In this section you will find a collection of articles all about us and what we've been doing lately, including a selection of clippings from the local press. We always like to keep our customers informed about what we're up to.
Our Research News & Views
Mobile Gaming: A Usability Study
January 31st, 2012INTRODUCTION
In just over 10 years mobile gaming has gone from Snake II on a Nokia 3310 to a multi-billion dollar industry for mobile phones and tablets.
More people than ever are playing mobile games thanks to the rise of cultural phenomena like Angry Birds which, at over 20 million downloads, became the best-selling app of all time.
But what makes a handset or tablet-based game great? What problems can hinder the experience? Usability experts SimpleUsability look at the top ten features in mobile games.
This article is also avalable as a PDF for download: Moble Gaming Usability Study 2012.pdf
1) KEEP BUTTONS SIMPLE
The controls to a mobile game should be made as simple as possible. Even if the game demands a complex control scheme, a way of streamlining and simplifying the inputs should be considered.
Mobiles and tablets present fewer buttons and control options than ergonomic console controllers, meaning mobile game developers need to innovate. Those that have done it successfully have done so by amalgamating intuitive controls with simplicity. Popular games, such as Tiny Wings, require only a single input, pressing and holding the screen to speed up the descent and releasing when travelling uphill.
Despite its popularity and the brand loyalty garnered from console success, Grand Theft Auto III places numerous buttons on screen to perform wider functions, but this becomes a barrier to the game. Without the vibration and tactile feedback of a console or PC game, it can be difficult to tell if you are pressing on-screen buttons correctly. Movement and vision circles which replace a joystick to move a character are also problematic.
2) DEVELOP ON-SCREEN REAL ESTATE EFFECTIVELY
The amount of real estate on any screen is limited and must be considered.
Playing the game Age of Zombies for example requires using the two on-screen ‘virtual joysticks’ with your thumbs. This obscures so much of the screen that it makes the game difficult to play.
It is an issue too for tablets, even with their greater field of vision and higher graphic fidelity. Playing the same game on a tablet, the joysticks become hard to use with any degree of accuracy as they are more spaced out than on the mobile phone equivalent.
Another issue with having a larger screen to play the same games is that the Heads-Up Display (HUD) is relegated to the user’s peripheral vision. The smaller screen of a mobile phone means it is always in the user’s eye line, whereas with a tablet screen they will often have to break their focus on the action and look to the edges for important game information.
3) FEATURE FEEDBACK
Without the tactile feedback of a button press or vibration, mobile games must use a different way to communicate to users that their action has been registered; they should provide on-screen feedback that is unobtrusive but informative.
Infinity Blade, for example, highlights the on screen buttons when the user presses them and displays correlating text on the screen. These immediately inform as to whether attacks or blocks have been successful or not. Similarly, when inflicting or receiving damage, the number of points lost flashes on screen and registers with the health bars, which remove the respective amounts.
4) KEEP ICONS CLEAR
Icons are useful in representing ‘shortcuts’ to menu options without the need for supporting text.
To work however, they must be clear and unequivocally relate to the function: a dollar sign for money, a spanner for tools. When unfamiliar, abstract or ambiguous icons are used they can have the opposite affect with users failing to grasp what they represent.
5) HAVE INTELLIGENT INTERRUPTION SETTINGS
On a mobile handset, receiving a phone call will instantly exit a game so an intelligent approach to interruption settings in the game is essential.
If when restarted the game has not paused or automatically saved the user’s state of play, a negative opinion of the game is formed. Users will be less inclined to play the game in future for fear that another phone call will disrupt their game and lose their progress.
As the majority of people play games on mobile devices while on the move and in short bursts, a clear pause button (Angry Birds) is always advisable so that users can be confident that they can quickly suspend and return to the game.
6) START SESSIONS QUICKLY
To facilitate the ‘pick up and play’ nature of mobile games and minimise waiting time, sessions must have a quick start option.
In Jetpack Joyride the start screen displays the command ‘Touch anywhere to play!’ beneath the game title. Upon tapping the screen the game title and command disappear and the game begins instantly.
7) MAKE SOUND SETTINGS INTUITIVE
Muting the volume on a mobile device or tablet should also silence the game to avoid the user having to manually mute each game they want to play without sound.
Mobile games are often played by users who simultaneously listen to music through their device at the same time. Many games do not recognise dual usage and will play in-game music and sound effects over the user’s personal music. This requires users to search for a manual way of muting the game volume, which can be frustrating.
8) MAKE TUTORIALS SIMPLE
Nothing is worse than starting a game and feeling like you do not know what to do.
Unlike PC and console games, which come with a manual explaining the controls and basic game play, mobile games lack a physical guide. Simple tutorials that demonstrate what each input does and how to play the game must feature at the start of the game.
