mobile surveys - a nui future: mobile feedback

Mobile SurveysA NUI Future: Mobile Feedback

Kristin TurnerUser Experience & Digital StrategyAugust 24, 2013

Saturday, September 7, 13

User Experience Designer/Digital StrategistKristin L. Turner Contact | Kris%[email protected] | 832-‐368-‐0660 | @klturner

Agenda

• 2

1. Does Mobile Even Matter?

2. Mobile & Feedback

3. Seizing Mobile’s Opportunity

4. A NUI Solution


mailto:[email protected]


1. Does Mobile Even Matter?



Device Ownership Trends in the US

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Demonstrative growth in ownership of Cell phones (including smartphones), Tablet computers and e-Book readers.

Source: Pew Internet Surveys 2006-2013

As of April 2012, 55% of adult cell phone owners use the Internet on their mobile phones.

Of current cell Internet users, 31% say they mostly go online using their cell phone, equating to 17% of all adult cell phone owners.




US Mobile Device Penetration

User Experience Designer/Digital StrategistKristin L. Turner Contact | Kris%[email protected] | 832-‐368-‐0660 | @klturner5

0

25.0

50.0

75.0

100.0

Cell Phone Smartphone Tablet E-reader

Source: Pew Internet Surveys May 2013

91 56 34 26Saturday, September 7, 13



US Mobile Device Penetration By Generation

User Experience Designer/Digital StrategistKristin L. Turner Contact | Kris%[email protected] | 832-‐368-‐0660 | @klturner6

0

25.0

50.0

75.0

100.0

Generation Z(18-23) Generation Y (24-32) Generation X (33-48) Yonger Boomers (47-56) Older Boomer (57-67) Golden Generation (68-88) Total

Cell Phone Smartphone

Source: eMarketer, January 2013

95 64 97 72 95 61 92 39 89 28 85 16 93 50




2. Mobile and Feedback



You Need Feedback

Whether it be from your employees, colleagues or consumers you need feedback. Today Surveys are a primary tool enabling you to measure opinions, motivations, and perceptions. With insights you can make key business decisions to drive...

• Repeat Customers• Employee Retention• Improved Brand Position• Better Experiences• Revenue Growth

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What Is a Survey?

What is a survey?

Surveys are statistical studies of a sample of a population. They are conducted by asking questions with numerous modes of collection. The term survey has become synonymous with the desktop online collection mode although modes of collection include from interviews (in person, phone), mail, online mobile and mixed mode.

Online Surveys

Online surveys are becoming an essential research tool for fields including marketing, social and official statistics research. Beyond surveys questionnaires are also important for measuring business operations. As online behavior changes the method of online data collection should as well.

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Mobile Surveys Today

Hotels.com SurveySavvy CitiBank McDonalds

OPPORTUNITY

Unusable Usable Innovative





Many Companies Opt To Ignore Mobile Trends

Rumor has it users will come back, but research shows* only ~2% of emails are opened across device*Knotice (Feb, 2013)

“Note: This survey is not compatible with a mobile device. Please use a

desktop or laptop computer”





Ain’t Nobody Got Time Fo Dat!

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3. Seizing Mobile’s Opportunity



How Do I Go Mobile?

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Immediate Steps: Adaptive or Responsive

There are currently adaptive or even responsive solutions available. These aregreat quick-to-market solution. Enabling mobile feedback will also provide additional data points.

Opportunity to Innovate:

The issue with adaptive and responsive solutions are they do not take advantage of the familiarity and comforter today’s consumers have with digital products. As the price point continues to drop smartphones will see greater adoption and the desktop optimized patterns will offer a diminished brand and user experience.

There is an opportunity to introduce to capitalize on the convergence of a smartphone growing market and technological evolution towards touch interfaces by creating new survey patterns.





Why Innovate?

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The same questions + The right context = Greater insight.

Take Advantage of Consumer Behaviors & TrendsReusable, scalable templates designed for mobile adapt to mobile constraints (e.g. user input mechanisms) and user behavior.

Elegant Design Elevates BrandsGreater brand resonance while maintaining current work flow, survey questions and enable deeper engagement

Technology & Context As An AdvantageAnalytics and reporting solutions take advantage of more data points for greater insight.




4. A NUI Solution



Mission Statement

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Driven by an imperative to deliver economic, scalable feedback solutions, the solution

provides mobile-first NUI* design patterns and front-end integration empowering organizations

to improve business with greater insight

* Natural User Interface (NUI) includes gesture recognition, speech recognition and brain-machine interfaces

The same questions + The right context = Greater insight.





Take Advantage of Consumer Behavior & Trends

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Reusable, scalable templates built for mobile

As user behavior moves from desktop-only interaction to mobile, mobile-first design provides business opportunity

• enables audiences to provide feedback when it is most appropriate, including in context and convenience

• reaches digital audiences participating in user trends, including BYOD, mobile-first, and mobile-only

Survey Monkey Tigerspike Design - Discrete, Dichotomous





Elegant Design Elevates Brands

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Increase accessibility and engagement through visual and interaction design adapted for touchscreen devices.

• ask the same questions, get deeper engagement

• higher response rates• feedback in proximity to event enables

higher accuracy• mobile-first survey templates enable quicker

feedback designed for micromoments• enhance brand perception through

innovative design• customized branding for surveys when

relevant• mobile templates are managed and

maintained by experts, saving you timeTigerspike Design- Discrete, DichotomousTigerspike Design - Brand Matrix

Greater brand resonance





Technology & Context As An Advantage

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Enhance current research methodologies, accessing more data points with greater accuracy by soliciting feedback when it is most appropriate; in context at users’ convenience

• analytics enhanced with mobile-specific data (e.g. location)• you own customer and market data you own• enables audiences to provide feedback when it is most

appropriate, including in context and convenience• front-end development that is compatible with the latest

devices and browsers

Tigerspike Survey Analytics - Brand Matrix

Tigerspike Survey Analytics- Discrete, Dichotomous

Analytics & Reporting Solutions





Road Map

Survey

• Innovation Level: Incremental Innovation

• Dependencies: Resource allocation, Ability to conduct research

• Product Goals: Focus on mobile medium for templated NUI feedback, verify market interest, create proof of concept with a Partner

Mapping

• Innovation Level: Substantial Innovation

• Dependencies: Survey Proof of Concept, Market/Partner Interest

• Product Goals: Enables clients to take full advantage of context to create tailored feedback channels

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Kristin TurnerUser Experience Design & Digital StrategyPortfolio: http://kristin-turner.squarespace.com/

ContactEmail: [email protected]: @klturner

Thank You!


http://kristin-turner.squarespace.com/

http://kristin-turner.squarespace.com/




Notable Clients

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