What did we learn at the Innovation Labs World?

On 27 September 2016, we attended Innovation Labs World in Singapore as an exhibitor, displaying Tobii eye tracking equipment and our research consultancy services, engaging with the public sector. Indeed, there was copious amount of interest in eye tracking from the various government agencies – thanks to GovTech’s Government Digital Services Hive UX Lab where they use a Tobii Pro X2-30 screen-based eye tracker for their UX research!

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But this event was more than just about showcasing the equipment. It gave us a glimpse into the future that beheld Singapore’s design, technology and IT sector for public service innovation.

Po29936699781_2e335d0ae1_klitical momentum has triggered the creation of new innovation labs, smart city units and digital services. Various representatives from Singapore’s Smart Nation strategy to India’s drive for 100 Smart Cities, and from Australia’s Digital Transformation Office to Makassar’s “War Room” were present at Innovation Labs World. GovTech, the newly formed agency aiming to build deep tech capabilities in the Singapore Government and to drive its digitalisation efforts was also present at this event.

Using tech and the harnessing of data to engage citizens, build better environments and the development of health and innovation policies were some case studies put forth by experts around the world.

We’re really excited that we were part of this and for the future going forth.

 

 

Drop by for the Asia Business Summit 2016!

We are exhibiting at the 2016 Asia Business Series presented by The Institute on Asian Consumer Insight (ACI). Drop by our booth and talk to any of us about eye tracking research for consumers!

Date: 10 Oct 2016, Monday
Venue: Stamford Ballroom, Level 4, Raffles City Convention Centre, Singapore

Join us as we discover the Future Worlds of Asian Consumers.

The series aims to reveal dramatic shifts in the perceived challenges, concerns, hopes and expectations of Asian consumers via the results from ACI’s signature Pan Asian Wave Study. Hear from renowned industry and academia speakers as they share their views on what could mark the next phase of evolution for Asia consumers and companies.

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Objective Experience speaks at Agile Singapore Conference 2016

Join our senior eye-tracking consultant, Lynette Goh, at the Agile Singapore Conference 2016, for a talk on using eye-tracking in Agile testing environments.


Eyes are the windows to our souls: how eye tracking aids UX in agile environments

Date: Tuesday, October 6

Time: 11:30am – 12:15pm

Venue: Hotel Fort Canning


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For more details on the event, visit here for the full list of talks/activities you can attend at the conference.

Our favourite read: Eye Tracking the User Experience: A Practical Guide to Research by Aga Bojko

Among all the books that discuss about eye-tracking and user experience, our personal favourite has to be:

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Eye Tracking the User Experience

A Practical Guide to Research

By Aga Bojko

As you might have expected, this book will teach readers how to do eye-tracking studies the right way, choosing the right device, analysing and presenting the right way, and so on and so forth…..Yes, it virtually covers every aspect of what you need to know and consider before adding eye-tracking to your research toolkit.

Richly illustrated and clearly witten, this book stands apart from similar books in that it presents information in an approachable and accessible way. Despite all the technical bits, reading it certainly did not give us the feelings of reading a textbook!

 

However, the main reason why we like this book is the main theme that runs throughout the book: “Think first, Track later”. Aga Bokjo advocates that eye-tracking will not always be the most appropriate research methodology, unless the data it generates can be used to answer particular research objectives. Check out an excerpt for the book here.

By being brutally honest about the real benefits and limitations of eye-tracking, this book offers a refreshing take on the controversial research method. Coming from a background that blends rigorous academic research with an abundance of UX industry experience, Aga Bokjo gives us “actionable insights” and guidance to adopting (or not) the eye-tracking research methodology. Because of the scientific rigour that Aga Bokjo tries to instill in readers, this book appeals not only to the UX industry, but to the academic world as well.

Do you want to find out how eye tracking can help your research? Do drop by Objective Experience and pick up a copy of the book. Alternatively drop us an email at info@objectiveexperience.com for a knowledge sharing session.

We’re saving the Planet! Objective Eye Tracking and Prof. Gemma Calvert secure a grant from The Institute on Asian Consumer Insight!

We are proud and excited to announce that Objective Eye Tracking is collaborating with Prof. Gemma Calvert and her team of researchers at Nanyang Technological University on a grant project awarded by The Institute on Asian Consumer Insight (ACI).

This ground breaking research project will seek to understand Asian consumers’ sustainable living perceptions and how that translates into their shopping behaviors. The project tackles key strategic topics under the Possible Future Worlds research initiative at ACI. The mission for this project is to better understand how we can reduce the impact that humans have on Planet Earth.

We will probe into the consumers’ subconscious attitudes and emotions about sustainability, recycling and eco-shopping using cutting edge methods including the Implicit Reaction Time tests and Eye Tracking with the Tobii Pro Glasses 2. These methods will help us uncover new insights that are not easily accessible via regular self-report measures and derive new solutions that will help change human behavior and make a difference.

