Tobii Pro Glasses 2 Software Update (April 2016)

Great news! Tobii Pro just announced 2 new features for Tobii Pro Glasses 2 software, which will help us segment data more accurately and to make analysis faster.

New Feature: Event Logging (in Tobii Pro Glasses Controller)

The Tobii Pro Glasses Controller software now comes with the function to log live events. This enables you to highlight interesting parts DURING the recording itself. These event can also be exported, together with the other data collected, into the Tobii Pro Glasses Analyzer software.

New Feature: Time of Interest Feature (in Tobii Pro Glasses Analyzer)

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This latest feature of the Pro Glasses Analyzer allows you to segment data by creating custom portions of the video recording. For example, you can choose a ‘start event’ and a ‘stop event’ to get a clearly defined set of data for a particular event of interest.

Together with the event logging feature from the Pro Glasses Controller, interesting parts of the recording can be accessed quickly and easily to create Times of Interest.

Other improvements to the Tobii Pro Glasses Analyzer includes:

  • New quick-access menu
  • Possibility to resume Real-World Mapping by storing all queued automatic mapping tasks when closing the program
  • Major performance and stability improvements for big projects, where some operations can be 10+ times quicker now

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If you want to find out more Tobii Pro Glasses 2, head over to Tobii Pro’s website for more details.

Visa uses Tobii Pro Glasses 2 for customer insight

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.

logo-visa-everywhere.pngVisa 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.

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Contactless payment in a supermarket in Singapore

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).

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Contactless payment in a supermarket in Sydney, Australia

 

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.Tobii_Pro_Glasses2_3200x1280.jpg

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 infosg@objectiveexperience.com or call us at +65 67374511

With and without usability testing

In my time spent in Objective Experience as an intern, I learnt how usability tests were conducted. I also had the opportunity to run a project to test out a shopping site that I previously analysed and designed for, but without any form of user testing. In my own analysis, I would browse through the site with a set of tasks, spot for areas of that can be improved and re-design the elements. Given the chance to conduct usability testing, I decided to select the same site as my previous project. I was curious to find out the outcome: Is there any difference in designing with and without usability testing?

In the current project, instead of just listing out the tasks, I created a testing script as well before usability testing. The script was developed to extract usability issues users faced in their online shopping behaviour. Users would provide feedback which would contribute insights to further improve the website.

The overly detailed Homepage categories

In my previous re-design, I noticed that the categories in the homepage seemed to be too specific. The terms were broken down into too many variations for one type of category and users might get confused. Hence I thought of adding images to the categories as users might not understand just from looking at the text alone. By looking at the images, users wouldn’t need to click on it to find out what type of product it is.

As expected during this current usability testing, most users struggled to understand the section as well. One of the users mentioned that the page doesn’t have any information as to what kind of shopping site this is. Another user also said that it’s inconvenient for them to click on the product link just to find out what it looks like.

In the changes, I included a quote in the banner since I can’t find any taglines about it on the page. This was an important feedback as first-time users might not know what the site is actually selling. In addition, I placed pictures that represented the icons inside the categories section which was inspired from my previous re-design.

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Product page button locations

For the product page, I originally removed the favourite button which was located at the top as there were two similar buttons on the page. I thought the button was not very crucial to be located at the top of the page and should be placed together with the social and sharing section. I assumed that users would try to look for it at that area instead of the top of the page.

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But after testing it out with a few participants they mentioned that the favourite button should be on top as it appears to be more eye-catching compared to the one at the social section. This surprised me as I thought placing the favourite button at the social related section would be easier to locate for users. Without usability testing, some changes that we are trying to make might be ineffectual to users as they might not find it useful. It was difficult to make effective changes just based on person’s perspective.

A few users mentioned that the zoom button on the page was not obvious as it’s in grey colour on a white background. In my previous analysis, I overlooked this function as I didn’t have any issues with it hence there were no changes made to it. With no testing done, issues as such would easily slip past. This does have an effect on the user’s shopping experience.

