Webinar hosted by UserZoom on travel consumer preferences and landscape for mobile and tablet. Ania Rodriguez, CEO at Key Lime Interactive, also talked about mobile user experience research methods (both, qualitative and quantitative).

1. Mobile UX Research:
Travel Consumer Preferences for Mobile and
Tablet
August 2, 2012
2PM EST / 11AM PST

2. Agenda
• Introduction to Speakers
• Mobile/tablet travel consumer preferences and landscape
• Mobile user experience research methods (qualitative and
quantitative)
• Case study featuring Miamiandbeaches.com
8/2/12 Travel Webinar August 2012 Page 2

3. Introduction to Speakers & Host
Ania Rodriguez Josie Llado Alfonso de La Nuez
CEO, Key Lime Interactive AVP, Greater Miami and CEO, UserZoom
Beaches Visitors and
Convention Center
@KeyLimeInteract @MiamiandBeaches @UserZoom
8/2/12 Travel Webinar August 2012 Page 3

4. About UserZoom
• All-in-one Enterprise software solution that
helps UX Pros cost-effectively test, measure
and improve Customer Experience over
websites and mobile apps.
• We specialize in online (or remote) research Product Suite:
& usability testing, saving time, money and  Unmoderated Remote Usability Testing
effort, while still obtaining very rich insights  Online Surveys (web & mobile)
 Online Card Sorting
• In business since 2002 (2009 as SaaS), offices  Tree Testing
 Screenshot Click Testing
in Sunnyvale (CA) Manchester (UK), Munich
 Screenshot Timeout Testing (5-sec test)
(DE) and Barcelona (Spain)
 Web VOC
 Mobile VOC
 User Recruitment Tool
8/2/12 Travel Webinar August 2012 Page 4

5. About Key Lime Interactive
Key Lime Interactive (KLI) is a user research firm that conducts both qualitative and quantitative
research for Fortune 1,000 companies, mid-to-large design agencies, and government agencies. We
make it our business to answer research questions that help a company move the needle in terms
of acquisition, convergence, and customer experience differentiation. To our clients we are known
as a valuable source for:
→ User Research
→ Strategic Development
→ Competitive Analysis
→ Mobile Syndicated Research
The core areas of expertise and most frequent methods that we employ include:
General Usability Testing Unmoderated Research Expert Reviews
Mobile Research/Testing Intercept Studies Competitive Benchmarking
Eye Tracking Task-based research Strategy/ Roadmap
Shop Along using online tools Ethnography
Multi-Channel Testing Targeted Surveys Diary Studies
Product Testing Card Sorting Personas
Medical device testing 5-Second test Parallel Design
Testing in Spanish/Latinos Task Analysis Prototyping
Focus Groups/Triads Driver Analysis

6. About Miami and Beaches
• The GMCVB is a sales and marketing organization. Its mission
is to attract people and organizations to visit Greater Miami
and the Beaches for conventions, business and pleasure.
• Acting on behalf of its members, government partners and
the citizens of Miami Dade County, the GMCVB markets and
promotes all areas of the community as a preferred
destination.
8/2/12 Travel Webinar August 2012 Page 6

7. TRAVEL CONSUMER
PREFERENCES AND LANDSCAPE
Page 7

8. Travel and Digital Media in the News
• HotelTonight (mobile only approach) is “finding that not only do its iOS users tend to spend
more but they also are 33 percent faster at booking a hotel reservation than Android users.”
HotelTonight claims to have 2.5 million app downloads to date.
• CheapTickets Events website went live recently. “According to a recent survey by
CheapTickets.com, nearly 65 percent of consumers attend theatre shows, sporting events or
concerts when travelling.”
• At the Global Business Travel Association’s annual conference, FlightView released survey results
showing that 70% of business travelers agreed that the most important task on their mobile
device is the ability to rebook flights.
• Kayak IPO
• A little over a month ago (6/20/12) Orbitz released a brand-new iPhone app
8/2/12 Travel Webinar August 2012 Page 8

9. KLI Syndicated Travel Consumer Preferences
Sneak Peek Study Summer 2012
• Data herein is based on a preliminary survey (sneak
peak consumer study) conducted by Key Lime
Interactive using the UserZoom technology
• Study dates: July 18– 25, 2012
45% 55%
• 110 participants with smartphones
– 18% have owned phone for < 6 months
– 25% have owned phone for 6-12 months 56% < $75K;
– 56% have owned phone for > 1 year
44% $75K+
• 42 participants with tablet
• All travel at least once a year for pleasure
The full study will be available for purchase early Marital Status: 53% Married
September
Age: 85% 18-44; 15% 45+
Children: 48% with children
8/2/12 Travel Webinar August 2012 Page 9

