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Mobile Application: Make it "unforgettable"

It has been a long time since the last post. I have been keeping myself busy reading up on new UX research methodologies and monitoring usability testing to enhance popular EMR (Electronic Medical Record) system for local health care research institution. I was pondering what the next research topic should be to benefit UA and stakeholders. During my support for usability testing I have witness how many end users rely on their mobile devices to find information that they need. Experts have informed the researchers to never look back on past products, devices and thoughts unless you are trying to understand what features worked and what have not. This is an important advice for those in technology field since advancement in technology occurs within blink of an eye. Therefore, I will be concentrating on the existing mobile application for UA for next few entries. By investigating the mobile application, I will also summarize some of the findings and what developers and designers can and should to do enhance the application and make it "unforgettable" for the end users. Here is the summary of the research and proposal.

Research Summary
            Business Insider stated that a person spends approximately 26% of their day on their mobile devices (Edwards, 2012). Furthermore, throughout their day, 84% of a person’s mobile activity consists of general search for information while waiting for “something to do.” Nielsen further defines “something to do” as end users using mobile devices as a method of killing time. Therefore, the end users interests quickly diminish and move on to alternate source of finding information when applications on mobile devices (more commonly known as apps) are not effectively designed. More than likely, the time spent on mobile devices will increases as the mobile device makes improvement on usability, data display and speed. Therefore, it is critical for developers to grab end users attention quickly and display the necessary information in order to not lose the customer satisfaction and their interest. Ultimately, the consequence of not acting upon customers’ dissatisfaction will lead to the loss of customers and the loss of business revenue.
It is even more difficult to design and develop an effective mobile application because there are numerous factors and contingencies that developers have to consider. The speed of the mobile network, different type of mobile operating systems, as well as resolution and contents display are one of the many factors that already have been identified.  For purpose of this research, we propose to examine current United Airline mobile application display and functionality on common mobile devices (i.e., iphone and ipad). Also, the current United Airline mobile application will be compared with other airline mobile applications. By doing so, we can specify design schemes that work or may not work relevantly well for our end users. Any improvements that will be made in mobile application will benefit UA customer experience. Nielsen stated that end-users have a tendency to forget about mobile application when the experience with application is unpleasant and unsatisfactory. By examining the current mobile application we may be able to highlight the existence of United Airline application and assists in finding information.

Merits and Impacts
            With increase of mobile network speeds, improvement in mobile technology as well as available applications, people will likely spend more and more time on their mobile devices. The purpose of using mobile devices differs between individuals. Nelson stated that the majority of mobile end users routinely use their mobile devices to find information during their spare time. However, end users specified that even when companies have their own version of mobile applications, the users are hesitant to use them. Why? The end users have specified that the applications simply do not have the information they are seeking, therefore they turn back to the company’s website on a computer to find the necessary information.
            It is suggested that company’s website and their mobile application should differ. Not all information that are integrated on the website can be used in a mobile application. The navigation and graphic user interface (GUI) needs to be modified for mobile devices and their resolutions. United Airline has a mobile application that is available for end users to track their flight information. However, this application has received low ratings among the end users.  Improvements to United Airline mobile application can be made. However, in order to understand what features have worked and what have not, we must further investigate the current application. The objective of this research will enable developers to make enhancement on the application. 

  


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