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Cart page buttons relocation and information presentation

While browsing the cart, I had some trouble locating the remove button. It was not obvious enough to me as I would normally try to find it at the top right corner. So I decided to shift the button to that corner and simplify it into an “X” to presumably make it easier to locate for the users.

But after testing out with the users, I found out that they didn’t have any issues with the button which was unexpected to me. They mentioned that in order to remove a product it doesn’t necessarily need to be an “X”, having the word “remove” was fine as well. Therefore in the current changes, I kept the button but relocated it to the right corner. I decided not to place it at the top corner as there is already a chunk of information there.

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In the cart page, there was a message under the payment section that informs the user that the price was an estimated currency conversion by the site. In my previous analysis, I didn’t notice this section at all. When I asked the users about it, they stated that they didn’t really notice the section as well. Therefore I thought of making the section into a pop-up to get users to notice the information before making any payment so they won’t get confused when they receive the bill afterwards.

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Conclusion

After going through the project, I saw the huge difference what usability testing can bring. Instead of just basing a design off one person’s opinions (mainly the designer themselves), there are more insights generated from users and we could get a range of feedback and suggestions. Perspectives between the end users and the stakeholders are also different. These could be put into further analysis which would result in more effective changes. Also, common problems that the users face also could be identified and dealt with more efficiently. In conclusion, I believe that usability tests help us to communicate with the users to further create a better experience for everyone.

Pervasive eye tracking in the real-world environment and its considerations for privacy

Did you just see a person wearing a weird-looking pair of glasses with extra attachments walking around a supermarket? If you did, there is a high chance that he or she is using the state of the art, Tobii Pro Glasses 2 eye tracker from Tobii.

Eye tracking is no longer bound to physical laboratories and many industries (especially FMCGs for shopper research) are using wearable eye tracking as a method to gain insights into how their customers behave and what their eye movements mean.

Unlike in the case of other research methods whereby users are conscious of their behavior because they are at the center of the research study, most of the participants in a wearable eye tracking study quickly forget the fact that they were wearing a pair of eye trackers for the research.

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source: Tobii Pro

The Tobii Pro Glasses 2 is light and fits like any other pair of standard glasses, which reduces the likelihood for participants to feel discomfort when wearing them, and ultimately their consciousness and biasness of the research. It also helps when the eye tracker records video outwardly towards what the participants see and does not record their face. Consent and confidentiality forms addressing the recording issues tend to reassure participants.

This however, poses an issue about privacy of the people who are not specifically recruited for the research study.

Here’s what happens…as participants move about in the study location doing their tasks, the outwardly-facing video camera captures the faces and actions of other people around them. As we would usually not know who would be around in the vicinity that day, we are unable to go around asking everybody for their consent to be accidentally captured in the video recording from the Glasses 2. The policies of the Personal Data Privacy Protection becomes particularly related and is also enforced, especially here in Singapore.

How do we solve this issue?

  • Get in touch with the manager/owner of the location you’re intending to conduct the research at and ask for permission. If your client has a direct relationship with the merchant, get them to contact the merchant with details of the research methodology and objectives. Once the merchant gives the go ahead, the store manager should then be informed about it. If that is not possible, try approaching the store manager first.
  • Informing other shoppers that a research study is going on by having signs at entraces/exits. At the location itself, a sign informing the public that a research study is being conducted and that they may be recorded can be placed in an area that the public can see easily (e.g. entrance/exit). When research is done in a more transparent manner (being more sensitive to the public and less secretive), this provides a more condusive environment for the study. The public will be less guarded and conscious of what is going on around them.
  • Assuring the privacy of others who appear in the recording. This can be done by taking extra measures to ensure the privacy of others. For instance, ensure that images of shoppers and staff who were recorded in the process be made unrecognisable. This can be done by mosaic-ing facial features, names, and any personal details in the video recordings or images used in the report.

