Best UX Practices of EBSCO Discovery Service Libraries with Exceptionally High Mobile Usage - Electronic Resources & Libraries (ER&L) 2015
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The document discusses best UX practices for libraries with high mobile usage, examining trends from 2012 to 2014 and how libraries can better serve mobile users. It highlights the importance of responsive websites, simplicity in design, and ease of access to resources as key strategies to improve user experience. Additionally, the document presents statistical analyses and user studies from various educational institutions to reinforce these recommendations.
Best UX Practices of EBSCO Discovery Service Libraries with Exceptionally High Mobile Usage - Electronic Resources & Libraries (ER&L) 2015
- 1. ER&L 2015: Best UX Practices of Libraries with Exceptionally High Mobile Usage February 23, 2015 Megan Hurst, MLIS Director, EBSCO SaaS Product Management Research Workflow / EDS + EBSCOhost Platforms
- 2. Overview • General mobile web usage trends through 2014 • 2012-2014 year-over-year analysis of aggregated mobile device usage data of EBSCO Discovery Service (EDS) • What strategic practices are libraries with exceptionally high mobile device traffic* undertaking to best serve their users? • Heuristic evaluation of mobile-friendly best practices of EDS libraries with exceptionally high mobile device traffic relative to total traffic * EBSCO Discovery Service mobile website usage only. Mobile app usage is excluded.
- 3. Mobile Glossary Mobile Device – a handheld, portable computing device, with internet-connection capabilities Mobile App – an application that runs on a specific device which may not require an internet connection (works offline), and is available via App Stores (e.g. Google Play Store) Mobile Website – a website that has been tuned for a mobile display and touch-based navigation. An internet connection is required to access a mobile website. Responsive Website – a website that has been “tuned” to progressively disclose and stack user interface and content elements based on the computer or device screen size. Hybrid App – a mobile-optimized website that is paired with app functionality ranging from a simple “app-wrapper” allowing the site to be discovered and downloaded via app stores, or more robust functionalities, such as offline reading.
- 4. Mobile Experience Influences Mobile Usage How many devices do you have with you right now?
- 5. Power SpeedBattery life Screen resolution Responsiveness Screen size Screen type /resolution Portability Physical Interaction Factors influencing mobile experience Frequency of use Activity/Task /PurposeHABIT EXPERIENCE TECHNOLOGY Model: © M. Hurst + Francis H.
- 6. General mobile web usage trends
- 7. Open Web Trends (Global): Computers vs. Mobile Internet Traffic, 2010-2015 Data Source: Global Stats: StatCounter GlobalStats http://gs.statcounter.com 97.06 93.91 87.96 79.18 66.57 62.57 2.94 6.09 10.74 16.24 27.14 30.88 1.31 4.59 6.29 6.55 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010 2011 2012 2013 2014 2015 % Desktop % Mobile Phones % Tablets YTD
- 8. Open Web Trends (United States): Computers vs. Mobile Internet Traffic, 2010-2015 Data Source: Global Stats: StatCounter GlobalStats http://gs.statcounter.com 95.88 92.72 88.04 79.79 67.89 63.49 4.12 7.28 9.89 13.68 23.19 26.55 2.07 6.53 8.93 9.96 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010 2011 2012 2013 2014 2015 % Desktop % Mobile Phones % Tablets YTD
- 9. Open Web Trends: Device Types Source: Business Insider http://www.businessinsider.com/global-smartphone-shipments-cross-300-million-in- the-third-quarter-as-xiaomi-catapults-into-third-place-2014-10
- 10. Technology use and gadget ownership among all Americans 16+ Source: http://www.pewinternet.org/2014/09/10/younger-americans-reading-habits-and-technology-use/
- 11. EBSCO Discovery Service mobile website statistics
- 12. EDS and EBSCOhost the most widely-used library-research platforms in the world • Delivering 400+ collections • To 10s of thousands of customers • In 6 continents; ~30 languages • 4+ million user sessions per day • 3+ million searches per day • Using 4,000+ devices types
- 13. Computer EBSCO Discovery Service (EDS) FULL SITE EDS MOBILE SITE iPad Any other mobile device Auto-detectdevice/Auto-directto FullorMobileSite “Toggle” Links lets user switch between Full and Mobile Sites EDS FULL SITE USER visits EDS via any device
