1. 1
Spotless
Interac/ve
©
2013
Pick
‘n’
Mix
–
What's
in
your
bag?
Mul/-­‐Device
User
Experience
Research

2. 2
2
What
we
are
going
to
present
• About
Spotless
Interac/ve
• Consumer
behaviour
• Challenges
to
meet
• Into
the
Pick
‘n’
Mix
• Case
studies
• Summary
Spotless
Interac/ve
©
2013

3. 3
Spotless
Interac/ve
©
2013
About
us

4. 4
4
Introduc/on
Spotless
Interac/ve
©
2013
• A
professional
UX
consultancy
• Established
in
2004
• Team
of
passionate
UX
Consultants
• Offices
in
Old
Street
London
• Working
across
mul/ple
plaVorms
and
devices

5. 5
5
Who
we
work
with
Spotless
Interac/ve
©
2013

6. 6
Spotless
Interac/ve
©
2013
Consumer
behaviour

7. 7
7
AZen/on
span
Spotless
Interac/ve
©
2013
90%
of
shoppers
move
between
devices
whether
they
are
smartphones,
PCs,
tablets
or
TV
as
they
gather
informa/on
and
reach
a
purchase
decision
The New Multi-screen World: Understanding Cross-Platform Consumer Behaviour –
Google/IPSOS Mori

8. 8
8
Humans
vs.
Goldfish
Spotless
Interac/ve
©
2013

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9
Daily
cycle
Spotless
Interac/ve
©
2013
4. Travel home
1. Getting ready for work 2. Travel to work
3. At work5. After work

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10
Unusual
loca/ons
whilst
placing
a
bet
Spotless
Interac/ve
©
2013
• Over
to
you
-­‐
Can
you
suggest
some
of
the
most
unusual
loca/ons?

11. 11
11
Unusual
loca/ons
whilst
placing
a
bet
Spotless
Interac/ve
©
2013
• 21%
-­‐
On
the
toilet
• 06%
-­‐
Wedding
• 01%
-­‐
Childbirth

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12
Benefits
to
understanding
context
Spotless
Interac/ve
©
2013
• Understand
customers’
real
percep1ons
of
the
site’s
value
• Delve
deeper
into
what
makes
them
purchase,
use
and
consume
• Validate
internal
thinking
about
a
target
customer’s
needs,
expecta/ons,
mo/va/ons,
and
context
of
use

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13
Benefits
to
understanding
context
Spotless
Interac/ve
©
2013
• Validate
internal
thinking
about
a
target
customer’s
needs,
expecta/ons,
mo/va/ons,
and
context
of
use

14. 14
Spotless
Interac/ve
©
2013
Challenges
to
meet

15. 15
15
Challenges
Spotless
Interac/ve
©
2013
• Growing
number
of
channels
to
deal
with
• Moving
targets
with
technological
landscape
• Designing
for
distrac/on
and
diminishing
aZen/on
• Budget//me
constraints
for
conduc/ng
research

16. 16
16
What
you
might
like
to
know
Spotless
Interac/ve
©
2013
Should
I
do
qualita/ve
or
quan/ta/ve
studies?
How
do
we
capture
behaviour
across
mul/ple
devices?
How
do
we
know
what
our
users
are
really
doing
with
our
site
or
app?
How
do
ac/vi/es
on
one
screen
impact
another?

17. 17
Spotless
Interac/ve
©
2013
Into
the
Pick
‘n’
Mix

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18
Customer
insight
Spotless
Interac/ve
©
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
ar1culate
themselves

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19
Customer
insight
Spotless
Interac/ve
©
2013
Insight
Analysis
on
combined
ac1vi1es
Data
Survey
data
Click
path
analysis
Analy1cs
Blog
mining
CRM
Informa1on
Personalisa1on
data
Segmenta1on
data
Research
User
research
Ethnographic
research
Focus
groups
Usability
tes1ng
Day
in
the
life
of
study
Diary
studies
Co-­‐crea1on
= +

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20
Pick
‘n’
Mix
methods
Spotless
Interac/ve
©
2013
• Lab
based
research
• Ethnographic
research
• Diary
studies
• Remote
task
based
research
• Digital
qualita/ve
studies
• Mobile
surveys
• Telephone
interviews

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Lab
based
research
Spotless
Interac/ve
©
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
• Sogware
based
– UX
Recorder
(web
only)

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22
Recording
mobile/tablet
Spotless
Interac/ve
©
2013
• Mr
Tappy
[Online
site]
£200
• Spotless
Interac/ve
kit
[Spotless]
–
£250
• UX
Recorder
app
[iTunes
store]
-­‐
£59
• Reflector
App
[Nate
Bolt]
-­‐
£Free
• iPad
rota/on
kits
[Various]
-­‐
£30-­‐£100
• Mc
Guyver
–
[CHI
link]
-­‐
£150