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    Censored (mosaic) face and name tag

  • Ensure secure storage. Have all recordings are locked and secured with encryption passwords, and only allow access to researchers who are directly involved in the research study.

We cannot cover and protect every single aspect of privacy in a research study. Even in our daily lives we may encounter instances where our personal privacy can be invaded through the sharing of personal information online or via our mobile phones. However, we do have to consider every contingency to the best of our knowledge and ability to ensure that the research is conducted in an ethical and proper manner.

Usability Testing vs User Journey Research

What does usability testing mean to you? What is a user journey research? Well, both usability testing and finding out what a user journey research is, fall under the whole spectrum of User Experience and they are essential to the success of a product or service. Although both can work closely together, usability testing and user journey research have different roles. 

What is Usability Testing?

The goal of usability testing is to uncover how to make a product or service better for your users. This widely adopted technique helps you understand how users interact with a product or a service, determine their satisfaction and to evaluate the usability of the product. Unlike user journey research, usability testing is more technical and requires users to interact with either a prototype or a live launch of the product or service.

What about User Journey Research?

User journey research on the other hand is used to gather user requirements to understand the flow of how the product or service should be like and what type of content should be in there. In user journey research, you will have to step into your user’s shoes and figure out how the product or service is part of the user’s life.

This conceptual technique will answer questions like, “What are people’s expectations?”, “What do they wish to achieve”, “How do they do so?” and “What do they feel or experience while trying to achieve the desired outcome?”

When do you conduct a Usability Test or User Journey Research?

Usability testing is conducted at various stages of development intermittently, for incremental improvements. This can be done on different types of fidelities such as:

  •    Low fidelity prototypes: From paper or digital based wireframe sketches to printouts, which help to give a rough overview of the design, are given to participants to test;
  •    Medium fidelity prototypes: Participants will test out a prototype with color where only some parts are functional;
  •    High fidelity prototypes: Highly functional, as close as the true representation of the product, and;
  •    Live prototype: Testing your design in real-world conditions with your fully launched product or service to know how your design works in practice.

On the contrary, user journey research should be done at the beginning of a product development cycle. It is also not necessary for participants to see and test any designs, for instance prototypes or interaction elements, even though that could be included.

Methodologies used

User journey research usually falls at the beginning of the product development cycle. Here are a few methods used for user journey research:

  •    Surveys
  •    Diary Studies
  •    Focus groups
  •    In-field observation
  •   Contextual inquiry
  •   Ethnographic studies
  •   Card sorting
  •   Stakeholder workshops

As compared to user journey research, methods in usability testing will enable you to gather data and feedback on the product tested instead. The following is a brief description of the methods usability testing can employ:

  •    In-depth interview: Asking questions to participants to address their needs, understand how they carry out a task, and know which features of your product or service are of the highest value.
  •    Think aloud: Asking participants’ to verbalize their thoughts, feelings or opinions as they perform a task and interact with the product or service.
  •    Retrospective think aloud: Asking participants’ to articulate their thoughts, feelings or opinions on a task or interaction they performed beforehand.
  •    Eye tracking: An objective measure to track user’s gaze to determine where they are looking at, and can be conducted with Retrospective Think Aloud to understand rationales behind their visual behavior; and
  •    A/B Testing: Obtaining valuable insights on your user’s behavior by involving two design versions, comparing which one is better, alternately between participants.

So in conclusion

Understanding the differences between usability testing and user journey research will be helpful when you plan for your next product development cycle. You will be able to acquire and allocate your resources more appropriately beforehand.

If you are looking for a visual representation of what we have discussed here, we came up with an infographic just for you!

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Infographic: Usability testing vs. User journey research

 

 

A new face in Objective Experience

btlimHi! I’m Bee Ting and I’m a student from Singapore Polytechnic, currently pursuing a diploma in Experience and Product Design (DXPD for short).

