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 will be two user groups:

• Group 1 will be asked to perform one or two sports on a Sports Site (i.e. ESPN, FoxSports, etc)
• Group 2 will be asked to perform one or two entertainment tasks on a Music Site (i.e. VH1, E!, etc)
• Both groups will be asked to perform one general movie look-up task on Yahoo

The testing occured in-lab or in-field at the Key Lime Interactive offices in Miami, FL and Brooklyn, NY.