Hilary Coolidge

Posts written by Hilary Coolidge

October 25

Conducting a Usability Study with Mobile Devices: Preparation Tips

Usability studies have become part of any comprehensive design project of a web site or application. Conducting a study with mobile devices - observing how a person interacts with their device and any web sites or applications on it - is similar in many ways to a usability study with a computer. However, there are some key issues when working in a mobile environment that should be taken into account while preparing, moderating and reporting on a study:

· Participant recruiting has more variables to nail down, making it a longer than the usual process.

Obviously you need people. In a mobile study, you need people who have a mobile phone, plus other variables. These include:

- Other features on the phone that are used in the study, i.e., camera, GPS, mp3 player, etc.

- Service provider compatibility with your application.

- Service plan details, i.e., can the participant perform the tasks you are studying?

- Verification that the user can access the application you are working on.

This may mean you need to conduct a quick test after the participant has been selected and before they arrive for the study. You should have a couple of extra phones on hand during the study that can be used in case issues come up with the participant’s phone. Just be aware that the participant may not be familiar with the phone design, making complex tasks take longer and impacting completion rate metrics.

· Gathering data will take more work.

Unfortunately, you can’t easily sit behind a person and watch them use their phone and get the same visual information that you can from watching a person using a full-sized computer screen. Technology has yet to develop simple software that allows you to watch in real time on a larger screen what a user is doing on their mobile device. To gain the most from a mobile usability session you may need to:

- Have at least two video cameras; one on the user, and the other on the phone.

- Adjust the camera focusing on the phone on the fly if the participant moves their phone out of the lens range while they are performing a task.

- Be extra vigilant about asking the user to think aloud so you can always be aware of where they are in the process or on a particular screen.

- Slow a task down or ask the user to repeat an action if it was not immediately visually available.

· Adapting to new situations during the session is key.

Due to variances in phones, services and applications, there are more variables out of your control during mobile usability sessions. Potential areas to watch out for are:

- Devices may show information differently.

- Service providers may cause issues, such as a slow response time or cutting out.

- The participant may get calls during the session.

- User’s proficiency with devices varies widely, more so than general keyboard and mouse skills, influencing task completion.

· Being flexible and having a back up plan(s) can reign in the potential chaos.

Usability studies are mostly designed to have a predictable flow of tasks or events. Since device or connection issues may interfere with such a flow, it is important to have alternative flows or plans at the ready. Briefing your team at the beginning of each session about the order in which you will try different plans will slow the time needed to re-adjust a new plan flow. It may also help to “chunk” your tasks or investigations in a modular fashion so they can be moved around in the study if users are having issues completing a particular task. Recording errors will also let you (and your client) see if there are patterns, such as phone type and/or service plan having issues with a particular download, that you can try avoid in future sessions.

In sum, mobile usability studies, like the mobile device environment, is more open and variable than traditional usability studies. Be prepared to spend more time than usual finding the appropriate participants that have the correct device/carrier combination you need. Be extra vigilant during the study to make sure you are capturing – visually or audibly – the important data, which can be hard to see. And most of all, be flexible and prepared to adapt to a variety of unforeseen circumstances. The extra preparation and effort will pay off in the end, though you may always have the need to improvise. Don’t forget you have more opportunities to learn - off task investigation can lead to important discoveries about your user, their device use, and their expectations of mobile experiences.

August 3

iLike & Hangouts: a comparison of facebook widgets

Since May 2007, when Mark Zuckerberg announced Facebook’s transformation into an application development company, the number of applications available to Facebook users has grown at an impressive pace. Currently there are over 2,300 available with weekly additions. Facebook’s effort to create a platform for social networking widgets/application development seems to be working. How does this development opportunity translate into business opportunity for the widget creators, individual or company driven?

Currently there are over 2300 widgets on Facebook; the most popular are:

· Top Friends – manage your top 32 friends in your profile, by iSlide - 10M users

· Graffiti – lets you draw on your friend/s profiles - has 5.7M

· Video – by Facebook – a video publishing tool for your profile – 5.3M

· iLike – a place to share/purchase music, purchase concert tickets – 5.2M

· X me! – Rock You!’s tickle, poke(sending a nonverbal “hi”), etc. application – 4.8M

iLike & Hangouts: A comparison

iLike’s strategy of creating a deep connection with the user to encourage more transactions in the user’s profile space is working. Importantly, these transactions involve money. You can purchase songs and concert tickets via your personalized iLike ‘Canvas” page and receive recommendations on the information you feed it. A sense of community is supported in the musician/concert area in a number of ways. Users can post reviews of past concerts and linked profile photos of facebook users attending future concerts are shown. Even those who wish they could attend the featured concert are given page space – creating opportunity for members to interact with local music enthusiasts. iLike creates a number of “pages” within their application – Concerts, Free Mp3s, Challenge, and My Music, all built to encourage further use and community. This richness and detail, however, could not have been built for Facebook alone without significant time, investment and deep backend capabilities. As you may suspect, iLike has a fully functional website which was established before its presence on facebook. The music company leveraged existing content and backend power for widget development. Allowing the widget to grow on Facebook gives iLike an extended user base and information about the users they could not tap as effectively on their main site. This double pronged strategy allows iLike to continue building and capitalizing on both potential income streams.

