LearningStudioMobileAnalysis

Tablet and Phone apps

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Background & Objectives

By taking actual measured behavior, the objective for this analysis is to better understand how college students use mobile for learning and how to improve on the existing and future mobile apps.

This analysis is based on the compiled data that tracks the existing mobile apps for Learning Studio.   

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LearningStudioMobile products

iPad tablet

Apr 2013 v1Mar 2014 v2

Android Tablet iPhone Android Phone

1 2 3 4

June 2014 March 2015 March 2015

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Feedback Loop

1. App Annie Downloads Online Reviews

2. Email in apps Subjective responses from users

3. Google Analytics User demographics User behavior and flows

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App Annie

Downloads

Device Total April ‘15- Dec ‘15iPad 14,202 4,875

Android Tablet 713 301

iPhone 7,018 7,018

Android Phone 1,708 1,708

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Ipad (20)• 5 liked the app• 2 Pearson Haters• 9 couldn’t find school (MLP users)• 1 DropBox Request• 3 Misc.,

Android Tablet (3) • Needs more Features (DropBox)• 2 unknown issues with potential EP configuration issues.

Iphone (4)• 3 Needs more functionality• 2 Trying to use on unsupported devices

Andriod Phone (4)• All Configuration issues

App Annie Online Reviews

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Email Feedback

Ipad (231)• 193 empty emails • 38 Email Feedback with content

• 6 Emails to people at their school• 4 DropBox Request• 2 Journal Request• 2 Exams Request• Misc Functionality: UX Controls, Notifications, Instructor

Functionality, profile• 1 Reset password

Android Tablet (18) • 6 requests to reset Password• 1 DropBox Request• 5 EP Configuration Issues (3 from a Park - identified bug) • 4 Users trying to things that were not supported

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Email Feedback Phones

iPhone• 180 (Est. 90% of 193) reported no school found - all schools

were identified as MLP users• 4 requesting more features (dropbox..)• 1 bug reported - EP configuration issue

Android Phone• 13 (Est. 10% of 193) emails with no school found - all schools

were identified as MLP users• EP Configuration Issue

Analysis Tablets

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iPad

In Market since April 2013Total: 27,819 ( 25,676 in US) Total Downloaded

Features: • Activity Stream • Calendar • Announcements

Course Content • Discussions • Gradebook

View Dropbox • View Doc Sharing

View People & Profiles

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iPad Analysis

• Email feedback design flawed, email sent when users intend to close• Users want more functionality with top requested feature: Dropbox• App is impacted by back end configuration of EPs - which Pearson

cannot control, however the app is judged by those factors• Pearson is a target due to overall perception in market.• Users do not adjust expectations based on Store literature and MLP

users do not differentiate between MLP and LearningStudio.

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Android Tablet App

In market for 18 monthsTotal: 713 downloaded (All Time as of 1/11/15) 578 in US

Features:• Course Content• Activity Stream • Upcoming • Announcements • Discussions • Grade book

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Android Tablet App Analysis

• Users regularly need help with forgotten passwords • App is impacted by back end configuration of EPs - which

Pearson cannot control, however the app is judged by those factors

• Users do not adjust expectations based on Store literature• Users do not adjust expectations based on device. • Additional observation from verbal feedback: “Coming soon”

messages just frustrate users, particularly if the features do not come soon.

Phones

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iPhone & Android Phone

In Market since April 2015

Features: • Activity Stream • Calendar • Announcements• Discussions • Gradebook

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Google Analytics

• User Demographics• Ratings• User Behavior & Flow

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User Demographics

Measurement StatisticsAge 18-24 27.5%

25-34 33.5%35-44 15%

Gender 45.85% Women54.15% Male

Language 95% US EN3% GB EN 

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OSs & Devices

  iPhone Android

Devices iPhone 99.23% 

Samsung 7790 (63%)LG 1307 ( 10.58%) HTC 661 ( 5.35%)

