GE Capital shows the way with a high-tech eye tracking lab

General Electric (GE) is a household name synonymous to innovation. Objective Digital recently teamed up with the User Experience (UX) team at GE Capital in Melbourne to help setup their next-generation eye tracking lab in Melbourne as part of their new UX initiatives. It was a lab that made even our experienced eye tracking consultants drool. So what was so special about the eye tracking setup?

Let’s look at how the setup was designed to ensure that every step of a usability session would run smoothly:

Interviewing

The eye tracking testing lab in Melbourne is where the action happens. This is where the user or customer comes in contact with the product. GE’s brightly lit and spacious testing lab meant that participants would feel comfortable. Since it looked like someone’s office, participants would not have to go too much out of their own normal working environment.

Traditional usability testing involves assessing the usability of a product by watching the behaviour of the participants. With the latest eye tracker from Tobii, the X2-30 Compact, GE are now able to see where the customers are looking at. The eye tracker is so portable that it evens fits in your pocket! This results in a drastic reduction in research effect as participants forget that their eyes are being tracked and display their natural behaviour.

Eye Tracking lab Melbourne

GE’s Eye Tracking lab In Melbourne

Mobile Device Eye Tracker

GE Capital also have a Tobii Mobile Device Eye Tracking Stand. For eye tracking mobile apps. It looks like this.

GE's mobile device eye tracker in Melbourne

Recording

Tobii’s eye tracking software, Tobii Studio allows seamless and simultaneously eye tracking and recording of the participant’s activities. Showing a real user talking about your product (e.g. how they didn’t notice a call to action or couldn’t make sense of the information on a page) is the easiest way to convince stakeholders of the value of usability testing and the importance of improving the design.

Tobii X2-30 Compact Eye Tracker in Melbourne at GE Capital

Eye Tracker in Melbourne research Lab with GE Capital

Observing Eye Tracking in Melbourne

Even better than showing stakeholders recorded clips of usability sessions is to let them watch the sessions live. GE had this covered with a big screen showing 3 videos at the same time:

  1. the stimulus with the participant’s eye gaze superimposed on top of it,
  2. the participant’s face to capture their facial expressions, and
  3. the fly-on-the-wall view of the testing lab to observe the things participants usually point at on the stimulus using their fingers.
Observation room for eye tracking in Melbourne

Observation room at GE Capital

Observers also had a choice of viewing the eye tracking session through a one-way mirror in the adjoining room (think CSI!). The room also had a live recording software which synced all video inputs into one.

Dark room with one-way mirror and eye tracking live recording

Dark room with one-way mirror and live recording

Collaborating the eye tracker

GE’s massive observation room also doubled as a collaboration room where designers, developers and other stakeholders can participate in rapid iterative design workshops while watching the usability sessions. This means that design changes can happen on-the-fly without having to wait for the findings to be analysed in detail and the big fat report to be produced.

Collaboration room

Collaboration room with multiple screens to view the sessions

Both GE and Objective Digital are excited about their eye tracking lab in Melbourne and looking forward to the new innovations coming out of GE.

How has your experience been setting up a usability lab in your company? We would love to hear from you in the comments below. Feel free to get in touch if you want to have a chat about setting up Tobii eye tracking usability labs in Australia, New Zealand or South East Asia.

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