MUXL is a community of experience creators and innovators working in UX, Product, Mobile, Design & Development, collaborating to diffuse ideas and knowledge in a supportive and creative environment. https://mobileuxlondon.com What are the latest facts and figures on mobile retail? How do you perform a user experience design evaluation? This workshop will start with a short overview of mobile retail stats, mobile design principles and a basic framework for user experience evaluation. We will then get hands-ons working in groups of 3 to 4 people to analyze a mobile shop in order to apply our learnings and also share our experiences.

2. User Experience Research since 1998
Sabrina Duda
Qualified Psychologist:
Engineering Psychology/
Cognitive Ergonomics & Computer Science
2

3. 3
1999 Foundation of eye square
User & Brand Research Agency
2013 Foundation of
users‘ delight GmbH
UX Research & Consulting
Organizing World Usability Day Berlin
(2005-2014)
Master Thesis (Diplomarbeit) about Edutainment in 1998
Fielding
Duda, S. (1998). Design and Empirical Testing of a Checklist for the Evaluation of Multimedia Software for Children. In: Sutcliffe, A.,
Ziegler, J. & Johnson, P. (Eds.), Designing Effective and Usable Multimedia Systems. Boston u.a.: Kluwer Academic Publishers.
"My first usability test"

4. 4
MZ RT 125/3
1959

5. 5
o Introduction (Activity) 10 Min.
o What is UX (Activity) 10 Min.
o Presentation (Sabrina) 15 Min.
o What is UX?
o About Mobile Shopping and Mobile UX
o About Mobile Usability Testing
o Conduct Usability Test (Activity) 50 Min.
o Presentation (Sabrina) 5 Min.
o User experience principles

6. o Your name
o Your profession
o Why you attend the workshop/ what you would like to learn
o A fun fact about you!
0,5 minute each: Presenting
6
Total time:
10 Min.

7. 7

8. Come together in groups of approx. 5 people (4 groups).
Write down on a post-it note what UX is for you!
Choose a presenter for each group who will present the notes and put them on the wall.
2 minutes: Writing what is UX
2 minutes: Discussing
1-2 minutes each group: Presenting
8
Total time:
10 Min.

9. “Usability”
means that the user of an interactive application can reach
his goals with justifiable effort (effectivity, efficiency) and with
satisfying results (satisfaction).
ISO defines usability as "The extent to which a product can be used by specified
users to achieve specified goals with effectiveness, efficiency, and satisfaction in a
specified context of use.”
9

10. “User Experience”
“A person's perceptions and responses that result from the use
or anticipated use of a product, system or service”.
User experience includes all the users' emotions, beliefs, preferences, perceptions,
physical and psychological responses, behaviors and accomplishments that occur
before, during and after use.
(International standard on ergonomics of human system interaction ISO 9241-210)
10

11. 11
How the brain processes
experiences:
From the first reaction to a
product,
through the use of a product and
to the point of developing a
personal relationship with the
product.

12. o Attractiveness,
aesthetics
o Emotional appeal
12
Behavioral ReflectiveVisceral
o Brand image
o Meaning & value
o Self-reference & fulfillment
of psychological needs
o Functionality
o Joy of Use
First impression Usability Personal Relationship

13. Was der Mensch
angeborenerweise als positiv
empfindet:
o Rund
o Glatt
o Helle, satte Farben
o Blumenduft, Geruch von
Früchten
o Süßer Geschmack
o Symmetrie (auch
symmetrische Gesichter und
Körper) 13

14. Kids' toys
o Light, rich primary colors
o Pleasant surface
o Round shapes
14
Or as well:

15. 15

16. 16

17. Abraham Maslow 1943
Self-
Fulfilment
Appreciation
Love/ Belonging
Protection & Safety
Physiological Needs
(breathing, water, food, sleep, integrity)
Which needs does your system meet?
17

18. 18

19. Mobile Commerce almost 40% of UK Online Shopping
o Around 50% of traffic on smartphones & tablet
o Around 7% of online sales on smartphone, 30% on tablet
19
Source: Sept. 2, 2014, imrg, Capgemini, Quarterly Benchmarking

20. “At Shop Direct, this quarter marked the first time that mobile
devices accounted for 50% of our online sales.”
20
Gareth Jones, group retail and strategy director at Shop Direct
Sean McKee, Head of E-commerce and Customer Services at
Schuh
“Total mobile device traffic averaging 62% and total mobile
sales now running at 50%.”
Source: Sept. 2, 2014, imrg, Capgemini, Quarterly Benchmarking

21. 21Source: Ofcom Report 2015
%
%

22. Your user doesn’t give you his full attention, when he is on the road or with other people.
22
Think about the context!

