In this deck, we discuss why mobile app and mobile usability is SO important, how it relates to customer loyalty ... and ultimately, how it relates to the 3 primary drivers of revenue growth. We speak a bit on Mob4Hire's approach to mobile usability using it's crowd of 53,000 mobile experts in 154 countries with our MobExperience research service, and we also review a technique called "Townhalls" which can be used in face to face focus groups.

1. What is Usability? The Leader in Brand Mobile Optimization 1 © 2008, 2009, 2010, 2011 Mob4Hire Inc. Private. All rights reserved. Unauthorized duplication is prohibited.

2. Intro to mob4hire 2

4. Effective across all platforms and brands of mobile devices

6. Customers430 projects so far … “It’s been great working together and we are really happy. I have to say that the research results consistently get mentioned as one of the “strongest pieces” of our entire presentation to our client.” - Daniel Sabido, MRM Worldwide “Mob4Hire helped tremendously in Israel, Egypt, China and now in Turkey. There’s nothing like real testers. Testing is not our core process. We’ll always have work for you guys.” - Max Rivshin, CEO, CSC Telecom

8. Award winning globally

9. Google SEO organic ranking on first page listings for 10+ primary keyword phrases

10. 49 domain URLs

11. 32,000 Twitter Followers

12. Thought leadership / global presence / blog buzzPartners Awards

13. What is usability? 7

14. 8 What is Usability? * June 2010, Gartner Research

15. 9 Usability is not about software or hardwareIt’s about the customer * June 2010, Gartner Research

16. Usability in software development USER EXPERIENCE RESEARCH and DEVELOPMENT Mobile users need to see 4 or 5 Stars in app stores2 before downloading. 2/3rd’s of Brand app users download because a friend recommended.3 MARKET RESEARCH and MOBILE ENGAGEMENT MEASUREMENT (MEM’s) 70% of mobile users state that if mobile isn’t useful or easy to use, it contributes to a negative brand perception.3 FUNCTIONALTESTING 89% of mobile users experience crashes1 due to “fragmentation” issues in mobile industry. 1 “Impact of Mobile Apps on Customer Loyalty of Network Operators” Mob4Hire, Summer 2010 2 www.androlib.com; 52% of apps < 4 stars, 49% of apps download < 50 times 3 Harris Interactive Research http://www.marketwire.com/press-release/New-Study-Finds-Mobile-Application-Users-Prefer-Usability-Good-User-Experience-Over-1350642.htm

17. Why do we care about Usability?Three Dimensions of Revenue Growth correlate with Customer Loyalty Customer Renews Customer Acquisition Business (Retention) Programs Business Programs New Customers Customer Customer Customer Firm Firm Product Development Lifetime Lifetime Value Value Marketing Marketing (Acquire through Advocacy) (cross/up - sell) Value Value Sales Sales Service Service Customer Customer Buys More (cross/up-sell throughPurchasing loyalty) Retention Based on research by Dr. Bob Hayes, Ph.D. www.businessoverbroadway.com

18. 12 So much to do!How do we know what to focus on? * June 2010, Gartner Research

19. Many software usability methodologies Typical software company approach Sift through emails from customers Read blogs and discussion forums Guess what customers really want Arm wrestle with each other; the loudest person sometimes wins Do what the CEO tells you to do; as long as he/she is watching Do what you want to do Primary research If you don’t measure, you can’t improve Surveys (e.g. MOBEXPERIENCE) Correlate IMPACT vs. PERFORMANCE ATTRIBUTES to prioritize work Focus groups In person “Townhalls” Online; chats … two way communication … “seek to understand.” Other?

20. IMPACTMobile Engagement Metrics (MEM’s) Measures the health of a brand’s customer mobile relationship Assessed by measuring customer loyalty behavior; leading indicators of viral adoption, growth and engagement. Used throughout our services to provide consistency as an enterprise KPI (Key Performance Indicator) MOB4HIREmeasures two types of loyalty metrics: Proprietary MOBSTAR Rating system RAPID* Customer Loyalty Measurement Customers will use it again (“Retention”) Customers will recommend it to others (“Advocacy”) Customers will likely explore other services (“Purchasing”) 14 * RAPID measurement licensed from Businessoverbroadway.com

