mVaayoo : an expert usability review of mVaayoo.com, a bulk sms service from India

An Expert Evaluation

http://www.kern-comm.com

http://www.mvaayoo.com

In this expert usability evaluation Kern identified

6 Exit points12 Critical

18 Major8 Medium &

11 Low usability issues

User cannot send bulk SMS “ ”

(from where user will quit the service)

Which users are you attracting ???

I have to send Ugadi greetings to my relatives and friends……..

Sending SMS will cost me 20 Rs.

20 SMS Free!!!!!!

Its Holi tomorrow, just need to register as new user……..

Freebie

Which users are you attracting ???

I have to send Ugadi greetings to my relatives and friends……..

Sending SMS will cost me 20 Rs.

20 SMS Free!!!!!!

Its Holi tomorrow, just need to register as new user……..

I have to SMS product update information to 10,000 users….let me try mVaayoo

Need to learn Excel !!!

How would it look on a mobile??

Can I introduce my companies branding in messages sent ????

Demos do not show how to actually use the features? How do I explain its working to my boss?.

Freebie Business User

Kêrn Communications

The Freebie

Gaurav studies in 12th standard. He owns a Nokia

xxxx. He is well acquainted with mobile phones

and internet. He knows all the features in his

phone. He regularly browses internet and shares

that knowledge with his friends and also learns

from them. He keeps in touch with his friends

and relatives with the help of internet.

Personae – Student

The Business User

Ms. Seema is a Asst. Manager at a media house.

She is currently working on a brand promotion

for her new client and seeking ways to promote

this using mobiles. She has a large database of

her clients customers and wishes to announce the

product launch through SMS.

Seema has a deadline to meet in next 2 days and

is in search of a quick and cost effective SMS

service.

Goals and Tasks

I would like to check the bulk SMS services available

1. Choose a bulk SMS service to start with

2. Learn about its package

3. Send a few trial SMS

Send SMS to a group

1. Compose a SMS

2. Add the contact details of recipients

3. Send SMS

I want to check the records of SMS I sent

1. Select a sent SMS to view details

2. Edit the same message to compose a new message

Goals and Tasks

I would like to check the bulk SMS services available

1. Choose a bulk SMS service to start with

2. Learn about its package

3. Send a few trial SMS

Goal 1: I would like to check the bulk SMS services available

Task 1: Choose a bulk SMS service to start with

User clicks here

Typically a user begins his search for bulk SMS service through Google



Website not in the first page of the results



‘mVaayoo’ website appears on the second page of the result

User clicks here

Issue: The appears on the second page of the result (Medium)The users do not tend to look beyond the first page of the results


Task 2: Learn about the service

Is this a bulk SMS service?

The sequence of focus area where the users is looking for to understand about the service.

1





1 2

Issue: Overload of information (Major)The content on the homepage does not let the users know that its for bulk SMS. The user will have to spend a lot of efforts to learn this.

3





1 2

Issue: Different font sizes and colour hampers readability (Major)In the four sentences there are three font sizes and three different colours used. This makes it very difficult for the user to read it. They usually leave it unread.


3

Issue: This is very lengthy and non-interactive (Medium)The demo is very lengthy and does not give user any control to pause, skip or rewind any particular sections.





1 2

4

Issue: Different font sizes and colour hampers readability (Major)In the four sentences there are three font sizes and three different colours used. This makes it very difficult for the user to read it. They usually leave it unread.


3

5 6

Issue: User does not read the content (Medium) Users only read the headings and hop to the next topic. Its very rare that a user will read all the presented content.

Issue: This is very lengthy and non-interactive (Medium)The demo is very lengthy and does not give user any control to pause, skip or rewind any particular sections.



Where do I start? Is this service for me?Issue : Homepage is very text heavy with a lack of direction and focus for its target audiences (Major)

•No human face - personalized touch is

missing

•Many distractions before one gets

started with learning about the service

•The page is overloaded with content,

which does not guide the user to learn

about the service or get started

immediately.

•The illustration does not serve any

purpose, but is occupying major real

estate of the screen

•This is more of a product broacher ,

should be transformed to interactive,

task oriented page.

