This study is currently available. To request a copy of the report, please contact sales@keylimeinteractive.com
The goals and objectives of the study based on the usability test plan presented to a few key clients who expressed interest in such a study.
The goals of usability testing include:
- Understanding what makes websites easy or difficult to use on mobile phones
- Gather which sites are top-of-mind and used most often on mobile phones
- Identify frustrations with current solutions provided so that they can be addressed in order to improve the efficiency, productivity, and end-user satisfaction.
- Perform three directed tasks to get feedback regarding one sports site, one entertainment site, and one newspaper site.
The usability test objectives are:
- To determine design inconsistencies and usability problem areas within the user interface and content areas
- Control usage problems – inability to correctly click on desired link or entry field usage.
- Exercise the mobile web site under controlled test conditions with representative users.
- Establish baseline usability and user-satisfaction levels of the user interface for future usability evaluations.
- Gather best practices from the leading sites and validate heuristics from NNG mobile report for M&E
For this study we plan on gathering data for 20-30 users who fit the following criteria:
- Males and females ages 18-34 who use their mobile phone to access media and entertainment sites at least once a month
- Mix of phones: feature phones, smartphones and touchphones.
- Must not work in media & entertainment companies or work for a marketing research firm
There were two mini-studies:
- Study 1 asked sports enthusiasts to perform one or two sports on a Sports Site (i.e. ESPN, FoxSports, etc)
- Study 2 asked music and gossip connoisseurs to perform one or two entertainment tasks on a Music Site (i.e. VH1, E!, etc)
The testing occurred in-lab or in-field at the Key Lime Interactive offices in Miami, FL and Brooklyn, NY.