About Objective Experience

Objective Experience is your partner for customer experience strategy, research, design and usability testing. Our team of passionate Customer Experience Consultants uncover insights from your customers to optimize customer journeys across all digital and physical channels – mobile apps, websites, systems, shopper and retail. We research on how customers interact with products, services and environments through interviews, surveys, focus groups, desk research, eye tracking and usability testing. Actionable recommendations are developed from our in-depth observations and testing. Our partners and clients come from a wide range of businesses and industries - from large financial institutions and government organisations to technical consultancies, Universities and not-for-profit businesses. Objective Digital Holdings Pty Ltd has offices in Sydney (Objective Experience Sydney) and Singapore (Objective Experience Singapore). Eye Tracking, CX, UX, Usability Testing, Shopper Research & Design Thinking across Australasia and South East Asia.

Top insights from the POPAI shopper summit

Thanks a lot to Yoana, Dan and Jas for sharing their learnings from the POPAI summit. Here are the top 3 insights that we got and Nirish‘s sketch notes from the session:


  1. Retailers want the vendors to spend money on the customer experience of their stores! Strange!
  2. Customers are sick of hearing your (business) story. Ask about their story and start a conversation with them instead.
  3. “Marketing takes the horse to the water but CX makes the horse drink the water.” – Dan. We need to differentiate ourselves from the marketing agencies. We help businesses retain customers long term, not just attract them short term. 

Free Tobii Webinar:Introducing the Tobii UX Live solution for usability testing

In this free 30-minute webinar we will discuss the value of eye tracking-supported usability testing and how to incorporate it in your development process. You will also learn more about the Tobii UX Live solution and how you can use it yourself when testing web pages and software.

In this webinar you will learn more about:

  • The value of usability testing and how to incorporate it in the development process.
  • The benefits of eye tracking-enabled usability testing.
  • How to set up and run a study using Tobii UX Live.
  • Overview of the Tobii UX Live solution.
  • Attendees will have the opportunity to ask questions via chat after the webinar.

Audience and prerequisites:

This webinar is open to anyone who wants to learn more about the Tobii UX Live solution and usability testing. Pre-registration is required.

About the instructors:

This webinar is taught by Johan Koch, product manager at Tobii Technology in Stockholm, Sweden, and Tommy Strandvall, global training manager at Tobii Technology in Stockholm, Sweden.

Dates and registration:

Date & time: Friday, September 20, 2013, at 17:00pm Sydney time
Price: FREE
Registration: Pre-registration is mandatory: Click here to register.

Feel free to contact us if you have any questions!



Design Jam with IntiMate – A secret room for two

How do you notify users of an incoming message without leaving a trail of digital breadcrumbs that is tracable? Is there a way to simplify (or do without) the signup process? How can we design an app that would encourage users to use it many times a day?

These were the design challenges IntiMate brought to the table at OD’s Design Jam last week.

What is Design Jam?
We started Design Jam to help businesses (especially startups) who have genuine design challenges, but do not have the know-how to design a great user experience.

It’s our way of giving back to the community and helping the people who need UX advice the most.

Objective Digital’s Design Jams are pretty straightforward:

  • Name 3 design challenges you are facing right now
  • We’ll help you sketch, design and tackle them in 2 hours
  • You bring food and wine and we’ll get to work!

Want to know more? Contact us for a Design Jam!

Who is IntiMate?
Last week, we had the good people from IntiMate in our offices:

IntiMate is a Secret Room for any 2 people to share intimate content with each other securely on their mobile. Check out IntiMate’s website to find out more.

IntiMate’s top 3 design challenges


The IntiMate team articulated their top 3 design challenges as:

1. Seamlessly getting in (pun not intended)
– How can 2 users effortlessly start to play? How do we remove obstacles to the signup process? (e.g. “We just met at a party…”)

2. “I don’t want to get caught”
– If conversations are a secret, how can we notify a user with many conversations?
– How can we secure access to a conversation without asking the user too much?

