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Eyetracking & Biometrics

Gain Insights into your Customer's Engagement

Eye Tracking and Biometrics

The UXC has the latest eye tracking and biometric technology. Eye tracking allows your team to gain insight of where users are looking, what grabs their visual attention, and what they are ignoring. Eye tracking produces visualizations such as heat maps that provide tremendous insight into how visual attention is distributed across the design.

Biometrics measure emotional engagement and cognitive load. Emotional engagement is measured through skin conductance and indicates a general level of arousal or excitement. Biometrics tell us when users are excited (or bored) when using a product.

Representative eye tracking and biometrics projects could include:

  • Employing biometrics to capture participants’ emotional reactions while filling out sensitive personal information for a life insurance policy
  • Using eye tracking technology to evaluate user engagement and preferences across two different home page redesigns for a major insurance company, with both consumer and small business participants

Do you want more insight into how customers use your product? Contact us today using the form on the right.

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American Student Assistance (ASA), is a private nonprofit that helps college students and alumni approach, finance, and repay their higher education. ASA launched to help users make better decisions about borrowing and paying back the cost of their education. ASA worked with the UXC to assess participants’ reactions to the new website, uncover the most significant usability issues, and identify areas for improvement.

When to Consider Eye tracking?

  • When you want to know which areas of a design attract users’ attention relative to other areas
  • When you want to explore the flow of attention (what areas of the design users look at, and the order in which they look at them)
  • When you want to compare different designs and creative options
  • When you want to optimize your product in order to:
    • Increase brand awareness
    • Increase visual attention and clicks for ads, promotions, and other key elements
    • Increase conversions and sales through optimal design and layout
    • Maximize adoption and use of new functionality through increased awareness

When to Consider Biometrics?

  • When you want to know which experiences drive the most (and least) engagement
  • When you want to compare engagement across different designs, products, or user groups
  • When you want to evaluate cognitive workload at different points in the user experience
  • When you need another data point on the user experience
  • When it is difficult to elicit feedback from user groups, such as children or special populations