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USABILITY & RELEVANCE ANALYSIS OF 6 POPULAR MOBILE APPS

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Questions we asked

Is the user experience personalized to me? Is it automatic based on my e-mail/loyalty #, or am I manually entering info?

Can I let the app know when I like something?

Is it hard to find what I’m looking for? Do I have to search for content or click repeatedly to get to my destination?

Is there a clear path of action for me to take? If so, is it personalized to me?

Am I offered recommendations based on an initial search or past history?

INTRODUCTIONWhy usability and relevance?In today’s world, people expect relevance from the best web and mobile apps. And good usability and relevance make up the best user experience for your users. Personalization fuels incredible user experiences by guiding discovery, connecting people, and eliminating the paradox of choice. These intimate experiences keep users coming back time after time to engage with your brand.

Our analysisOur goal was to assess some of today’s most popular brands to see if they were truly focused on relevance and personalization in their mobile apps. Are they creating consistent, convenient value for their users or missing the mark completely? Here’s how we broke down each mobile app:

What are they doing well? (the good)What are they doing poorly? (the bad)What can they do better?Bottom line takeaways

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FAQsWho conducted the analysis?The analysis of each app was performed by Relify; no 3rd parties were involved. We used an iPhone 4S to download and analyze each mobile app in March 2013.

How did you choose the areas of focus?The five areas we selected represent important aspects of optimal usability within mobile apps.

How did you determine the findings?With each mobile app, we analyzed the five areas of focus and ranked them by three simple standards: good, so-so and not good. We used the good and bad sections to outline areas of excellence and improvement based on what currently lives in the app. In addition, we outlined specific app suggestions, which either directly relate to areas we analyzed, or are completely new feature sets or recommendations for improvement.

AREAS OF FOCUS1. Personalization (Is the UX personalized to me?)

2. Preferences (Can I tell the app what I like or dislike?)

3. Content search (Is it hard to find what I’m looking for?)

4. Path of action (Does the path of action make sense for me?)

5. Recommendations (Are recommendations offered?)

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WHY MOBILE?With over 50% of Americans using smartphones, mobile usability is an important aspect of digital strategy, and in some cases, the most important. For this analysis, we wanted to focus on one digital channel, thus we didn’t review any social, web or tablet interfaces.

APP CATEGORIESWe analyzed apps in three categories:1. Travel2. Food/recipe3. Retail

Why did we choose these categories?The categories themselves are things people interact with every day, therefore the apps in these categories should be among the best in terms of ease of use and personalization.

FINDINGS

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TRAVEL: SOUTHWEST( in the app store)

Flight reservations and management, version 1.12.0

I’ve entered my Rapid Rewards #, but the homescreen isn’t

customized to me.

It would be nice to see something like: “Welcome, John! You don’t

have any upcoming flights. Book now.”

My DING! alerts aren’t recommending relevant flights, and I can’t let you know which

offers I like or want to see more of.

What can I get with my current points? How many points

do I need for flights?What is A-List status and

why do I want it?

I clicked on past trips, but none of my trips are there.

Why aren’t my frequent trips based on my flight history? Right now, I

have to re-enter manually.

My e-mail alerts are buried under the “More” section.

I’m not clear what I’m signing up for; and I’d like this section to

auto-fill based on my login.

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SuggestionsCreate my personal experience from the initial homescreen

(based on e-mail and/or Rapid Rewards #).Send me a push notification to remind me to check-in.Add paperless ticketing/sync with Passbook.Add “?” icons to explain clearly what I can do with the app/

Rapid Rewards program; link to site FAQs.Sync “Check-in” and “Flight status” sections with my

upcoming trips; eliminate need to re-enter flight info.Rapid Rewards offers synced with DING! alerts; prefilled fields

based on e-mail.Customize DING! alerts based on flights I take frequently and

preferences I indicate.Send flight recommendations based on points I have accrued

ie. Redeem your 10,544 points for a one-way to Chicago – fly thru June! Book now.

