1. MRS Mobile Research Conference
Delivering insights other research methods cannot reach
February 21st 2013
Survey Optimisation Considerations for
Android, Apple & Windows mobile devices
by Richard Owen, Founder & CEO, CrowdLab

2. How do I optimise my online
survey for smartphones?
• You don’t
• Mobile demands an entirely
different approach
• Don’t just make it shorter, make
it better
Turgid online surveys.
Now with geo-tagging!

3. What should I do then,
smartarse?
User Centered Design
“An approach to interactive systems development that aims
to make systems usable and useful by focusing on the users,
their needs and requirements, and by applying human
factors/ergonomics, and usability knowledge and techniques.
This approach enhances effectiveness and efficiency,
improves human well-being, user satisfaction, accessibility
and sustainability; and counteracts possible adverse effects
of use on human health, safety and performance”
(ISO 9241-210:2010 Ergonomics of human-system interaction -- Part 210: Human-
centred design for interactive systems).
A Road to Damascus

4. And then what?
• Don’t look at your online survey
best practice guides
• Look at the app developer best
practice guides
Follow the bear...
or alternatively work with
tech experts.

5. Developer Principle 1
Apps are not the internet.
Android: Give me tricks that work
everywhere (if I’m using an app it
should behave like an app).
Apple: Avoid increasing the user’s
cognitive burden (I know how apps on
my phone work - so it should work
like that). Don’t just port online to an app...
Ask Mark Zuckerberg

6. Developer Principle 2
Be offline.
Android: Never lose my stuff.
Apple: Always be prepared to stop.
[Don’t rely on a signal]
Pink is bad 3G coverage. The majority
of the UK is not in London

7. Developer Principle 3
Think beautiful.
Mat - can you find a
picture of a really
stunning piece of MOBILE
design. (Or a page 3
Android: Delight me in stunna).
surprising ways
Apple: Delight people with
stunning graphics
Researchers research; creatives
create, developers develop.
Play to strengths.

8. Developer Principle 4
What’s on the menu?
Android: I should always know
where I am
Apple: The app structure should be
clean and easy to navigate
Windows: Use a hub hierarchy People are experts at Angry Birds, but
(should be) amateurs at navigating
research surveys.

9. Developer Principle 5
Chunk it up
Mat - what a bout box
of celebrations bursting
Android: Break complex tasks open and showering bit
size pieces everywhere
into smaller steps that can be
easily accomplished
Apple: Minimise the effort required
for input
Windows: Reconsider form layout
There is an obesity problem in
patterns
Britain. Let people digest small
morsels not three course meals.

10. Developer Principle 6
Be dynamic.
Mat - thinking here
about dynamic
scheduling and making
Android: Only show what I want things lock and unlock so
thinking magicians and
when I need it escapologist. now you see
now you don’t. tommy
cooper. the prestige. etc.
Apple: Focus your app (don’t show
more than I need at any one time)
Every great magic trick consists of
three parts: The Pledge. The Turn.
The Prestige

11. Developer Principle 7
Let us play.
Mat - cool pic of a huge
Android: Allow people to thumb bering down on
an unsuspecting populus
please
manipulate things
Apple: Make targets fingertip size
Windows: Use fingers for what
they are good at
Maximise real estate. Make things
tactile and fun. Good Griddance.

12. Developer Principle 8
Speak English.
Android: Keep it brief
Apple: Be succinct
[Keep communication short and
sweet]
`When the seagulls follow the
trawler, it is because they think
sardines will be thrown into the
sea' [Eric Cantona]

13. Developer Principle 9
Picture this.
Android: Pictures are faster
than words
CrowdLab: Speaking is faster
than typing
It takes 15 minutes to type a
thousand words. It takes 6 minutes
to speak them. It takes 3 seconds
to take a picture on your mobile.

15. The end of the beginning
• Mobile is not better, but it is
different
• We think it often works best in
conjunction with other methods

16. Refreshing Research
• Use real life behaviours as stimulus
• Get more from your work through
truly engaged participants
• Keep the dialogue going with
reflective tasks back in the
real world

17. Thanks from the Lab
www.crowdlab.com
info@crowdlab.com
+44 (0) 759 046 2342