About James Breeze

Objective Digital Holdings Pty Ltd has offices in Sydney (Objective Experience Sydney) and Singapore (Objective Experience Singapore). De-coding behavioural insights so your Customer Experiences are fantastic! Eye Tracking, CX, UX, Usability Testing, Shopper Research & Design Thinking across Australasia and South East Asia.

Portable eye tracking – Tobii Glasses 2

Tobii has recently announced the release of their new mobile eye-tracking glasses – Tobii Glasses 2!

Tobii Glasses 2 reveal what a person is looking at while they are engaged with real world environments and in other activities. They are the successor of the original Tobii Glasses, but come with a whole range of boastful upgrades to solidify their place as the future of mobile eye-tracking.

Buy Tobii Glasses 2

Tobii Glasses 2 Eye Tracker available in Singapore soon!

The glasses only weigh a tiny 45 grams and come with an upgraded wide angle HD scene camera and clear rims for optimal viewing. A new wireless feature allows for remote LIVE viewing so that others can instantly view what the user sees! With Binocular eye-tracking for improved accuracy and 1920×1080 pixel scene recordings, this new piece of technology will be in high demand as researchers discover more and more ways to use the technology in innovative ways.

 

New in Tobii Glasses 2 eye tracker

Live view — allows researchers to see exactly what a person is looking at, wirelessly and in real time. Gain immediate and actionable insights to tailor your retrospective interview prompts.

True view — provides complete freedom of viewing for the wearer thanks to the wide-angle HD scene camera and four eye cameras in a thin frame. Secure valid research by accommodating peripheral vision and natural viewing behavior.

Flexible mapping tool — significantly reduces time for coding videos. Efficiently aggregate and process data from multiple test participants for specific study objects. No more IR markers!

Lightweight, unobtrusive design — feels like a regular pair of sports glasses at only 45 grams. Give participants maximum freedom of movement to behave naturally.

Here’s a recent webinar from Tobii on Tobii Glasses 2 eye tracker

Mobile Banking: Who has improved app usability and, surprisingly, how many haven’t

Seventy three percent of Australians aged 15-65 own a smartphone. 65% used their smartphone everyday over the past week and 77% don’t leave the home without their device. With the rise of mobile usage it’s no wonder some of Australia’s leading banks are now making the mobile customer experience a priority (Frost & Sullivan Australian Mobile Device Usage Trends 2013).

However, since releasing our incredibly popular mobile banking app usability white paper in August 2013, it is surprising to see how little has changed in the Australian mobile banking app market!

The CommBank mobile banking app is one banking application leading the way in not only giving customers the ability to manage their finances while on the go, but helping users in making it a usable, seamless, easy and quick process. Here are some of the reasons why:

1. Optional Transfers Customers have the option to make payments to a friend via Facebook, mobile number or their friend’s email address through the CommBank app. All the recipient needs is an Australian BSB and account number. Existing Commonwealth Bank customers will receive the funds directly into their account. Ensuring no-one is left out, anyone who is not a Commonwealth Bank customer will receive a text notification and a code from the sender to retrieve funds.

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CommBank’s mobile banking app, transfers, May 2014

2. On-the-Go payments using NFC or PayTag CommBank has been one of the fastest movers on allowing customers to pay on-the-go using either NFC (near field communication) or their recently introduced PayTag technology. A PayTag will cost customers $2.99 and sticks to the back of the mobile phone, working just like a credit card for tap-and-go payments. The PayTag is simple to install using on screen instructions, and is used by just tapping your phone as you would with a credit card.

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PayTag for iPhones

3. Cards Top-Up Easily top your cards up while on the go. This is a particularly useful feature when using travel cards and need to quickly access accounts to transfer money to your Commonwealth Bank travel cards all in one place within the app. Once navigated to the “top up” feature, large credit card images are visually displayed on screen accompanied by a large “top up” button where customers can simply “top up” from one card to another.

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CommBank’s Card Top-up, May 2014

4. Transfer between accounts Vertical scrolling wheel to select accounts for transfer ensuring there is minimal user input to complete the task. Only relevant information is visible on screen keeping design minimal, user friendly and removing the possibilities for user errors or confusion.

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Transfer between accounts, May 2014

5. Usability and overall user experience The most common tasks performed by users are now visible with a clear call to action on the launch screen. As users have limited time and generally be on-the-go, it is important to consider the context in which the mobile app is used. CommBank does a nice job of bringing these common tasks like account transfers, payments and tap and pay forward for their customers, whilst still keeping all app functions easily accessible through the main hamburger menu (top right).

