otoinsights mobile ux webinar, april 15 2010

www.OTOinsights.com 1

April 15, 2010

“Mobile User Experience on Apps and Widgets”

2www.onetooneinteractive.com

Dr. Philip Rhodes, Ph.D.

Philip holds a Ph.D. in Information Design from the University of Portsmouth. He has extensive research and teaching experience in hypermedia design and information architecture. He speaks fluent Portuguese, having lived and worked in Brazil. Before joining OTOinsights, he worked with US solution providers Rare Medium and Sapient, as Director of Information Architecture. Specializing in offering user-centric online solutions within the banking, education, and telecommunications sectors. He also taught at several universities in Brazil and the UK, and has been widely published. Philip is both the Managing Director and the Director of Customer Experience Research & Design at OTOinsights, and a Fellow of the Royal Society of Arts.

Managing Director & Director of Research


Agenda


OTOinsights Overview


Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 140 professionals in 7 offices located in North America, Latin America, Europe, and Asia.

One of the 20 “Hottest Independent Digital Firms” GloballyAdAge, 2007

One of the Fastest Growing Private CompaniesInc Magazine, 2008


OTOinsights Overview

Established in 2002, OTOinsights has conducted over 400

research project in over 30 countries.

Specialists in neuromarketing and customer experience strategy,

research and design.

Undertake discrete point-in-time projects and strategic

engagements.

Experience across all platforms including digital (e.g. web,

intranets, mobile devices, PDA’s, i-TV, etc.), call centers, retail

environments and physical products (e.g. laptops, printers, etc.)

OTOinsights Offerings:

Amplifying Engagement

fhios quantemo Customer Experience Research Neuromarketing Research


OTOinsights | Amplifying Engagement

Brand Perception Research Information DesignNeuromarketing

Research

Customer Experience Research

• Eye-Tracking• Pre-Cognitive Neurological

Engagement• Cognitive Emotional

Tagging

• Usability Testing• Focus Groups• In-Depth/Paired

Interviews• Online Surveys• Expert Evaluations• Accessibility Audits• Ethnographics

• Research/Tracking • Socially Informed/ Multi-

Channel Personas• Engagement Mapping• Cultural Anthropology• Trend Spotting

• User Needs Analysis• Information Architecture• User Scenarios• Behavioral Use Cases• Feature Matrix• Wireframes• Site Maps• Prototype Development


OTOinsights Clients

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OTOinsights Clients: Mobile


PART 1: Context: The App Landscape


What makes a great app?Or how can we design meaningful user experiences when considering mobile apps?

Why is this important?

Number of smartphones – devices that

can download apps – sold worldwide

each year is expected to increase from:

• around 165m this year

• to 423m in 2013


Context: The app landscape

• How are people using apps?

• Why do people use mobile apps?

• How do people become aware of mobile apps?

• What do users expect from mobile apps?

Gartner predict that:

• Consumers will spend $6.2 billion on apps in 2010

• By 2013 downloads will be greater than $21.6 billion



• How are people using apps?

• US study (April/May 2009)

• Downloaded 23.6 apps on average

• Use 6.8 apps per day

• Use for more than 30 mins a day

• 24% shop for apps more than once a

week

Are Apps changing the media landscape?

• 32% use a gaming device less

• 31% read a newspaper less

• 28% use a GPS less

• 28% use their MP3 less

• 24% watch less TV


• Why do people use mobile apps?

• To kill time

• Peer pressure

• Just interested in technology

• “Just what you do – browse the store”

• Interested in a particular subject/have a

specific need


Will apps make the phone become the modern Swiss army knife?


• How do people become aware of mobile apps?

• ‘Word of mouth’

• Just browsing the ‘app store’

• Aware through media campaign


Majority of users don’t know what they want, until they find it


• What do users expect from mobile apps?


Currently people do not buy phones because of apps


PART 2: Designing Apps


Find, Buy and install

Use and re-use

Lose interest

BecomeAware

Designing Apps


Designing Apps: Use and Re-use

Useful

Engaging

Usable



• Information landscape

• Useful: Two considerations

• Interface sophistication


• Useful: Playing to the strengths of mobile:

• Communications

• Spontaneous

• Geo-sensitive

• Short temporal usage

• Focused activity



Key principles:

• System status visibility

• Real world v system

• User has control

• Consistent

• Recognition v recall

• Efficient & flexible

• Recover from errors

• Support (help)


• Usable

EFFORT

TIME

REWARD

Poor user experience

+time, +effort, -reward

Good user experience

+time, +effort, +reward

Excellent user experience

-time, -effort, +reward



Psychological States

EmotionsCognitive/Physical Processes

Activities

Relationship

Connections with brands,

products, services

• Engaging



Tools and techniques

• Participatory Design

• Usability

• Observation/Ethnography

(Extended use)





• Usability


(Extended use)


PART 3: Apps Journey


Find, Buy and install

Use and re-use

Lose interest

BecomeAware

Apps Journey…


• Where are Apps available?

• Is the App ‘free’ or ‘paid for’?

• Is there a ‘paid for’ promotion/offer e.g. try before you

buy, limited functionality App?

• Where is it installed on their mobile device?

• Touchscreen or not touchscreen?

• Multiple homepages, etc.

Apps Journey: Find, Buy and Install


• How does the user become aware?

• Personal recommendations are key

• Other recommendations e.g. app developers, operators, celebrities

• How important are reviews and ratings?

Apps Journey: Become Aware


• How to keep the users interested (engaged)?

• Considerations when:

• User upgrades their mobile device

• User switches network

Apps Journey: Loose Interest


PART 4: Insights & Conclusions


Develop a Strategy

• Don’t convert, create (see it as an opportunity)

• Focus on Context, Goals & Needs (task, locale,

informative)

• Don’t try and support everything (create device families)

• Keep it simple and focus on the characteristics of the channel

Conclusions


Conclusions Remember the Users

• Who are the users

• What type of behaviour can we predict

• When will they interact?

• Will they have time to wait for content?

• Why will they use the service?

• What value will they gain from the

content/service?


Questions?

Dr. Philip Rhodes: [email protected]

For copies of the presentation or further info on OTOinsights services please email:

[email protected]

Follow OTOinsights on Twitter:

http://twitter.com/OTOinsights http://twitter.com/fhios


Future Webinars from One To One Interactive

“Increasing Conversions, Revenue and ROI through Content Testing and Optimization (CTO)

The digital marketing space offers unique opportunites for Content Testing and Optimization (CTO). The April 29th webinar looks at how OTOi designs and executes a CTO strategy, employing A/B/N and multivariate testing. Case studies are presented showing how OTOi has achieved significant successes in increasing conversions, revenue and ROI through an ongoing CTO process.

The webinar covers the digital marketing strategy behind CTO, explains how A/B/N and multivariate tests are designed and shows, through case studies, how CTO strategies can be successfully applied across a wide range of campaigns. Along with lifts in conversion, revenue and ROI, the webinar demonstrates how a CTO strategy also provides a library of best practices for ongoing marketing campaigns. There will be a Q&A period following the presentation.

otoinsights mobile ux webinar, april 15 2010

Technology

director director of

mobile user experience

otoinsights offerings

teaching experience

managing director

customer experience

hypermedia design

extensive research