View
1.272
Download
0
Category
Preview:
DESCRIPTION
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
Citation preview
04/11/2023 Web Content Chicago, 2011
Testing Mobile Content: Paradigms
for SuccessAhava Leibtag
WebContent 2011@ahaval #wccon
04/11/2023 Web Content Chicago, 2011
Aha Media Group, LLC
04/11/2023 Web Content Chicago, 2011
SHALL WE PLAY A GAME?
04/11/2023 Web Content Chicago, 2011
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
04/11/2023 Web Content Chicago, 2011
MOBILE LANDSCAPE
04/11/2023 Web Content Chicago, 2011
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.
04/11/2023 Web Content Chicago, 2011
How we are using them
04/11/2023 Web Content Chicago, 2011
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).
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
CREATING A MOBILE CONTENT STRATEGY
04/11/2023 Web Content Chicago, 2011
Content Strategy Basics
Content strategy has 2 major goals:1. Align your content with your business goals2. Help your users accomplish their goals
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
Tying Content Strategy Together
Business
Strategy
Content
Revenue
04/11/2023 Web Content Chicago, 2011
Questions: Mobile Content Strategy
1. How will it provide ROI?2. Create valuable content3. How is it delivered? How do they
find it?4. When/how often/why do you
change it?
04/11/2023 Web Content Chicago, 2011
CHALLENGES IN MOBILE ENVIRONMENTS
04/11/2023 Web Content Chicago, 2011
Ginny says….
“Every communication is a conversation mediated by technology.”
04/11/2023 Web Content Chicago, 2011
Major Mobile Challenges?
1. Small Screen Real Estate2. Navigation Aggravation3. Fluid vs. Fixed Environments4. Task Orientation Changes
04/11/2023 Web Content Chicago, 2011
Awesome cosmic powers, itty bitty living space
04/11/2023
Big Straw Love
Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
100% home page Too simple
Mobile Home Page Design Continuum
04/11/2023 Web Content Chicago, 2011
Navigation Aggravation
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
FIXED VS. FLUID ENVIRONMENTS
FIXED FLUID
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
TASK ORIENTATION CHANGESFIXED FLUID
04/11/2023 Web Content Chicago, 2011
What Type of Conversation?
• Task focused
• Information focused
• Distraction focused
04/11/2023 Web Content Chicago, 2011
USER SCENARIOS
04/11/2023
Learning about our users
•Contextual inquiries (field research)•User interviews•Focus groups•Baseline usability tests•Surveys•Diary studies
Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
Lisa
04/11/2023 Web Content Chicago, 2011
Lisa’s Scenarios
04/11/2023 Web Content Chicago, 2011
Marcus
04/11/2023 Web Content Chicago, 2011
Marcus’ Scenarios
04/11/2023 Web Content Chicago, 2011
Abigail
04/11/2023 Web Content Chicago, 2011
Abigail's Scenarios
04/11/2023Web Content Chicago, 2011
04/11/2023Web Content Chicago, 2011
Home
Locations
Our Story
Recipes
04/11/2023 Web Content Chicago, 2011
TESTING MOBILE CONTENT
04/11/2023
Testing Methods & Data
Testing Methods–Usability testing
–5-second impression
–In the field testing
Data–Surveys
–Web Analytics
–Eye-trackingWeb Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
STEP 1Determine business critical pages
or parts of the app.
04/11/2023 Web Content Chicago, 2011
Step 2Determine how you are defining
valuable content.
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
Step 3
Determine when to test. (Hint: every stage)
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
Step 4
Choose a testing method.
04/11/2023
Image credit: Nick Bowmast
Web Content Chicago, 2011
04/11/2023
Eye-Tracking Mobile User Experiences
http://www.youtube.com/watch?v=iqSh6Hkwo_4
Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
Go where they are IN USE
04/11/2023 Web Content Chicago, 2011
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
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
04/11/2023 Web Content Chicago, 2011
MAKING THE CASE FOR MOBILE CONTENT TESTING
04/11/2023 Web Content Chicago, 2011
• Feedback from real, representative users of your product
• Are we meeting user’s needs & wants and time constraints?
• Improve design and content
Usability + Content Testing = Feedback
04/11/2023 Web Content Chicago, 2011
DESTROY THE CULTURE
65
Questions, Ideas, Thoughts?
Ahava LeibtagAha Media Group, LLCahava@ahamediagroup.comTwitter: ahavaL
Recommended