- 14. EBSCO Discovery Service: Usage Statistics All Mobile Device Web Sessions as a % of Total EBSCO Discovery Service Web Sessions, Jan 2012-Dec 2014 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% 0.73% 0.71% 0.71% 0.73% 0.83% 0.91% 0.98% 1.65% 1.23% 1.19% 1.09% 1.05% 1.60% 1.52% 1.45% 1.35% 1.46% 1.61% 1.65% 1.93% 1.94% 1.78% 1.54% 1.52% 2.02% 1.91% 1.81% 1.53% 1.70% 1.59% 1.65% 1.88% 1.93% 1.87% 1.55% 1.49% 0.62% 0.49% 0.48% 0.44% 0.52% 0.57% 0.68% 0.92% 0.92% 0.87% 0.85% 0.89% 1.40% 1.13% 1.10% 1.05% 1.19% 1.34% 1.41% 1.69% 1.75% 1.60% 1.58% 1.63% 2.11% 2.05% 2.35% 1.84% 1.91% 1.83% 1.88% 2.22% 2.44% 2.33% 2.53% 2.73% non-iPad Mobile Usage iPad
- 15. EDS iPad mobile sessions 2012-2014 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 0.73% 0.71% 0.71% 0.73% 0.83% 0.91% 0.98% 1.65% 1.23% 1.19% 1.09% 1.05% 1.60% 1.52% 1.45% 1.35% 1.46% 1.61% 1.65% 1.93% 1.94% 1.78% 1.54% 1.52% 2.02% 1.91% 1.81% 1.53% 1.70% 1.59% 1.65% 1.88% 1.93% 1.87% 1.55% 1.49% 2012 2013 2014 Year-to-Year increase of iPad Sessions as a % of Total EBSCO Discovery Service Sessions
- 16. EDS non-iPad mobile sessions 2012- 2014 Year-to-Year increase of non-iPad sessions as a % of Total EBSCO Discovery Service Sessions 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 0.62% 0.49% 0.48% 0.44% 0.52% 0.57% 0.68% 0.92% 0.92% 0.87% 0.85% 0.89% 1.40% 1.13% 1.10% 1.05% 1.19% 1.34% 1.41% 1.69% 1.75% 1.60% 1.58% 1.63% 2.11% 2.05% 2.35% 1.84% 1.91% 1.83% 1.88% 2.22% 2.44% 2.33% 2.53% 2.73% 2012 2013 2014
- 17. iPad iPhone Google Nexus 7 Samsung GT-I9300 Samsung GT-N7100 Apple iPod Touch Amazon KFTT Samsung GT-I9505 Samsung GT-P5210 Samsung SM-G900V Samsung SCH-I545 Unknown Mobile Samsung SM-P600 Google Nexus 5 Samsung SGH-I337 Samsung GT-I9500 Samsung SM-T310 Samsung GT-P5110 Samsung SM-G900A Samsung SGH-M919 Amazon KFSOWI Samsung SM-T217S Samsung SM-N9005 Samsung SM-T210 HTC One Samsung GT-N5110 Samsung SM-G900T Verizon Ellipsis 7 Samsung SPH-L720 Samsung GT-I9305 Samsung GT-N8013 Samsung SM-G900F Samsung GT-N8010 Samsung SM-T530NU Amazon KFTHWI Motorola XT1032 Samsung SM-T800 Samsung GT-N8000 Samsung GT-P5113 Samsung SM-N900T Samsung SM-N900A Samsung SM-T230NU Samsung GT-I9195 Samsung SM-G900P Samsung SGH-I747 Google E960 Nokia Lumia 520 Samsung SGH-I337M Samsung SM-N900V Samsung GT-I8190 Apple Unknown Mobile Samsung GT-I9100 Motorola XT1080 Samsung GT-N5100 Amazon KFOT Samsung GT-P3113 Samsung SM-P900 HTC One (M8) Amazon KFJWI Samsung SM-T530 Asus TF300T Samsung GT-P5100 Google Nexus 10 Samsung GT-P3110 LG VS980 Samsung SM-N900P Samsung SM-T110 Samsung SM-T330NU Sony C6903 Samsung SGH-I747M RCA RCT6103W46 LG D802 Samsung SM-T520 Samsung GT-I9190 Samsung Samsung SM-T900 Samsung SCH-I535 Samsung SGH-I537 Samsung SM-T320 Samsung SM-N900 LG VN530 Samsung GT-I8190L Motorola XT907 Samsung GT-N7105 Sony D6503 Samsung SM-T700 LG MS323 Sony C6603 Motorola XT1058 Samsung SM-G870A Samsung GT-P5200 Samsung SM-P605 HTC A8181 Motorola XT1033 Samsung SM-T211 Sony D5503 Motorola XT1031 RIM PlayBook Asus ME173X BlackBerry Z10 LG LS980 Samsung SGH-I497 Asus TF101 Samsung GT-P3100 Samsung GT-I8190N Samsung SCH-I605 Samsung SCH-I515 Samsung SM-N9000Q Samsung SGH-T599 Samsung GT-I9506 Samsung SCH-R970 LG VK810 LG LGMS500 T-Mobile D415 Samsung SM-G7102 Nokia Lumia 521 Samsung SM-G900W8 Samsung GT-I9082 Samsung SM-T805 HTC HTC6525LVW Samsung SM-P601 Motorola XT1030 Lenovo S6000 Samsung GT-P7510 Amazon KFAPWI Samsung SM-N900W8 LG D855 Samsung SM-T230 >4,ooo distinct mobile device types visited EBSCO Discovery Service Q4 2014 Tesco HT7S3 Motorola XT1060 Acer A1-810 Nokia Lumia 630 LG P769 LG D801 Samsung GT-I8552 Samsung GT-S5360 Samsung GT-N7000 Nokia Lumia 625 Nokia Lumia 920 Samsung GT-S5830i Samsung GT-P7500 Asus TF700T LG VS985 4G Samsung SGH-I527 HTC HTC6500LVW Samsung SGH-T989 Samsung SM-T217A Samsung SM-T537A LG V410 LG E980 Samsung GT-S5830 LG D800 Zen Mobile M14 Samsung SM-G900H Lenovo B8000-F LG V500 Samsung GT-I8160 LG LS740 Samsung SM-P607T Samsung SM-G900I
- 18. EBSCO Discovery Service: % of Mobile Sessions by Device Maker • 76% Apple • 56% Apple iPad • 19% Apple iPhone • 1% Apple iPod Touch 76% 8% 16% 66% 12% 23% Apple Samsung Other Q4 2013 Q4 2014 • 66% Apple • 51% Apple iPad • 15% Apple iPhone
- 19. What does all this mean for libraries?
