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Search + Localization: Pilot Evaluation of 8 Critical User Journeys in AGSA IndiaJuly 2016

Local Insights: abby@, fanya@, katie@, andy@, tiffany@,

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Google Search App (aGSA) is currently experiencing a decrease in overall users in emerging markets (e.g. India)

Yet, aGSA is intended to provide optimal user experience with integration of speech recognition software of Voice

India has the lowest number of aGSA users (3%)

Background

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User behavioral patterns when searching for content

Proposition value of speech recognition software in emerging markets (bilingual speakers)

Alignment of user behaviors with search patterns

Key Issues

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1.XXXXXxxxxxx2.XXXXXxxxxxx3.XXXXXxxxxxx 4.XXXXXxxxxxx 5.XXXXXxxxxxx 6.XXXXXxxxxxx 7.XXXXXxxxxxx 8.XXXXXxxxxxx

8 Critical User

Journeys (CUJs)

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Identify navigation methods and paths of users Benchmark user behaviors in key countries Understand user search patterns Gain insight about user journeys Find opportunities to improve the UI for search

results Gauge if the “slow to load” notice is helpful to

users Identify user pain points when using AGSA in their

respective languages

Goals

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Research & Results

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100 participants, 10 per country Native language speakers Fluent in English Android users (a mix of different devices) Use Android version 5 and higher Use Voice Search AGSA min. 1x per month Use AGSA 5.9 and higher 50% tech savvy and 50% non-tech savvy 18-50 age range

ParticipantRequireme

nts

Qualifications

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Pre task survey questions- to collect background information, language and app settings on their phones

Task Analysis- Users went through the CUJs and were asked to think out aloud as they performed the tasks

Post task survey questions- to measure user expectation, satisfaction, ease of use and path

Users were asked to record their screens and voice for each task

Methodology

Participants

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Tasks 8 Critical User Journeyss• Users are given a scenario• Asked to think out aloud as they performed the

tasksScore their experience• Completed task with no issues• Completed task with issues• Failed task

Post task survey questions

User Testing

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Results are analyzed numerically on the 8 Tasks Score their experience Completed task with no issues Completed task with issues Failed task Rate (on scale 1 to 5) their experience (4)

Protocol

Results & Analysis

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Pre task survey questions- to collect background information, language and app settings on their phones

Task Analysis- Users went through the CUJs and were asked to think out aloud as they performed the tasks

Post task survey questions- to measure user expectation, satisfaction, ease of use and path

Users were asked to record their screens and voice for each task

Qualitative Analysis

Tasks

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Key Findings

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CUJ 1- Think about the last time you called a close friend or family member in your town. Now, call that person the same way again.

10 users

9 users

1 user

Others consulted the app details before making

selection

English Search

Checked categories

English Search

Hindi Search

English Search

Engl

ishHi

ndi

Some chose app based on title alone

Others consulted the app details before making

selection

Couldn’t find app using categories

Search Bar

Search Bar

Search Bar

Some chose app based on title alone

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75% use Voice in English when calling a contact Most common phrases used by participants: “Call [contact]” (50%) “Google, call [contact]” (25%) “Ring [contact]” (25%)

80% of Indian users prefer using Voice to call contacts

Overall Rating by Users

Key Findings:

CUJ 1

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[Proprietary Information] Analysis

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Thank You!