In contrast, Hangouts, a widget interfacing with the website yelp, seems weak and watered down. There is only one main page, “Hangouts,” whose functionality is rather basic. It lists which users have gone out the most that month, who is going out tonight (both these are localized to an extent), your favorite spots you like to go and what you are doing that evening. While the widget can extract some data from Yelp’s site, there is the potential for much more if the two decide to join forces. I am sure some Facebook users are also yelp contributors – how about feeding that information over? Or provide the latest reviews by other yelp or Facebook users about places the user has listed as a favorite hangout? Restaurants could list their happy hours or special events that they are holding, or include reservation/invitation capabilities. Since Hangout was to be created by an individual developer and not yelp, the Hangouts widget is missing crucial elements of depth of content, increased personalization commitments and interaction functionality that would enhance its stickiness. While Hangouts provides some experience and data that is similar to yelp’s site, it does not, and cannot, fully support yelp’s business strategies and overall user experience. Perhaps yelp will take notice and purchase the widget, if it doesn’t have their own in the works. The trend seems to be that this potential treasure trove of information will need more than a lone developer to capitalize on it… Exit developer, enter supporting purchasing company/venture capitalist…

June 5

Social Networking Grows Up and Gets Attention of Big Media

Previously seen as an endeavor for teens, social media isn’t child’s play for big media firms like CBS, Ebay and Fox Interactive Media.

By Hilary Coolidge, Experience Design Consultant, and Rob Ehlert, Senior Technical Architect, Molecular

Over the past few weeks, there has been a tremendous amount of acquisition activity in the social media world – most notably CBS bought Last.fm; Ebay bought StumbleUpon; and Fox Interactive Media bought Photobucket and Flektor.

Why the acquisitions? Similar to News Corporation’s (the parent of Fox Interactive) $580M acquisition of MySpace in 2005, these social media sites provide a social setting for their respective consumer bases. The acquired companies benefit from “the wisdom of crowds” philosophy, whereby the more people that add content, feedback, or links, the richer the experience.

Acquisitions vary between tactical and strategic

CBS’s $280M acquisition of Last.fm is purely strategic in nature. It allows CBS to gain a foothold on the “scrobbling” technology that Last.fm uses to analyze music and create music recommendations to users based on current tastes. One can postulate that it is a small attempt to answer the MySpace acquisition by accessing a social network of music lovers. Further, Last.fm’s venture into video is a bid to try and take some thunder from YouTube with a more music focused publishing core.

Ebay purchased StumbleUpon for $75M — it is a site that “learns what you like and makes better [site] recommendations.” Integrating the technology will help Ebay provide a recommendation engine in its growing purchasing universe.

Most tactically, Fox Interactive’s purchase of PhotoBucket (estimated at approx $250M) and Flektor (estimated at $15M) will stop the acrimony between photo editing and MySpace rules. In the past, MySpace blocked Photobucket’s popular video and slide show posting service, claiming technological issues and that Photobucket supported MySpace users’ inclusion of ads in slide shows. Instead of continuing to work with third-party vendors, Fox decided to purchase the technology in order to better control it, and spread its capabilities to other businesses they own that can benefit from the technology.

The rest of the market

In addition to the ever growing number of social networking sites that are out there, there are also quite a bit of product/services firms that are in the business of building, selling software for, and hosting these social networking sites. These areas are also experiencing acquisition activity.

In February, Cisco acquired Five Across, a company that builds and hosts social media sites for clients. There are many other small firms still out there; such as Ning, PeopleAggregator, GoingOn Networks, Prospero, Pringo, Pluck, etc. We don’t think there will a single winner.

As companies start to find the value in using social networking to link their consumers with their brand, we will start to see additional technology players acquiring these smaller social networking firms.

Facebook is next

With Facebook opening up of the back end and adding the possibilities of endless widgetization, where does that leave us? We anticipate that within a few months, its 23 year old Harvard founders will be smiling.

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