10. Travelers with Mobile and Tablet Devices
Breakdown of Devices
iPhone 44% ComScore predicts
that by the end of
Android 45%
2012, more than
Blackberry 16% 500,000,000
SMARTPHONES are
iPad 24% expected to flood the
market
Android Tablet 12%
WebOs/Touchpad 3%
0% 10% 20% 30% 40% 50%
(multiple responses accepted)
Orange bar shows results from KLI Summer 2012 Syndicated Consumer Sneak Peek Survey (n=110)
8/2/12 Travel Webinar August 2012 Page 10

11. Devices vs. % Time
Source: KLI Syndicated Travel Consumer Preferences Sneak Peek Study Summer 2012 (n=110)
When PLANNING a Last time I booked, I When AT
trip, how much of used (select all that LOCATION, how
your time is spent apply): much of your time
using the following is spent using the
devices: following devices:
6%
6%
Tablet 5%
9%
Travel Agent 8%
14%
17% Work Computer 12% 24%
Smartphone 22%
Personal Computer 81% 58%
63%
0% 50% 100%
Work Computer Work Computer
Personal Computer (multiple responses accepted) Personal Computer
Smartphone: Smartphone
iPad/Tablet iPad/Tablet
8/2/12 Travel Webinar August 2012 Page 11

12. Device vs. Task (Pre-Trip)
Top tasks for users who own a PC, Smartphone and a Tablet/iPad (Multi-device interaction included)
(multiple responses accepted)
I never do
Website on
Task Smartphone iPad/Tablet this before
PC
my trip
Search for places to stay 12% 26% 88% 0%
Search for flight options 24% 19% 83% 2%
Search for events happening during your 22% 22% 78% 2%
vacation (e.g., festivals, concerts, etc.)
43% 19% 74% 2%
Search for directions / Look at map
Search for Deals/Coupons 27% 27% 73% 2%
Look for recommendations 36% 23% 69% 5%
Look for places to eat 41% 21% 69% 0%
Find sightseeing tours 10% 20% 68% 15%
View photo galleries 20% 23% 65% 15%
Source: KLI Syndicated Travel Consumer Preferences Sneak Peek Study Summer 2012
8/2/12 Travel Webinar August 2012 Page 12

13. Device vs. Task (During Trip)
Top tasks for users who own a smartphone, iPad/Tablet, and PC.
(multiple responses accepted)
Task Phone iPad/Tablet Website on PC Other
Search for directions / Look at map 67% 21% 31% 5%
Look for places to eat 64% 19% 43% 5%
Check the weather 64% 36% 26% 2%
Search for events happening during
your vacation (e.g., festivals, 56% 24% 34% 5%
concerts, etc.)
See what’s around me now 56% 27% 32% 7%
Search for Deals/Coupons 51% 20% 24% 15%
Check out the nightlife options 50% 19% 29% 7%
Search for shopping locations 50% 20% 28% 15%
Source: KLI Syndicated Travel Consumer Preferences Sneak Peek Study Summer 2012
8/2/12 Travel Webinar August 2012 Page 13

14. Mobile Site vs. App
When you are traveling do you use:
39% Browser
51% App
Both
10%
Source: KLI Syndicated Travel Consumer Preferences Sneak Peek Study Summer 2012 (n=110)
8/2/12 Travel Webinar August 2012 Page 14

15. Top Travel Apps
22% had at least 1 airline app 25% had the Yelp app 25% had Expedia
Vs. Vs. Vs.
9% Car Rental App (e.g. Hertz) 14% UrbanSpoon 15% Hotels.com
7% Hotels App (e.g. Marriott) 13% Kayak
4% Cruise App (e.g. NCL) 11% Orbitz
3% TripIt
Source: KLI Syndicated Travel Consumer Preferences Sneak Peek Study Summer 2012 (n=110)
8/2/12 Travel Webinar August 2012 Page 15

16. Destination Apps Usage
City and Event Specific Apps*
Yes and I still have at
12% least one city or event
app on my phone
58% Yes, but I always delete
after using it
30% No / Never Used
* Have you ever downloaded or used a CITY OR EVENT SPECIFIC travel related application on your mobile phone or tablet?
(e.g. official destination app)
8/2/12 Source: KLI Syndicated Travel Consumer Preferences Sneak Peek Study Summer 2012 (n=110)