Design Direction : Provide a free SMS feature on the homepage

Provide a way by which the user should be able

to start using the service immediately, without

having to read all about the service. This can be

a easy one step process to try the trial sms

without having to read or register.

Exit point 1



User clicks here

Issue: The link that can help the user to instantly start using service is listed last in order (Major)This is the only link which suggests the user to start doing something or learn about the service. It being located at the current location is likely to be missed by the user.

What do I click to try/use the service immediately?

Design Direction : Move this to a better accessible location on screen

Provide this link at a place where the user is

most likely to rest his eyes first on screen. Also

provide a way by which he can start SMSing

instantly to see how it works

Goal 1: I would like to check the bulk SMS service available


I cannot fill this form. How do I register?

Issue: The text is cluttered and sentences are long (Major)The font (color and size) makes it difficult to read. Lines have more than 8-10 words. This makes scanning difficult





Issue: Important information lost (critical)This looks like a form to be filled. It misguides and confuses the user.




Design Direction: provide a direct access to fill the formThere is no need to show the picture of a form. Showing a clear link to ‘Register’ will serve the purpose

Issue: The looks like an interactive form. (critical)This looks like a form to be filled. It misguides and confuses the user.


Issue: Important information lost (critical)This looks like a form to be filled. It misguides and confuses the user.



Fold 1

Issue: This does not guide the user to learn about the service (critical) The information presented is very verbose and does not take user step-by-step. It is very cluttered. Showing the lengthy form as the most important starting requirement will ensure that most of the prospective users drop out from here.

Design Direction:Present end to end service information. What is the service , its advantages. About the different packages, reply number, branding and premium short codes.It SHOULD help the user make a decision here.

What is the service about?

Exit point 2

Issue : Most important information is lost (High) The user at this point is interested to lean about the service and its packages. Does it suits his requirements etc. The presented information only him to get started once he has decide to use the service.



User clicks here

Task 2 Partial Success:It does not help user learn about other SMS services and packages.


Task 3: Send a few trial SMS

User clicks here

Issue: Text in the button doesn't use the right verb.(low)Use of ‘Login’ in place of ‘Submit’ is appropriate.



Issue: The concept of reply number is not familiar (Major)The user is not familiar with ‘Reply number’ but it is one of the important features of this service

Issue: Important information is buried in the text.(Major)A user SHOULD know about his free credits. This information is lost in this text.



Issue: Cluttered text (low)It is difficult for the user to scan through the text because of its font. Users typically do not read introduction text in forms.

Issue: All text fields of same size(low)The length of text fields is same and doesn't reflect the length of the data to be typed in the field

Issue: The concept of reply number is not familiar (Major)The user is not familiar with ‘Reply number’ but it is one of the important features of this service

User scrolls down

Issue: Important information is buried in the text.(Major)A user SHOULD know about his free credits. This information is lost in this text.



Why do you ask for information which is not necessary?

User clicks here

Exit point 3

Issue: Form consists unnecessary field (low)If the information is not required then why is user asked to fill it. This usually ensures that people drop out from here, as they have been asked to fill lengthy forms



I don’t need to get my password, I can directly start messaging?

Issue: Difficult to scan the text (Major)The user ignores the text as it is difficult to scan. The message contains important information of ‘reply number’ which the user fails to notice.



Issue: Decision making dilemma for user. (critical)What is user supposed to do, get his password form his email or start messaging instantly.

I don’t need to get my password, I can directly start messaging?

Issue: Difficult to scan the text (Major)The user ignores the text as it is difficult to scan. The message contains important information of ‘reply number’ which the user fails to notice.

User clicks here even before checking his email for the password.

Issue: This looks like a button (low)This looks like a button and invites the user to click it. There is no difference between the info text and the button

Exit point 4



Issue: Feedback not noticed by user (Major)The feedback doesn't grab user attention and goes unnoticed. This can confuse the user

Why can’t I Log in?

User types in email and types the desired password and clicks ‘Submit’

Exit point 5

Issue: The text field is not sufficient to type the details. (Medium)The complete username cannot be viewed as the text box is very small. It is critical that the user checks the details he has typed.



User clicks here to send the message

User types the numbers

User types the message

Wow! That was pretty easy. Shall come back next to ask my friends for movie plans.