3. “Play more every day”
– How do we empower users to discover and use new interactions?

The Design Jam Process

1. Preparation

We prepared for the session by addressing the following questions:

– Business objectives: how will this mobile app impact your business?
– Competitor review: who’s already doing it and what are they doing well/not well?
– Desired behaviours: what are the specific behaviours you want your users to perform that have direct impact on the success of the app?

2. Let’s Jam! (Co-creation, design studio)

To the tunes of Boney M (our artist of the day), we tackled each challenge one at a time, sketching, creating and presenting our ideas in rapid succession.


The focus was to generate a quantity of ideas for IntiMate to take with them, and examine interesting interactions that came up.

3. After Jamming

IntiMate took with them the sketches and ideas generated during the session and had this to say about their experience one week later:

DesignJam-intimate-6“The workshop with Objective Digital has provided the IntiMate team with a real boost in terms of ideation, and potential answers to the challenges that Tim helped us to identify before the workshop.

One of the great added value of this session is that OD’s consultants brought a broad experience of UX, rich creativity and, even more important, a real passion for the products available in the market, most of which they use on a daily basis in their work and personal environments.

It would have taken us many weeks to achieve the same level of ideation, so thank you Objective Digital for your help!”

Got a design challenge you’d like us to tackle? Contact us for a Design Jam!

We’re sponsoring the World Marketing Congress!

The 2013 World Marketing Congress (WMC) is being held at Monash University on 17th – 20th July and we are proud to be Congress Supporters.

The biennial World Marketing Congress attracts hundreds of delegates from around the world. Delegates include many of the world’s leading academics and researchers actively working in the discipline of marketing.

Visit www.2013wmc.org for detailed information on Melbourne, including accommodation, airport transfers, exchange rates, public transport, restaurants and bars, tourism highlights and useful smart phone apps.

Please stop by the lab and check out all of Monash Uni’s eye trackers that we support!

Academy of Marketing Science


Nielsen’s consumer 360 event

As a part of the inaugural consumer 360 event, Objective Digital partnered with Nielsen to showcase the latest in shopper research and technology. Held in the beautiful Blue mountains over three days, consumer insight gurus from across Australia and beyond took time to hear from industry leaders on a range of consumer topics. It was in this setting that Objective Digital was able to show off some of our eye tracking equipment as a part of Nielsen’s Shopper Lab.

Nielsen’s Shopper Lab

In a first for the Pacific, the shopper experience lab offers companies a chance to test designs and concepts, through actual and virtual shelves. They use a range of techniques to gain a deeper understanding of shoppers through “observation, interviews, eye tracking and neuroscience”. For more information on their lab, see their website.
Teaming up with the Nielsen crew has been an excellent chance for Objective Digital to show off some of the capabilities of our systems, including the glasses and floor stand. While I can’t share many of the details of our studies, I can say it’s been an absolute pleasure working with the Shopper team at Nielsen. Their innovative thinking and use of technology is something we are proud to be a part of!


Engaging Customers in DIY Tweets

Australian-ification is what I need. So my wife and I have been watching a show called ‘The Block All Stars’ on Channel Nine. We eventually plan to buy a house in Sydney and seeing people going through renovation nightmare provides a hint of what we have to look forward to, and will hopefully provide hints and tips.

As part of the Block they show comments from viewers made on the social network sites, Facebook and Twitter. This is great I thought, aggregating popular tweets to improve the viewing experience for the user and to provide a window into the minds of the everyday viewer. However, as I watched the episode I quickly realised that the tweets were all too ‘perfect’ and all too apt. Often a post would be shown exactly at the same time as the action appeared on screen, or the posts were always too positive and never overly critical.