Tutorials should be easy-to-understand and stylish. This style should remain consistent and pop-up when new mechanics are introduced in later stages. The opening levels should also start simply and allow rapid progression to create ‘buy-in’ among users.
9) GIVE GOALS AND REWARDS
Games should provide clear and overriding objectives for players and visible goals to work towards in the game. In a bid to save space on screen, rolling scores can be removed, but the short feedback loop of visible progress provides a hook to the user.
Without a defined aim or objective, whether story driven or high score, users will lose interest in the game and move on. It is also important to keep users invested in a game by offering them rewards for meeting in-game goals. A new level or item not only rewards players for the actions they have just performed, but also incentivises them to continue playing the game with the promise of further unlockables.
10) PROVIDE ASYNCHRONOUS MULTIPLAYER OPTIONS
Providing asynchronous multiplayer options in a game engenders a healthy multiplayer community. Whereas traditional multiplayer games on consoles require all players to be present at the same time, turn-based mobile games like Words with Friends and Hero Academy allow players to make their move at any point after their turn begins.
Players also receive notification via a prompt on their handset, making mobile the ideal format for these more episodic games. Providing leader boards and in-game rankings is also a good way to challenge others without the need for concurrent presence in the game. Whether displaying high scores, as in Doodle Jump, or showing the ghost data of an opponent’s lap time in Sprint Racers GP, successful multiplayer options no longer means that all players have to be connected at the same time.
This article is also avalable as a PDF for download: Moble Gaming Usability Study 2012.pdf
SimpleUsability reveals M&S Christmas ad has greatest audience impact in 2011’s live final
December 13th, 2011
It was a battle of the brands that cost £8k a second just to take part. As Marcus Collins and Little Mix cried their way through Sunday’s final, the real competition was being fought between the Christmas adverts jostling for top spot in the UK’s most expensive TV advertising slot.
Using innovative testing technologies to track eye movement and monitor subliminal, emotional response, we recorded how each brand’s advert rated during the final break before Little Mix was announced winner.
It’s been a bumper year for emotional Christmas offerings, but those that paid for top billing were Estee Lauder, HMV, Currys/PC World, M&S and KFC, as well as adverts for a Coldplay concert and ITV’s Christmas Special of Downton Abbey. Read the rest of this entry »
Which advert has the X Factor?
December 7th, 2011Forget the singers grasping for stardom, the real battle of the X Factor final this year will be between the adverts. The break before the winner is announced on Sunday’s live final is the most expensive in the UK with slots selling for £8k per second.
Which mini masterpiece will come out on top? Can John Lewis’ headline-grabbing Christmas tale tug the heartstrings? Will the conclusion of M&S’s X Factor episodes have viewers hooked? Or can Coca-Cola claim the ultimate prize? Well, we intend to find out.
We’ll track eye movement and monitor subliminal, emotional responses, to record how each advert rates in terms of excitement, interest and, emotional engagement amongst X Factor viewers.
We’ll then analyse each advert’s effectiveness and ascertain which had the most powerful, memorable and engaging impact on each demographic. In short: which advert has the real X Factor with viewers. The results will be announced on Tuesday 13th December.
The final advert break will be played to each research participant in isolation. Via an unobtrusive electroencephalograph (EEG) headset, their underlying brain activity will be recorded to reveal what the user is feeling as well as their levels of engagement, excitement and frustration. Similarly, eyetracking technology will record where they look at any given time and the data correlated with their emotional state.
In short, they will watch the final in the same way as they normally would, without any interruption or outside influence, but they will also be unconsciously giving an honest, realistic and quantifiable critique of the adverts.
Visit back on Tuesday once we’ve analysed the data and revealed which ad had the greatest impact, winning the title of ‘Advert of the Year’.
SimpleUsability & Jet2.com take Digitally Leeds Innovation Award
December 1st, 2011SimpleUsability were delighted to win the Innovation Award at the Digitally Leeds Awards last night, bringing home a new addition for the trophy cabinet.
The Award was given in recognition of our usability research and specifically the use of eye tracking and Emotion Response Analysis as a complement to other research sources.
Take a look at the recent piece in Marketing Week in which Steve Lee, Jet2.com’s Commercial Director talks about the benefits of usability research.
The Ten Things Every Retail Website Should Have For Christmas
November 18th, 2011In case you hadn’t noticed, Christmas is looming large and many retailers are hoping that they will see a massive boost in sales in this make-or break season. Never before however, has the world of e-commerce been so important for retailers. Guy Redwood, our MD shared with The Drum his top tips on the simple things every online retailer needs to have on its Christmas list.
All retailers worth their salt know that their online presence must be every bit as fulfilling and satisfying an experience as a visit to a bricks and mortar store. At no time is this more important than Christmas when customers are scrambling to search out bargains online and worrying about getting them delivered in time to tuck under the tree.