Operating Systems: 9.1 30% iOS9.02 9% iOS8.4-8.4.1 30% iOS 8.3 165 iOSOther 17% iOS

4.4.2 25.9% Jelly Bean5.0 17.6% lollipop 5.1.1 15.3% lollipop5.0.1 15.1% lollipop4.4.4 8.4% KitKat

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Downloads & Behavior

  iPhone Android

Downloads from store 7,018 1,708

Users 4,666 1,943

Sessions 50,212 13,585

Screen Views 111,976 663,604

Screens per Session: 8.24 13.22

Avg. Session Duration: 00:03:39 00:04:09

Avg. Time on Screen 00:00:30 00:00:20

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Behavior/Eventsiphone Android

Event Action Total Unique Event Action Total Unique

Replied to a Thread 2,158 1,298 Replied to a Thread 1,362 581

Posted to a Thread 876 597 Posted to a Thread 332 228

Viewed Privacy Policy 107 106 Viewed Privacy Policy 91 82

Started filling a generic feedback 116 111 Started filling a generic feedback 88 66

Toggled between month/week views 959 524 Toggled between month to week views 278 207

Toggled between week to month views 290 190

Changed Read/Unread status manually 23 20

Refreshed activities manually 6,781 4,693 Refreshed activities manually 494 272

Selected a Course as STUD 74,382 35,162 Calendar 10,019 454

Selected a Course as PROF 731 446

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Rating the appsIphone Android

Event Action Total Unique Average Event Action Total Unique Average

Rated the app 90 90 4.28 Rated the app 72 66 3.39

Skipped rating the app 121 121 Skipped rating the app 14 14Started filling a rating feedback 11 11

Started filling a rating feedback 9 9

Visited App Store to rate the app 11 11

Visited App Store to rate the app 12 12

233 233 107 101

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Mobile Phone BehaviorScreen Views by day

iPhone

Android

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Android User Flow

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iPhone User Flow

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Login ErrorsiPhone     Android

Action Total Unique   Total UniqueLogged in automatically Non-SSO EP 34,605 26,907Logged in manually Non-SSO EP 3,930 3,798

Logged in manually Non-SSO EP 1,435 1,290

Logged in manually SSO EP 12,431 12,173

Logged in manually SSO EP 1,632 1,447

Logged out manually 824 704 Logged out manually 857 637Unsuccessful login attempt Non-SSO EP 1,895 887Login failed due to Aggregation Layer / WSOD issue (Non-SSO EP) 494 384

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Iphone ScreensScreen Name Screen Views Unique Screen Views Avg. Time on Screen % Exit

Course Home Screen 126,501 35,862 0:00:08 3.77%

Courses List Screen 93,901 43,230 0:00:22 9.54%

Launch Screen 93,711 48,845 0:00:04 1.27%

Thread Detail Screen 80,744 10,435 0:00:34 6.23%

Grade Book Screen 68,398 27,326 0:00:40 17.47%

Thread Topics Screen 44,719 12,069 0:00:08 3.16%

Discussions Screen 41,119 14,119 0:00:06 2.82%

Login Screen 37,185 21,606 0:00:41 15.26%

Activity Feed Screen 25,897 14,617 0:01:16 24.51%

Grade Detail Screen 18,873 9,616 0:00:16 7.10%

Announcements Screen 13,012 5,858 0:00:07 3.19%

Calendar Screen 8,892 5,913 0:00:22 10.35%

Settings Screen 5,253 3,970 0:00:13 7.94%

Announcement Detail Screen 4,709 1,946 0:00:32 8.66%

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Android Screen ViewsScreen Name Screen Views Unique Screen Views Avg. Time on Screen % Exit

