Multi-Device User Experience Research - Ben Logan, Spotless Interactive
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This document provides an overview of a presentation by Spotless Interactive about multi-device user experience research. It discusses Spotless Interactive as a UX consultancy, consumer behavior across multiple devices, challenges in user experience design, and methods for capturing user behavior and insights across platforms. Key research methods discussed include lab studies, ethnographic research, diary studies, and digital qualitative research.
![22
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](https://image.slidesharecdn.com/multi-deviceuserexperienceresearch-pickandmixv7-130501141727-phpapp01/85/Multi-Device-User-Experience-Research-Ben-Logan-Spotless-Interactive-22-320.jpg)
Multi-Device User Experience Research - Ben Logan, Spotless Interactive
- 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
- 9. 9 9 Daily cycle Spotless Interac/ve © 2013 4. Travel home 1. Getting ready for work 2. Travel to work 3. At work5. After work
- 10. 10 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
- 12. 12 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
- 13. 13 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
- 18. 18 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
- 19. 19 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 = +
- 20. 20 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
- 21. 21 21 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)
- 22. 22 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
- 23. 23 23 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
- 24. 24 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
- 25. 25 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
- 26. 26 26 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
- 27. 27 27 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
- 28. 28 28 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
- 29. 29 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
- 30. 30 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
- 31. 31 Spotless Interac/ve © 2013 Case studies
- 32. 32 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
- 33. 33 33 Argos – Lab based research Spotless Interac/ve © 2013 • Method: Lab based usability tes/ng 36 par/cipants split equally across the various devices
- 34. 34 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’
- 35. 35 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
- 37. 37 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
- 39. 39 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