Every organisation aims to provide its customers with an optimal user experience. UX research can help with that. In this blog, Ella Roelfsema, account manager facility, explains the goal of UX research and how Lookback could help.
Optimise the customer journey
UX – user experience – aims to increase customer satisfaction by striving for a wow-effect. By examining how people use your website, app or device, you can optimise the customer journey. Being able to do that in an early phase of product development can validate if you are on the right track and how you can use your budget in the most efficient way.
Eye-tracking is a method used to measure where people look and for how long. Using a pair of eye-tracking glasses, this method can easily be used in UX research. As a researcher, you can look through the eyes of the user at your dishwasher, shop shelf, website, advertisement, packaging or app and gain insights into the visual attention. It records the customer journey while maintaining natural human behaviour. We have previously written about the use of eye-tracking glasses. Such glasses are used, for example, when we want to study how people do their shopping in the supermarket. However, respondents also wore eye-tracking glasses during a study on a test track, where various traffic situations were simulated. This allowed us to measure and record their reactions very accurately. Eye-tracking glasses are also incredibly valuable when testing a website or new app.
Lookback for online UX research
We use Lookback for online UX research. Lookback is a video-based tool for interviewing and recording the facial expressions, screen, voice and actions of users with remotely moderated options. This allows you to get a good idea of how people experience your product. Not only are interviewers able to talk to the respondent via Lookback, but they can also use a combined screen: one window showing the respondent’s face and one showing the respondent’s screen. This enables them to see what people click on, how they navigate through a website or app and what their facial expressions are. This helps you to improve your website, app, device or advertisement piece by piece, on your way to that wow-effect!
Curious about our UX lab in Amsterdam?
Do you want to conduct UX research, including the use of Lookback or our venue, equipment, host and well-qualified respondents? Bureau Fris can arrange everything for you. Want to know more or are you interested in a demo of Lookback by Ella? Send an e-mail to Ella@bureaufris.nl and she will cont act you to further discuss your needs.