MAKING DIGITAL REAL FACTORING CONTEXTUAL NEEDS AND BEHAVIORS INTO UX INNOVATION
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1 MAKING DIGITAL REAL FACTORING CONTEXTUAL NEEDS AND BEHAVIORS INTO UX INNOVATION
2 A STARTING THOUGHT: JUST BECAUSE YOU KNOW A LOT ABOUT TECHNOLOGY IT DOESN T MEAN YOU LL MAKE USEFUL TECHNOLOGY
3 UNDERSTANDING PEOPLE AND THEIR NEEDS IS KEY TO MEANINGFUL DIGITAL INNOVATION
4 TODAY, PEOPLE DON T USE TECHNOLOGY IN ONE PLACE FOR ONE REASON DIFFERENT CONTEXTS & MOTIVATIONS INFLUENCE CONSUMER NEEDS & BEHAVIORS
5 IT S IMPORTANT TO THINK ABOUT THIS WHEN WE THINK ABOUT DIGITAL INNOVATION CONTEXTS & MOTIVATIONS INFLUENCE UX
6 A BRIEF OVERVIEW OF A FITTING CASE STUDY
7 EARLY IN 2013, WE UNDERTOOK A RESEARCH PROJECT TO GUIDE THE INNOVATION OF BETFAIR S MOBILE WEBSITE IDENTIFY: IN-FIELD MOBILE USABILITY TESTING UNDERSTAND: ONLINE DISCUSSION COMMUNITY UX INNOVATION: OFFERS NAVIGATION INTERFACE
8 EARLY IN 2013, WE UNDERTOOK A RESEARCH PROJECT TO GUIDE THE INNOVATION OF BETFAIR S MOBILE WEBSITE IDENTIFY: IN-FIELD MOBILE USABILITY TESTING
9 WHAT WE DID 20 PARTICIPANTS 3 LOCATIONS ALL BETFAIR CONSUMERS MULTIPLE ONLINE BETTING ACCOUNTS MINIMUM OF 1 ACTIVE COMPETITOR ACCOUNT HOME PUB / TAB TRACK 7 BETTING TASKS USER GENERATED USABILITY TEST VIDEOS WITH THE MAGITEST + ADDITIONAL QUESTIONS AT COMPLETION OF EACH TASK
10
11 SO WHAT WERE SOME OF THE BENEFITS OF GOING FOR MOBILE USABILITY TESTING?
12 SO WHAT WERE THE BENEFITS OF CHOOSING TO UNDERTAKE FIELD BASED USABILITY TESTING WITH MOBILE DEVICES? GREATER ECOLOGICAL VALIDITY GREATER ENGAGEMENT OF PARTICIPANTS & STAKEHOLDERS
13 SO WHAT WERE THE BENEFITS OF CHOOSING TO UNDERTAKE FIELD BASED USABILITY TESTING WITH MOBILE DEVICES? GREATER ECOLOGICAL VALIDITY GREATER ENGAGEMENT OF PARTICIPANTS & STAKEHOLDERS
14 UNDERSTANDING ENVIRONMENTAL FACTORS COUPLED WITH PARTICIPANTS MOTIVATIONS GAVE US A DEEPER UNDERSTANDING OF PARTICIPANTS BEHAVIOR AND NEEDS PHYSICAL LOCATION TIME SOCIAL SURROUNDINGS
15 FURTHER TO THIS: IN A CATEGORY WHICH CARRIES SOME STIGMA, THERE WAS A BENEFIT IT RESPONDENTS FEELING A GREATER DEGREE OF ANONYMITY
16 WHILST THERE S NO DOUBT WE COULD HAVE LEARNT PLENTY IN A LABORATORY ENVIRONMENT SEEING PARTICIPANTS STRUGGLE REALLY BROUGHT TO LIFE THE FRUSTRATIONS IN A WAY THAT MAY NOT HAVE BEEN POSSIBLE IF THEY HAD A RESEARCHER SEATED NEXT TO THEM IN A LAB.
17 SO WHAT WERE THE BENEFITS OF CHOOSING TO UNDERTAKE FIELD BASED USABILITY TESTING WITH MOBILE DEVICES? GREATER ECOLOGICAL VALIDITY GREATER ENGAGEMENT OF PARTICIPANTS & STAKEHOLDERS
18 MOBILE UX TESTING CREATED GREATER ENGAGEMENT WITH THE STUDY FOR PARTICIPANTS FOR TWO REASONS: ON THEIR CLOCK AUTONOMY MEANS RESPECT PARTICIPANTS COULD DO THE TASKS ON THEIR FAVOURITE SPORTS & RACES PARTICIPANTS FELT LESS LIKE LAB RATS AND MORE LIKE CREDIBLE USERS WHOSE THOUGHTS WE TRULY VALUED
19 WE WERE ALSO ABLE TO CREATE GREATER ENGAGEMENT WITH INTERNAL STAKEHOLDERS THROUGHOUT THE ENTIRE RESEARCH PROCESS: OBSERVER ACCESSIBILITY CONTENT SHARABILITY BACK END BANG INTERNAL STAKEHOLDERS COULD EASILY LOG IN TO VIEW THE RESEARCH AS IT HAPPENED BITE SIZE USABILITY VIDEOS MADE IT EASIER FOR THOSE INVOLVED TO REVIEW THE CONTENT POWERFUL USER GENERATED CONTENT CREATED STRONG ENGAGEMENT AT THE FINAL DEBRIEF
20 SO WHAT WERE SOME OF THE LIMITATIONS WE EXPERIENCED?
21 SOME OF THE LIMITATIONS OF TAKING SUCH AN APPROACH WITH FIELD-BASED USABILITY TESTING 1 3 PARTICIPANT TECH LITERACY 2 TECHNICAL ISSUES IN FIELD REPETITION & WEAROUT 4 FUNCTIONAL LIMITATIONS OF MAGITEST
22 SOME OF THE LIMITATIONS OF TAKING SUCH AN APPROACH WITH FIELD-BASED USABILITY TESTING 1 PARTICIPANT TECH LITERACY LOOKING FORWARD WHAT 2 TECHNICAL ISSUES IN FIELD 3 WOULD BE SOME KEY REPETITION & WEAROUT CONSIDERATIONS WHEN DESIGNING SIMILAR METHODOLOGIES? 4 FUNCTIONAL LIMITATIONS OF MAGITEST
23 THERE S ALSO A FEW THINGS TO CONSIDER IF YOU RE LOOKING TO SOME EMULATE OF THE A SIMILAR LIMITATIONS DESIGN OF (OR TAKING FOR GREAT SUCH MOBILE AN RESEARCH APPROACH IN GENERAL) WITH FIELD-BASED USABILITY TESTING PRACTICE TASKS ARE WORTH THEIR WEIGHT IN GOLD 1 GIVE PARTICIPANTS AN EXAMPLE TO SET THE STANDARD AND SHOW IT S EASY PARTICIPANT TECH LITERACY PROVIDE SUPPLEMENTARY WRITTEN QUESTIONS 2 TECHNICAL ISSUES IN FIELD 3 REPETITION & WEAROUT GAMIFY THE PROCESS FOR ENGAGEMENT & A TOUCHPOINT ONGOING TECH SUPPORT IS A MUST 4 FUNCTIONAL LIMITATIONS OF MAGITEST GO BEYOND TESTING DISCUSSION PROVIDES GREATER DEPTH TO DRIVE INNOVATION
24 CLOSING THOUGHTS: SO WHAT DOES THIS MEAN FOR THE FUTURE?
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