The posts seemed too good to be true. There was never even a typo in sight! So next time a tweet appeared I quickly checked out some users. @GNugnug sent 13 tweets all about ‘The Block’ and hadn’t made a twitter, a squark or even a chirp before the show was aired. I wasn’t even able to find one user who went by the name of @mariefleur7. It all made me just a little disappointed, and also annoyed at the apparent low-tec methods the shows producers were using to implement social media into their shows. It makes me wonder what the point is of including comments, if they’re not real?

‘Second screen’ activities are hugely prevalent globally, and we know they are equally both in the UK and Australia (where OD staff have done projects identifying user behaviour and motivations for discussing television shows on social networks). With apps such as Zeebox and Fango they have tried to ensure that conversations happen in apps, thereby monetising these interactions with adverts, app purchases and sponsorship deals. Seems fair enough but the UX research conducted found these services to be pretty distracting and uninspiring for a viewer. 

So there is a challenge, how can you drive customer engagement and encourage a conversation around your shows, supporting free speech whilst at the same time upholding censorship and classification values, whilst making the conversation inclusive and real?

It’s definitely a difficult challenge, but not one that I think the Block All Stars has met. Perhaps I’m wrong and the viewers that send their messages are real and not a television fabrication, tweet me if you’re out there! So next time I watch the show I might just tweet like a songbird trying to get my message to appear. In the meantime, I’ll continue to keep researching the various ways to integrate social media into television shows and thinking about how the user experience of watching TV can be brought into the modern age, or perhaps more importantly if it even needs to be changed at all!!!!


Dave is a User Experience Consultant at Objective Digital. Originally from the UK, Dave loves the arts and is enthusiastic about music, films and design. He’s a creative person and enjoys photography and being active in the photographic community. 

Lean eye tracking – making eye tracking quick and affordable

Eye tracking can be a valuable tool in the UX tool kit, however for some teams, it is perceived as being expensive and long winded. In agile and lean environments (where time and unnecessary steps are being trimmed out whenever possible), consultants need to come up with ways to make set up, testing and transferring findings as seamless as possible. In this post I want to share some tips I’ve learned over the years to make eye tracking both cost and time efficient. 

1) Establish clear objectives and areas of interest

Like in any project, it is essential to have clear research and business objectives. The same goes for what you want to get out of eye tracking. Make sure all the key areas and hypotheses pertaining to eye tracking are communicated before the testing starts. Ask your client to outline the following:
  • Which pages/areas are of the most interest? 
  • Are there specific copy, navigation or multimedia elements we want feedback on? 
  • How do we expect eyes to behave (any hypotheses)?

Understanding these questions puts the moderator in a good position to hit the ground running once fieldwork starts.

2) Analyse in real time

Too often eye tracking is sold as a sexy set of heatmaps. While these are appealing (and sometimes insightful), I find the most valuable form of eye tracking is in real time viewing. This form of insight allows the moderator to understand objective user behaviour and discuss immediately after. The moderator’s screen can also be live-streamed over the web so other members of the team can be a part of the real time analysis without having to leave their desks (or country for that matter).

Some examples of real time observations include:

  • What is being focused on (and what is missed)
  • Long & repeat gazes
  • The gaze journey
In my experience, real time viewing is more valuable to the analysis than any other eye tracking output. Remember to timestamp interesting behaviours and always verify your own observations and hypotheses with the respondent using follow up questions or retrospective think aloud techniques.

3) Streamline analysis

Finally, take time out of the analysis phase by using the software in smarter ways (I am using Tobii Studio). Create video segments (video clips) right after saving the recording and debriefing with your respondent. This works especially well if you have another consutant helping you or during the time your participant fills out an exit questionnaire. I usually do this in the following steps:
  1. Isolate segments quickly by using timestamps or by replaying the footage faster than real time. 
  2. Use the finding or observation as a file name. Do this for as many of the eye tracking findings as you can. 
  3. Add in relevant heatmaps and gaze trails (from your pre-determined areas of interest we talked about in step 1)

With these steps you’ve got the eye tracking collateral you need to make a compelling case for your findings.

