Multi device user experience research - pick and mix

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

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

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?

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

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

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?

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