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

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

Mobile marketing matters

Objective Digital recently teamed up with TNS and IAB Australia to study the Australian mobile advertising landscape. Our goal was to identify opportunities in the market, the readiness of the industry and the effectiveness of the platform in delivering advertising. Meanwhile, the Mobile Marketing Association (MMA) and IHS Global Insight conducted a similar study to understand the impact of mobile marketing on sales. Were there any correlations between the 2 studies?

Mobile web advertising is big

According to the US study, the mobile marketing spending will reach $20 billion by 2015. Every $1 spent on mobile marketing has been estimated to generate $20 in sales. Mobile advertising accounts for almost 50% of mobile marketing spending. Mobile web advertising has the biggest share. This correlates with the steady growth in mobile web usage in Australia in the past 2 years.

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But mobile app advertising is catching up

Although mobile web is getting the biggest share of ad investments, MMA is predicting a 158% rise in investments on mobile app ads over the next 2 years to reach $3.26 billion in 2015. Mobile apps are platform dependant and cost more to build and maintain than mobile websites which work across platforms. However, more and more users are expecting the seamless experience and access to built-in phone features (such as camera, GPS etc.) which are more difficult to implement on a mobile website. TNS recognises this as a niche market as currently less than 1% of installed apps are branded.

We’re spending more money on mobile ads

The Australian industry is spending more money per person than the US in mobile marketing. In 2012, the US spent $306 million compared to Australia’s $86 million.

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We don’t know what’s out there

The TNS / IAB research shows that although the Australian industry is aware of the global trends around mobile growth. But despite the awareness and the increased spending, there is a lack of familiarity with the different types of mobile adverstising that are available (e.g. location-based services, mobile game ads, augmented reality, NFC. etc). This lack of familiarity is resulting is a lot of lost opportunities in mobile marketing.

People do look at ads

It’s all well and good spending money on mobile advertising, but do people look at the ads? Objective Digital used a mobile eye tracker to find out.

eyetracking

We found that people were more receptive to an ad during passive consumption of content (e.g. news catch-up) than active consumption (e.g. looking for local weather). Ads on smartphones were looked at less frequently but people looked at those ads 17% longer than tablet ads. But the most critical component of ad effectiveness was consumer relevance. The ad needs to be relevant to what the user is doing or looking for.

So why does all this matter to you?

Despite the spike in mobile device usage, the majority of the mobile ad market is still untapped. You have the potential to have your company in your customer’s pocket at all times. If you haven’t thought about your mobile marketing strategy yet, you haven’t planned for the future.

Drop us an email if you would like more information on this study or if you would like help making your mobile ads more effective through eye tracking.