Just like screen recording and online surveys, eye tracking is a great tool to help you achieve confident results. Incorporating eye tracking in to lean and agile environments doesn’t need to be an expensive and cumbersome experience, providing you have the right technology and approach. Have you found any tricks to using eye tracking efficiently?

Further reading: Lean UX and the dichotomy of being a UX consultant by Tim Yeo



Dan is the Research Manager at Objective Digital. When he’s not conducting eye tracking studies and uncovering customer insights he is doing DIY, playing Xbox and enjoying an ice cold margarita.

Happiness is…

0 0 1 304 1735 Objective Digital 14 4 2035 14.0 Normal 0 false false false EN-AU JA X-NONE

Shawn Achor – The Happiness Advantage

Smile and others smile with you

The Greatest Predictors of Success:

    1) Optimism: The belief that your behaviour Matters
    2) Strong Social Connection
    3) Perceive Stress as a Challenge

Turn on the brain with optimism
Turn on someone else’s brain by priming them with positivity

Multiply your chances of success through your happiness:

    37% Greater sales
    3x More Creative
    31% More productive
    40% more likely to receive a promotion
    23% Fewer fatigue symptoms
    up to 10 times more engaged
    39% more likely to live to age 94

Creating Sustainable Positive Change in 21 days:
>>Building blocks to stepping above your genetic set point.

1)     3 Gratitude’s – Scan for Positive –  3 things you are grateful for, think on these first thing each day and last thing each night. Journal on the effect in your life.

2)     The Doubler – Write down one meaningful experience in last 24 hrs. with every detail. Include the way it looked, what you heard, smelt, thought and felt, be vivid.

3)     The Fun Fifteen – 15 minutes of fun activity every day.   anything that you truly enjoy.

4)     Meditation – 2 minutes a day watching your breath go in and out. (To undo multitasking – ADD 1 minute a month)

5)     Conscious Act of Kindness – Text or email something you’re grateful for or like about someone to that person.  Do this 5 times every day.

Here’s how to make transformation happen..

The 20 Second Rule: if it takes longer than 20 seconds to do then the mind considers it too hard, remove the barrier so that it is easier. Get dressed in your gym gear and sleep that way until it becomes a habit, leave the guitar on a stand in the middle of the room until practice becomes a habit. 

Making something a habit overrides the 20 second barrier.

Activation Energy –

·       Tilting the path of least resistance toward a positive habit Flow

·       Graph with Challenges (Anxiety) on Vertical Access – Skills (Boredom) on Lateral. Optimal Flow straight Diagonal line

·       What you attend to first becomes your reality.

Blogs and BBQ

We are all just sitting down together for our first Blogs and BBQ afternoon here at OD.  Things get so busy that we just don’t get time. So we have made a monthly event out of it.

Alexis just reminded us why we bother blogging blog. Notes neatly taken.


Now some of the team are entirely focussed on writing, stimulated by some terrible 80’s music…


I can’t wait to see what they come up with!



UX Guideline #102: Draw users’ attention by using images with faces looking at your call to action or message

I noticed True Value Solar’s advertisement on the telly last night for one remarkable thing. Watch the ad and see if you notice it:

In James’s blog post about how people look at other people’s faces, he described how we are not only attracted by other people’s faces, our attention is also drawn to what other people are looking at. In short, we look where they look.  

This is a particularly useful behaviour to act on if we’d like to draw a user’s attention to certain things.  

Have a look at this scene in the ad:  


Notice how the actor’s line of sight is directly in line with True Value Solar? That’s what they want you to look at as he speaks. Visually and audibly, you are then associating the message of the ad with the logo, the brand and the message. 

Coincidence? I don’t think so. The ad does the same thing a few more times in the same ad:


If you visit their website, you will notice how the actor in the Testimonial image is staring right at the [Testimonial] label: 


Very clever way of exploiting this aspect of human behaviour. Do you see what I see? 

UX Guideline #102: Draw users’ attention by using images with faces looking at your call to action or message.