycle


4. Travel home

1. Getting ready for work 2. Travel to work

3. At work 5. After work

10 10

Unusual loca/ons whilst placing a bet


•  Over to you -‐ Can you suggest some of the most unusual loca/ons?

11 11

Unusual loca/ons whilst placing a bet


•  21% -‐ On the toilet •  06% -‐ Wedding •  01% -‐ Childbirth

12 12

Benefits to understanding context


•  Understand customers’ real percep1ons of the site’s value

•  Delve deeper into what makes them purchase, use and consume

•  Validate internal thinking about a target customer’s needs, expecta/ons, mo/va/ons, and context of use

13 13

Benefits to understanding context


•  Validate internal thinking about a target customer’s needs, expecta/ons, mo/va/ons, and context of use

14 Spotless Interac/ve © 2013

Challenges to meet

15 15

Challenges


•  Growing number of channels to deal with •  Moving targets with technological landscape •  Designing for distrac/on and diminishing aZen/on •  Budget//me constraints for conduc/ng research

16 16

What you might like to know


Should I do qualita/ve or quan/ta/ve studies?

How do we capture behaviour across mul/ple devices?

How do we know what our users are really doing with our site or app?

How do ac/vi/es on one screen impact another?


Into the Pick ‘n’ Mix

18 18

Customer insight


Customer Insight represents a deep understanding of customer needs and the drivers of customer behaviour at a level beyond what customers are able to ar1culate themselves

19 19

Customer insight


Insight

Analysis on combined ac1vi1es

Data

Survey data Click path analysis

Analy1cs Blog mining

CRM Informa1on Personalisa1on data Segmenta1on data

Research

User research Ethnographic research

Focus groups Usability tes1ng

Day in the life of study Diary studies Co-‐crea1on

= +

20 20

Pick ‘n’ Mix methods


•  Lab based research •  Ethnographic research •  Diary studies •  Remote task based research •  Digital qualita/ve studies •  Mobile surveys •  Telephone interviews

21 21

Lab based research


•  Pros – Gain rich insight into behaviour and thought processes using ‘think aloud’

•  Cons – Can be expensive and lack some context

•  Mobile/tablet usability kit –  Custom built mobile/tablet rigs

•  Sogware based –  UX Recorder (web only)

22 22

Recording mobile/tablet


•  Mr Tappy [Online site] £200 •  Spotless Interac/ve kit [Spotless] – £250 •  UX Recorder app [iTunes store] -‐ £59 •  Reflector App [Nate Bolt] -‐ £Free •  iPad rota/on kits [Various] -‐ £30-‐£100 •  Mc Guyver – [CHI link] -‐ £150

23 23

User Experience Survey Report 2013


•  Please select the top three user experience tes/ng techniques that you perceive to provide the best ROI No 1: In person lab testing

49% - Client side 51% - Agency side

24 24

Ethnographic research


•  Pros – Can gain richer contextual feedback, capture behaviour across; TV, Tablet, Console & Mobile

•  Cons – Expensive, /me consuming, privacy issues

25 25

Capturing output


•  Notes from observer •  Survey ques/ons ager key interac/ons •  Audio – Capture with a digital audio recorder •  Video -‐ HD Recording glasses •  Video -‐ Eyetracking glasses

26 26

Digital diary studies


•  Pros – Effec/ve at gaining real world context, mo/va/ons and behaviours, can be monitored in real /me and combined with other methods

•  Cons – Take /me to run, require regular checkpoints, and kick-‐off/debrief sessions, usually a high drop out rate of par/cipants. Relies on accurate self repor/ng from par/cipants

•  Example tools: Email/TwiZer/Yammer/SMS/Survey based

27 27

Remote task based research


•  Pros – Can reach a wider audience and can capture their feedback whilst doing tasks in context, access to wider sample size, geographical reach

•  Cons – Can be expensive to obtain the sogware, some sogware requires installa/on of an app, or addi/onal JavaScript pop up window during tasks

•  Example tools: •  UserZoom

28 28

Digital qualita/ve studies


•  Pros – Capture events immediately, cheaper to run, allows self evalua/on, can gather loca/on based data and /me stamps, can go in store/home without a researcher, can focus real /me focus groups via chat packages

•  Cons – Can take /me to run, can’t view body language

29 29

Mobile surveys


•  Pros – Works across mobile/tablet/PC, great for geographical reach, structured data, get a bigger sample size and more confidence in numbers

•  Cons – Time to analyse

•  Survey Monkey

30 30

Telephone interviews


•  Pros – Gain addi/onal qualita/ve insight, can be used interna/onally, can reach people quickly, can gain representa/ve sample quickly

•  Cons – Can’t read par/cipants body language/facial expressions, high drop out rate, limited calling /me ranges


Case studies

32 32

Argos – Lab based research


•  Research objec1ve: Understand customer expecta/ons and overall reac/ons to the iPhone/iPad/Android app

33 33

Argos – Lab based research


•  Method: Lab based usability tes/ng 36 par/cipants split equally across the various devices

34 34

Leading bexng firm – Digital qualita/ve


•  Research objec1ve: Understand customer expecta/ons and overall reac/ons to the iPhone app

•  Context : Pub – 4 friends with iPhones •  Live event: Encouraged to engage

before and ager using digital quant and diary studies to capture ‘build up’ and ‘post match banter’

35 35

Leading bexng firm – Digital qualita/ve


•  Used ‘fun ac/vi/es’ to create a sense of community and understand what’s going on in their lives

•  Smartphone user generated photos/videos and used online discussion boards/TwiZer

•  Asked to tell us when they placed a bet, using which device

•  Key findings: Uncovered Insight into group dynamics during and ager games, iden/fied preference for external channels when researching odds and stats


Summary

37 37

5 Things to remember


•  Pick ‘n’ Mix – Use different methods to get results •  Bridge the gap – Try to understand context •  Qual + Quant – Use a combina/on of the two •  Cost – Does not have to be an expensive exercise •  Use what you have – Use data you are currently

collec/ng e.g. site analy/cs and combine with other data to generate meaningful insight?


Thank You

39 39

Ques/ons & answers


40 40

Contact details


•  Please contact us with any ques/ons you might have:

+44 (0) 20 7168 7526

info@spotlessinterac/ve.com

@spo/nt

multi-device user experience research - ben logan, spotless interactive

Technology