17. Travel Apps: Max $
In the recent KLI Syndicated Travel Consumer Preferences, 44% want it free
and 26% are willing to pay up to $0.99.
44% FREE 26%: $0.01-$0.99 14%: $1.00-$1.99
Source: KLI Syndicated Travel Consumer Preferences Sneak Peek Study Summer2012
(n=110)
8/2/12 Travel Webinar August 2012 Page 17

18. Opportunities
• “Should be used without internet.” • “Ability to purchase theaters/live
performances that have tickets
• “Safe neighborhood guide” available”
• “Voice activation” • “Up to date information”
• “Live chat with nearby people” • “A social function where people can
pin notes and alert others of where
great places are on the spot.”
8/2/12
Source: KLI Syndicated Travel Consumer Preferences Sneak Peek Study Summer 2012

19. MOBILE TESTING
Page 19

20. User Research and Mobile
• Lab Testing
• Walk-alongs/ Travel alongs
• UserZoom Surveys/VOC
Travel Webinar August 2012 Page 20

21. Mobile & Tablet Testing In-Lab
• We’re staying ahead of the curve in mobile usability testing
• We reflect the screen so that groups of designers can view action live during testing, allowing teams to
rebuild, revamp, and practice rapid design iteration, if interested.
Travel Webinar August 2012 Page 21

22. Walk-Along / Travel Along
• Gathering insights in the real-
world is paramount to ensuring
success for mobile and tablets
• Using SMI Eye Tracking
Glasses, KLI tests mobile and
tablets at any location
• This method allows for us to get
the first-person view of what
users are viewing while
completing a task
Travel Webinar August 2012 Page 22

23. Unmoderated: Mobile Intercept
1 4
User launches app
2 5
3 • Site visits analysis
• Reasons for abandonment
• Net Promoter Score
• and answers to other questions
iOS & Android. Apps & Mobile Sites.
Page 23

24. MIAMI AND BEACHES CASE STUDY

25. Miami and Beaches Mobile App Study
Mobile intercept of Miami and Beaches iPhone app
users to gather intent and satisfaction:
• Why were users downloading the application – were
they already in Miami or planning a visit to Miami?
• Were they able to find what they were looking for?
• What other features would they like to see in a Miami
and Beaches app?
25

26. Participant Experience
115 Participants Study Dates: 9/8-10/2
26

27. Survey Findings: Primary Purpose
69% of visitors used the app to learn about Miami and
browse events
Learn about Miami 37%
Browse Miami events 32%
Find special offers and deals 11%
Find businesses or special offers “around me now” 7%
Decide where to stay 4%
Make hotel reservations 3%
N=115
Other, please specify: 5%
0% 5% 10% 15% 20% 25% 30% 35% 40%
27
Q: Which of the following best describes your primary purpose for using the mobile application today?

28. Survey Findings: Success
57% were completely successful during the visit
Yes, I was successful 57%
I was only partially successful 23%
No, I was unable to accomplish what I came to
12%
do on the application
I’m not sure 9% N=115
0% 10% 20% 30% 40% 50% 60%
• Among the reasons participants were unable to accomplish their task included:
• Limited information
• “As a Miami resident, I know of far more listings than the ones that appear in the app. For instance, there are many more dining
spots in the Kendall area compared to the one listing found in the app.”
28

29. Top Suggestions for Improvement
• More items/events per category
• More access to discount shopping/dining (e.g., coupons)
• Ability to review/rate a business
• More robust search options in the mobile app (e.g., ability to search multiple
categories)
• Access to menus
• Option for users to share/post events and suggestions per category (link to social
media)
• More information about bars and nightlife
• More information on beaches
• More information about shopping including malls
• More family oriented or children listings
• More photos
• Differentiate between one-time events and reoccurring events
• List sporting events
• iPad version
• Add Hidden treasures – little known places to eat or visit
29

30. Use of Insights
Leveraging insights along with secondary consumer and app research to
plan the next generation Miami and Beaches apps.
30

31. THANK YOU / Q&A / NEXT STEPS
@KeyLimeInteract @UserZoom
Interested parties who want a copy of this presentation and/or are interested in
learning more or purchasing the full travel survey (n=500 smartphone “and”
tablet owners who travel at least once a year for pleasure) contact:
travel@keylimeinteractive.com