Allow me to rank recommendations (thumbs up/down) to increase relevancy of what’s sent to me.

TRAVEL: SOUTHWESTThe Good

Flight search is intuitive, easy to navigate.

The BadOverall experience is not personalized to me or the flights I

have taken.After my Rapid Rewards # is entered, the app doesn’t

recognize my flight information.DING! alerts only pull from my home airports and aren’t

recommending specific fares.I have to re-enter flight info or Rapid Rewards info to

edit/cancel flight or check-in; no automation.No clear path of action; segregated feel between sections.

Bottom LineSouthwest needs to focus on small usability features to increase understanding and ease of use. In addition, by integrating more relevant DING! alerts and specific recommended flights, I’ll be more likely to purchase and keep coming back.

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TRAVEL: GATEGURU( in the app store)

Travel management (flight status & airport info), version 3.4

Only nearby airports display on the airport list; not my destination

or frequently flown airports.

I’m flying into Chicago and want to know what’s available at the airport. Give me personalized recommendations for what I

might like to do while I’m there during my layover.

The map is great, but how do I know where I am, and where I am flying out of next after my layover?

Also, point out recommended places on the map.

I like that I can e-mail itineraries to plans@gateguruapp.com and it

automatically loads under my journeys; very user friendly.

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SuggestionsPull airport info based on my flights (departure and

destination); sync journeys and airports.Let me set preferences for what I want to be notified for

(before, during, and after travel).Ask me to sign in with Facebook/Twitter (instead of burying it

under “Account”) so that the app can learn more about my likes. ie. If I liked the Lacoste store on Facebook, let me know where the Lacoste store is in the Atlanta airport when I’m there.

When I land at an airport, send me a personalized welcome message like: Welcome to Atlanta Hartsfield Airport! You have a 2 hour layover and will be flying out of Gate B5 at 5:45pm. Then allow me to select what I want to do next: “See terminal map” “Find food” “Charge Up” “Shop” “Bathrooms”.

When I land at an airport, based on what I want to do (eat, shop, map), offer me recommendations based on geolocation, ie: - Eateries near my terminal - Shops I like on Facebook - Services I tweet about

TRAVEL: GATEGURUThe Good

Initial walk through of app shows the value and what to expect/how to use the app.

The reviews and tips of eateries and shops are helpful.User engagement is a focus (eateries/shops/services reviews,

airport tips, airport check-in).

The BadMy journeys don’t sync with my airports; I have to manually

type in my destination airport(s).When I add an airport, there’s no option to save it in my list

therefore I’m adding airports each time I open the app.I see car rental deals for nearby airports; I live here, why

would I need a rental car?I see a whole section on my account asking me to login. What

are the benefits of me logging in?The airlines notify me of flight changes faster than GateGuru,

making GateGuru’s functionality less valuable.

Bottom LineGateGuru has a lot of opportunity to personalize airport travel by using features like geolocation, social sign-in and personalized recommendations.

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FOOD/RECIPE: COUPONS.COM( in the app store)

Coupons and savings, version 1.3.1

I love to save money, but I don’t have a baby, so why is the “baby

and toddler” category the first thing I see on my homescreen?

Allow me to dislike or hide so you learn more about me and can show

me relevant coupons.

Clipped my coupons, YES! But wait, I have to print them? 1- I like

to save trees and 2- printing coupons is inefficient and

inconvenient for me. I’m on the go and need coupons ready to redeem

on my mobile phone while I’m in the store.

I like that I can add offers to my Passbook, but I want the app to know what’s relevant to me and

only show me those offers.

I want to make sure my savings cards are synced with my coupons,

but I don’t see any of the stores I shop at on the list.

If my store isn’t listed, I want to notify you that I would like to see it added. Otherwise, I’ll likely never

“check back after the next update”.

