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EuroIA 2012 - Roma

Case Study:
What we learned when developing a mobile couponing
application …
EuroIA 2012 - Roma

Case Study:
… or what users don‘t understand about their iPhone
>   About Mobile Couponing
>   User-Centered Design for Mobile
>   The Mobile Couponing App
>   What Users don’t understand about their iPhone
About Mobile Couponing

Couponing in General
> Stores and small business offer special deals to their
  customers.
> The goals are diverse:
   >   Get customers into the store.
   >   (and sell them additional things, once they are inside the store).
   >   Fill less busy timeslots.
   >   Sell off products on stock.
About Mobile Couponing

Couponing in General
About Mobile Couponing

Couponing in General
> Different kinds of coupons:
   > Absolute discount (€ 50.-)
   > Relative discount (15%)


> Different preconditions:
   >   Time limitations (e.g. only on Sundays)
   >   Only valid for specific products
   >   Only valid in specific stores
   >   Bound to a minimal purchase amount
   >   Only one coupon per person
About Mobile Couponing

YES, couponing does work (even in Switzerland)
> Study by Mediamarkt in Switzerland:
   > Verifiable increase in sales after coupon campaigns.
   > ROI of couponing campaigns are 50% higher than traditional marketing
     campaigns .
      >   study based on SMS-couponing
      >   For App-based couponing costs about half compared to SMS-couponing.



> Feedbacks from interviews:
   > Participants respond that they buy certain goods only when prices are
     reduced.
   > They do switch brand and stores due to coupons and offerings.
   > They do even plan their shopping trips based on coupons available.
About Mobile Couponing

SIX Multipay in Switzerland
> SIX Multipay ist the leading payment
  provider in Switzerland.
   > Processes about 8 mio. card payments per
     day.
   > Terminals in most shops, restaurants ticket
     machines etc.
About Mobile Couponing

SMS Couponing
> SMS couponing system installed since 2009
About Mobile Couponing

How to cash a mobile coupon
>   Start mobile application
>   Scan list of available coupons
>   Select one coupon
>   Tap on «Cash coupon»
>   Read coupon code on phone display
>   Type Coupon Code in terminal
>   About Mobile Couponing
>   User-Centered Design for Mobile
>   The Mobile Couponing App
>   What Users don’t understand about their iPhone
User-Centered Design for Mobile

Phase 1 – Rough Design/Scribbling (I)
User-Centered Design for Mobile

Phase 1 – Rough Design/Scribbling (II)
User-Centered Design for Mobile

Phase 1 – Rough Design/Scribbling (III)
> Scribbling on paper helpful for first iterations
> Very fast iterations to narrow down options
   > Together with customer
   > Together with implementation partner
> Good to agree on a basic concept
   > E.g. application with tabbed navigation vs. application with dashboard
     screen
User-Centered Design for Mobile

Phase 2 - Prototyping
> Axure RP 5.5 HTML prototype
> Viewport tag properly set to
   > Fullscreen (without Browser Controls)
                                               Scroll down.
   > Zoom locked                              Use two fingers.
> iOS dashboard bookmark to the
  prototype
> Prototype limitations on iPhone
   > 2 finger scrolling
   > With new axure versions
     not an issue anymore                    And now up again.
User-Centered Design for Mobile

Phase 2 - Prototyping
User-Centered Design for Mobile

Phase 3 - Usability-Testing (I)
> 8 iPhone users (from expert to novice)
       > Pretest interviews
       > 10 tasks / scenarios
       > Posttest interviews


> Push Notifications were sent during
  usability test through
  http://www.prowlapp.com/ 1



How to send push notifications see:
1 http://www.paessler.com/knowledgebase/en/topic/1693-how-can-i-send-push-notifications-from-prtg-to-iphones
  http://www.macstories.net/reviews/my-weekend-with-prowl/
User-Centered Design for Mobile

Phase 3 - The iPhone Mounted Webcam
> Meccano set and
  USB-Webcam
> Perfect steadiness of
  the video recording
> Even if iPhone in
  participant’s hand
> Reduce display
  brightness of mobile
  phone
User-Centered Design for Mobile

