One of the many factors influencing Mobile User Experience in using today’s mobile applications is user expectations. The users expectations with respect to using a mobile application can depend on and be based on several elements including:
- Prior experience with the application, either in a mobile or web context with your company or another.
- Experience with mobile technology in general.
- The reputation of the company in general.
- Knowledge of the technology employed and the user’s confidence in using it.
- The method involved in delivering the product, i.e. the AppStore, or directly from a website.
Changes in these elements affect not only users’ expectations but also their trust in the application. The problem in defining and characterizing the characteristic of trust is that it has often been seen as a result directly tied to security. Naturally, when a user perceives that their data is secure or that the communication medium is secure and private, this generates a ‘secure’ feeling, but this is not the same as trust.
There are many models that incorporate some elements of trust. However, current trust models are mostly derived from the security point of view. As shown in Figure 1, trust is a major characteristic under satisfaction as part of User Experience in our 2Q2U V2.0 model
As shown in the 2Q2U V2.0 model, security characteristics as part of the product’s quality can influence, system in use quality, and in particular, Trust, as part of the user experience.
Figure 1. Using a quality model to evaluate mobile user experience.
However, examining model, here are several product characteristics other than security can significantly influence the user’s trust in the application. For instance, usability heavily influences whether users trust technology. This can be seen easily from the iPhone which transformed the smartphone industry through it’s easy to use interface. And within ‘easy to use’ is the attribute of ‘understand’. If a user can understand easily, then they are more likely to trust.
Using an analogy, if a lawyer presents you with a complicated document, you are less likely to trust it, versus a simple one-page document. Furthermore think of the lawyer as being equivalent to the type of phone you are using, complicated or straightforward (like the iPhone versus Symbian) also influencing your trust. Additionally, getting back to your expectations and prior experience with lawyers in general, also influences your level of trust in the document or service they provide.
Examining the left side of the model related to product quality characteristics, reliability, information quality, performance and others can significantly influence the mobile user experience, and hence the level of trust in the software application. Updating Quality Models For Evaluating New Generation Web Applications