Mvaayoo is gaining loyalty

from undesired user group



Task 3 Success:User can send SMS but with some effort

Issue: What is the balance (Medium)Once the user has sent his first trial SMS, this pages looks like a dead end. It does not lures the user to send another SMS

Selling Point

By now the user has sent the first SMS and his motivation is high. This is a good point to sell the service and its advantages.



Issue: What's TA(Medium)Why does the brand appear along with TA?

Goals and Tasks

Send SMS to a group

1. Compose a SMS

2. Add the contact details of recipients

3. Send SMS

Goal 2: Send SMS to a group

Task 1: Compose a SMS

User logs in



Issue: Non-intuitive sequence of events(Major)1.Typing and sending the message foremost on user’s mind. “Add Sender ID” doesn’t make sense.2.Visually different and chunked away from the “To” and “Message” area. Most likely to be ignored.

Issue : Conflicting Messages; Inappropriate Message Location(High)

Enter contact numbers or ignore them, What am I supposed to do?

Issue : Conflicting messages; inappropriate message location(Major)No clear indication of the difference between the two. From the user’s point of view, he has to type/paste numbers above. Why would he want to ignore numbers he has just typed/pasted.



Issue: Non-intuitive sequence of events(Major)1.Typing and sending the message foremost on user’s mind. “Add Sender ID” doesn’t make sense.2.Visually different and chunked away from the “To” and “Message” area. Most likely to be ignored.

Issue : Conflicting Messages; Inappropriate Message Location(High)

Enter contact numbers or ignore them, What am I supposed to do?

Issue : Conflicting messages; inappropriate message location(Major)No clear indication of the difference between the two. From the user’s point of view, he has to type/paste numbers above. Why would he want to ignore numbers he has just typed/pasted.

Issue: No Indication of exceeded character limit (Medium) Despite having exceeded the character limit, no indication on the screen. User has to click on “information” to know the character limit.

Issue: Inappropriate place to sell a service (low)User is most likely to miss this because his focus is on sending the message. This distracts him from his goal.



Task 1 Partial Success:

User able to type text. However, the “delete” button is unresponsive in the text box provided. Also, there is no feedback of the exceeded character limit.

Issue: User most likely to click “Cancel” (Medium)User is most likely to click on cancel because it is in line with positive actionable strokes like “Message” “To” etc.

Issue: Unimportant functions easily accessible! (Medium)Most bulk message senders will not want to forward their business cards, not would he want to send a picture message

Issue: Insufficient information to perform action (Major)What is a flash message. How do I add it? Would my message appear as a flash message. Do I have to pay for it? Nothing is answered here.

Issue: Inactive spell check(Major)The red squiggly doesn’t provide the right spelling.

Task 1 Failed.


Task 2: Add the contact details of recipients

Task 2 : Cannot upload file. (Critical) Having clicked on “upload file” the user is unable to upload his contact file. There is no visual feedback of any action.

How do I upload a file?

I keep clicking on upload. It doesn’t seem clickable! How else do I upload a file!

Issue: Un-actionable data/information(Major)No information provided on the entire page of how to create a “contact groups.”

Issue: What’s the Difference between “Send later” and “Save?”1.The check box is right above “send. User may click one or the other accidentally.2.The message within the brackets next to “send later” asks user to select “save.” 3.There is redundancy in actions between “save” and “send” creating confusion.

Issue: What’s the difference between “Send later” and “Save?” (Major)1.The check box is right above “send. User may click one or the other accidentally.2.The message within the brackets next to “send later” asks user to select “save.” 3.There is redundancy in actions between “save” and “send” creating confusion.



Issue: Message Deleted!. (Critical) Not knowing what to do, the user clicks a few things a couple of times, and his message disappears.

Darn it! Where did my message go! I have to type it again!?

Issue : Conflicting Messages. When I didn’t upload anything, what do I download? (Major)While the drop down says I can upload a file, the link below says download. What do I download? User is left clueless.

Not knowing what else to do, user clicks on “download”

I clicked on “Upload File,” now where did my message go?

Exit point 6



Why did I take the effort to download this useless file!