Phase 3 - Usability-Testing (II)
                                  > AMCAP Cam Software
                                    to stream webcam
            Test participant        video feed to test PC
            with iPhone and
            Webcam connected
            to test PC
                                  > PC with Techsmith
                                    Morae for screen,
                                    webcam feed and user
                                    recording
User-Centered Design for Mobile

Phase 4 - Graphic Design
User-Centered Design for Mobile

Phase 5 - Documentation
> Detailed specification document for
   > Implementation Team
   > Budget toll gate
>   About Mobile Couponing
>   User-Centered Design for Mobile
>   The Mobile Couponing App
>   What Users don‘t understand about their iPhone
The Mobile Couponing App

The result
> Easy and quick coupons overview from
  different providers in one single app
> Different paths to the coupons for
  different use cases
> Personalization to increase relevance of
  showed coupons
>   About Mobile Couponing
>   User-Centered Design for Mobile
>   The Mobile Couponing App
>   What Users don’t understand about their iPhone
What Users don‘t understand about their iPhone

iPhoneSwitzerland
> Marketshare of Apple in Swiss smartphone market
                              Don‘t know /
              others
                               no answer




     n=572


                                                 Source: www.comparis.ch, February 2012
What Users don‘t understand about their iPhone

iPhoneSwitzerland
> Age distribution of smartphone owners




  n=1202



                                                 Source: www.comparis.ch, February 2012
What Users don‘t understand about their iPhone

iPhoneSwitzerland
What Users don‘t understand about their iPhone

iPhoneSwitzerland
> Switzerland has one of the largest iPhone populations
  worldwide.
> Also less «experienced» users with iPhones.
What Users don‘t understand about their iPhone

The Tab Bar
> 2 participants, who bought an iPhone
  short time before the test.
> They did not see the Tab Bar for quite a
  long time.
What Users don‘t understand about their iPhone

Segmented Controls                     (=Tab-bar 2nd Level)


                        > Version 1:
                           > Top of screen as suggested by Apple Human
                             Interface Guidelines


                        > Several participants did not see the
                          navigation
What Users don‘t understand about their iPhone

Segmented Controls                     (=Tab-bar 2nd Level)


                     > Moving the segmented
                       controls to the bottom of
                       the screen improved its
                       visibility
                         > Law of proximity
                     > But it is harder to hit for
                       people with stubby fingers
What Users don‘t understand about their iPhone

The Back Button Issue (I)
> Application with a standard Apple Human Interface
  Guidelines tabbar navigation
What Users don‘t understand about their iPhone

The Back Button Issue (II)
> Navigation back hierarchically works perfeclty fine
What Users don‘t understand about their iPhone

The Back Button Issue (III)
> As soon as the navigation is not hierarchical some users miss
  a back button

Example 1                                  Example 2
What Users don‘t understand about their iPhone

The Back Button Issue (IV)
> Various participants were looking for a
  back button more than once
> Some of the participants clicked the iPhone
  Home-Button repeatedly
   > and closed and restarted the application
What Users don‘t understand about their iPhone

The Back Button Issue (V)
What Users don‘t understand about their iPhone

Near Search
What Users don‘t understand about their iPhone

Near Search
> «Nearby» was not used by 7 participants during the test.

> Participants did not have the mental model:
   > That the device knows its geo location.
   > And can pass it to the application in order to show content in a
     location-specific way.
What Users don‘t understand about their iPhone

Near Search
                                                 > Click path analysis
                                                   shows the same
                                                   picture.
                                                 > Only 6.5% of users use the
                                                   near search
What Users don‘t understand about their iPhone

The issue with gestures (I)




Source: Luke Wroblewski, http://www.lukew.com/ff/entry.asp?1071
What Users don‘t understand about their iPhone

The issue with gestures (II)




Source: Luke Wroblewski, http://www.lukew.com/ff/entry.asp?1071
What Users don‘t understand about their iPhone

The issue with gestures (III)
> The advantage of gestures:
   > Gestures do improve the efficiecy of users.
   > Gestures represent a very natural and intuitive way of interacting with
     a system.