In my course, we cover a different range of projects; from learning about material structures to digital rendering, etc. There were also some UX-related projects that I was a part of, such as Food Design (designing pasta’s form) and Food Queuing (research and survey mostly).

To me, research can be a challenging task. In Objective Experience, I hope to learn more about researching techniques and how to handle insights from users’ feedback. As what I learnt is hands-on mostly (crafting and creating physical products), it would be great to do something different as such.

I want to see how eye tracking devices works and how the observations can be analyzed and to improve user experience. As design is rapidly moving within digitalisation, I hope to see how experiences can be designed in digital form or manner instead of tangible and physical products.

Understanding Human Behaviour – An Eye Tracking Workshop & discussion hosted by ACI

Objective Eye Tracking in collaboration with Institute on Asian Consumer Insight is hosting a morning of sharing and idea generation on 21st March 2016 (Monday).

Hear from 3 NTU researchers about their experience in conducting eye tracking research studies. The topics of the day will range from using eye trackers to understand how architectural features may affect path choice, behaviour and ease of navigation, to deciphering complexities of cognitive thought in the minds of athletes, to how attention denoted by microsaccades plays a role in the difference between the perception of static bubbled faces and dynamic bubbled faces.

​Apart from the presentations from the distinguished researchers, the floor will also be opened to our audiences to discuss how such insights can help us deepen the understanding of Asian consumers, potential project collaborations with members of audience, and the use of eye tracking technologies in consumer studies.

Limited seats available! To register your participation, please email your name and contact number to Catherine Lim at clim@objectiveexperience.com. Registration closes on 14th March 2016. We hope that you will be able to join us and we look forward to sharing our experience in using eye tracking technologies.

The Speakers

Dr Adam Roberts

Adam is a Human factors researcher, specialising in Neuroergonomics. He has over 10 years of experience in psychophysiological recording in the domains of Human Factors, Cognitive Psychology and Neurolinguistics. In his current project, Adam examines psychological responses to the built environment, including windowless and underground spaces.

Title of Presentation: Eye Tracking of Navigation in Indoor Environments

Shannon Chia

Shannon is a PhD candidate in Sports Science under the joint collaboration between NTU and Loughborough University. She was part of the pioneer batch of Sports Science students in NTU and graduated with a First Class Honours in B.Sc. in 2013. Her research interests include performance analysis, nutrition and motor control.

Title of Presentation: Eye Tracking in Sports: From Athletes’ View.

Haojiang Ying

Haojiang is currently a Ph.D. candidate in psychology at NTU. He graduated with a B.A. degree in psychology from Beijing Forestry University in 2013. He obtained an MSc from University of Glasgow in 2014, in Face Perception. His research interests include the facial emotion perception and social characteristics in various backgrounds. Lately, he focused on the mechanisms of facial emotion perception.

Title of Presentation: Attention Shifts and Microsaccades in Dynamic Bubbled Faces.

 

Programme

Time Program
9:50a.m. – 10:00a.m. Welcome Remarks by James Breeze
CEO, Objective Experience
10:00a.m – 10:25a.m. Talk & Discussion led by Dr. Adam Roberts on “Eye Tracking of Navigation in Indoor Environments”
10:25a.m. – 10:50a.m. Talk & Discussion led by Mr. Ying Haojiang on “Attention Shifts and Micro Saccades in Dynamic Bubbled Faces”
10:50a.m. – 11:15a.m. Talk & Discussion led by Ms. Shannon Chia on “Eye Tracking in Sports: From Athletes’ View”
11:15a.m. – 12:00p.m. Collaborative Discussion – Eye Tracking in the Real World
12:00p.m. – 1:00p.m. Networking Lunch and Tobii Glasses 2 Demonstration
1.00p.m. End of event

Address

Institute on Asian Consumer Insight
ACI Building
Nanyang Business School,
Nanyang Technological University
Block S4-B4, Nanyang Avenue
Singapore 639798