Four Country Mobile Operator Study: a competitive benchmark of leading mobile operator sites1
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This Benchmarking study gets inside the European mobile operator market to show how users in four countries look for: - The monthly cost to surf the internet daily with an iPad - The fax number/address for a high street shop
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Four Country Mobile Operator Study: a competitive benchmark of leading mobile operator sites1
- 1. Webinar Four Country Mobile Operator Study: a competitive benchmark of leading mobile operator sites 19 th January 2011
- 3. Introductions Arthur Moan Country Manager UK & Ireland at UserZoom Martje van der Linde User Experience Consultant at User Intelligence Louiselle Morand User Experience Consultant at Telono Javier Darriba Managing Director at Xperience Consulting
- 6. What is UX benchmarking and why is it important? OK……. So how do we define UX benchmarking ?
- 9. What is UX benchmarking and why is it important? Some may wonder: is UX benchmarking: ?
- 12. What is UX benchmarking and why is it important? ‘ You can’t manage what you can’t measure’ Attributed to Peter Drucker, Mgt Guru The question is: How are you actually measuring UX and defining your benchmark?
- 21. UserZoom Results - Behavioural
- 34. Top level overview of Task 1 across all countries with deep dive into Switzerland & UK results “Find the monthly cost to surf the internet daily with an iPad”
- 35. Task Metrics: iPad Monthly Plan
- 46. Top level overview of Task 2 across all countries with deep dive into The Netherlands & Spain’s results “ Locate a store address/fax number ”
- 47. Task Metrics: Locating Store Address/Phone number
- 52. Task 2 Spain : Find the closest shop to the Atocha railway station and take note of its fax number.
- 60. Final Questionnaire – all countries: Which mobile operator do you prefer? Netherlands Switzerland Spain UK
- 61. 1. I think that I would like to use this system frequently. 2. I found the system unnecessarily complex. 3. I thought the system was easy to use. 4. I think that I would need the support of a technical person to be able to use this system. 5. I found the various functions in this system were well integrated. 6. I thought there was too much inconsistency in this system. 7. I would imagine that most people would learn to use this system very quickly. 8. I found the system very cumbersome to use. 9. I felt very confident using the system. 10. I needed to learn a lot of things before I could get going with this system. Metrics: SUS Score The System Usability Scale (SUS) is a set of 10 questions that is used to measure the perception of a systems overall usability. Participants rate each question with a 1 to 5 scale (5 being strongly agree).
- 62. Metrics: SUS Score After completing the tasks on each mobile provider website participants were asked to complete the SUS questionnaire. The averages for each question are used to calculate an overall score (0-100). SUS Score Guide*: 35=poor, 50=OK, 70=good, 85=excellent Bangor, A. (2009, May). Determining What Individual SUS Scores Mean: Adding and Adjective Rating Scale. Journal of Usability Studies, 4(3), 114-123.
- 63. Net Promoter Score (NPS®) Promoters NPS % of Promoters (9s and 10s) Detractors (0 through 6) = - After completing the four tasks, participants were asked how likely they would be to recommend each mobile provider’s website. Detractors 0 1 2 3 4 5 6 7 8 9 10 NPS Orange (SP) 16% 11% 15% 10% 7% 14% 9% 9% 2% 4% 3% -75% Orange (UK) (n=101) 10% 3% 4% 7% 7% 21% 11% 10% 14% 9% 4% -50% Orange (CH) (n=78) 9% 4% 12% 4% 10% 23% 9% 15% 12% 0% 3% -68% Swisscom (CH) (n=78) 4% 1% 15% 6% 5% 15% 12% 22% 12% 3% 5% -51% T-Mobile (NL) 13% 4% 6% 4% 6% 27% 13% 10% 13% 3% 1% -69% Vodafone (NL) 8% 3% 9% 8% 5% 22% 18% 11% 9% 3% 4% -66% Vodafone (SP) 7% 1% 4% 6% 14% 13% 13% 18% 12% 8% 4% -46% Vodafone (UK) 8% 1% 4% 8% 9% 22% 13% 16% 9% 5% 5% -55%
- 67. Q & A
- 74. Sunnyvale (USA) 440 N. Wolfe Rd. Sunnyvale, CA 94085 Phone: +1 (408) 524 7445 Contact: Alfonso de la Nuez Barcelona (Spain) Av. Diagonal 419 3º 2ª 08008 Barcelona Phone: +34 93 414 7554 Fax: +34 93 209 8380 Contact: Xavier Mestres Cheshire (UK) Booths Park. Chelford Road, Knutsford, Cheshire WA16 8GS Phone: + 44 (0)1565 759890 Cell: + 44 (0)7900 472 920 Contact: Arthur Moan Thanks so much for your time! Check out our upcoming events at www.userzoom.com
Editor's Notes
- In this webinar, we will show you how you can remove face to face moderation, have hundred of users participate simultaneously from different locations in a cost effective and fast way. Userzoom is an on demand research service that will automatically capture and gather both customers attitudes and behaviors. After our demonstration, we will open up to Questions, but let’s start now by diving into UserZoom software as a service.
