Author Admin November 28 2012
Car Firm Daimler amongst first to make use of Skopos ApptOskope™.
Skopos monitors UK digital activity and multi-screen technology via its MTrack™ study, and has recorded huge growth in App downloads and use in the last 2 years.
Elsewhere, it is being reported this Christmas will see record Mobile searches and sales.
However, disproportionately little attention is being given to the Mobile User Experience (MUX/MX) - and this seems more than a little short-sighted.
From Skopos research we know that when brands get MUX/MX wrong, the experience becomes an annoying "unreliable inefficient shortcut" exemplified by simultaneously poor technical and user experiences issues. See chart above for more precise details on these 'annoyances'.
So far, our research from MTrack™ and from ApptOskope™ has provided the following guidance to brands and App developers alike.
Skopos ApptOskope™ seeks to limit and where possible eradicate these frustrations for enhanced experiences, satisfaction, repeat use and loyalty.
ApptOskope™ uses a suite of leading edge Qual and Quant research techniques and technologies to flexibly and suitably uncover insights on areas for UX improvement and fit with brand, etc.. The service ‘triangulates the truth’ regarding App user experiences via the three-way use of:
We often also augment the above findings for precision/diagnosis of issues using bespoke surveys amongst users/non users and via social media discussions. The system is being used to provide insight during development & pre-testing (via usability interviews and quant surveys with potential users, but without user ratings), and post launch (with in-app surveys and user ratings for instance). In summary, ApptOskope™…
Skopos are also proud to mention that one of the first ApptOskope™ clients was Daimler, as part of its broadening digital customer engagement strategy. Their lifestyle app was designed to strengthen the ‘heritage’ connection with the brand, along with providing more rounded news and event updates. As part of the concept development and usability design phases, Skopos conducted user tests - in both usability labs and ‘real-world’ scenarios - to hone the mobile App prior to its launch. Our ApptOskope™ programme highlighted numerous areas for app refinement (across both functional and creative areas) - enabling Daimler to deliver a far better App (experience).
Darren Mark Noyce,
Skopos London Founder & CEO says…
"Many will know Skopos for our Digital and Mobile insight passion.
We also know that there is often a rush to launch new channels and services via these channels, frequently with insufficient attention to user needs and experiences.
ApptOskope™ packages our expertise into a unique service created for brands to deliver optimised mobile experiences whether native app or web app - and as part of their multi-channel or now omni-channel approaches.
Our research and tech teams have worked together to bring a best in class service to market that seeks to create mobile brand experiences devoid of the present disappointments and frustrations.
Daimler for one were very happy with their outcomes.
For more information please contact:
Darren Mark Noyce,
Founder & CEO,
T: +44(0) 207 953 8 359