User Experience Survey Report - Econsultancy

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SAMPLE: User Experience Survey Report 2013 In association with WhatUsersDo

SAMPLE: User Experience Survey Report 2013 In association with WhatUsersDo

Published February 2013

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2013

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Contents 1. Executive summary and highlights ................................. 1 2. Foreword by WhatUsersDo ............................................. 4 2.1. 2.2.

About Econsultancy .................................................................. 5 About WhatUsersDo ................................................................. 6

3. Methodology .................................................................... 7 4. Findings ........................................................................... 8 4.1.

Approach to user experience ..................................................... 8 4.1.1. 4.1.2. 4.1.3. 4.1.4. 4.1.5. 4.1.6. 4.1.7. 4.1.8.

4.2.

Testing .................................................................................... 28 4.2.1. 4.2.2. 4.2.3. 4.2.4. 4.2.5.

4.3.

Commitment ............................................................................... 8 Benefits of user experience ....................................................... 11 Rating of user experience .........................................................12 Internal organisation of user experience ................................14 Decision making and senior management understanding .... 17 Measuring user experience .......................................................21 Barriers to improving user experience ................................... 22 Opinions on user experience ................................................... 23 Extent of testing ....................................................................... 28 Return on investment .............................................................. 30 Aspects and methods of testing............................................... 33 Objections to user experience testing ......................................41 Budgets for testing ................................................................... 42

Mobile devices......................................................................... 46

5. Appendix ........................................................................ 48

User Experience Survey Report 2013 WhatUsersDo

In association with

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2013

1.

Executive summary and highlights This is the first User Experience Survey Report, published by Econsultancy in association with WhatUsersDo. The research is based on a survey of more than 1,400 digital and and ecommerce professionals working for brands, agencies and specialist user experience firms. The survey, which was conducted in November and December 2012, was promoted to Econsultancy’s user base and also to WhatUsersDo clients. The report looks in detail at the approaches, benefits, budgets and opinions of those involved in user experience (UX) today, with a particular focus on user experience testing. It also looks to understand internal and political issues which may be hindering the advancement of user experience best practice within organisations. This research identifies the following key trends:

Companies are enthusiastic about providing a quality user experience but are yet to achieve best practice in testing and improvements Although user experience is not a new topic within digital marketing and web design, the survey reveals a growing appetite for improving UX across digital assets, particularly as consumers embrace more digital touchpoints.  Nearly eight out of 10 (78%) client-side respondents stated that their company was ‘extremely’ or ‘quite’ committed to delivering the best online user experience.  In addition, 95% agreed with the statement that ‘good user experience just makes sense’.  93% believe that ‘optimising the user experience will improve conversions’. Qualitative responses confirmed these results; when asked why their company was committed to user experience, a major theme emerging was that a good user experience leads to “customer satisfaction, brand loyalty, and increased sales”. However, when asked about the quality of the user experience on their own digital properties, only a minority of respondents (44%) rate their own companies’ performance in this area as ‘excellent’ or ‘good’.

SAMPLE: User Experience Survey Report 2013 In association with WhatUsersDo All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2013

2.

Foreword by WhatUsersDo I’m going to make an assumption about you. I’m going to assume that you, like me, usually skip read the forewords of reports like these. My hunch is that you find them (when written by a VP of this, or a Director of that) nothing more than a subtle, and oftentimes not so subtle, plug for their companies that ticks all of the “onmessage” boxes. And, while that’s not offensive and is clearly accepted practice, isn’t it all a bit too “corporate” and “impersonal”? You are, after all, a person. A person who, like the rest of us, is getting their head around a digital landscape that’s changing faster than it ever has and becoming more complex. Grappling with not only how you can improve user experience, but how you find the budget, get board buy-in, embed it and prove the ROI (as evidenced in this report). Or, you’re in the minority of organisations that have already cracked it. You’re already obsessing over UX and the board don’t need convincing of its importance (they get that digital experience = brand). Users are at the heart of your organisation and you’ve based your 2013 development roadmap on user insight and not your own hunches or colleagues’ opinions. However, judging from the results of this survey, that’s probably not you. The report shows that the majority of organisations have a long way to go – even though it seems the desire and appetite is there. Don’t get me wrong, I am delighted that WhatUsersDo (there’s me ticking an “on-message” box) ranks in the top three most insightful methods (considering we’ve only been trading for three years). But, so few organisations (barely a third) have embedded UX testing in their processes and nearly half don’t conduct any UX testing at all. What’s really telling in this report is the prevalence given to ubiquitous tools like Google Analytics and content testing (e.g. MVT). If they truly offered the answers, then how come over 60% of companies are still making improvements to user experience based upon their own hunches? It comes down to a single word: “Why?” As digital professionals we need to answer “Why?”. We need to understand the why of user and customer behaviour so we can move beyond the incremental improvements that MVT ultimately leads to and step beyond the how many of Google Analytics by applying user insight (and not hunches) to our decision making. That message, understanding the why of user behaviour, is a real opportunity for digital professionals to act upon in 2013. I’d like 2013 to be the year where we convince organisations that user experience = brand and that real improvement and change can only really come about by understanding users. Enjoy the report. Lee Duddell Founder WhatUsersDo


2.1.