 

About ACI (The Institute on Asian Consumer Insight)

aciACI was created to help international brands understand Asian consumers and develop business strategies to succeed in Asian markets. By applying the latest market research methods, including psychometrics, biometrics and data-driven approaches, we tap into the deep-seated cross-cultural and often subconscious influences on consumers behavior so that our clients can predict their responses across different Asian markets. ACI also conducts and sponsors research on all aspects of Asian life and disseminates many of these findings on their web-based knowledge platform, Insight+.  For more details about ACI, how we can help your company to better understand your target Asian audience, or find out more about our educational programs, please visit us at ww.aci-institute.com.

ACI is a joint initiative between the Singapore Economic Development Board (EDB) and Nanyang Technological University (NTU) and is hosted at NTU.

About Objective Eye Tracking

oetObjective Eye Tracking are the leaders in Eye Tracking in the Asia Pacific Region. We sell and rent Tobii Eye Trackers to universities, market research agencies, corporates, UX and usability companies across South East Asia, Australia and New Zealand.  We have a team of passionate Customer Experience Consultants who aim to improve the experience of a brand, across every touch point (both online and offline), and are the leaders in using eye tracking technology to uncover unconscious insights which can be used to improve the customer experience.

Singapore government agencies are embracing the user-centered design process to improve urban living

With the fervent push for Singapore to become a “Smart Nation”, many government agencies are heeding the call to harness technology and user-centered design thinking process to improve urban living. Government agencies such as the Monetary Authority of Singapore (MAS) are starting to set up technology research and innovation labs, aiming to “create new opportunities and improve people’s lives”.

At the forefront of the movement is Singapore’s Government Digital Services (GDS) that is headquartered in the newly launched 13,000 sq ft creative space, IDA Hive, equipped with a Tobii Pro X2-30 screen-based eye tracker. GDS has been in operation for more than 2 years, and the team has developed and launched several apps such as the Singapore Civil Defence Force’s myResponder, the Ministry of National Development’s OneService, Department of Statistics Singapore’s SingStat, as well as the mobile app for the demand-driven, shared transit experiment, Beeline.

GDS also provides consultancy services for other government agencies in developing or enhancing a digital service. For instance, Design Experience lab is a research facility in IDA Hive, where end users are brought in to test the digital service. The objective behind directly studying how users physically interact with the digital services is to better understand the needs and pain points experienced by users. This user-centered approach to design not only provides improvements for the product/services in development, but also insights into experience design for future product/services.

GDS recently engaged Objective Experience in a couple of such usability testing sessions for a new iteration of the IRAS (Inland Revenue Authority of Singapore)’s website with the use of Tobii Pro X2-30 screen-based eye tracker. With the eye trackers, researchers are able to see exactly at which touch points users are having troubles with, and which elements are capturing or not capturing users’ attention. Coupled with the Retrospective Think Aloud (RTA) research methodology where users are interviewed with the cue of the eye tracking video, researchers are able to obtain more reliable accounts of what users are experiencing while interacting with the product/services. This method reduces the risk of fabrications as well as research bias.

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Improvement to the IRAS website were made after one round of usability testing, and were validated with the next. GDS was very receptive to the user-centered design process, and quite a number of recommendations from the first round of testing were implemented. GDS was fervently concerned with making the IRAS website more user friendly for the wider audience (individual, companies, younger and older tax filers alike), and the overall result from the several rounds of usability testing certainly reflects that. For instance, GDS understands the prevalence of mobile computing, and put much attention into redesigning the mobile version of the website. In all, the project saw more favourable feedbacks from end users.

Tobii X2-30 eye tracker on left screen

 

Objective Experience has also collaborated with the Ministry of Manpower (MOM) on several usability testing projects with eye tracking for print collaterals as well as for their website, and the research had certainly led to design reiterations with improved user experience.

With the newly found support for user-centered design process and digital innovation from the Singapore government, the UX community is poised to get bigger and better. And if the UX community gets bigger and better with the support from the government, you know our quality of life is definitely improving.

For more information on how Objective Experience can help improve the lives of your customers, feel free to drop us a comment, or contact our Chief Experience Officer, James, for a chat.

 

 

Video Highlights from Understanding Human Behavior with Eye Tracking workshop

The Understanding Human Behavior with Eye Tracking workshop was held in the Institute on Asian Consumer Insight (ACI) in Nanyang School of Business (Nanyang Technological University) on 21 March 2016. Check out the highlights in the videos below! We’ve also included the interviews with the individual speakers had with our CEO and ACI Fellow, James Breeze.

Three speakers (Dr. Adam Roberts, Haojiang Ying, and Shannon Chia) spoke about how people navigated in indoor environments using certain architectural cues, how people paid covert attention to and perceived emotions with limited facial information, and what athletes paid attention to while playing their sport (badminton) when compared to novices.

Interview with Dr. Adam Roberts

Interview with Ying Haojiang

Interview with Shannon Chia