Usability Testing
Case Studies
CASE STUDY: Orange WAP, Text & Voice Media Categorisation
Assessment
 Today’s hectic lifestyles mean that people are
always on the move from one place to another. This may prevent them
from obtaining information from conventional means: television, radio
and newspapers to name a few. However the fact that they are mobile
does not mean that they want to miss out on what’s going on in the
world. This is where Orange convergence technologies play a role. They
allow people to receive the latest sports scores are, find the nearest
restaurant, even check the weather before they travel all via a
person’s mobile phone.
Orange are continually striving to
provide the most usable services for their customers. They wished to
understand how best to categorise both new and old products and
services. This was to enable them to offer the most usable experience across the
WAP, Text and Voice Media platforms.
WAP or Wireless Application
Protocol is a technical standard designed to allow specially prepared
Internet content to be displayed on the screens of mobile devices such
as mobile phones, personal organisers and pagers. The information
presented to the user is predominantly text-based.
Regular SMS alerts can be sent to a mobile phone
for almost any type of information: football scores; weather; travel;
horoscopes; lottery results and TV programme reminders. Users can
subscribe by phone or by text message. Once appropriate information
about the user is captured, e.g., postcode for weather alerts or team
code for football, they will receive text media messages at regular
intervals.
Passive dial & listen lines
are augmented by an interactive menu system to provide a Voice Media
service. This type of service is ideal for providing users with
rapidly changing information such as weather forecasts, sports
commentary and results, racing tipsters and advice on money and
finance. The voice media service can also be used to set up text media
SMS message alert functions.
Corporate Solutions were asked to
conduct independent analysis and testing with a representative sample
of current and prospective users in order to provide insights and
guidance.
The aims of the research were to:
-
understand
how users expect products & services to be categorised &
presented on the mobile phone;
-
identify
the best structure for presenting products & services across
platforms;
-
identify
the best terminology for presenting products & services across
platforms.
Corporate Solutions used the
‘card sorting’ technique as the main method for this study. A mix of open, closed and Voice card sorting sessions
were conducted. In Open card sort sessions participants were asked to group & name the
groups they created. While in Closed card sorts: main menu titles were
provided & participants were asked to place products &
services under these titles. In Voice sessions products & services
were only presented vocally.
After participants had categorised
all products and services within a menu structure, they were asked to
imagine they were in a particular situation and asked to identify
where, in the categorisation structure that they had created, they
would find the information that would be appropriate to their
circumstance. These scenario checks were designed to act as a test of
the validity of the model they had created and provided the
opportunity to identify the conceptual framework that participants
were applying.
 Corporate Solutions identified some definite
recommendations for change. Participants appreciated the ability to personalise the options they
received. Interesting patterns in preferred categorisation structure
were identified through further analysis. Orange has begun implementing the results of this study towards
offering a consistent experience of ‘Orange’ across all their
mobile platforms. This will assist in ensuring users receive the most
effective style of information; in the manner they most require and
appreciate.
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