As part of this course, groups of students create and design a specific usability experiment, carry it out as part of the practical course and then evaluate and interpret the results. The final result is a research report. In short, this means:
– Design of usability experiments (user studies)
– Study preparation and implementation
– Data analysis
– Writing up the results and peer review
The experiment will be conducted using imotions Online Tool and hence, can the experiment can be applied in a hybrid environment.
In an era where consumers are bombarded with countless options and distractions, delivering a seamless and satisfying user experience (UX) has become a cornerstone of successful marketing campaigns. Whether navigating a website, interacting with a mobile app, or engaging with online as well as offline content, users expect intuitive layouts, smooth interactions, and personalized experiences ideally tailored to their preferences.
Moreover, with the rise of e-commerce and digital advertising, understanding user behavior and preferences has never been more critical. Businesses must not only attract users to their platforms but also keep them engaged and satisfied throughout their journey. By prioritizing user experience, organizations can foster customer loyalty, increase conversions, and ultimately drive business growth.
In this course, students will explore the fundamental principles of UX and eye tracking and their pivotal role in shaping marketing strategies. They will gain insights into how UX impacts consumer behavior, particularly in digital environments, and learn how to leverage eye-tracking technology to gather empirical data and optimize marketing efforts.
On successful completion of the course students will be able to:
1. Apply the different steps that need to be considered in user studies.
2. Derive a research hypothesis based on a problem and translate it into a study by using the
various methods for usability experiments correctly.
3. Design, conduct and analyse usability experiments and evaluate the results.
4. Identify the problems that can occur during user studies in the laboratory or field and
implement proper solutions immediately.
5. Summarize the major learnings and conclude the research findings.
Have basic knowledge of biometric measurement experience and can operate the iMotions software programme including measuring devices such as eye trackers, galvanic skin response measures and/or facial expressions.
In general it is helpful to have basic knowledge on marketing strategies, but this is not a “must-have”.
Moreover, to complete this course, you need to join a team of 2 students and take part in all meetings we expect that you have a laptop to work with to set-up your research project and analyse your eye-tracking data.
• Holmqvist K. et al.; (2017): Eye Tracking: A Comprehensive Guide to Methods and Measures; Oxford University Press.
• Duchowski, A.T. (2017): Eye Tracking Methodology, Springer Verlag, Wiesbaden.
• Further literature will be announced during the course.
The course content is taught in seminar-style:
– hybrid project work
– laboratory work with online tool
– presentation & discussion in class/hybrid meetings
Transcript of records