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!
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.
Political 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.
As contactless payment is getting more prevalent, Visa wanted to do a health check on the payment experience to ensure that customers can use their credit or debit cards to pay for their items seamlessly. They commissioned Objective Experience to conduct a study focusing on what customers pay attention to during the payment process of using Visa payWave, including branding on the card, at the merchant checkout and POS (point-of-sale) communications.
Visa payWave is Visa’s contactless payment technology. It facilitates fast and convenient transactions at the point of sale and eliminates the requirement for a consumer to make physical contact with the terminal when making a purchase (therefore “contactless”).
The study was conducted in both Singapore and Sydney (8 participants per location) at well-known supermarkets like Cold Storage and Woolworths. The Tobii Pro Glasses 2 was fitted onto the 16 pre-recruited supermarket shoppers between 21 to 54 years of age. Participants were instructed to shop for any items they would like to purchase, but had to use the selected Visa payWave credit card to pay.
The lightweight recording unit of the Tobii Pro Glasses 2 and the simple, fast calibration made the data collection process easy and smooth. The adaptability of the Glasses 2 allowed the research to be set up and conducted anywhere (even in a busy café just outside of each supermarket). This wearable eye tracker is best used to study human behavior in naturalistic environments.
After the participants have finished with their shopping and payment task, the video recording of their task was replayed back to them on the spot with the researcher interviewing them about their payment journey based on what the participants saw and did (Retrospective Think Aloud).
Through this study, we found several similarities between how customers in Singapore and Sydney pay with the Visa payWave. It helped Visa gained insights into how people use contactless payment via different types of payment terminals, and what they really pay attention to when they are at the checkout counters. Customers generally pre-decide on their payment method even before they start shopping and rarely change their mind halfway through their shopping, but the need for, and relevance of visual prompts varied between customers.
This led to the rethinking of how to best design consumer messaging can be designed at checkouts and entrances to strengthen consumers’ association of Visa and contactless payment, as well as for bank partners to advertise their service offerings.
Would you like to try out eye tracking on your customers? Drop an email to email@example.com or call us at +65 67374511
Hello, pleased to meet you! My name is Shahiza, or Sha for short. People would say or probably call me an easy going, friendly, supportive, caring, passionate and one who’s young at heart no matter how old I’ll be. I’m currently a Design for Interactivity student under the School of Technology for the Arts at Republic Polytechnic.
In my diploma, it trains and helps me develop and be equipped with designs skills that are essential and can be applied in product, service, digital as well as spatial design, ensuring that by the end of the day, the designs we create will make an impact and make a difference. Most importantly, it has taught me on the fundamentals of empathizing from the users’ perspective.
I’ve now begun a new journey in my life as an intern and I know the next few months spent here at Objective Experience will be a great journey ahead. I wish to understand how it’s like to really think as a UX Designer and at the same time, be exposed to more of eye tracking research methodologies and how to apply it effectively. I hope that I’ll be able to gain as much experience as possible and expand my knowledge on User Experience by the end of my internship with the guidance and training from everyone here.