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Our Process

During reading, the eyes move approximately every 250 ms and the average distance that the eyes moves is roughly 8 letter spaces ahead. Eye movement behavior lets you gain a comprehensive view of user's cognitive process and that is why eye tracking brings additional value to any usability study. Our test results give you the verification that the elements that you are changing on your website create experiences that will not only support users' goals and give you a lift in ROI, but satisfy your user needs.

Evaluation

We start our process by first launching a website audit using click stream data sources to identify how online users interact with you website and how your business goals are being realized. After the audit is complete will we then present the findings on your customer's website patterns and the areas of opportunity for improvement. The audit analysis facilitates the information necessary to then create a usability test plan for:

• Identifying what the critical tasks are for testing
• Determining usability metrics (Task completion, Satisfaction rating)
• Creating Task Scenarios for the test participants
• Run pilot testing internally
• Developing participant profiles that identify qualified participants (ex: internet savvy vs non-internet user)

How We Conduct Tests

Test results give you the verification that the elements that you are changing on your website will give you a lift in customer satisfaction and ROI. There are several metrics that are collected during the usability test, that were identified in the usability test plan, that indicate how successful a participant was able to complete the task. The in-depth interviews and video clips, highlighting patterns and trend, help us:

• Tally up success and failures by each participants for each task
• Perform a deep dive analysis to identify what the core root causes were for the failures based on actual observations
• Make recommendations to fix the problems identified

Recommendations

Eye Tracking research conducted by User First has lead to websites being easier to use and more efficient. We measure how online users use the interface and complete tasks, and segment feedback by demographic, attitudinal and behavioral type. Our research identifies what is working well and which are causing problems for optimizing the customer experience. Below is what you can expect:

• Each usability test will report the details on all problems encountered by the participants
• A PowerPoint deck will be presented that collects all satisfaction scores and additionally:
  • Identifies the points of failure
  • Makes concrete recommendations that will improve the customer experience
  • Categorize the recommendations into Urgent, Important and Nice To Have, to help business decision makers prioritize.
• Recommendations for changes based on known human factors, cognitive, and behavioral principles, that follow recognized best practices
• Wireframe layouts based on the data

Got questions? Contact us to discuss how Eye Tracking Research and other services can help you to better understand the people who use your website.