- In this webinar, we will show you how you can remove face to face moderation, have hundred of users participate simultaneously from different locations in a cost effective and fast way. Userzoom is an on demand research service that will automatically capture and gather both customers attitudes and behaviors. After our demonstration, we will open up to Questions, but let’s start now by diving into UserZoom software as a service.
- In this webinar, we will show you how you can remove face to face moderation, have hundred of users participate simultaneously from different locations in a cost effective and fast way. Userzoom is an on demand research service that will automatically capture and gather both customers attitudes and behaviors. After our demonstration, we will open up to Questions, but let’s start now by diving into UserZoom software as a service.
- The study investigated the usability of the two leading mobile operators of each country on two simple tasks. The same two tasks were carried out in each country. For each provider, we asked participants to find a specific monthly data plan to surf with an iPad, and then to locate a store in a given city. After the test, we gave several questionnaires to our participants, to know how easy to use each website was, and how they perceived the complexity and consistency of these websites. The tasks started on the homepage of each website, and we were interested to know whether it was clear where to go or not to find the information wanted, and how confident the participants were of their choices. We then ask them to rate the usability of the websites with help of System Usability Scale (here refered as « SUS score »). There were questions of personal opinion, such as what was liked most and least about the sites, which one they prefered after having interacted with both, and the likelihood to recommend each of them. This last questionnaire is know as the Net Promoter Score.
- You may be aware that Switzerland has three national languages, which are German, French and Italian. The Swiss study was conducted in these three languages. Here are screenshots of the Swisscom website in German. In order to complete the iPad task, that was to find the plan that allows to surf daily with a 2GB limit, we have to select the « Internet » menu, which opens a submenu where you have « Internet with your notebook ». Under it stands the « iPad plans ». Thus, the information can be found in three clicks when browsing (that is, without using the search engine). When we know where to find the information, it seems to be an easy task. Let’s look how the participants performed.
- The heatmap shown here represents only the Swiss-German participants of the Swiss study. More than two thirds of the participants were not able to find the information regarding the iPad monthly plan. 6% used the search bar, which lead to success in 67% of the cases - 40% rolled over to the side navigation bar and then clicked on the links on the right, which didn’t lead to much success (only 16%) 15% clicked “Kombi-Angebote” on the side navigation bar (translated as “Packages” on the English version of the site), which wasn’t a successful option either (14%) When we look at the participant’s results and their comment, we can interpret that they were unable to locate the information. They don’t know if the information is in the “Mobile” or in the “Internet” menu of the site. Then, when they do find the information asked, it was unclear. The participants themselves rated this task mostly as difficult.
- As for the Orange website, the iPad monthly plan can also be found in three clicks when browsing: the information can be found under the menu « Internet », then « Internet Everywhere for iPad ». As we can see on this heatmap, only 14% of the Swiss-German participants clicked « Internet » on the top navigation bar. Three quarters of the participants couldn’t find the information or answer this task correctly. About two thirds of the unsuccessful participants made an error on the task. More than a third of the participants that abandoned the task did so because they couldn’t locate the information where it was expected. This task was also rated as difficult by the participants, which is not a surprise considering their low performance.
- 20/01/11
- 20/01/11