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Launch Screen (left) and Navigation (right), May 2014

The mobile payment space may have started out somewhat slower than expected from Australia’s leading banks, however, with the ever-increasing rise in mobile use, together with customers demanding quick and usable payment solutions this is sure to change. This is evident with many of Australia’s leading banks currently releasing and/or testing new mobile payment solutions for their customers. The examples provided show CommBank leading the way with updated features and usability making everyday tasks easier for their customers.

It has never been more important to be considering the user experience of the product by researching and testing new solutions and designs with customers to evaluate how, when and why they may or may not use their mobiles for payment and everyday banking.

Providing customers with an accessible, easy and useful mobile payment experience can go a long way in, not only ensuring they continue to use it, but that they will be one of your strongest advocates.

So do you have a product or service you want to put in front of your customers? Find out about all your usability testing options and contact us for a quote!

Myles Clemones – UX Consultant

Sydney Research Network – Objective’s in-house recruitment agency

We welcome Michelle Brandwood, who joins us as Recruiting Manager. Objective Digital’s in-house recruitment agency, Sydney Research Network, lists well over 2000 participants allowing for rapid and efficient recruitment of participants based on demographic and lifestyle segmentation criteria. Recruitment being an in-house activity ensures a rigid process of quality management by ensuring a fresh source of participants for market research; not relying on single existing database.

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Michelle Brandwood, Recruitment Manager at Sydney Research Network

Eye Tracker Sales, Rental, Training and Consulting in South East Asia

Objective Eye Tracking has been formally been signed up as a reseller for Tobii Eye Tracking SE ASIA!

Please email jbreeze@objectiveeyetracking.com for assistance or call +65 8201 7285.

Objective Eye Tracking Asia

Buy eye tracker in these SE Asia countries

Visit our International websites! We offer sales, training, support and consulting across SE Asia in areas including eye tracking in:

  • Digital
  • Mobile
  • Website
  • Shopper Research
  • Marketing
  • Retail
  • Driving
  • Advertising.

Eye Tracker in Australia and New Zealand –  Sydney, Melbourne, Brisbane, Auckland, Wellington – http://www.objectiveeyetracking.com/

Eye Tracker in Singapore – http://www.objectiveeyetracking.com/

Eye Tracker in Philippines – http://www.objectiveeyetracking.com/ph/

Eye Tracker in Indonesia – www.objectiveeyetracking.co.id

Eye Tracker in Malaysia – http://www.objectiveeyetracking.com.my/

Eye Tracker in Vietnam – http://www.objectiveeyetracking.com.vn/

Eye Tracker in Thailand – http://www.objectiveeyetracking.com/th/

Eye Tracking Consultant Sales Rental Training

Combining Contextual Inquiry with Eye Tracking

With technology becoming more and more complex, it is key to understand how actual users interact with challenging applications. Observing users work with these systems while at work or home is bound to yield rich qualitative data.

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Objective Digital’s article, “Combining Contextual Inquiry with Eye Tracking” in UX Magazine describes how eye tracking call center operators revealed some pretty amazing insights. It revealed how a stressful environment coupled with an ineffective interface can result in bigger issues, like poor customer satisfaction and high staff turnover.

Needless to say, the findings from the eye tracking analysis put a lot of arguments to rest and were the basis for the design decisions for the systems improvement.

“I finally get it!” – Eye Tracking

Next Bank Sydney 13 brought banking experts from around the World to a wonderful venue in The Rocks, Simmer by the Bay.  As a speaker, I was set a challenge by Rob Findlay, Next Bank Founder, “Shake it up”. So I did. Next Bank Sydney Logo

Instead of my run-of-the-mill presentation, I fearfully told a story about the things that piss me off in banking and the broader enterprise marketing realm and how eye tracking can dramatically improve the situation. I really want to help people discover that:

  • Data from poor market research methods add no value to business decisions and are ignored by senior execs
  • Understanding human unconscious is critical in marketing and no, you don’t know much about what really drives your customers. Certainly nothing about how or why they do what they do.
  • Marketing budgets are simply wasted if no-one looks at your stuff and this is avoidable.
  • A shit ad is a shit ad, no matter where you stick it.

My presentation was a resounding success and at the end a client of 6 years approached me and said, “You know I have worked with you for more than 6 years and only now do I really understand eye tracking!”

Here’s my presentation, enjoy and let me know what you think?

Here’s the slides with text for your reading pleasure.

What’s in a name?

“Is there anything more important than your name?”

Paul Cave, AM – Founder and Chairman of Sydney BridgeClimb.

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Sydney Harbour Bridge by John Armytage.

Today, I heard an awesome story of perseverance, creativity, history, politics, measurement, customer experience and passion! The Sydney BridgeClimb is a truly customer centric organisation, driven from the top.

Paul, who has been an avid collector of Sydney Harbour Bridge memorabilia for decades, still reviews customer satisfaction scores for his business daily. He responds personally to all customer complaints and mandates that his staff learn and address all their clients with their first name.  That’s more than 3 million first names since inception in 1998.