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User
Experience
Survey
Report
2013
Spotless
Interac/ve
©
2013
• Please
select
the
top
three
user
experience
tes/ng
techniques
that
you
perceive
to
provide
the
best
ROI
No 1: In person lab testing
49% - Client side
51% - Agency side

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24
Ethnographic
research
Spotless
Interac/ve
©
2013
• Pros
–
Can
gain
richer
contextual
feedback,
capture
behaviour
across;
TV,
Tablet,
Console
&
Mobile
• Cons
–
Expensive,
/me
consuming,
privacy
issues

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25
Capturing
output
Spotless
Interac/ve
©
2013
• Notes
from
observer
• Survey
ques/ons
ager
key
interac/ons
• Audio
–
Capture
with
a
digital
audio
recorder
• Video
-­‐
HD
Recording
glasses
• Video
-­‐
Eyetracking
glasses

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Digital
diary
studies
Spotless
Interac/ve
©
2013
• Pros
–
Effec/ve
at
gaining
real
world
context,
mo/va/ons
and
behaviours,
can
be
monitored
in
real
/me
and
combined
with
other
methods
• Cons
–
Take
/me
to
run,
require
regular
checkpoints,
and
kick-­‐off/debrief
sessions,
usually
a
high
drop
out
rate
of
par/cipants.
Relies
on
accurate
self
repor/ng
from
par/cipants
• Example
tools:
Email/TwiZer/Yammer/
SMS/Survey
based

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Remote
task
based
research
Spotless
Interac/ve
©
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
sogware,
some
sogware
requires
installa/on
of
an
app,
or
addi/onal
JavaScript
pop
up
window
during
tasks
• Example
tools:
• UserZoom

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Digital
qualita/ve
studies
Spotless
Interac/ve
©
2013
• Pros
–
Capture
events
immediately,
cheaper
to
run,
allows
self
evalua/on,
can
gather
loca/on
based
data
and
/me
stamps,
can
go
in
store/home
without
a
researcher,
can
focus
real
/me
focus
groups
via
chat
packages
• Cons
–
Can
take
/me
to
run,
can’t
view
body
language

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29
Mobile
surveys
Spotless
Interac/ve
©
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

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30
Telephone
interviews
Spotless
Interac/ve
©
2013
• Pros
–
Gain
addi/onal
qualita/ve
insight,
can
be
used
interna/onally,
can
reach
people
quickly,
can
gain
representa/ve
sample
quickly
• Cons
–
Can’t
read
par/cipants
body
language/facial
expressions,
high
drop
out
rate,
limited
calling
/me
ranges

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Spotless
Interac/ve
©
2013
Case
studies

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32
Argos
–
Lab
based
research
Spotless
Interac/ve
©
2013
• Research
objec1ve:
Understand
customer
expecta/ons
and
overall
reac/ons
to
the
iPhone/iPad/
Android
app

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33
Argos
–
Lab
based
research
Spotless
Interac/ve
©
2013
• Method:
Lab
based
usability
tes/ng
36
par/cipants
split
equally
across
the
various
devices

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34
Leading
bexng
firm
–
Digital
qualita/ve
Spotless
Interac/ve
©
2013
• Research
objec1ve:
Understand
customer
expecta/ons
and
overall
reac/ons
to
the
iPhone
app
• Context
:
Pub
–
4
friends
with
iPhones
• Live
event:
Encouraged
to
engage
before
and
ager
using
digital
quant
and
diary
studies
to
capture
‘build
up’
and
‘post
match
banter’

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35
Leading
bexng
firm
–
Digital
qualita/ve
Spotless
Interac/ve
©
2013
• Used
‘fun
ac/vi/es’
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/
TwiZer
• Asked
to
tell
us
when
they
placed
a
bet,
using
which
device
• Key
findings:
Uncovered
Insight
into
group
dynamics
during
and
ager
games,
iden/fied
preference
for
external
channels
when
researching
odds
and
stats

36. 36
Spotless
Interac/ve
©
2013
Summary

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37
5
Things
to
remember
Spotless
Interac/ve
©
2013
• Pick
‘n’
Mix
–
Use
different
methods
to
get
results
• Bridge
the
gap
–
Try
to
understand
context
• Qual
+
Quant
–
Use
a
combina/on
of
the
two
• Cost
–
Does
not
have
to
be
an
expensive
exercise
• Use
what
you
have
–
Use
data
you
are
currently
collec/ng
e.g.
site
analy/cs
and
combine
with
other
data
to
generate
meaningful
insight?

38. 38
Spotless
Interac/ve
©
2013
Thank
You

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39
Ques/ons
&
answers
Spotless
Interac/ve
©
2013

40. 40
40
Contact
details
Spotless
Interac/ve
©
2013
• Please
contact
us
with
any
ques/ons
you
might
have:
+44
(0)
20
7168
7526
info@spotlessinterac/ve.com
@spo/nt