Pilot test first

“Has anyone in your research team used a kitchen machine before?”

Grinding the meat to mince, keeping the consistency of the dough, grating tomatoes… We were not experienced in these matters. That’s why we conducted our pilot test to gain experience. So we got to know the product well enough to guide users in the right direction during testing. We started the project after consulting our mothers, who are the most competent experts on the subject and learning the subtleties of the job.

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Listening Users

hurriyetemlak.com is an important online channel for the real estate industry. Mehmet Belet (Head of UI / UX) and Yasin Coşkun (E-Business UI / UX Manager) Met with UXservices.

The Usability Test roadmap was determined first within the scope of the work we conducted for Hürriyet Emlak Corporate web pages.

To determine the user audience ( persona ), which is the first step in the roadmap ;
– What does Hürriyet Emlak mean to its users?
– How often and for what purposes is Hürriyet Emlak used by its users?
– What common features do users have in terms of usage?
– What are the common transactions made by users at Hürriyet Emlak?
– What are the transactions that users do with ease and difficulty on Hürriyet Emlak?

Common user groups were created by searching for answers to such questions. Factors such as the frequency of use, their contribution to Hürriyet Emlak, and their impact on the environment were evaluated and prioritized, and the personas with whom we would conduct usability test interviews were determined.

After determining the personnel, the processes to be tested within the usability test were prioritized.

Test scenarios were prepared by asking questions such as which operations are critical for which persona, what areas to be observed and what areas to be considered.

Are WE ready? Preparations were completed with a pilot test before going out on the field.

We Are On The Field

“Effective use of my customers is as important as MY effective use of the website. It should be able to easily notice my advertisement on the homepage.”

A Real-Estate Agent

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Mecidiyeköy, Persona 2, Mobile

Bebek, Persona 3, Desktop

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The usability tests of the website and mobile application of tazedirek.com, which has successfully entered the organic food sector and provides services to its customers with the assurance of Aslanoba Group, have been completed. The aim of tazedirekt.com, which preferred UXservices, which has considerable experience in user experience design and usability testing, was to find out what difficulties users encounter while using the website and mobile application and to find solutions to them.

The first step in the work done by UXservices was to create the right personas to reach the appropriate users for testing. In the studies, two personas were created and tests were carried out with users selected from each persona in their own environment (home, workplace, cafe, etc.) Tests were carried out in two phases. First of all, tests of the responsive website on desktop, tablet, and mobile were completed. Then, the tests of the mobile application were carried out and the usability reports of both phases were presented separately.

User Observation

The feedback and findings obtained from the users were also proof of how accurately the personas were created. The reactions and comments made by the users while viewing the site were recorded one by one. User behavior observed by UXservices usability experts was noted to be evaluated according to heuristic criteria.

The tasks requested from the users were evaluated and scored according to the international usability criteria (5E criteria: Efficiency, Effectiveness, Easy to Learn, Error Tolerant, Engaging).

The tests were completed with the SUS (System Usability Scale) questionnaire applied to each user. The answers to the SUS questionnaire given by each persona for the website and mobile application were reported separately.

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Migros supermarkets offer many alternatives to their customers with online shopping, wholesale and telephone sales. Migros TV, the new project of Migros, which has always aimed to offer new services to its users with its strategy of being an innovative supermarket chain, takes the customer experience one step further.

On Migros TV, it is possible to find instructional videos in categories that can attract everyone’s attention;

• Recipes,
• Beauty care,
• Technology, health life,
• Mother-child,
• How to do it,
• Home care.

Migros aimed to determine the habits of the users and offer the most suitable platform to the users by having a usability test performed on this platform, where MigrosTV wanted to offer a more comfortable user experience to its users. As UXservices, we conducted A / B usability tests of both mobile and web versions of the application with a total of 15 people from the user profiles we determined in collaboration with our customers.

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UXservices, which has significant knowledge in Usability Testing and User Experience services, added Banvit, one of the leading companies in the white and red meat industry, to its customers.

Our customer, who has been operating the sales channel both in the markets and on the website until now, was planning to launch the responsive mobile website in order to provide a good user experience to its users on every device. Since this application was their first mobile experience, they wanted to see what kind of experience their customers would experience and where they might encounter difficulties.

In this context, usability tests were carried out by UXservices in the test environment before the mobile sites were presented to the user according to international criteria.

