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!



Visual storytelling in UX


Good UX is all about understanding your customer, their needs, behaviours and motivations. Here at Objective we work hard to make sure that we understand our customers and their needs allowing them to understand the research insights that we gather through pictures, infographics rather than just relying on words alone.

For a recent project we conducted a whole series of contextual inquiries where we visited participants at their home, to really understand them and everything around them. Over a three hour visit the amount of insights that were collated was amazing and it is always difficult to know what to do with all that information.

Instead of producing a text heavy report we decided that a more effective way to present the rich insights was to produce a series of animated storyboards. Avoiding a ‘death-by-PowerPoint’ approach we illustrated the insights and stories from the research in a way which was approachable yet still immediately understandable.

The result is that the client can share insight-heavy research across multiple teams and they can immediately understand what the problem is and a deeper understanding of their customers and their needs. Although using the phrase ‘a picture is worth a thousand words’ is slightly corny, these pictures can summarise 36 hours of research!

Free Tobii Webinar: Tobii Studio Statistics and Eye Tracking Metrics

Are you interested in Eye Tracking? Would you like to gain some deeper understanding of how Eye Tracking data could benefit your research?
I’m excited to invite you to participate in one of Tobii‘s insightful and Webinars.

Join us online on:

Wednesday, August 28 at 5 – 6pm

Our objective is to give you an understanding of how to analyze eye tracking data using Tobii Studio’s Statistic and AOI tool. You will also get a brief introduction to the different eye tracking metrics available in Tobii Studio, as well as how to export the data for Statistical analysis in SPSS and Excel.

Audience and prerequisites:
This webinar is for anyone who wants to learn how to calculate eye tracking metrics and export data from Tobii Studio. No prior knowledge or experience in eye tracking or related subjects is needed.

Dates and registration:
Date & time: August 28, 2013, at 5pm Sydney time
Price: FREE
Registration: Pre-registration is mandatory. Click here to register.

If you have any questions, please don’t hesitate to contact me under or call us on 02 9290 1393.


Sheilah Hogan

The importance of getting recruitment right!


How do you recruit the RIGHT people for testing?????

You need to ask them the RIGHT questions during recruitment. 

The Sydney Research Network asks the RIGHT questions to ensure we get the RIGHT people for market research and usability projects. 

If you’re interested in our recruitment services or participating in paid market research:

     Head to our facebook page:


    Contact me on:


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!



UXAustralia 2012: Some reflections

Brisbane, sunny Queensland: UXAustralia 2012 set off with a theme that was to run through the entire 2-days of intense UX thinking. That theme was humanity and the trail was blazed by keynote speaker Bill DeRouchey. Bill went beyond the need for empathy and called for designers to have compassion towards their users, to really understand their needs. In his presentation, ‘The power of “Why?“‘, Bill mentioned compassion (think Dalai Lama) and curiosity (think Curiosity Mars rover) as the key ingredients to great designs and great humans.


Bill DeRouchey’s depiction of what good design involves – Compassion & Curiosity

Windows Metro was a heated topic during the conference with both proponents and opponents of the new design guidelines being brought out by Microsoft. Shane Morris presented ‘How I became authentically digital‘ which took us on a journey through this new design language / interaction style / attitude (whichever way you look at it). Remember the Bauhaus principle – form follows function?

Bronwyn van der Merwe from Massive Interactive showed us how she helped the BBC create a global experience language to ensure consistency in their brand, vision, user experience, visual design, navigation and interaction in the different products and services offered by the media company across multiple platforms. The magnitude of the project was prominent and so were the outcomes. Check out for the amazing work they’ve done and to download reusable assets and design patterns which you can use for your own projects.

Jake Causby talked about design transparency and framed his talk around the 3 pillars of design transparency – culture, sharing and collaboration. Some of key highlights of his talk were the benefits of having a design wall in the office and the definition of done (what done means to you and how getting early feedback from the client is important). His full presentation can be found at


Jake Causby speaking on design transparency

Maria Salas from Westpac took us through the design processes they used to come up with innovative solutions for the Westpac iPad app. One such process involved using physical objects (e.g. furry balls) to conceptualise designs. Maria pointed out that using these physical objects instead of mockups and prototypes resulted in the designers focusing more on the concept of (say, making a payment) rather than the nitty-gritty details of design or biases resulting from design elements such as wireframes. She also highlighted the importance of unlearning existing prejudices and old habits to form new insights.

Continuing the theme of humanity and ethics (using toilet paper on stage!), Stephen Cox demonstrated how we humans are just the seedlings in the 4.5 billion years of earth’s history asking questions bigger than the ones we usually ask during a typical session of contextual inquiry. What does it mean to be human?


Stephen Cox on the evolution of Homo sapiens

The presentation touched on sociology (norm, scripts and breaching experiments) and showed how adding stories to objects can significantly increase the value of the object. Stephen stressed that design and anthropology  can change humans and urged the audience to make that change a positive one so that our future generations don’t turn into the kind of humans depicted in the sci-fi movie, Wall-E. 


Would you design technology that turns humans into these?

 Joji Mori from the University of Melbourne went morbid (not really) and talked about death, especially the death of users and the design considerations for the possibility of the user’s death or a user that has died. Check out and

Steve Baty recommended researching not just customers but ex-customers (why they left) and even people who don’t want to be customers. In his presentation ‘Sources of Innovation‘, he inspired the audience to ‘Be extreme! Be Bold! Think BIG!’.

Chris Michelle-Wells talked about how great design is not enough and as designers we need to do the following :

  1. Involve the client in the journey.
  2. Be clear what you’re delivering.
  3. Do things that produces artefacts.
  4. Document everything (e.g. takes pictures of workshops)
  5. Keep clients informed.

While the rest of us have been designing websites and apps, Tim Horton has been busy designing cities! Tim wrapped up the conference in grand style with his presentation on the grand designs happening in Adelaide city. Check out or follow #5000plus. 

Overall, I thoroughly enjoyed the conference and the great people and minds I had the privilege of mingling with.Thank you Steve Baty and Donna Spencer for another job well done! And thanks to Objective Digital for sponsoring our trip.

Did you attend the conference? What were your highlights? Feel free to share below.


Nirish is a User Experience Consultant at Objective Digital. When he’s not designing experiences for his users, you’ll find him tinkering with his DSLR in front of a sunset, testing his fiancé’s patience.

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.