Do you address your customers personally?

Thinking like a designer for 90 minutes

This week I had the fantastic opportunity to think like a designer in the Stanford d.school Virtual Crash Course at Objective Digital. Our consultants, Dave Hayes and Nirish Shakya had recently finished teaching the 12-week UX Design course at General Assembly’s Sydney campus. We hosted the recent graduates of the course help them to put what they learned into practice in 90 minutes! Being the curious psychology student that I am, I decided to pop my head in to see what was happening. Coming from a psychology background and having spent my entire degree practicing scientific principles of experimentation, I was pleasantly surprised by this experience.

What was it all about?

The D-School Virtual Crash Course provided a fun, energetic and fast paced guide to thinking like a designer. The course had a simple objective – to re-design the experience of your partner giving a gift to someone else (your partner being the person sitting next to you).

You get 8 minutes to interview them and find out about their past experience of giving someone a gift, their motivations, desires, likes, dislikes and anything else you could think of that influenced why and how they bought that gift.

“So tell me about the last time you bought someone a gift.”

“So tell me about the last time you bought someone a gift.”

We conducted 2 quick interviews each, the second one to dig deeper to answer more ‘why?’ questions. Then came the chance to think out of the box and think of as many radical solutions we could for their gift giving dilemmas. We then tested our initial concepts by showing them to the user. Based on their feedback, we picked one concept to prototype.

Quickly getting feedback on our prototypes but also having fun

Quickly getting feedback on our prototypes but also having fun

We made real life arts and crafts versions of those prototypes. Did I mention that we only had 4 minutes to do each of these activities? Maybe I didn’t stress it enough, this was FAST!

Rushing to find the appropriate materials. “How do I bring my concept to life??"

Rushing to find the appropriate materials. “How do I bring my concept to life??”

What did I like about it?

I particularly liked how similar designing is to being a psychologist. One of the most important parts of designing for someone is to understand their needs. This means you have to empathise with your user. All of those skills I learned about probing and asking the right questions to get to the core of someone’s problem – the same goes for designing.

I also really enjoyed how the fast pace nature of the course meant that no one in the group was judgmental, knowing that someone only had 4 minutes to re-create your gift giving experience means that your user is not expecting a Picasso masterpiece.

What made it challenging?

I found the very limited time given for the activities difficult. It was really challenging to find out enough information in a 4-minute interview. Also, I am terrible at arts and crafts! Trying to make a model of a prototype within a few minutes was very challenging. However, the limited time forced us to focus on just the critical things and not on every detail.

What did I learn?

I learned how important it is to understand the customer’s needs. It seems that many companies fall into the trap of assuming what their customer wants and what they need. Designers then make solutions for the wrong problem or problems that probably don’t even need to be solved! If only all the stakeholders could do this crash course, they would have first hand experience of why it is important to understand the root cause of customer’s needs and behaviours. Excel spreadsheets and funky charts can only tell you so much. To really understand people and their problems, you need to go talk to them.

Summing it all up

Overall, this was a very rewarding experience. I feel that even though I’m not specifically a designer, learning to understand my user / client is a essential skill for any job I go into. In fact, I think this is something anyone and everyone should try to do. It’s not just about being a designer for 90 minutes; it’s about learning to emphathise with the needs of the people you’re solving problems for. I would encourage anyone from any background to try  the d.school virtual crash course, even if you don’t think you’re creative or know much about designing. I’m not and I don’t, but I can promise it was heaps of fun!

“See the beer represents how food is an essential part of life and giving!"

“See the beer represents how food is an essential part of life and giving!”

Amanda Krulis

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 Amanda is a student at UNSW studying a Masters of Organisational Psychology. She is a new intern at Objective Digital and is striving to learn as much as she can about user experience. Amanda also loves spending time outdoors and skiing around the world. 

Eye tracking mobile devices – now even easier with the Tobii X2 mobile device stand

Our dedicated love on mobile devices

During my commute to and from work each day, there’s one thing I must not forget to bring with me. It’s not my train ticket or my wallet, it’s my phone, and without it I am lost. The truth is I am not the only one; people love their smartphones and other mobile devices. People are spending more and more time on mobile devices and based on the latest Flurry’s analysis, 80% of that time was spent on apps. But, the question is: on which apps? A recent study by Compuware found that 79% of people will only give an app one or two tries, and if it doesn’t meet expectations they’ll never use it again.

As marketers, it’s critical to understand how to engage your consumers by providing a better experience when they use your mobile apps. The great news is, we have just the right solution for you!


Latest solution for mobile device eye tracking testing

Our latest Tobii Mobile Device Testing solution lets you study how consumers experience mobile websites and apps and how they engage with any mobile ads on mobile devices. Tobii X2 Eye Trackers, paired with the Tobii Mobile Device Stand, provide a dedicated solution for efficient and high quality testing of mobile devices and tablets.