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SuggestionsAllow me to scan one mobile barcode that gives me all clipped

coupon discounts at register; no printing!Allow me to add any savings card to the app by scanning my

savings card barcode.Prompt me to login with an e-mail upon first use so that you

can learn about me.Show me only relevant coupon categories based on my

preferences (either inferred or indicated).Show me recent coupons based on my clipping history

(what products relate that I’m likely to clip?).Serve me recommended offers based on my likes/dislikes and

preferences.When browsing, allow me to click a link “More like this” to let

you know if I like something.Ask me to “hide” coupons and offers that aren’t relevant to me.Send me weekly alerts when items I have clipped go on sale

(can use certain threshold for alert).

FOOD/RECIPE: COUPONS.COMThe Good

Offers are easily integrated with Passbook; easy to use.Calculation of total coupon savings value is powerful.Sorting of coupons helps me view relevant categories

(although I still want to hide categories that aren’t relevant to me).

The BadI have to print my coupons in order to redeem. Even worse,

I have to connect a certain type of printer (HP) if I want to print straight from the app.

I want to store coupons on my savings cards, but I don’t see any of my stores listed.

Why are you telling me to fan you on Facebook or follow you on Twitter under “offers”? Where are my offers? This section doesn’t make sense to me.

The types of coupons that I want to see aren’t highlighted.

Bottom LineCoupons.com has great content and good usability features (with the exception of the printing coupons), but doesn’t take advantage of usage data, which can be used to personalize coupon listings and increase user savings.

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FOOD/RECIPE: BIG OVEN( in the app store)

Recipes, grocery lists and menu planning, version 4.11

I searched for chicken dishes that included avocado and bacon.

The first one that appeared on the list is a spicy dish, but I can’t eat

spicy foods.

Allow me to dislike or filter on this screen. ie. Thumbs down to spicy dishes but thumbs up to Weight

Watchers dishes

Compared to other grocery list apps, this list is user friendly, and

easy to use in-store.

Under “My Kitchen” I love my personalized items, but I’d also like to see recommended recipes that I

don’t need to search for.

I’ve saved a few recipes to try; I’d like to see “goes well with” recipes that work well with my favorites or “try soon” list. ie. If I want to try a mango salsa recipe, recommend

a Mexican dish that goes well with the mango salsa.

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SuggestionsDuring account creation, prompt me to fill out information

about my cooking habits and lifestyle to make personalization easier.

Allow me to include flavors or ingredients I like (shrimp, cream-based, etc) when searching for recipes, which would increase relevancy.

Deliver recommendations based on nutritional info I set ie. Send me low-fat recipes with chicken or recipes under 400 calories.

Under “Recipes to try soon”, include recommended dishes based on my current saved recipes (either stand alone or “goes well with”).

Allow me to add people to my account for collaborative shopping and grocery list sharing/editing.

Add filter options when a long list of recipes displays ie. Sort by name, calories, ratings, etc.

FOOD/RECIPE: BIG OVENThe Good

The calls to action and navigation on the homescreen are relevant to me, ie. “My Kitchen”.

The recipes in the background highlight mouthwatering dishes, enticing me to click “Make this tonight”.

Adjusting serving size allows me to customize my ingredients list and menu planning.

Allowing me to uncheck items I already have as I add them to my grocery list from a recipe is helpful .

Use up leftovers is a valuable and practical feature.

The BadI searched recipes for chicken as a main dish, including

avocado and bacon. My first result was a spicy dish, which I would never make because I can’t eat spicy foods.

The process to fill out my profile info was clunky and slow to load.

Bottom LineBig Oven does a great job with small usability features that add up to a winning consumer experience. With additional personalization efforts, this app could be a game changer in the recipe and grocery industry.

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RETAIL: JC PENNEY ( stars in the app store)

Lifestyle/Shopping, version 2.3

There’s no clear path of action for me to take from the homescreen other than to shop a collection I

know nothing about.

I logged in a few days later and have a different homescreen. But I’m not a junior and don’t want to

shop junior clothes.

I’m looking to shop via the app because it’s convenient, but I only

want to see relevant categories for what I like to buy. (ie. Not kids or men)

I searched for “black dress” and got back over 1700 items that

weren’t relevant to my search (ie. men’s trousers). I also would like this massive list to automatically

filter for me and only display dresses relevant to me.

ie. The ones in stock in my size or brands I like.