21. PERFORMANCE ATTRIBUTES 11 User Experience Dimensions; 35+ Software Attributes

22. Payless Shoes“Drive Store Traffic / Design Awareness”

23. KEY DRIVERS: These attributes have a negative impact on users. INVEST in these areas. FIX and IMPROVE these product attributes. HIDDEN DRIVERS: LEVERAGE as strengths in order to keep current customers loyal. ADVERTISE as strengths in marketing collateral and sales presentations. WEAK DRIVERS: DISREGARD as lowest priority for investment. These areas have relatively low impact on improving customer loyalty. VISIBLE DRIVERS: CONSIDER as strengths in marketing collateral and sales presentations in order to attract new customers. EVALUATE as areas of potential over-investment. Accepted by Apple, first try. Received 4+ user star ratings and rave reviews. Our suggested Usability improvements increased MobStar user rating of mobile app from 3.35 to 4.0.

24. “Don’t Crash; Don’t Suck; Get Sticky”Mob4Hire Key Performance Metrics Don’t Crash: Most users (85%) said the app never or rarely crashed. Don’t Suck: 63% users gave app a 4+ MobStar rating. Get Sticky: Most users are app advocates (appvocates) and would use other apps by the same developer. Payless App Summary 1 Stickiness of App measured by RAPID Loyalty Indices . Please see Business Over Broadway for details. 3 Reverse-coded items

26. “There were a number of requests that ran far too slow: loading the contest Daily BOGO, viewing the profile of designer Christian Siriano, looking at my coupons, that took over 2-3 seconds, which is noticeable for a user and makes the app feel ‘slow’.”

27. “Response time on products was a little slow, found myself clicking multiple times…”

28. “GPS look up is very slow Profile - state wheel didn't pick up data couple of times - is it because I had a space in the city name?”

29. “The buttons were a little too small. And that they were gray clashed with the overall orange of the app. I didn't really see any help screens, but the app was self-explanatory.”

30. “Not fully intuitive - added product to buy. could not figure out how to buy or checkout.

31. The only problem I had with the app quitting on me was when I tried to make a phone call. It made the phone call, but after I hung up I had left the app. ”

33. “It is amazing thorough with products and descriptions.”

34. “I was able to find and order shoes easily which would be my expectation for a retail shoe app”

35. “This application clearly seems to do what it was designed to do – provide an outlet to sell shoes in a fun, convenient way”

36. “I could easily read the information and did not notice any grammatical or spelling errors.”

37. “This app is easy to use and offers many shopping options, it also has integrated coupons making shopping for your family’s shoes a breeze”

38. “Professional, clean-looking, useful retail application that provides direct access to shoe purchases from Payless. Well worth the download, especially for the coupons and built-in games”

40. 22 TownhallCustomer Focus Group Methodology * June 2010, Gartner Research

41. Who is at a Townhall?* Curve Team Members 1 team member to be Facilitator Facilitator guides conversation; all staff can ask questions 1 coordinator to handle on-site logistics 1 note taker for “stream of consciousness” Bring in others from the team to participate (support, development, sales) … total # should not be greater than # of participants Recruiting customers 8 to 12 participants is great Call or email to recruit Call day before townhall to confirm / remind Ensure customers have directions and parking instructions Consider compensation (at least parking and snacks!) Townhalls take approximately 1.5 to 2 hours * Use name tags for everyone!

43. What do you dislike about Curve?

44. What are the opportunities we're missing?Give as much time as needed … 10 to 15 minutes? Curve team collect post-it notes and stick on wall … consolidate comments 1Ensuring that participants actually write down their answers will help “commit” them to the discussion.

45. Prioritize by Voting“Impact” Once all post-it notes are on wall, pass out 10 little sticky dots to everyone Everyone should stand up and review what’s on the wall. That includes Curve staff … however, Curve staff do not get dots. Customers place their dots on the sticky notes that resonate the most with them. They can allocate their dots any way they want.

46. “Seek to Understand” On flipchart, list the top priorities from each category based on the # of dots “Seek to understand” … dive into each priority … involve customers in trying to understand. Spend only a little time on “likes” and much more on “dislikes” and “opportunities”. Ask customers how to solve it.

47. Wrap-Up Comments Thanks! “We can’t promise anything today, but rest assured your thinking will be evaluated for production.” Close the loop “We’ll send you the summarized results” … “what we heard” When you act on the results, and make it available to customers, tell them it’s “what we heard”

48. Thanks Next Steps? www.mob4hire.comwww.mob4hire.blogspot.comwww.twitter.com/mob4hirem.mob4hire.com