About Econsultancy Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce, and used by over 400,000 internet professionals every month. Our hub has 185,000+ subscribers worldwide from clients, agencies and suppliers alike with over 90% subscriber retention rate. We help our subscribers build their internal capabilities via a combination of research reports and how-to guides, training and development, consultancy, faceto-face conferences, forums and professional networking. For the last ten years, our resources have helped subscribers learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practice and innovation. Econsultancy has offices in London, New York, Sydney and Singapore and we are a leading provider of digital marketing training and consultancy. We are providing consultancy and custom training extensively across Europe, Asia and the US. We trained over 5,000 marketers and ran over 200 public training courses in 2012. Join Econsultancy today to learn what’s happening in digital marketing – and what works. Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 971 0630 (New York). You can also contact us online.


2.2.

About WhatUsersDo Founded three years ago by Head of UX, Lee Duddell, WhatUsersDo is an online User Experience Testing Service. WhatUsersDo is for ecommerce, marketing, customer insight and digital people who want to bring change to how they make digital decisions. We help you remove your hunches and act with greater confidence through user driven actionable proof. Join us in shaking off your internal focus with greater “user centric” insight. We urge you to improve your digital assets with our “why” based analysis and insight that compliments your existing “what” based analytics. We are growing rapidly and now provide our services to over 1500 digital (ecommerce, research, customer insight, mobile, marketing) professionals internationally. In the last three years our collective mission has been to bring the “user’s voice” centrally to operating businesses wishing to improve their digital channels. Clients include SMEs, agencies and brands including: EasyJet, Andrews Aldridge, Lipsy, Ocado, Tesco, Hobbs, Jam, LateRooms and Standard Life. Our international testing platform makes it possible to watch real people completing tasks on mobile, tablet or fixed websites thereby gaining actionable insights to improve. Brands and agencies use our testing service to capture “in the moment” user feedback from our international panel of "real people" or even their own customers (private panels). Our platform records the screens and spoken thoughts of users into online videos as they complete tasks on our clients’ digital channels. Insight from the resulting online videos reveals the why of user behaviour so that our clients can make informed decisions on how to improve their digital channels. Quickly and cost effectively. As standard, we test in nine countries with 26 others on demand. We provide two levels of service: ‘Pay As You Go’ and ‘Managed Service’. Our ‘Pay as You Go’ service is for SME clients who need occasional user insight. The ‘Managed Service’ is for companies who are serious about making user insight ‘business as usual’. Our ‘Managed Service’ will help you and your budget work more efficiently from day one of signing up. From the outset we work with you to understand your objectives so you can bring the user’s voice into your business and make decisions on digital channels with confidence and real evidence from your users. Our Managed Service includes everything from scoping, designing and setting up user tests for you. We even provide expert UX analysis on the results which so you can start working with the insights within days of going live instead of having to watch many hours of test footage yourself. You can, of course, supplement our findings with your existing “what” and “how many” data sources such as web stats and embed user insight into your digital design and development processes. We work on a rolling contract basis meaning there is no lengthy tie in period for either party but you still benefit from a deep relationship and features like those outlined below.  UX workshop to set testing objectives  Testing on desktop as well as tablet and smartphone devices  Test with our panel or use your own customers and recruit on demand for 26 countries  Rapid expert analysis on the results that are turned around in seven working days To find out more, contact Steve Porthouse: [email protected] / 0845 302 4783 www.whatusersdo.com


3.

Methodology This is the first User Experience Survey Report published by Econsultancy in association with WhatUsersDo. There were more than 1,400 respondents to our 2012 research request, which took the form of an online survey carried out in November and December 2012. Respondents included client-side professionals (including marketers and UX professionals), those working for agencies, and those working for specialist agencies or as a UX consultant. Information about the survey, including the link, was emailed to Econsultancy’s user base and promoted on Twitter. The incentive for taking part was access to a complimentary copy of this report just before its publication on the Econsultancy site. Further information on the background of the respondents is included in the appendix at the end of this report. The main points of note are:  52% of respondents said they were “part of an in-house team”, while 29% said they worked for an agency (including full service or design and build) and 19% described themselves as working for a “specialist user experience agency or [as a] consultant”.  For in-house respondents, 49% stated their company was mostly focused on B2C commerce, with 26% working in the B2B space. A quarter (25%) said their business was “equally focused” on both B2C and B2B marketing.  44% of in-house marketers stated they worked for a company with a turnover greater than £50 million, while 35% gave their company turnover as less than £10 million.  For in-house marketers, the best represented sectors were retail / mail order (22%), financial services (12%), publishing (9%) and travel (7%). Where relevant, percentages may not add up to 100% due to rounding. If you have any questions about the research, please email Econsultancy’s Research Director, Linus Gregoriadis ([email protected]).


4.

Findings

4.1.

Approach to user experience

4.1.1.

Commitment Figure 1 below illustrates how committed companies are to delivering the best possible user experience. The majority (73%) state that their organisation is either “extremely” or “quite” committed. Just 8% answered that their organisation is “not committed” to delivering the best possible user experience.