At SimpleUsability we have spent ten years using specialist, cutting-edge technologies such as eye tracking, to capture conscious and unconscious behaviours of people, watching how and why they buy what they do – whether browsing online or walking around live retail environments.
We found that there are many simple things that every retail website can do to ensure the best consumer experience possible. Here are my top ten dos and don’ts that every multichannel retailer can put in place and that won’t require extensive redevelopment:
• Don’t cover your tracks
A clear strategy for handling post-purchase worry about delivery is paramount. Users want websites that allow them to check the status of their order. If you are using a third party, make it clear who the third party is so that the shopper can chase the delivery agency directly. This also means any problems are more likely to be blamed on the delivery company than the retailer.
• Inspire confidence in delivery
On the ordering or checkout screens, make clear reference to your success in handling high demand over previous Christmas periods to establish a reputation as a company that works hard to get orders delivered on time. Support this with positive customer comments. Read the rest of this entry »
SimpleUsability in Marketing Week
November 11th, 2011Our research for Jet2 has been included in Marketing Week’s feature on ‘How new tech can deliver more consumer insight’.
The article covers the less conventional forms of market research and Jet2′s Commercial Director, Steve Lee states that EEG and eyetracking technology are a useful complement to other research sources as they pick up information that might otherwise be missed.
They can address flaws in traditional surveys, where people are often unwilling to admit to being influenced by marketing messages and are unable to recollect their choices and actions accurately. Lee says these are not necessary less reliable, and that behavioural monitoring techniques are used alongside, not instead of, surveys to build a fuller picture.
“The majority of it is challenging your own ideas of how you should market online. You do not see the wood for the trees all the time. You can have an overall conversion strategy that is successful, but you can always tweak it further and that is where website usability testing comes into play.”
Movies & Videos : Conversion Rate Optimisation
October 5th, 2011Video is inherently engaging, and has the power to instantly capture visual attention. Even if it’s just a simple demonstration of how your product works, it can give a very real boost to conversions.
Video is passive, it requires little effort from the user to absorb the message embedded within it. It is also much easier to powerfully convey a complex message using video than it is using the mediums of text, images or info-graphics.
Creating video content is often perceived as time and resource intensive (both in creative input and bandwidth hosting), i.e. at the bottom of the to-do list. But more and more affordable solutions are allowing marketers to easily use this medium to benefit their bottom line.
So how can companies make best use of it?
Video can be used to;
- Grab attention (e.g. for a promotion)
- Demonstrate a new product
- Deliver clear instruction
- Show testimonials from ‘real people’
This helps to demonstrate;
- Expertise
- That you are invested and care about your customers experience
- Your popularity
Don’t overdo it
Littering your homepage with video and replacing standard content with a film is a definite no-no, as is hiding key product information, messaging or guides within one. Consider that the user might not be in an environment where they can comfortably watch videos (e.g. office or noisy cafe and don’t have earphones to hand) but they still need to be able to quickly find the information that stands you apart from the competition. If platform compatibility or server issues mean your video is unwatchable then you’ve lost that sale, so be sure to make the main points scan-able in text alongside video. Finally, always give the user ultimate control to hit pause, you can corner someone in the street, but online they won’t stick around for a conversation they don’t want to have.
Thomson – Our Eye Tracking Review
September 5th, 2011
Our team conducted an eye tracking review of the Thomson website for the September edition of Internet Retailing Magazine. The full article can be read here: Thomson Website Eye Tracking Article.
We invited users to participate in booking a holiday on the Thomson website. They were asked to have a destination and booking party in mind and add on any specific requirements they would need. Eye tracking technology was used to observe how the users would navigate through the site during the holiday booking process.
Once on the Thomson homepage one user was immediately attracted by the ‘Late deals’ option. This took them to a landing page showing over 33,000 holiday deals which the user found overwhelming. The results were already arranged in lowest price order but this was not obvious to the user. Clicking on the column heading rearranged the date order of the results, but again we saw the user looking around the page because she had failed to realise that anything hand changed due to the listings looking so similar. Read the rest of this entry »
Mr Porter – Our Eye Tracking Review
July 4th, 2011
Our team conducted an eye tracking review of the Mr Porter website for the July edition of Internet Retailing Magazine. The full article can be read here: Mr Porter Website Eye Tracking Article.
We invited users to participate in sessions to explore the Mr Porter website. Users were either asked to purchase a replacement item of clothing or to buy a gift for someone. By using eye tracking, we were able to observe users’ natural behaviour as they interacted with the website.
Upon entering the website, users were drawn to the large promotion image that took up three quarters of the screen. However, due to the home page offering editorials over products, the users immediately resorted to using the main navigation to either select the department they were after, or the ‘What’s new’ if they were just browsing.
Users responded favourably to the layout of the products when browsing. After accessing a department landing page, they were drawn to the large images and were content to scroll down a long list of results. Read the rest of this entry »

Overview