Koitz_gbc2013

The Factor Usability on Location Based Services in the Retail Environment
GBC, Opatija 03.10.2013 Roxane Koitz 1
Graz University of Technology
Institute of Business Economics and Industrial Sociology
Head of Institute O. Univ.-Prof. Dipl.-Ing. Dr. techn. Ulrich Bauer
! 
www.bwl.tugraz.at
The Factor Usability on Location
Based Services in the Retail
Environment
Roxane Koitz
Iris Uitz
Global Business Conference Summer 2013
Opatija, Croatia

Initial Situation
Swiss Retailer
•  Mobile Applications
•  Shopping Lists
•  Nearest Store
•  Customer Loyalty Program
•  Location Based Services (LBS)
Location Based Services
•  User’s Location
•  Types:1
•  Information-directory Services
•  Tracking and Navigation Services
•  Emergency Services
•  Location Based Advertising
•  GPS, WiFi/ Bluetooth, Inertial System
1 Dhar, S.; Varshney, U. (2011)

Consumer Technology Acceptance Model2
2
BRUNER
II,
G.C.;
KUMAR,
A.
(2005),
S.554.

Usability Testing
“A process that employs people as testing participants who are representative of the
target audience to evaluate the degree to which a product meets specific
usability criteria.” 3
•  Task List
•  10 to 12 Participants
•  Preference / Performance Data
•  Usability Issues
•  Criticality = Problem Severity + Frequency of Occurrence
•  Automated Remote Usability Test
3 RUBIN,
J.;
CHISNELL,
D.;
SPOOL,
J.
(2008),
S.21.

Ranking
Problem
Severity Frequency
of
Occurrence
4 Task
failure
≥90%
3 Serious
problem 51–89%
2 Minor
hindrance 11–50%
1 No
problem <=
10%

Usability Testing
“A process that employs people as testing participants who are representative of the
target audience to evaluate the degree to which a product meets specific
usability criteria.” 3
•  Task List
•  10 to 12 Participants
•  Preference / Performance Data
•  Usability Issues
•  Criticality = Problem Severity + Frequency of Occurrence
•  Automated Remote Usability Test4
3 RUBIN,
J.;
CHISNELL,
D.;
SPOOL,
J.
(2008),
S.21.

Ranking
Problem
Severity Frequency
of
Occurrence
4 Task
failure
≥90%
3 Serious
problem 51–89%
2 Minor
hindrance 11–50%
1 No
problem <=
10%
4 FIDAS,
C.
et
al.
(2007),
S.154f.

aisle411
•  Goal:
•  Remote Usability Test of LBS-App aisle4115
•  Participants:
•  Pilot Study
•  28 Smartphone User(Android, iOS)
•  Within the US
•  Test Environment:
•  Walgreens Stores
•  Data Collection:
•  Online Survey
5 aisle411.com

Tasks
Task
ID

Task
1
Download
the
applica[on
to
your
smartphone

Task
2
Create
a
new
shopping
list
(Aspirin,
Water,
Sugar,
*)

Task
3
Find
a
Walgreens
near
you

Task
4
Navigate
to
Aspirin
(„Check-‐in“,
Show
Map,
Tick
oﬀ
Aspirin)

Task
5
Scan
the
Barcode

Data Collection
Online Survey:
•  General
•  Age
•  Education
•  Gender
•  …
•  Tasks
•  Completion
•  Comprehensibility
•  Errors
•  Comments
und
•  Task Specific Questions
•  System Usability Scale (SUS)
6
•  Complexity
•  Consistency
•  …

6 Brooke, J. (1996)

Participants
0

1

2

3

4

5

6

No
schooling

completed,
or
less

than
1
year

High
school
graduate

(or
equivalent)

Some
college
(1-‐4

years,
no
degree)

Bachelor's
degree

Master's
degree

Doctorate
degree

ParAcipants

female

male

n
=
28

0

2

4

6

8

10

12

15-‐19
20-‐24
25-‐29
30-‐34
35-‐39
40-‐44

Age
(in
Years)

n
=
28

Results
100%
100%
96%
96%
93%

4%
4%
7%

0%

20%

40%

60%

80%

100%

Task
1

(Download)

Task
2

(Shopping
List)

Task
3

(Walgreens
Store)

Task
4

(Naviga[on
Aspirin)

Task
5

(Barcode)