Company respondents Figure 1: How committed is your organisation to delivering the best possible online user experience?

Respondents: 602

What the experts say “This level of commitment is a very positive sign for the whole field of UX. This very much reflects the trend we’ve seen over the last few years; organisations no longer see activities such as UX testing (in all its guises) as a nice-to-have or luxury service, but as a necessity for continually driving up conversion rates and keeping ahead of the competition.” Chris Gibbins, Head of User Experience, RedEye


In order to explore why companies were or were not committed to delivering the best possible user experience, respondents were asked to explain their answer 1. In total, 468 of the respondents gave further details; the tag clouds illustrate the frequency of words in the collated responses and a selection of quotes is provided. For companies committed to user experience, the main theme of the responses was that focusing on the customer through user experience led to better business performance, whether through improved conversion, satisfaction, or brand loyalty. For companies not committed to delivering the best possible user experience (as shown on the following page), the main reasons given concerned cost and a lack of resource. However, common themes also included political issues and a lack of awareness around the business benefits of having an improved user experience.

Company respondents Tag cloud: Why is your company committed to user experience?

What company respondents said – “Why is your company committed to user experience?” “Bad UX leads to poorer conversion, more confusion, leading to more queries and dissatisfaction.” “Good UX leads to customer satisfaction, brand loyalty, and increased sales.” “So we can strengthen the brand, improve customer satisfaction and improve sales and conversion.” “We have a large website, with potential customers embarking on what can be a long information search/collection period before making a decision to buy, so providing good user experience is paramount to the success of our web presence. If users can't find their way around our site easily, they won't stick around to get the information they need to inform their purchase decision.” “User experience is akin to customer service. How a user is serviced online will have a direct impact on how the customer views the brand and if they will ever come back.” “A better user experience spreads a good ethos surrounding the brand. A better experience is more greatly shared socially, whether online or offline. It increases conversion, sales, gives the brand and website a good reputation. Ideally the customers come away from the website having experienced something highly positive that they will recommend to friends and revisit.”


4.1.2.

Benefits of user experience Respondents were asked to list what they would describe as their three most important business benefits of improved user experience (Figure 2). Answers from both client-side and agency respondents were broadly similar. Although increased sales / conversions was the most commonly cited business benefit, reducing costs featured less, with only 16% of client-side respondents and 17% of agency respondents citing reducing cost-per acquisition (CPA) as one of their three most important benefits. This seems to reflect a lack of awareness as to how an improved user experience can positively affect the bottom line by reducing costs as well as by increasing revenue.

Company and agency respondents Figure 2: What do you view as the most important business benefits of improved user experience?

Client-side respondents: 619 Agency respondents: 556 Note: respondents could select up to three options.


4.2.

Testing

4.2.1.

Extent of testing Figure 16 shows how many companies and agency clients are currently conducting user experience testing. Despite the high esteem in which user experience is held (see Figure 14 and Figure 15), there are still a significant number of organisations which do not currently appear to be doing any user experience testing (45% for in-house respondents, and 53% for agency clients). However, the majority of companies not doing user experience testing now are planning to do so in the next 12 months, indicating that there is an appetite for testing within companies. Reasons why companies are not conducting user experience testing are shown in Figure 17. Much like the barriers to improving user experience generally (Figure 13), budget is the most commonly listed barrier to testing However, given the emergence of lower cost user experience testing methods, and the fact that most marketers see the value in user experience improvement, this issue is expected to diminish with time as the business case for improving UX becomes stronger.

Combined company and agency respondents Figure 3: Do you/ your clients conduct any user experience testing?

Client-side respondents: 563 Agency respondents: 299 Note: respondents who described themselves as working for a “specialist user experience agency or [as a] consultant” as detailed in the methodology were not included.


Company and agency respondents Figure 4: Why don’t you/your clients carry out any user experience testing?

Client-side respondents: 246 Agency respondents: 168


4.2.2.

Return on investment For those companies who performed user experience testing (and those non-specialist agencies whose clients did the same), the survey asked them to list the top three user experience testing techniques that they perceived to provide the greatest return on investment. Their responses are shown in Figure 18. Despite its potential for higher costs, in-person / lab user experience testing was perceived to offer the greatest return on investment, with around half of all respondents (49% on client-side, 51% at agencies) listing this as one of their top three techniques. The other two most commonly cited top techniques were again the same for both client-side and agency respondents, namely content testing (e.g. MVT, A/B) and remote user experience testing (e.g. WhatUsersDo). The two techniques where there was the greatest difference in opinion between agencies and companies were expert reviews (26% agency vs 18% client-side) and guerrilla user testing (21% agency vs 13% client-side).

Combined company and agency respondents Figure 5: Please select the top three user experience testing techniques that you perceive to provide the best ROI (even if you have not used any of them)

Client-side respondents: 546 Agency respondents: 455 Note: respondents could select up to three options.


5.

Appendix The charts in this appendix detail the profile of the respondents who took part in this survey. Details on how the survey was promoted to respondents are described in the Methodology section of this report.

All respondents Figure 6: Which of the following most accurately reflects your role?

Respondents: 1,434
