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1 Spotless Interactive © 2013
Pick‘n’Mix–What'sinyourbag?
Multi-DeviceUserExperienceResearch
22
What we are going to present
• About Spotless Interactive
• Consumer behaviour
• Challenges to meet
• Into the Pick ‘n’ Mix
• Case studies
• Summary
Spotless Interactive © 2013
3 Spotless Interactive © 2013
Aboutus
44
Introduction
Spotless Interactive © 2013
• A professional UX consultancy
• Established in 2004
• Team of passionate UX Consultants
• Offices in Old Street London
• Working across multiple platforms and devices
55
Who we work with
Spotless Interactive © 2013
6 Spotless Interactive © 2013
Consumerbehaviour
77
Attention span
Spotless Interactive © 2013
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
88
Humans vs. Goldfish
Spotless Interactive © 2013
99
Daily cycle
Spotless Interactive © 2013
4. Travel home
1. Getting ready for work 2. Travel to work
3. At work5. After work
1010
Unusual locations whilst placing a bet
Spotless Interactive © 2013
• Over to you - Can you suggest some of the most
unusual locations?
1111
Unusual locations whilst placing a bet
Spotless Interactive © 2013
• 21% - On the toilet
• 06% - Wedding
• 01% - Childbirth
1212
Benefits to understanding context
Spotless Interactive © 2013
• Understand customers’ real perceptions of the
site’s value
• Delve deeper into what makes them purchase, use
and consume
1313
Benefits to understanding context
Spotless Interactive © 2013
• Validate internal thinking about a target
customer’s needs, expectations, motivations, and
context of use
14 Spotless Interactive © 2013
Challengestomeet
1515
Challenges
Spotless Interactive © 2013
• Growing number of channels to deal with
• Moving targets with technological landscape
• Designing for distraction and diminishing attention
• Budget/time constraints for conducting research
1616
What you might like to know
Spotless Interactive © 2013
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?
17 Spotless Interactive © 2013
IntothePick‘n’Mix
1818
Customer insight
Spotless Interactive © 2013
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
1919
Customer insight
Spotless Interactive © 2013
Insight
Analysis on combined
activities
Data
Surveydata
Click path analysis
Analytics
Blog mining
CRM Information
Personalisationdata
Segmentationdata
Research
User research
Ethnographicresearch
Focusgroups
Usabilitytesting
Day in the life of study
Diary studies
Co-creation
= +
2020
Pick ‘n’ Mix methods
Spotless Interactive © 2013
• Lab based research
• Ethnographic research
• Diary studies
• Remote task based research
• Digital qualitative studies
• Mobile surveys
• Telephone interviews
2121
Lab based research
Spotless Interactive © 2013
• 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)
2222
Recording mobile/tablet
Spotless Interactive © 2013
• 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
2323
User Experience Survey Report 2013
Spotless Interactive © 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
2424
Ethnographic research
Spotless Interactive © 2013
• Pros – Can gain richer contextual feedback, capture
behaviour across; TV, Tablet, Console & Mobile
• Cons – Expensive, time consuming, privacy issues
2525
Capturing output
Spotless Interactive © 2013
• Notes from observer
• Survey questions after key interactions
• Audio – Capture with a digital audio recorder
• Video - HD Recording glasses
• Video - Eyetracking glasses
2626
Digital diary studies
Spotless Interactive © 2013
• 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
2727
Remote task based research
Spotless Interactive © 2013
• 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
2828
Digital qualitative studies
Spotless Interactive © 2013
• 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
2929
Mobile surveys
Spotless Interactive © 2013
• 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
3030
Telephone interviews
Spotless Interactive © 2013
• 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
31 Spotless Interactive © 2013
Casestudies
3232
Argos – Lab based research
Spotless Interactive © 2013
• Research objective: Understand customer
expectations and overall reactions to the
iPhone/iPad/Android app
3333
Argos – Lab based research
Spotless Interactive © 2013
• Method: Lab based usability testing 36 participants
split equally across the various devices
3434
Leading betting firm – Digital qualitative
Spotless Interactive © 2013
• 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’
3535
Leading betting firm – Digital qualitative
Spotless Interactive © 2013
• 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
36 Spotless Interactive © 2013
Summary
3737
5 Things to remember
Spotless Interactive © 2013
• 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?
