Multi device user experience research - pick and mix

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

What we are going to present

• About Spotless Interactive

• Consumer behaviour

• Challenges to meet

• Into the Pick ‘n’ Mix

• Case studies

• Summary

About us

Introduction

• A professional UX consultancy

• Established in 2004

• Team of passionate UX Consultants

• Offices in Old Street London

• Working across multiple platforms and devices

Who we work with

Consumer behaviour

Attention span

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

The New Multi-screen World: Understanding Cross-Platform Consumer Behaviour –

Google/IPSOS Mori

Humans vs. Goldfish

Daily cycle

4. Travel home

1. Getting ready for work 2. Travel to work

3. At work5. After work

Unusual locations whilst placing a bet

• Over to you - Can you suggest some of the most unusual locations?

Unusual locations whilst placing a bet

• 21% - On the toilet

• 06% - Wedding

• 01% - Childbirth

Benefits to understanding context

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

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

Benefits to understanding context

• Validate internal thinking about a target customer’s needs, expectations, motivations, and context of use

Challenges to meet

Challenges

• Growing number of channels to deal with

• Moving targets with technological landscape

• Designing for distraction and diminishing attention

• Budget/time constraints for conducting research

What you might like to know

Should I do qualitative or quantitative studies?

How do we capture behaviour across multiple devices?

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

How do activities on one screen impact another?

Into the Pick ‘n’ Mix

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 articulate themselves

Customer insight

Insight

Analysis on combined activities

Survey data

Click path analysis

Analytics

Blog mining

CRM Information

Personalisation data

Segmentation data

Research

User research

Ethnographic research

Focus groups

Usability testing

Day in the life of study

Diary studies

Co-creation

Pick ‘n’ Mix methods

• Lab based research

• Ethnographic research

• Diary studies

• Remote task based research

• Digital qualitative studies

• Mobile surveys

• Telephone interviews

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

• Software based

– UX Recorder (web only)

Recording mobile/tablet

• Mr Tappy [Online site] £200

• Spotless Interactive kit [Spotless] – £250

• UX Recorder app [iTunes store] - £59

• Reflector App [Nate Bolt] - £Free

• iPad rotation kits [Various] - £30-£100

• Mc Guyver – [EuroIA 2010] - £150

User Experience Survey Report 2013

• Please select the top three user experience testing techniques that you perceive to provide the best ROI

No 1: In person lab testing

49% - Client side

51% - Agency side

Ethnographic research

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

• Cons – Expensive, time consuming, privacy issues

Capturing output

• Notes from observer

• Survey questions after key interactions

• Audio – Capture with a digital audio recorder

• Video - HD Recording glasses

• Video - Eyetracking glasses

Digital diary studies

• Pros – Effective at gaining real world context, motivations and behaviours, can be monitored in real time and combined with other methods

• Cons – Take time to run, require regular checkpoints, and kick-off/debrief sessions, usually a high drop out rate of participants. Relies on accurate self reporting from participants

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

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 software, some software requires installation of an app, or additional JavaScript pop up window during tasks

• Example tools:

• UserZoom

Digital qualitative studies

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

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

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

Telephone interviews

• Pros – Gain additional qualitative insight, can be used internationally, can reach people quickly, can gain representative sample quickly

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

Case studies

Argos – Lab based research

• Research objective: Understand customer expectations and overall reactions to the iPhone/iPad/Android app

Argos – Lab based research

• Method: Lab based usability testing 36 participants split equally across the various devices

Leading betting firm – Digital qualitative

• Research objective: Understand customer expectations and overall reactions to the iPhone app

• Context : Pub – 4 friends with iPhones

• Live event: Encouraged to engage before and after using digital quant and diary studies to capture ‘build up’ and ‘post match banter’

Leading betting firm – Digital qualitative

• Used ‘fun activities’ 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/Twitter

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

• Key findings: Uncovered Insight into group dynamics during and after games, identified preference for external channels when researching odds and stats

Summary

5 Things to remember

• Pick ‘n’ Mix – Use different methods to get results

• Bridge the gap – Try to understand context

• Qual + Quant – Use a combination of the two

• Cost – Does not have to be an expensive exercise

• Use what you have – Use data you are currently collecting e.g. site analytics and combine with other data to generate meaningful insight?

Thank You

Questions & answers

Contact details

• Please contact us with any questions you might have:

+44 (0) 20 7168 7526

info@spotlessinteractive.com

@spotint

Multi device user experience research - pick and mix

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