> The downside:
   >   Only some gestures are intuitive, others have to be learned.
   >   Gestures are hidden.
   >   Users don‘t know them and mostly only find out accidentially.
   >   Only users with a certain proficiency recognize gestures which they
       discovered accidentially.
What Users don‘t understand about their iPhone

The issue with gestures (IV)
                               > Swipe gesture discloses delete
                                 button

                               > No participant knew this gesture
                               > Eventhough the gesture is available
                                 in Apple email, messages and in
                                 most apps with list views
What Users don‘t understand about their iPhone

The issue with gestures (V)
                               > Scroll up gesture discloses search
                                 field to search a list

                               > Only 1 participant knew this gesture
                               > Eventhough the gesture is available
                                 in Apple email, messages and in
                                 most apps with list views
What Users don‘t understand about their iPhone

The issue with gestures (VI)
                               > Shake the iPhone to jump directly to
                                 the Favourites.

                               > No participant knew any shake
                                 gestures.
                               > Shake gestures should be used very
                                 carefully because often annoying.
What Users don‘t understand about their iPhone

Push Notifications
> 50% would turn push notifications on
  after first app startup
> 50% had almost an «allergic» reaction
  to the push notifications

> During the post interview, push
  notifications were rated as the most
  negative part of the app!
What Users don‘t understand about their iPhone

User Education on Launch (I)
> „Prefered supplier“-functionality
  was kind of hard to understand.
> In the prototype:
   > A Notification with User Education
     about the prefered supplier
     functionality was shown after first start
     up of the app.
What Users don‘t understand about their iPhone

User Education on Launch (II)
> The notification was ignored in two
  ways:
   > Half of the participant just clicked it
     away without reading for a second.
   > The other half read it but did not
     understand the message.
What Users don‘t understand about their iPhone

User Education examples
>    User Education must be visual in order to work.
>    Still then it is not sure wheter users remember the message.

 Labelbox                         UFace        Piictu               Pulse




http://www.lovelyui.com/tagged/walk_throughs
http://mobile-patterns.com/edu
What Users don‘t understand about their iPhone

Apps???
> Pre-test interview:

  How many Apps do you have installed on your iPhone?


                          I don‘t have any Apps.


  What ist the reason, why you don‘t use Apps?


                          I tried it once in the beginning, but it didn‘t work.
The Mobile Couponing App

Thank you
> Hermann Hofstetter: @hhofstetter
> Gregor Urech: @gurech
> Zeix AG: @zeix




      http://itunes.apple.com/ch/app/m
      obile-coupon/id468638618?mt=8

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"Case Study: Mobile Couponing" or "What Users don't understand about their iPhone"

