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Pick ‘n’ Mix – What's in your bag?Multi-Device User Experience Research
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What we are going to present
• About Spotless Interactive
• Consumer behaviour
• Challenges to meet
• Into the Pick ‘n’ Mix
• Case studies
• Summary
Spotless Interactive © 2013
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About us
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Introduction
Spotless Interactive © 2013
• A professional UX consultancy
• Established in 2004
• Team of passionate UX Consultants
• Offices in Old Street London
• Working across multiple platforms and devices
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Who we work with
Spotless Interactive © 2013
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Consumer behaviour
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Attention span
Spotless Interactive © 2013
90% of shoppers move between devices whether they are smartphones, PCs, tablets or TV as they gather information and reach a purchase decision
The New Multi-screen World: Understanding Cross-Platform Consumer Behaviour –
Google/IPSOS Mori
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Humans vs. Goldfish
Spotless Interactive © 2013
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Daily cycle
Spotless Interactive © 2013
4. Travel home
1. Getting ready for work 2. Travel to work
3. At work5. After work
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Unusual locations whilst placing a bet
Spotless Interactive © 2013
• Over to you - Can you suggest some of the most unusual locations?
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Unusual locations whilst placing a bet
Spotless Interactive © 2013
• 21% - On the toilet
• 06% - Wedding
• 01% - Childbirth
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Benefits to understanding context
Spotless Interactive © 2013
• Understand customers’ real perceptions of the site’s value
• Delve deeper into what makes them purchase, use and consume
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Benefits to understanding context
Spotless Interactive © 2013
• Validate internal thinking about a target customer’s needs, expectations, motivations, and context of use
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Challenges to meet
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Challenges
Spotless Interactive © 2013
• Growing number of channels to deal with
• Moving targets with technological landscape
• Designing for distraction and diminishing attention
• Budget/time constraints for conducting research
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What you might like to know
Spotless Interactive © 2013
Should I do qualitative or quantitative studies?
How do we capture behaviour across multiple devices?
How do we know what our users are really doing with our site or app?
How do activities on one screen impact another?
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Into the Pick ‘n’ Mix
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Customer insight
Spotless Interactive © 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 articulate themselves
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Customer insight
Spotless Interactive © 2013
Insight
Analysis on combined activities
Data
Survey data
Click path analysis
Analytics
Blog mining
CRM Information
Personalisation data
Segmentation data
Research
User research
Ethnographic research
Focus groups
Usability testing
Day in the life of study
Diary studies
Co-creation
= +
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Pick ‘n’ Mix methods
Spotless Interactive © 2013
• Lab based research
• Ethnographic research
• Diary studies
• Remote task based research
• Digital qualitative studies
• Mobile surveys
• Telephone interviews
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Lab based research
Spotless Interactive © 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
• Software based
– UX Recorder (web only)
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Recording mobile/tablet
Spotless Interactive © 2013
• Mr Tappy [Online site] £200
• Spotless Interactive kit [Spotless] – £250
• UX Recorder app [iTunes store] - £59
• Reflector App [Nate Bolt] - £Free
• iPad rotation kits [Various] - £30-£100
• Mc Guyver – [EuroIA 2010] - £150
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User Experience Survey Report 2013
Spotless Interactive © 2013
• Please select the top three user experience testing 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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Ethnographic research
Spotless Interactive © 2013
• Pros – Can gain richer contextual feedback, capture behaviour across; TV, Tablet, Console & Mobile
• Cons – Expensive, time consuming, privacy issues
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Capturing output
Spotless Interactive © 2013
• Notes from observer
• Survey questions after key interactions
• Audio – Capture with a digital audio recorder
• Video - HD Recording glasses
• Video - Eyetracking glasses
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Digital diary studies
Spotless Interactive © 2013
• Pros – Effective at gaining real world context, motivations and behaviours, can be monitored in real time and combined with other methods
• Cons – Take time to run, require regular checkpoints, and kick-off/debrief sessions, usually a high drop out rate of participants. Relies on accurate self reporting from participants
• Example tools: Email/Twitter/Yammer/SMS/Survey based
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Remote task based research
Spotless Interactive © 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 software, some software requires installation of an app, or additional JavaScript pop up window during tasks
• Example tools:
• UserZoom
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Digital qualitative studies
Spotless Interactive © 2013
• Pros – Capture events immediately, cheaper to run, allows self evaluation, can gather location based data and time stamps, can go in store/home without a researcher, can focus real time focus groups via chat packages
• Cons – Can take time to run, can’t view body language
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Mobile surveys
Spotless Interactive © 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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Telephone interviews
Spotless Interactive © 2013
• Pros – Gain additional qualitative insight, can be used internationally, can reach people quickly, can gain representative sample quickly
• Cons – Can’t read participants body language/facial expressions, high drop out rate, limited calling time ranges
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Case studies
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Argos – Lab based research
Spotless Interactive © 2013
• Research objective: Understand customer expectations and overall reactions to the iPhone/iPad/Android app
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Argos – Lab based research
Spotless Interactive © 2013
• Method: Lab based usability testing 36 participants split equally across the various devices
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Leading betting firm – Digital qualitative
Spotless Interactive © 2013
• Research objective: Understand customer expectations and overall reactions to the iPhone app
• Context : Pub – 4 friends with iPhones
• Live event: Encouraged to engage before and after using digital quant and diary studies to capture ‘build up’ and ‘post match banter’
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Leading betting firm – Digital qualitative
Spotless Interactive © 2013
• Used ‘fun activities’ 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/Twitter
• Asked to tell us when they placed a bet, using which device
• Key findings: Uncovered Insight into group dynamics during and after games, identified preference for external channels when researching odds and stats
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Summary
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5 Things to remember
Spotless Interactive © 2013
• Pick ‘n’ Mix – Use different methods to get results
• Bridge the gap – Try to understand context
• Qual + Quant – Use a combination of the two
• Cost – Does not have to be an expensive exercise
• Use what you have – Use data you are currently collecting e.g. site analytics and combine with other data to generate meaningful insight?
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Thank You
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Questions & answers
Spotless Interactive © 2013
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Contact details
Spotless Interactive © 2013
• Please contact us with any questions you might have:
+44 (0) 20 7168 7526
@spotint