Task
CompleAon

Completed
Not
Completed
n
=
28

ID DescripAon CriAcality
T5.1 Barcodescanner
icon
unclear. 6
T2.1 Crea[on
of
shopping
list
confusing. 5
T4.1 Aspirin
Loca[on
incorrect. 5
T2.3 Buions
are
not
responding. 4
T3.1 Store
Loca[on
incorrect. 4
T4.2 Several
loca[ons
for
same
product. 3
T2.2 Brands
not
included
in
database.
3

“The app aisle411 was intuitive concerning…“
0%

10%

20%

30%

40%

50%

60%

70%

Strongly
Agree
-‐
1
2
3
4
Strongly
Disagree
-‐
5

Task
2

Task
3

Task
4

Task
5

System Usability Scale
2,22

4,64

1,90

4,64

2,17

1,94

3,96

4,23

2,02

4,31

I think I would like to use this
app frequently.
I found the app unnecessarily
complex.
I thought the app was easy to
use.
I think that I would need the
support of a technical person
to be able to use this app.
I found the various functions in
this app were well integrated.
I would imagine that most
people would learn to use this
app very quickly.
I thought there was too much
inconsistency in this app.
I found the app very difficult to
use.
I felt very confident using the
app.
I needed to learn a lot of things
before I could get going with
this app.
1
2
3
4
5

Strongly
Agree
Strongly
Disagree

Conclusion LBS Retail
Easy enough
“Honestly it is easier for me to ask someone where
items are.”

Core Functionalities: Shopping List
“Creating a shopping list and then adding items
was confusing. … ”
“I was not really sure on how you check things off
the list that functionality did not really work out for
me.”


Core Functionalities: Navigation
“You were not really navigating through the store
there was no blue dot saying "you are here". So I
really didn't know where I was.”

Position of Items
“Aspirin was not at the shown location.”
“It would have been nice to have it tell us how
high/low on the shelves it was (e.g., 3rd shelf from
the top).”

Icons
“Icon does not look like a barcode
scanner”
“Had trouble finding the function to scan
an item at first.”

Easy enough
Core
Functionalities Comprehensive
•  Shopping List
•  Navigation
Position of Items
Icons

Graz University of Technology
Institute of Business Economics and Industrial Sociology
Head of Institute O. Univ.-Prof. Dipl.-Ing. Dr. techn. Ulrich Bauer
! 
www.bwl.tugraz.at
Thank You
The Factor Usability on Location Based
Services in the Retail Environment

Mobile Marketing
“A whole generation of consumers is online and moving to mobile – that is how they
receive their information, that’s how they get their product information, that’s where
they get their offers.”7 - Bruce Pryor, vice president of marketing Zavers
Location Based Advertising:8
•  Pull Advertising
•  Push Advertising
•  Applications:9
•  Location Triggered Notifications
•  Location Branded Application
•  Check-in Based Contests and Games
7

GOLDMAN,
S.
(2010),
S.470.

8
UNNI,
R.;
HARMON,
R.
(2007),
S.30.

9
MOBILE
MARKETING
ASSOCIATION
(2011),
S.6.

Remote Usability Testing
Moderated
Remote
UT

Automated
Remote
UT

FIDAS,
C.
et
al.
(2007),
S.154f.

References
aisle411. Available: http://aisle411.com/. [2012, 9/6].
Brooke, J. (1996). "SUS: a "quick and dirty" usability scale". In P. W. Jordan, B. Thomas, B. A.
Weerdmeester, & A. L. McClelland. Usability Evaluation in Industry. London: Taylor and Francis.
Bruner II, G.C. & Kumar, A. 2005, "Explaining consumer acceptance of handheld Internet devices",
Journal of Business Research, vol. 58, no. 5, pp. 553-558.
Dhar, S. & Varshney, U. 2011, "Challenges and business models for mobile location-based services and
advertising", Commun.ACM, vol. 54, no. 5, pp. 121-128.
Fidas, C., Katsanos, C., Papachristos, E., Tselios, N. & Avouris , N. 2007, "Remote Usability Evaluation
Methods and Tools: A Survey", 11th Panhellenic Conference in InformaticsPatras, Greece, 18-20
May, 2007, pp. 151.
Goldman, S. 2010, "Transformers", Journal of Consumer Marketing, vol. 27, no. 5, pp. 469-473.
Mobile Marketing Association. Available: http://www.mmaglobal.com/. [2012, 12/13].
Rubin, J., Chisnell, D. & Spool, J. 2008, Handbook of Usability Testing: Howto Plan, Design, and
Conduct Effective Tests, Wiley.
Unni, R. & Harmon, R. 2007, "Perceived effectiveness of push vs. pull mobile location-based
advertising,", Journal of Interactive Advertising, vol. 7, pp. 1-24.

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