Testing Mobile Content
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Creating a mobile content strategy requires understanding your users and user scenarios, as well as business objectives for your mobile apps and websites. Knowing if your mobile content is effective means you need to test your content. Testing content seems complicated, expensive and impossible for most Web teams—that is a fallacy. In this practical session, we will talk about: - Creating a mobile content strategy - Creating user scenarios - Testing mobile content easily and cheaply - Translating your findings to recommendations
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Testing Mobile Content
- 1. Testing Mobile Content: Paradigms for Success Ahava Leibtag WebContent 2011 @ahaval #wccon 6/7/2011 Web Content Chicago, 2011
- 2. Aha Media Group, LLC 6/7/2011 Web Content Chicago, 2011
- 3. Shall we play a game? 6/7/2011 Web Content Chicago, 2011
- 4. Today’s Strategy Mobile landscape Creating a mobile content strategy Creating user scenarios Testing mobile content easily and cheaply Making the case for mobile content testing 6/7/2011 Web Content Chicago, 2011
- 5. MOBILE LANDSCAPE 6/7/2011 Web Content Chicago, 2011
- 6. Mobile Content Strategy? Only 33 % of companies now have a mobile marketing strategy. 62 % of businesses plan to launch a mobile marketing strategy over the next 12 months. 12% of a company’s marketing spend is on mobile. 6/7/2011 Web Content Chicago, 2011
- 7. How we are using them 6/7/2011 Web Content Chicago, 2011
- 8. Have we gone mad? Given a list of things (including cosmetics, their car, their passport, their phone and their sense of smell) and told they could only save two, 53% of those aged 16-22 and 48% of those aged 23-30 would give up their own sense of smell if it meant they could keep an item of technology (most often their phone or laptop). 6/7/2011 Web Content Chicago, 2011
- 9. 6/7/2011 Web Content Chicago, 2011
- 10. 6/7/2011 Web Content Chicago, 2011
- 11. 6/7/2011 Web Content Chicago, 2011
- 12. 6/7/2011 Web Content Chicago, 2011
- 13. Creating a mobile Content strategy 6/7/2011 Web Content Chicago, 2011
- 14. Content Strategy Basics Content strategy has 2 major goals: 1. Align your content with your business goals 2. Help your users accomplish their goals 6/7/2011 Web Content Chicago, 2011
- 15. 6/7/2011 Web Content Chicago, 2011
- 16. Tying Content Strategy Together 6/7/2011 Web Content Chicago, 2011
- 17. Questions: Mobile Content Strategy How will it provide ROI? Create valuable content How is it delivered? How do they find it? When/how often/why do you change it? 6/7/2011 Web Content Chicago, 2011
- 18. Challenges in Mobile environments 6/7/2011 Web Content Chicago, 2011
- 19. Ginny says…. “Every communication is a conversation mediated by technology.” 6/7/2011 Web Content Chicago, 2011
- 20. Major Mobile Challenges? Small Screen Real Estate Navigation Aggravation Fluid vs. Fixed Environments Task Orientation Changes 6/7/2011 Web Content Chicago, 2011
- 21. Awesome cosmic powers, itty bitty living space 6/7/2011 Web Content Chicago, 2011
- 22. Big Straw Love 6/7/2011 Web Content Chicago, 2011
- 23. Too simple 100% home page Mobile Home Page Design Continuum 6/7/2011 Web Content Chicago, 2011
- 24. Navigation Aggravation 6/7/2011 Web Content Chicago, 2011
- 25. 6/7/2011 Web Content Chicago, 2011
- 26. 6/7/2011 Web Content Chicago, 2011
- 27. 6/7/2011 Web Content Chicago, 2011
- 28. 6/7/2011 Web Content Chicago, 2011
- 29. FIXED VS. FLUID ENVIRONMENTS FIXED FLUID 6/7/2011 Web Content Chicago, 2011
- 30. 6/7/2011 Web Content Chicago, 2011
- 31. 6/7/2011 Web Content Chicago, 2011
- 32. TASK ORIENTATION CHANGES FLUID FIXED 6/7/2011 Web Content Chicago, 2011
- 33. What Type of Conversation? Task focused Information focused Distraction focused 6/7/2011 Web Content Chicago, 2011
- 34. USER SCENARIOS 6/7/2011 Web Content Chicago, 2011
- 36. User interviews
- 37. Focus groups
- 39. Surveys
- 40. Diary studies6/7/2011 Web Content Chicago, 2011
- 41. Lisa 6/7/2011 Web Content Chicago, 2011
- 42. Lisa’s Scenarios 6/7/2011 Web Content Chicago, 2011
- 43. Marcus 6/7/2011 Web Content Chicago, 2011
- 44. Marcus’ Scenarios 6/7/2011 Web Content Chicago, 2011
- 45. Abigail 6/7/2011 Web Content Chicago, 2011
- 46. Abigail's Scenarios 6/7/2011 Web Content Chicago, 2011
- 47. Web Content Chicago, 2011 6/7/2011
- 48. Web Content Chicago, 2011 6/7/2011
- 49. Home
- 50. Locations
- 51. Our Story
- 52. Recipes
- 53. Testing mobile content 6/7/2011 Web Content Chicago, 2011
- 54. Testing Methods & Data Testing Methods Usability testing 5-second impression In the field testing Data Surveys Web Analytics Eye-tracking 6/7/2011 Web Content Chicago, 2011
- 55. STEP 1 Determine business critical pages or parts of the app. 6/7/2011 Web Content Chicago, 2011
- 56. Step 2 Determine how you are defining valuable content. 6/7/2011 Web Content Chicago, 2011
- 57. Web Content Chicago, 2011 6/7/2011
- 58. Step 3 Determine when to test. (Hint: every stage) 6/7/2011 Web Content Chicago, 2011
- 59. 6/7/2011 Web Content Chicago, 2011
- 60. Step 4 Choose a testing method. 6/7/2011 Web Content Chicago, 2011
- 61. 6/7/2011 Image credit: Nick Bowmast Web Content Chicago, 2011
- 62. 6/7/2011 Eye-Tracking Mobile User Experiences http://www.youtube.com/watch?v=iqSh6Hkwo_4 Web Content Chicago, 2011
- 63. Go where they are IN USE 6/7/2011 Web Content Chicago, 2011
- 64. Rules: Effective Mobile Content Testing Use an iterative approach with small user numbers who are in the user scenario environments Use moderated usability testing to test (test the content, not the site or app) Ask direct questions about the content and let users talk about their impressions from there Web Content Chicago, 2011 6/7/2011
- 65. 6/7/2011 Web Content Chicago, 2011
- 66. 6/7/2011 Web Content Chicago, 2011
- 67. Making the case for mobile content testing 6/7/2011 Web Content Chicago, 2011
- 69. Are we meeting user’s needs & wants and time constraints?
- 70. Improve design and contentUsability + Content Testing = Feedback 6/7/2011 Web Content Chicago, 2011
- 71. DESTROY THE CULTURE Web Content Chicago, 2011 6/7/2011
- 72. Questions, Ideas, Thoughts? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com Twitter: ahavaL 65
Editor's Notes
- We learned something at every turnKalloo wanted to promote the concierge program but creating all this other content didn’t really helpOur user groups matched up almost perfectly to the clinic demographicsWhen we used UserTesting.com we got skewed results—moderated is the way to goWe asked very specific questions about the links people made, what they remembered and if the content was effective
- [video=#fail][some wanted to email an appointment, some wanted to call][Concierge Weight Loss Program]