  • 1. EuroIA 2012 - Roma Case Study: What we learned when developing a mobile couponing application …
  • 2. EuroIA 2012 - Roma Case Study: … or what users don‘t understand about their iPhone
  • 3. > About Mobile Couponing > User-Centered Design for Mobile > The Mobile Couponing App > What Users don’t understand about their iPhone
  • 4. About Mobile Couponing Couponing in General > Stores and small business offer special deals to their customers. > The goals are diverse: > Get customers into the store. > (and sell them additional things, once they are inside the store). > Fill less busy timeslots. > Sell off products on stock.
  • 6. About Mobile Couponing Couponing in General > Different kinds of coupons: > Absolute discount (€ 50.-) > Relative discount (15%) > Different preconditions: > Time limitations (e.g. only on Sundays) > Only valid for specific products > Only valid in specific stores > Bound to a minimal purchase amount > Only one coupon per person
  • 7. About Mobile Couponing YES, couponing does work (even in Switzerland) > Study by Mediamarkt in Switzerland: > Verifiable increase in sales after coupon campaigns. > ROI of couponing campaigns are 50% higher than traditional marketing campaigns . > study based on SMS-couponing > For App-based couponing costs about half compared to SMS-couponing. > Feedbacks from interviews: > Participants respond that they buy certain goods only when prices are reduced. > They do switch brand and stores due to coupons and offerings. > They do even plan their shopping trips based on coupons available.
  • 8. About Mobile Couponing SIX Multipay in Switzerland > SIX Multipay ist the leading payment provider in Switzerland. > Processes about 8 mio. card payments per day. > Terminals in most shops, restaurants ticket machines etc.
  • 9. About Mobile Couponing SMS Couponing > SMS couponing system installed since 2009
  • 10. About Mobile Couponing How to cash a mobile coupon > Start mobile application > Scan list of available coupons > Select one coupon > Tap on «Cash coupon» > Read coupon code on phone display > Type Coupon Code in terminal
  • 11. > About Mobile Couponing > User-Centered Design for Mobile > The Mobile Couponing App > What Users don’t understand about their iPhone
  • 12. User-Centered Design for Mobile Phase 1 – Rough Design/Scribbling (I)
  • 13. User-Centered Design for Mobile Phase 1 – Rough Design/Scribbling (II)
  • 14. User-Centered Design for Mobile Phase 1 – Rough Design/Scribbling (III) > Scribbling on paper helpful for first iterations > Very fast iterations to narrow down options > Together with customer > Together with implementation partner > Good to agree on a basic concept > E.g. application with tabbed navigation vs. application with dashboard screen
  • 15. User-Centered Design for Mobile Phase 2 - Prototyping > Axure RP 5.5 HTML prototype > Viewport tag properly set to > Fullscreen (without Browser Controls) Scroll down. > Zoom locked Use two fingers. > iOS dashboard bookmark to the prototype > Prototype limitations on iPhone > 2 finger scrolling > With new axure versions not an issue anymore And now up again.
  • 16. User-Centered Design for Mobile Phase 2 - Prototyping
  • 17. User-Centered Design for Mobile Phase 3 - Usability-Testing (I) > 8 iPhone users (from expert to novice) > Pretest interviews > 10 tasks / scenarios > Posttest interviews > Push Notifications were sent during usability test through http://www.prowlapp.com/ 1 How to send push notifications see: 1 http://www.paessler.com/knowledgebase/en/topic/1693-how-can-i-send-push-notifications-from-prtg-to-iphones http://www.macstories.net/reviews/my-weekend-with-prowl/
  • 18. User-Centered Design for Mobile Phase 3 - The iPhone Mounted Webcam > Meccano set and USB-Webcam > Perfect steadiness of the video recording > Even if iPhone in participant’s hand > Reduce display brightness of mobile phone
  • 19. User-Centered Design for Mobile Phase 3 - Usability-Testing (II) > AMCAP Cam Software to stream webcam Test participant video feed to test PC with iPhone and Webcam connected to test PC > PC with Techsmith Morae for screen, webcam feed and user recording
  • 20. User-Centered Design for Mobile Phase 4 - Graphic Design
  • 21. User-Centered Design for Mobile Phase 5 - Documentation > Detailed specification document for > Implementation Team > Budget toll gate
  • 22. > About Mobile Couponing > User-Centered Design for Mobile > The Mobile Couponing App > What Users don‘t understand about their iPhone
  • 23. The Mobile Couponing App The result > Easy and quick coupons overview from different providers in one single app > Different paths to the coupons for different use cases > Personalization to increase relevance of showed coupons
  • 24. > About Mobile Couponing > User-Centered Design for Mobile > The Mobile Couponing App > What Users don’t understand about their iPhone
  • 25. What Users don‘t understand about their iPhone iPhoneSwitzerland > Marketshare of Apple in Swiss smartphone market Don‘t know / others no answer n=572 Source: www.comparis.ch, February 2012
  • 26. What Users don‘t understand about their iPhone iPhoneSwitzerland > Age distribution of smartphone owners n=1202 Source: www.comparis.ch, February 2012
  • 27. What Users don‘t understand about their iPhone iPhoneSwitzerland
