The explosive growth in mobile device and tablet sales and usage means a website optimized for desktop computers is no longer sufficient on its own for keeping ahead of the competition. People now expect companies to provide websites and applications that are designed specifically for their devices.
Converting a desktop website or application to a mobile device involves more than shrinking the screen display. Devices have different limitations and formats. Context—where a user is located, what they want to accomplish and the amount of time available—also plays an important role for mobile and tablet devices. These differences from a desktop computer can present design and functionality challenges that are unchartered territory for both designers and developers.
Studies have shown that mobile device users are quick to reject websites or applications that are difficult to use, making usability critical for these products. Websites or applications that are cumbersome won’t survive on the market. Testing the usability of your website or application on mobile and tablet devices ensures it will help, rather than hinder, your customers.
Usability Sciences conducts mobile device and tablet tests in its custom-built, state-of-the-art lab or at a facility of your choice.
- We start by working with you to understand your research objectives, identify your target audience, identify which type of device to use for testing (e.g., smartphone, tablet, etc.), and determine which assets will be evaluated by participants (e.g., mobile website, mobile app, screenshots, prototype, etc.).
- Your assigned research team will then develop a test plan, which includes the task scenarios and moderator questions that will be used to ensure all necessary feedback is gathered during the test sessions.
- In parallel, Usability Sciences’ in-house recruiting team will screen and schedule participants who meet your target audience.
- One-on-one test sessions (either 60 or 90 minutes long) are conducted over two to three days. During the test sessions, participants perform defined tasks using their own device (or one supplied by us) and are asked questions about what they think about the mobile website or application.
- After testing is complete, the results are analyzed and compiled into a report, which contains actionable recommendations for fixing the observed issues with the mobile website or application.
Just as for other products, an easier-to-use mobile website or application benefits your company’s bottom line: people prefer to use items that make tasks easy to perform.
Even more so for mobile devices than for desktop computers, there is variation in how and when they are used. For example, smartphones can be held in a variety of ways, which greatly affects target selection accuracy and screen visibility in different lighting situations. Usability testing can expose issues, often unanticipated during the design process, when people attempt realistic tasks on actual mobile devices.
Mobile device and tablet testing will also help you answer the following questions:
- Is there anything that is unclear or confusing?
- Would users prefer the website or application to look or behave differently?
- Which features are of highest value to your target customers?
- Are there any features missing?
- How does the user experience on the mobile device compare to the desktop?
- How similar are the user experiences on the different device platforms?
Additionally, Usability Sciences can apply our full suite of research solutions—usability testing, design walk-through testing, rapid iterative testing, competitive testing, etc., across any mobile and tablet device.
Contact us today to uncover significant issues about the mobile version of your website or application.
Also, let our team of user experience professionals take you through mobile device and tablet insights:
- 10 Things You Should Know About Tablet Users: In this webinar, we share 10 valuable insights about today’s tablet user. We offer you a glimpse of not only who they are, but also how the tablet device fits into their ever-increasing stable of digital devices—such as smartphones, desktops/laptops, e-readers, etc. These insights will help you to make more informed decisions about ways to leverage the tablet platform for your brand.
- Mobile Checkout Best Practices: Want to increase conversion on your mobile site? In this webinar we explain how your mobile site should be designed to maximize conversion rates by ensuring the “add to cart” and checkout process are quick, easy and intuitive.
- Multichannel Mobile Experience: How do mobile websites and apps affect in-store conversion? We know their impact is growing, and although there may not be many direct mobile conversions, the mobile channel plays a significant and increasing role in the overall customer experience.
- Mobile Sites vs. Apps: Thinking about creating a mobile experience for your users? Not sure whether to create a mobile site or an app? If these are some of the questions you’re dealing with, then this presentation is for you. We compare these content delivery methods to help you make the right decision. We also present you with the best practices to avoid common pitfalls.
- Mobile Coupons—Coupons in the Digital Age: This presentation focuses on the evolving and relatively new field of mobile coupons—digital coupons that are intended for use on a smartphone. We discuss the ways in which mobile coupons can be delivered to a smartphone, displayed on its screen and redeemed at the point of sale. We also present a set of best practices for mobile coupons and highlight the mobile coupon experience in the real world with the results of a field research study we conducted.
- The Mobile Experience—How to Enhance Your Brand and Build Customer Loyalty: Don’t let the mobile Web jeopardize your brand: learn how it can enhance it. Today’s mobile strategies are about creating better interactions between people, brands and businesses. Leverage the mobile Web, and you can build brand awareness, broaden marketing campaigns and manage your brand’s online reputation.
- Understanding Your Mobile User (Part I) and Mobile Best Practices in Usability (Part II): Do you know who your mobile users are? Do you know what they want from your mobile application or website? Are you looking at developing a mobile strategy? These and other answers are covered in this two-part presentation on mobile users and their behavior.