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Accurate, the solution delivers highly accurate data you need to test small devices, where logos, text and buttons might all be within one degree of visual angle distance and any compromise on accuracy can lead to the wrong conclusions.

Efficient, we can take the eye tracker to any location where it is convenient to run your tests, you have enormous options in recruiting participants.

Flexibility and natural interaction, the solution allows test participants to interact with the mobile device in a natural way, creating a distraction-free user experience. Users can take hold of the device, smoothly rotate the device between landscape and portrait modes, and interact with it from a comfortable viewing angle.

High quality data, suitable for both quantitative and qualitative studies that require high quality behavioural data. The fixed mounted high-definition (HD) scene camera captures the details needed to analyse small screens.

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We’re here to help you get on the front foot

Interbrand, a corporate identity and brand consulting firm, recently ranked Apple the most valuable brand in the world, it’s the first time Coca-Cola hasn’t topped that list since it was first published in 2000. The world as we know is changing and mobile devices are a huge part of it. Websites worldwide now get more traffic from mobile devices than PC, people browse 70% more web pages per visit. It’s time to get on the front foot of your consumer mobile experience and we’re here to help.

Click here for a quick video introduction to our mobile device testing solution!

Yoana Francisca

Objective Digital at the POPAI Professional Women’s Info-Drinks

Yesterday the female team members at Objective Digital joined the POPAI Professional Women’s Info-Drinks at the Hilton Hotel, where Stephanie Tam, State Sales Manager of Lorna Jane, shared the best shopper insights and strategies she picked up during her travel around the world as part of the Westfield’s 2013 Young Retail Study Tour.

Not surprisingly, early on in her presentation, Stephanie pointed out that retail experiences should be all about the customer.

“What makes your brand go round? – 360° retailing” (Stephanie Tam)

This should not come as news to anyone in the industry, however, Stephanie emphasised the fact that she found it difficult to find any retailer in Australia performing as customer experience oriented as she found in the rest of the world.

These were a few of the stand out companies Stephanie found during her trip:

1. Burberry

Burberry in London

Stephanie spoke about her experience in the Burberry flagshipstore in London. When trying on a pair of jeans in the change room, the screen in front of her showed her other items that would go with the jeans. When she selected them the sales person would be waiting outside the change room with those items ready to try on.

2. Warby Parker

Warby Parker in USA

Warby Parker – predominately an online company, opened a physical store to allow people to try on different styles of glasses, take photos, post photos and share it on social media and then place their order. In that store there is no inventory, rather orders are placed online and dispatched from a warehouse. Not only did the company successfully increase traffic to their website, this strategic move led to a huge increase in sales.

3. Kate Spade’s Pop Up Store

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Kate Spade in NYC

Taking window shopping to the next level by delivering a “different” experience to the customer, Kate Spade Pop Up window shops display the latest fashion on a touch screen display in front of a nicely decorated window. The customer can choose a product on the screen, which can then be delivered to any address in NYC within one hour. Transaction takes place through an app on the customer’s smart phone.

Other stores follow this same strategy:

4. This is Story

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“Story is a retail space that has the point of view of a magazine,

changes like a gallery and sells things like a store”

Located in New York, This is Story provides an experience to their customers that changes every six weeks. This strategy is exciting and lures their customers back into their stores on a regular basis.

In today’s fast paced and changing world, it is important for every company to be up to date and provide experiences that are relevant to customers on a daily basis.  A successful strategy today might be obsolete by tomorrow. Each and every company has to listen to their customers on a regular basis, test their services and products for improvements and change their offerings accordingly.

Last but not least, Stephanie pointed out the importance of ethical values of a company. Customers are after a great (purchasing) experience, however, they also strive for more sustainable values that leaves them with a satisfied feeling after their purchase. “Giving back” as part of their purchase experience is valued highly, and in today’s world a large percentage of customers are willing to stay loyal to a particular brand, evening spending an extra dollar or two to be apart of the larger community effort.

For example, Stephanie named Toms’ “One for One” programme that donates a pair of shoes every time a customer purchases one. Another great example of giving back to the local community is the Nike+ FuelStation Pop-up, located in a park in London. Nike provides a meeting place for runners, a place to hang out and get educated on all things fitness like running routes and eating plans. This space does not sell any Nike gear, but rather provides a sense of community to its customers.

To sum up, Stephanie presented a good case of the importance of considering the customer’s experience in every business strategies and that adapting to the changing environment in today’s world is key to successful operations.

This makes us proud of working in a company that is specialises in just that: Improving the customer experience from a 360 degree perspective – across all touch points!

Danielle Azar and Jasmin Kollinger