Take the guesswork out of UX and optimize your products and services.
Expectations have never been higher among consumers for products and services that 'just work'. It's no longer enough to have something that's simply good enough; and delivering a website or digital service that's anything short of intuitive to use will send customers into the arms of competitors. Companies have realized the importance of UX testing and design, and those who work in this field are embracing a raft of new technology which is enabling them to get a deeper level of understanding into how users interact with their products.
Eye tracking has long been tied to UX research and revered for its ability to reveal the WHY behind people's actions and deliver a great breadth of quantitative data on human behavior and interaction. Now this technology is becoming more accessible to the wider community of UX designers.
We sat down with Teresia Schullström, a UX designer at Avanza, Sweden's largest online stockbroker, to discuss how the company uses eye tracking in the design and development of their services.
Q: How important is user experience testing for Avanza?
A: It's vitally important for us that a user's experience is virtually seamless; that's what sets us apart from the competition and we want to take advantage of that. We operate solely in an online environment, so we depend on having not only a fully functioning platform, but one which our customers can depend on and feel confident using.
Q: What role does user experience testing play in ensuring your services are optimized?
A: We user test everything, and the more important features we test many times. It's not just in the beginning either, we are continually reviewing and making changes to ensure we keep up with customers' needs, and also stay one step ahead in coming up with new features or ways to make it easier for people to manage their finances with us. When you're dealing with something as important and emotive as people's money, you need to make sure customers have the confidence in you to make big financial decisions; and delivering a reliable and easy to use platform is a crucial part of that.
Q: What methods do you currently use?
A: We have a range of tools; one-on-one observations, interviews, surveys, and now eye tracking is a huge complement to these. It answers a lot of questions which come up from other testing methods and even highlights some questions we weren't aware of.