Course Home Screen 18,526 8,274 0:00:04 0.74%

Announcement Activity 17,348 8,010 0:00:08 2.49%

Login Screen 15,101 12,676 0:00:32 20.83%

Grade Book Screen 14,185 6,551 0:01:21 28.76%

Courses List Screen 13,232 9,861 0:00:19 12.23%

Thread Topics Screen 11,129 3,112 0:01:32 18.02%

Grade Detail Screen 2,959 1,633 0:01:00 24.50%

Activity Feed Screen 1,740 1,422 0:01:16 28.10%

Setting Activity 1,656 1,244 0:00:17 16.24%

Calendar Screen 1,094 953 0:00:25 20.29%

Announcement Detail Activity 861 465 0:00:01 0.70%

Activity Feed Filtering Screen 193 148 0:00:30 17.10%

Calendar Filtering Screen 100 70 0:00:34 23.00%

Skipped rating the app 56 56 0:04:49 35.71%

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Schools iPhone top 10Iphone Android

Event Label Total Events Unique Events Total Events Unique EventsTexas A&M University-Commerce 63,533 17,151 1,375 945SFMC College of Nursing 29,117 16,500 247 127Everest University Online 15,992 8,221 13,508 2,224

Clarkson College 14,728 8,603 285 117Indiana Wesleyan University 13,906 2,019 393 230

Upper Iowa University 9,492 5,886 212 79

OSF Healthcare 8,915 5,037 298 170Rutgers University - Net ID Login 8,256 1,205 336 161

Santa Monica College 7,834 2,250 338 121

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Schools Android top 10Android iPhone

Event Label Total Events Unique Events Total Events Unique EventsEverest University Online 13,508 2,224 15,992 8,221Texas A&M University-Commerce 1,375 945 63,533 17,151American College of Healthcare Sciences 564 45 5,387 3,115University of Sunderland 441 281 5,909 1,487Indiana Wesleyan University 393 230 13,906 2,019

Santa Monica College 338 121 7,834 2,250Rutgers University - Net ID Login 336 161 8,256 1,205

OSF Healthcare 298 170 8,915 5,037

Clarkson College 285 117 14,728 8,603SFMC College of Nursing 247 127 29,117 16,500

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Phone Analysis

 Analysis1. iPhone users outpaced Android by 7-1. 2. Iphone and Adroid user shares were not reflective of the general market, nor were

they consistent across schools. 3. Iphone Users were more satisfied with their mobile experiences4. iPhone Users spent less time on each page5. App is most judged by performance, regardless if those are factors Pearson cannot

control – i.e. EP configuration6. Online Phone rates were driven by instructors, not satisfied students7. Users were much higher satisfied with their experience than the store reviews

reflected.8. MLP users do not differentiate between MLP and LearningStudio.9. Primary Pattern of flow behavior was Course name – announcements – grades and

not threads as expected. 10. Responses to threads out numbered initial posts to threads. 11. Audio recording in threads was minimally used12. Most requested feature was drop box, and not content.

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Summary

iPhone is KingWe found that despite market researching showing Android phones and tablets dominate sales and usage in the general population, students use Apple phones and tablets by a 7-1 ratio, far outpacing Android Devices.  How should development resources be allocated based on these numbers?  Performance is KingThe foremost driver of ratings in the marketplace is performance. It is the number 1 driver for most behavior on mobile. All feedback, and ratings mention performance in someway or another. All the issues mentioned were based on configuration external to Pearson although users place all responsibility on the publisher. Users want more functionality, but if it impacts performance, they don’t really want it.  Look beyond the store ratings.Ratings in the store don’t always reflect the actual value of an app. While the ratings online were not positive, the overall ratings gathered in app were very high. 4+ for the iPhone app and 3+ for the Android app.  

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Summary Con’t

Everyone wants mobileMost students want a phone app to access information. MLP users request to use the mobile apps in droves.  Edsel vs. MustangReal User Behavior is valuableAs with most customer interviews, what I say I want and what I really want are two different things. The number one request for a mobile app was discussions. The most common user behavior was checking their grades.  

The Edesel was a car in search of a market, The Mustang was a market in search of a car.