  • 28. What Users don‘t understand about their iPhone iPhoneSwitzerland > Switzerland has one of the largest iPhone populations worldwide. > Also less «experienced» users with iPhones.
  • 29. What Users don‘t understand about their iPhone The Tab Bar > 2 participants, who bought an iPhone short time before the test. > They did not see the Tab Bar for quite a long time.
  • 30. What Users don‘t understand about their iPhone Segmented Controls (=Tab-bar 2nd Level) > Version 1: > Top of screen as suggested by Apple Human Interface Guidelines > Several participants did not see the navigation
  • 31. What Users don‘t understand about their iPhone Segmented Controls (=Tab-bar 2nd Level) > Moving the segmented controls to the bottom of the screen improved its visibility > Law of proximity > But it is harder to hit for people with stubby fingers
  • 32. What Users don‘t understand about their iPhone The Back Button Issue (I) > Application with a standard Apple Human Interface Guidelines tabbar navigation
  • 33. What Users don‘t understand about their iPhone The Back Button Issue (II) > Navigation back hierarchically works perfeclty fine
  • 34. What Users don‘t understand about their iPhone The Back Button Issue (III) > As soon as the navigation is not hierarchical some users miss a back button Example 1 Example 2
  • 35. What Users don‘t understand about their iPhone The Back Button Issue (IV) > Various participants were looking for a back button more than once > Some of the participants clicked the iPhone Home-Button repeatedly > and closed and restarted the application
  • 36. What Users don‘t understand about their iPhone The Back Button Issue (V)
  • 37. What Users don‘t understand about their iPhone Near Search
  • 38. What Users don‘t understand about their iPhone Near Search > «Nearby» was not used by 7 participants during the test. > Participants did not have the mental model: > That the device knows its geo location. > And can pass it to the application in order to show content in a location-specific way.
  • 39. What Users don‘t understand about their iPhone Near Search > Click path analysis shows the same picture. > Only 6.5% of users use the near search
  • 40. What Users don‘t understand about their iPhone The issue with gestures (I) Source: Luke Wroblewski, http://www.lukew.com/ff/entry.asp?1071
  • 41. What Users don‘t understand about their iPhone The issue with gestures (II) Source: Luke Wroblewski, http://www.lukew.com/ff/entry.asp?1071
  • 42. What Users don‘t understand about their iPhone The issue with gestures (III) > The advantage of gestures: > Gestures do improve the efficiecy of users. > Gestures represent a very natural and intuitive way of interacting with a system. > The downside: > Only some gestures are intuitive, others have to be learned. > Gestures are hidden. > Users don‘t know them and mostly only find out accidentially. > Only users with a certain proficiency recognize gestures which they discovered accidentially.
  • 43. What Users don‘t understand about their iPhone The issue with gestures (IV) > Swipe gesture discloses delete button > No participant knew this gesture > Eventhough the gesture is available in Apple email, messages and in most apps with list views
  • 44. What Users don‘t understand about their iPhone The issue with gestures (V) > Scroll up gesture discloses search field to search a list > Only 1 participant knew this gesture > Eventhough the gesture is available in Apple email, messages and in most apps with list views
  • 45. What Users don‘t understand about their iPhone The issue with gestures (VI) > Shake the iPhone to jump directly to the Favourites. > No participant knew any shake gestures. > Shake gestures should be used very carefully because often annoying.
  • 46. What Users don‘t understand about their iPhone Push Notifications > 50% would turn push notifications on after first app startup > 50% had almost an «allergic» reaction to the push notifications > During the post interview, push notifications were rated as the most negative part of the app!
  • 47. What Users don‘t understand about their iPhone User Education on Launch (I) > „Prefered supplier“-functionality was kind of hard to understand. > In the prototype: > A Notification with User Education about the prefered supplier functionality was shown after first start up of the app.
  • 48. What Users don‘t understand about their iPhone User Education on Launch (II) > The notification was ignored in two ways: > Half of the participant just clicked it away without reading for a second. > The other half read it but did not understand the message.
  • 49. What Users don‘t understand about their iPhone User Education examples > User Education must be visual in order to work. > Still then it is not sure wheter users remember the message. Labelbox UFace Piictu Pulse http://www.lovelyui.com/tagged/walk_throughs http://mobile-patterns.com/edu
  • 50. What Users don‘t understand about their iPhone Apps??? > Pre-test interview: How many Apps do you have installed on your iPhone? I don‘t have any Apps. What ist the reason, why you don‘t use Apps? I tried it once in the beginning, but it didn‘t work.
  • 51. The Mobile Couponing App Thank you > Hermann Hofstetter: @hhofstetter > Gregor Urech: @gurech > Zeix AG: @zeix http://itunes.apple.com/ch/app/m obile-coupon/id468638618?mt=8