38 Spotless Interactive © 2013
Thank You
3939
Questions & answers
Spotless Interactive © 2013
4040
Contact details
Spotless Interactive © 2013
• Please contact us with any questions you might have:
+44 (0) 20 7168 7526
info@spotlessinteractive.com
@spotint

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Multi device user experience research - pick and mix

  • 1. 1 Spotless Interactive © 2013 Pick‘n’Mix–What'sinyourbag? Multi-DeviceUserExperienceResearch
  • 2. 22 What we are going to present • About Spotless Interactive • Consumer behaviour • Challenges to meet • Into the Pick ‘n’ Mix • Case studies • Summary Spotless Interactive © 2013
  • 3. 3 Spotless Interactive © 2013 Aboutus
  • 4. 44 Introduction Spotless Interactive © 2013 • A professional UX consultancy • Established in 2004 • Team of passionate UX Consultants • Offices in Old Street London • Working across multiple platforms and devices
  • 5. 55 Who we work with Spotless Interactive © 2013
  • 6. 6 Spotless Interactive © 2013 Consumerbehaviour
  • 7. 77 Attention span Spotless Interactive © 2013 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
  • 8. 88 Humans vs. Goldfish Spotless Interactive © 2013
  • 9. 99 Daily cycle Spotless Interactive © 2013 4. Travel home 1. Getting ready for work 2. Travel to work 3. At work5. After work
  • 10. 1010 Unusual locations whilst placing a bet Spotless Interactive © 2013 • Over to you - Can you suggest some of the most unusual locations?
  • 11. 1111 Unusual locations whilst placing a bet Spotless Interactive © 2013 • 21% - On the toilet • 06% - Wedding • 01% - Childbirth
  • 12. 1212 Benefits to understanding context Spotless Interactive © 2013 • Understand customers’ real perceptions of the site’s value • Delve deeper into what makes them purchase, use and consume
  • 13. 1313 Benefits to understanding context Spotless Interactive © 2013 • Validate internal thinking about a target customer’s needs, expectations, motivations, and context of use
  • 14. 14 Spotless Interactive © 2013 Challengestomeet
  • 15. 1515 Challenges Spotless Interactive © 2013 • Growing number of channels to deal with • Moving targets with technological landscape • Designing for distraction and diminishing attention • Budget/time constraints for conducting research
  • 16. 1616 What you might like to know Spotless Interactive © 2013 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?
  • 17. 17 Spotless Interactive © 2013 IntothePick‘n’Mix
  • 18. 1818 Customer insight Spotless Interactive © 2013 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
  • 19. 1919 Customer insight Spotless Interactive © 2013 Insight Analysis on combined activities Data Surveydata Click path analysis Analytics Blog mining CRM Information Personalisationdata Segmentationdata Research User research Ethnographicresearch Focusgroups Usabilitytesting Day in the life of study Diary studies Co-creation = +
  • 20. 2020 Pick ‘n’ Mix methods Spotless Interactive © 2013 • Lab based research • Ethnographic research • Diary studies • Remote task based research • Digital qualitative studies • Mobile surveys • Telephone interviews
  • 21. 2121 Lab based research Spotless Interactive © 2013 • 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)
  • 22. 2222 Recording mobile/tablet Spotless Interactive © 2013 • 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
  • 23. 2323 User Experience Survey Report 2013 Spotless Interactive © 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
  • 24. 2424 Ethnographic research Spotless Interactive © 2013 • Pros – Can gain richer contextual feedback, capture behaviour across; TV, Tablet, Console & Mobile • Cons – Expensive, time consuming, privacy issues
  • 25. 2525 Capturing output Spotless Interactive © 2013 • Notes from observer • Survey questions after key interactions • Audio – Capture with a digital audio recorder • Video - HD Recording glasses • Video - Eyetracking glasses
  • 26. 2626 Digital diary studies Spotless Interactive © 2013 • 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
  • 27. 2727 Remote task based research Spotless Interactive © 2013 • 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
  • 28. 2828 Digital qualitative studies Spotless Interactive © 2013 • 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
  • 29. 2929 Mobile surveys Spotless Interactive © 2013 • 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. 3030 Telephone interviews Spotless Interactive © 2013 • 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
  • 31. 31 Spotless Interactive © 2013 Casestudies
  • 32. 3232 Argos – Lab based research Spotless Interactive © 2013 • Research objective: Understand customer expectations and overall reactions to the iPhone/iPad/Android app
  • 33. 3333 Argos – Lab based research Spotless Interactive © 2013 • Method: Lab based usability testing 36 participants split equally across the various devices
  • 34. 3434 Leading betting firm – Digital qualitative Spotless Interactive © 2013 • 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’
  • 35. 3535 Leading betting firm – Digital qualitative Spotless Interactive © 2013 • 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
  • 36. 36 Spotless Interactive © 2013 Summary
  • 37. 3737 5 Things to remember Spotless Interactive © 2013 • 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?
  • 38. 38 Spotless Interactive © 2013 Thank You
  • 39. 3939 Questions & answers Spotless Interactive © 2013
  • 40. 4040 Contact details Spotless Interactive © 2013 • Please contact us with any questions you might have: +44 (0) 20 7168 7526 info@spotlessinteractive.com @spotint