23. 23
bradfrost.com/blog/web/mobile-first-responsive-web-design

24. “Incredibly, 50% of consumers drop off of a mobile checkout process because they
find it too difficult.”
“During a traditional payment flow, there are about 150 taps that consumers have
to make to get through the process […]. “
24
Interview at eCommerce Expo 2014, Rob Harper,
Head of Retail & Hospitality Services at PayPal

25. 25

26. 26http://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
"Elaborate usability tests
are a waste of resources.
The best results come from
testing no more than 5
users and running as many
small tests as you can
afford."
Jakob Nielsen,
March 19, 2000

27. 27
Raluca Budiu on February 9, 2014
Senior Researcher at Nielsen Norman Group
"[…]the usability requirements increase as the
platform shrinks.
Smaller screens equal bigger needs to test your
design with real users, because there are more
ways for users to fail."

28. o How do I record the screen of the mobile?
o How do I record the user interaction with
touch, swipe, etc.?
o How can the moderator see the screen?
Therefore, you can record with an external
camera.
28
Users should be tested on a device they are familiar with.
Otherwise, you would test the usability of the device, not of the application.

29. 29
http://www.tobiipro.com/product-listing/mobile-device-stand/

30. Task: Please change the background image on the Home Screen.
User goes to Display.
 Excitement remains constant
 Frustration increases
slightly.
User struggles within
Display menu and goes back
to Home Screen.
Frustration increases.
 Excitement decreases.
User discovers the
shortcut.
 Frustration decreases.
 Excitement increases.
1 32
1
2
3
Frustration
Excitement
Source: eye square GmbH

31. 31
Anybody Can Do Usability http://www.nngroup.com/articles/anybody-can-do-usability/
"Usability is like cooking: everybody needs
the results, anybody can do it reasonably
well with a bit of training, and yet it takes
a master to produce a gourmet outcome."
Jakob Nielsen,
December 21, 2009

32. 32

33. o A mobile phone with internet
o A user
o A moderator
o A note taker
o A task scenario (provided)
o A test script (provided)
33

34. Come together in groups of approx. 5 people (4 groups).
Decide who will be the moderator, the user, and the note takers.
The moderator conducts the testing with the user. All note-takers are taking notes.
Discuss and summarize findings. Make a list of found problems with post-its. Choose a presenter for your
group who will present the notes and put them on the wall.
3 minutes: Defining the roles
15 minutes: Conducting usability test
12 minutes: Discussing and summarzing findings, make a list
5 minutes each group: Presenting findings
34
Total time:
50 Min.

35. o Are there patterns in the findings?
o How could we summarize them?
35

36. 36

37. • Suitability for the task
• Suitability for learning
• Suitability for individualisation
• Conformity with user expectations
• Self descriptiveness
• Controllability
• Error tolerance
User
SystemTask
37

38. 1 Visibility of system status
Keep users informed about what is going on.
2 Match between system and the real world
Speak the users' language. Follow real-world conventions; information in a natural and logical
order.
3 User control and freedom
Give a clearly marked "emergency exit" to leave unwanted states, support undo and redo.
4 Consistency and standards
The same words, situations, or actions should mean the same thing. Follow conventions.
5 Error prevention
Better than good error messages is a design which prevents a problem. Eliminate error-prone
conditions or offer a confirmation option before users perform critical actions.
38

39. 6 Recognition rather than recall
Minimize the user's memory load. The user should not have to remember information.
7 Flexibility and efficiency of use
Support inexperienced and experienced users (e.g. short cuts for frequent actions).
8 Aesthetic and minimalist design
No information which is irrelevant or rarely needed.
9 Help users recognize, diagnose, and recover from errors
Error messages in plain language, indicating the problem, suggesting a solution.
10 Help and documentation
Provide help and documentation, easy to search.
39

40. 40

41. How likely is it that you would recommend this website to a friend or colleague?
Please rate from 0 to 10:
not at all 0 1 2 3 4 5 6 7 8 9 10 for sure
41
The Net Promoter Score is calculated by subtracting the percentage of customers who are Detractors from
the percentage of customers who are Promoters.
Detractors Passives Promoters

42. 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
42© Digital Equipment Corporation, 1986.
strongly disagree 1 2 3 4 5 strongly agree

43. www.smiling.club
sabrina@smiling.club
+44 755 484 38 71
43
SabrinaDuda
www.linkedin.com/in/SabrinaDuda
@SabrinaDuda