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Wyndham Hotel Group, one of the largest hotel chains in the world, chose UXservices to measure the user experience of both Wyndham and its sub-group Ramada’s websites.

The purpose of the study was to measure the brand perception of Wyndham and Ramada Hotels in the Turkish market and to observe the success of the language used and the localization made on the website.

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Although you may recognize the importance of marketing to your mobile audience, it may be difficult to know exactly where to start. This can be particularly difficult because there are so many things to consider: device type, operating system, site navigation, and more.

Inevitably, all sites will at some point have to address the growing number of mobile users. That being said, it may not be necessary to immediately implement the changes required to optimize mobile experience. Before we outline things to consider, here are three to ask yourself BEFORE optimizing.

• Does your mobile traffic represent more than 20% of your total traffic?
• Do you have regular content on your site that users are reading?
• Does your site sell products online?

If you answered “yes” to any of these questions, you need to start optimizing your site for mobile today. Here are four more questions you should ask that will help provide your users the best mobile experience possible.

1. Are Your Form Fields Scaring Away Customers?

Have you ever tried filling out a long form on your mobile phone? Chances are you didn’t complete the form, and neither will your customers. Despite this, many marketers and companies insist on adding the same form fields from desktop experiences to mobile without any further consideration for the end experience. This also can be a grave mistake for e-commerce sites that require unnecessary form fields prior to the checkout page. Keeping form fields on your mobile site simple and minimal appeals to your users and is a quick fix that is sure to increase conversion rates.

2. Is Your Site Optimized for Slow Connections?

One of the most overlooked elements on a mobile site is the speed of the device the user is browsing. Although you may be testing your mobile site on Wi-Fi, the vast majority of users browse mobile sites their carrier’s network. Amazon’s site optimizers report that every 100ms of loading time decreases revenue by 1%. It may also be helpful to try multiple Internet connections on your site to get an idea of what users may be experiencing. If your site only loads quickly on a 4G connection, you may want to consider redesigning the page to reduce load times. The Gomez Peak Time Internet Usage Study (PDF) conducted by Equation Research on 1,500 consumers only reinforces the negative effects slow speeds have on pages; below are the results.

• At peak traffic times more than 75% of online consumers left for a competitor’s site rather than suffer delays
• 88% of online consumers are less likely to return to a site after a bad experience
• Almost half expressed a less positive perception of the company overall after a single bad experience
• More than a third told others about their disappointing experience

3. Are You Accounting for the Thousands of Mobile Devices?

There are so many mobile devices these days that it makes it really difficult for you to optimize for all of your users. Although Apple (prior to the 5C and the iPhone 6 Plus) made it a little easier when it comes to optimizing for different phones, the thousands of Android and Windows Phonedevices may cause you great anxiety when testing your mobile site. Not to mention with multiple devices also come other variables, like processor speed, screen size, and different mobile browsers. Focusing on the most popular devices (iPhone, Samsung Galaxy) in this situation is the easiest way to make sure most of your bases are covered, but more importantly, be thorough in testing devices that your customers are using.

4. Are You Using Visitor Location Information?

Since we are talking mobile, you need to remember that your user is mobile. When drawing up a mobile website test, one of your top priorities is to consider the location of the user. For example, let’s say that you are a retailer really interested in getting users into the store after browsing your site. Including important store information, like available products, the user’s distance from the store, and directions to the store are all ways you could increase the likelihood of a user coming in to shop. The goal of making this information readily available is to relieve any anxieties (e.g., price, distance, availability) the user may have about coming into the store.

TL;DR — Too Long Didn’t Read

Your site’s mobile experience is extremely important to the overall experience of your users and is expected to only become more important in the coming years. Here is a brief recap of the four questions you must ask when optimizing your site.

First of all, make sure you keep your user’s experience in mind when browsing form fields; reducing unnecessary form fields is a quick way to improve your mobile experience. Second, make sure you get a clear idea of load times on your pages on multiple types of connections. Just because your site loads quickly on your Wi-Fi connection doesn’t mean it will on your customer’s 3G connection. Third, optimize your site’s design to devices your customers are using (this can be done with Google Analytics), make sure they have a good experience with your site and, when in doubt, focus on popular devices. Finally, you need to make sure you are taking advantage of the location data that only the mobile experience can provide. Addressing these considerations will get you started down the right path of mobile site optimization.

Source: http://uxmag.com/articles/4-questions-to-ask-when-optimizing-your-site-for-mobile

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