Task 1 : Cannot upload file. (Critical) Having clicked on “upload file” the user is unable to upload his contact file. There is no visual feedback of any action.

Issue : Titles not Intuitive(Major)Assuming this is the format of mobile numbers to be saved, it isn’t the natural way people save contacts. It is usually the name followed by mobile number and/or email-id.

Issue : “Message” is confusing (Major)The purpose of “message” is not clear. One cannot even guess what this is because in the web form, user has already typed/pasted his message.

Issue : No Information provided. (Critical)No Information of what to do with this document. User downloads this excel and finds very little, useless information.



User uploads a file and clicks send.

User uploads a file and clicks “send.”



Issue: Feedback not useful (Critical)The feedback provided makes no sense to the user. User doesn’t understand what “formatted” means, nor how should he rectify it.

Task 2 Failed.

What does “No formatted data” mean?


Task 3: Send SMS

Task 3 FAILED (Critical): Cannot Send SMS.No support provided to the user to rectify the website’s inability to send message. User unable to send bulk messages.

Goal 2 Failed.

Now I have to find another better service to send bulk messages!

Goals and Tasks

I want to check the records of SMS I sent

1. Select a sent SMS to view details

2. Edit the same message to compose a new message

Goal 1: I want to check the records of SMS I sent

Task 1:Select a sent SMS to view details

Where is ‘messages sent’ or ‘sent messages’?

Issue: Is this the heading?(Medium)The colored bar with bold font at the top lets the user know it’s the heading for all the below listed items. This is not true and hence misleads the user

OK let me try ‘sent items’ as that suggests

something sent.

Click 1User clicks here as he wants to check his sent messages

Where is ‘Sent Messages’? Or may be ‘SMS

Sent’?


Task 1: Select a sent SMS to view details

What is my balance credit?

Issue: Very lengthy sentence (low)The sentence is very lengthy and spread across the page. The user looses the motivation to read once he reaches the “for viewing later’. He forces himself to read further and make sense of the sentence.On an average the user will have to read this two times to understand its meaning.

Issue: What is the balance (low)This does not displays the balance credits here. A user will be more interested in knowing the balance along with used.

Click 1User clicks on the hyperlinked message title to view the complete message.



Why cant I read the sent message?

Task 1 FAILED (Critical) : Cannot open the message to read.The application throws a error message, which does not make any sense to the end user.



Where is sender name and reply number?

Issue (Critical) : There is no information about the recipient of the message.The most important information while checking a sent message is to see whom was it sent to then the message content.

Issue (Critical) : Where is sender name or reply number?The instruction indicates to click the sender name or the reply number, its clueless where one should SEARCH for this in the complete application as it is not present on this page.

Issue: This is lost in the UI (low)This is out of focus area and needs efforts to be searched. Replace this to an appropriate location.



Wrong location of error message

Issue: Difficult to locate the error message (low)This is almost ignorable. User will have to search for this.

Issue: Why let choose a future date? (low)The calendar allows the user to select a future date to pull the sent message data.

Task 1 Failed.


Task 1: Edit the same message to compose a new message

Wrong location of error message

Task 2 Failed.Task 2 failed as it was dependent on letting the user view the sent message. AS task 1 failed, this one too failsGoal 3 Failed.

• The homepage is very cluttered and does not showcase the service and its features

effectively

• The trial SMS sent does not show the brand name and help reply. This defeats the

purpose of free SMS for business users

• 20 free sms is a very lucrative factor for non-business users. But 20 free SMS is

not a selling factor for a business user. A maximum of 5 free SMS will all features

will attract business user and help build trust

• Online forms have repeatedly proved to be the a big reason for prospective users to

drop out of service even before learning about it. Make it simple and short. Ask

users the bare minimum details.

• Get to business in the first 2 to 3 clicks.

Executive Overview

Kern CommunicationsUsability Testing in

India

User Research in

India

User Interface

Design

210 B, Swapnalok Complex

Sarojini Devi Road,

Secunderabad 500 003

INDIA

p +91 40 40171313

m +91 99 597 77427

e [email protected]

w www.kern-comm.com

mailto:[email protected]

http://www.kern-comm.com/

mVaayoo : an expert usability review of mVaayoo.com, a bulk sms service from India

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