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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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