The Factor Usability on Location Based Services in the Retail Environment
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The document discusses a usability study of a location-based retail mobile application called aisle411. A remote usability test was conducted with 28 smartphone users in the US. Most tasks like downloading the app, creating a shopping list, and finding nearby stores were completed by over 90% of participants. However, some tasks like scanning barcodes had completion rates below 90% due to unclear icons. The study identified several usability issues around navigation accuracy and inconsistent branding. Overall, participants felt the core functions were easy to use but improvements could be made to icons and position accuracy. Future testing of prototypes was recommended.
The Factor Usability on Location Based Services in the Retail Environment
- 1. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 1 Graz University of Technology Institute of Business Economics and Industrial Sociology Head of Institute O. Univ.-Prof. Dipl.-Ing. Dr. techn. Ulrich Bauer www.bwl.tugraz.at The Factor Usability on Location Based Services in the Retail Environment Roxane Koitz Iris Uitz Global Business Conference Summer 2013 Opatija, Croatia
- 2. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 2 Agenda • Theory Location Based Services
- 3. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 3 Initial Situation Swiss Retailer • Mobile Applications • Shopping Lists • Nearest Store • Customer Loyalty Program • Improve Experience with Location Based Services (LBS) Location Based Services • User Location • Types:1 • Information-directory Services • Tracking and Navigation Services • Emergency Services • Location Based Advertising • GPS, WiFi/ Bluetooth, Inertial System 1 Dhar, S.; Varshney, U. (2011)
- 4. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 4 Consumer Technology Acceptance Model2 2 BRUNER II, G.C.; KUMAR, A. (2005), S.554.
- 5. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 5 Usability Testing “A process that employs people as testing participants who are representative of the target audience to evaluate the degree to which a product meets specific usability criteria.” 5 • Task List • 10 to 12 Participants • Preference / Performance Data • Usability Issues • Criticality = Problem Severity + Frequency of Occurance • Automated Remote Usability Test 5 RUBIN, J.; CHISNELL, D.; SPOOL, J. (2008), S.21. Ranking Problem Severity Frequency of Occurance 4 Task failure ≥90% 3 Serious problem 51–89% 2 Minor hindrance 11–50% 1 No problem <= 10%
- 6. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 6 aisle411 • Goal: • Remote Usability Test of LBS-App aisle4116 • Participants: • Pilot Study • 28 Smartphone User(Android, iOS) • Within the US • Test Environment: • Walgreens Stores • Data Collection: • Online Survey 6 aisle411.com
- 7. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 7 Tasks Task ID Task 1 Download the application to your smartphone Task 2 Create a new shopping list (Aspirin, Water, Sugar, *) Task 3 Find a Walgreens near you Task 4 Navigate to Aspirin („Check-in“, Show Map, Tick off Aspirin) Task 5 Scan the Barcode
- 8. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 8 Data Collection Online Survey: • General • Age • Education • Gender • … • Tasks • Completion • Comprehensibility • Errors • Comments und • Task Specific Questions • System Usability Scale (SUS) 7 • Complexity • Ease of Use • Consistency • … 7 Brooke, J. (1996)
- 9. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 9 Participants 0 1 2 3 4 5 6 No schooling completed, or less than 1 year High school graduate (or equivalent) Some college (1-4 years, no degree) Bachelor's degree Master's degree Doctorate degree Participants female male n = 28 0 2 4 6 8 10 12 15-19 20-24 25-29 30-34 35-39 40-44 Age (in Years) n = 28
- 10. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 10 Results 100% 100% 96% 96% 93% 4% 4% 7% 0% 20% 40% 60% 80% 100% Task 1 (Download) Task 2 (Shopping List) Task 3 (Walgreens Store) Task 4 (Navigation Aspirin) Task 5 (Barcode) Task Completion Completed Not Completed n = 28 ID Description Criticality T5.1 Barcodescanner icon unclear. 6 T2.1 Creation of shopping list confusing. 5 T4.1 Aspirin Location incorrect. 5 T2.3 Buttons are not responding. 4 T3.1 Store Location incorrect. 4 T4.2 Several locations for same product. 3 T2.2 Brands not included in database. 3
- 11. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 11 “The app aisle411 was intuitive concerning…“ 0% 10% 20% 30% 40% 50% 60% 70% Strongly Agree - 1 2 3 4 Strongly Disagree - 5 Task 2 Task 3 Task 4 Task 5
- 12. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 12 System Usability Scale 2,22 4,64 1,90 4,64 2,17 1,94 3,96 4,23 2,02 4,31 I think I would like to use this app frequently. I found the app unnecessarily complex. I thought the app was easy to use. I think that I would need the support of a technical person to be able to use this app. I found the various functions in this app were well integrated. I would imagine that most people would learn to use this app very quickly. I thought there was too much inconsistency in this app. I found the app very difficult to use. I felt very confident using the app. I needed to learn a lot of things before I could get going with this app. 1 2 3 4 5 Strongly Agree Strongly Disagree
- 13. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 13 Conclusion LBS in Retail: • Easy enough • Core Functionalities Comprehensive • Shopping List • Navigation • Accuracy of Navigation • Icons Future Research: • Usability Test Prototype • FUN
- 14. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 14 Graz University of Technology Institute of Business Economics and Industrial Sociology Head of Institute O. Univ.-Prof. Dipl.-Ing. Dr. techn. Ulrich Bauer www.bwl.tugraz.at Thank You The Factor Usability on Location Based Services in the Retail Environment
- 15. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 15 Location Based Services Methods: • Global Positioning System (GPS) • Mobile Network • Radio Frequency Identification (RFID) • Wireless Local Area Networks • Bluetooth Indoor: • Inertial System • Infrastructure (z.B. HAIP8) 8 http://geta.aalto.fi/ (15.12.2012)
- 16. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 16 Additional Participant Comments • Ticking off of products unclear • No real navigation • Device‘s position not shown • Automatic ticking off • More detailed product position within aisle • Rearrangement of shopping list according to products’ positions • Product’s photo • Asking an employee easier
- 17. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 17 Mobile Marketing “A whole generation of consumers is online and moving to mobile – that is how they receive their information, that’s how they get their product information, that’s where they get their offers.”9 - Bruce Pryor, Vizepräsident des Marketings bei Zavers Location Based Advertising:10 • Pull Advertising • Push Advertising • Applications:11 • Location Triggered Notifications • Location Branded Application • Check-in Based Contests and Games 9 GOLDMAN, S. (2010), S.470. 10 UNNI, R.; HARMON, R. (2007), S.30. 11 MOBILE MARKETING ASSOCIATION (2011), S.6.
- 18. The Factor Usability on Location Based Services in the Retail Environment GBC, Opatija 03.10.2013 Roxane Koitz 18 Remote Usability Testing Moderated Remote UT Automated Remote UT FIDAS, C. et al. (2007), S.154f.
Editor's Notes
- #14: Frequent Use Core functionalities comprehesnive, z.b creation of list Navigation core function -> not accurate enough Not real navigation because still can not find, pictte? Easier to ask sb Several locations (jst show nearest one) Icons -> Participatory Design Usability-Test Prototyp