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SuggestionsUse the homescreen to highlight 1-2 products from categories

I frequently shop; create personalized paths of action.Allow me to sign in with Facebook to show me brands I may

like, or let me indicate my favorite brands.Narrow search results with items that pertain to my purchase

history; ie. Show me items from brands I have bought before, or are in stock, in my size.

Organize my shopping categories by what I like and buy, and let me see what my friends buy.

Let me know what reward points I get for shopping and what I can use them for.

RETAIL: JC PENNEY The Good

Numerous customer service options I can access through the app.

Easy to browse products, manual sort and filter based on my search.

Customer reviews on products are helpful

The BadApp crashed multiple times when trying to use it and search

load time is too long.Wasted real estate on the homescreen; path of action isn’t

customized to me,Search results don’t pertain to my search (ie. A search for

“black dress” resulted in 1785 items, the first two being men’s trousers).

What’s new’ section doesn’t apply to what I buy; I’m not sure what these brands are.

It takes too many clicks to buy something. I can’t figure out how to leave a review.

Bottom LineThe usability of buying JCP products is difficult and not personalized to me, or my searches. The messages and paths of action need to take into account my purchase and user history to make this app worthwhile.

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RETAIL: GIANT EAGLE ( in the app store)

Grocery and circulars, version 2.0.4

I’d like to view weekly deals based on what I like and buy; organize

this list by relevance for me.

My eOffers aren’t relevant to my purchase history. And once I clip

an item, how do I redeem it?

I can’t add ingredients from a recipe to my shopping list. This defeats the purpose of including recipes I could make in the app.

Why is my shopping history blank, and what can my history

help me with?

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SuggestionsCalculate total of my shopping list based on my saved store(s).Calculate total of my savings with eOffers; allow me to redeem

with my advantage card.Allow me to sign in with Facebook so that you can sync weekly

deals to my likes or preferences.Allow me to scan my advantage card upon account creation,

instead of manually entering.Tell me errors I need to fix when filling out account or

advantage card information.Improve shopping list (allow recipe ingredient adding, delete,

edit, add options).Merge the Giant Eagle app with the Get-Go (Giant Eagle’s gas station

and convenience store) app to offer one consistent user experience.On the homescreen, offer me recommended products based on

my purchase history.Organize my weekly sale items by relevance based on my

purchase history. - Allow me to rank recommendations (thumbs up/down or “more like this”) to increase relevance of what I see.

Recommend recipes to me based on my shopping list items; allow me to add items from recipes to my list.

RETAIL: GIANT EAGLE The Good

“My Perks” section lets me know exactly how many perks I have to apply to my next visit.

Intro screen gives me pointers to get started.I can create multiple shopping lists which is practical.

The BadThere are too many navigation options and sections in the app;

there’s not a natural user flow. App crashed when trying to use it.Weekly sale items aren’t personalized to what I buy, still

showing generic items.When I add an item to a shopping list, it doesn’t tell me that it

was “Added”.My verification failed when trying to add my advantage card to

my account, but I have no idea why.If I’m on the homescreen and click into the weekly sale,

there’s no way to go back; I have to return to the menu.

Bottom LineThe overall navigation and user flow is confusing and inconsistent. A reworked user flow and personalized weekly deals can be powerful because this app then becomes my shopping companion that knows me and helps me get my shopping done faster, while discovering new things, and saving money.

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ABOUT RELIFYWho we areRelify is a recommendations as a service provider. We make it easy to integrate personalized recommendations into any web or mobile app.

How we can help Increased conversions Increased page views/time spent in app or on pageIncreased salesImproved user experienceCloser personal relationshipsIncreased level of customer happiness

Why RelifyWe eliminate the need to build a custom recommendation engineAny data source can plug into our API to deliver recommendationsWe use data to personalize your customer’s experience automatically We’re flexible and easy to work with

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