- 20. Power SpeedBattery life Screen resolution Responsiveness Screen size Screen type /resolution Portability Physical Interaction Factors influencing mobile experience Frequency of use Activity/Task /PurposeHABIT EXPERIENCE TECHNOLOGY Model: © M. Hurst + Francis H.
- 21. In-depth, qualitative engagement with: • High school, college, graduate students • Massachusetts, Texas, California, Nevada • Diversity of background, socioeconomic status • MIT, UNLV, Rice, Georgetown, UMass Amherst, GWU and more Study #1: 2014 College Students
- 22. Study #1: EBSCO 2014 College Student Some of Our Findings • Students know they should start their research at the library website • However, many don’t because they find the library website overwhelming or confusing • Paper is still preferred mode of notetaking in the classroom • Laptops are still preferred device for research • Phones are for socializing and entertainment • Tablets don’t (yet) have a place on campus
- 23. Study #2: 2015 Heuristic Review ~100 EDS Library Websites • Academic Libraries – Almost 100% of colleges had responsive websites, however… – Only ~50% of library websites were responsive – Jarring mobile experience from many institutions’ main websites to their library websites • Public Libraries – < 50% had responsive websites
- 24. Study #3: Statistical and Heuristic Analysis of EDS Library Websites • Focused on libraries with – Highest total mobile sessions – OR > 8k sessions, July-Dec 2014 AND 10-18% mobile traffic • vs. 4.22% avg EDS mobile traffic – 8 of 15 English-language sites • Examined – Parent institution websites, when applicable – Library websites – EDS implementations – Institution’s Annual Report, when applicable
- 25. Recommended Best UX Practices • Memorable and “bookmarkable” URL (e.g. http://university.edu/library) • Mobile-responsive website • Simplicity of main library website - presents well on smaller device types • Simplicity of username and password credentials • “Large” buttons and forms that support touch-screen interaction • “Search everything” discovery search box on website home page • Ability to search and view results without logging in • “Mobile-friendly” EDS configuration – brief results list display • Simple user tutorials • Social media presence • Inclusion of mobile in library’s strategic plan
- 28. “Search Everything” Box on Home Page
- 29. Simple Home Page
- 30. Results displayed before authenticating; Simple display
- 31. Simple UN/PW
- 32. Simple Tutorials
- 34. Food for Thought From the e-Commerce/ Retail Industry
- 35. Abandonment Rates + E-Commerce “Conversion” Best Practices • E-Commerce shopping cart abandonment rates average 55-75% • “Success” rates average 3%
- 36. “Converting” Mobile Users to Repeat Mobile Users Find Library website Navigate library website Log on/Authen -ticate Know about library resources online Engage with library materials Repeat/Habituate
- 38. Questions for Librarians • % mobile vs. total traffic at your library? • % off-campus vs. on-campus students? • % digital vs. print usage? • Special considerations / programs / trainings for mobile users? • Trends/observations of mobile usage?
- 39. Thank you! Megan Hurst, MLIS Director, SaaS Product Management Researcher Workflow / EDS + EBSCOhost Platforms mhurst@ebsco.com @MHzUX RESEARCH TEAM Chad Movalli, Product Analyst Statistics Research Lis Riba, Sr. Product Analyst Statistics Research + Heuristic Evaluation Pradeep Deshpande, Technical Product Manager Heuristic Evaluation Will Norris, Business Development & Strategy Analyst Heuristic Evaluation
Editor's Notes
- #4: Mobile Device – a portable, hand-held computing device. Smaller than a netbook or laptop. Includes tablets and cell phones. Tablet – Smartphone -