User sTUDY: eYE TRACKING
Overview:
Using Tobii-Pro eyeglasses and eye tracking software, I facilitated a usability study with existing customers. Gaze analysis identified problem spaces and opportunities for design recommendations.
The Ask:
Explore the current in-store shopping experience of WINNERS and identify areas of design opportunity.
Duration: 2 Months
Team: Jane Anchakova, Lucas Lazdins & Celine Wong
Role: UX Researcher
Tools: Tobii-Pro Lab Software & Glasses, Adobe Illustrator
P R O C E S S
O B J E C T I V E S
Conduct exploratory user research by observing the current shopping experience for WINNERS customers.
Identify where consumer focus & attention is drawn to using eye-tracking software.
Uncover decision making processes of consumers to identify motives, needs, & behavioural patterns.
Synthesize data for design considerations & recommendations for key stakeholders (TJX | WINNERS, customers, & design team).
A P P R O A C H
Recruitment
Wrote a post seeking research participants that were:
Females
Aged 25-54yrs
Occasional or regular shoppers at WINNERS.
Participants were incentivized with a 100$ gift card.
12 participants were selected.
Discussion & Task Guide
In 45min, 4 shopping tasks were assigned to participants to complete. This ensured consumers would explore more spaces of the store, and provide test consistency.
Task 1: Find pants for a job interview
Task 2: Find a baby gift for a close friend
Task 3: Find a household item to gift
Task 4: Browse for an item [they] want (unstructured)
Methodology
Tobii-Pro glasses were used to record participants’ gaze while completing shopping tasks.
Moderating 1 on 1 sessions, we encouraged users to think out-loud.
Compiled notes from each team member, shared quotes and observations. Video and audio recordings were also made for documentation.
Use pro-lab software to generate heat maps, gaze plots, & tracking metrics to aid our data analysis.
F I N D I N G S
1. Unclear Navigation
Indistinct or vague navigation is a barrier for customers to achieve their task/goal, and causes frustrations.
“I’m not sure where to go next…”.
2. Labeling and Content Grouping
Categorization of merchandise caused unease due to ambiguity.
“That’s misleading…I would not shop for dress pants here”.
3. Clutter Causes Confusion
Messy, over stocked areas created confusion, distractions (delayed task completion), and overwhelming experiences.
“I wish they would organize the store better, I don’t even bother with some sections”.
R E C O M M E N D A T I O N S
I M P L I C A T I O N S
By conducting this field study, trends in user behaviour were identified, informing initial design recommendations for WINNERS. Further research into WINNERS’ operations is required to explore the current problem spaces such as: signage, inventory, stocking processes, and likelihood of adopting new solutions. These findings helped provide context for our future design sprint and inform WINNERS of current opportunities to enhance the customer shopping experience.
R E F L E C T I O N S
Learning new research methods such as eye-tracking is beneficial, however, each research method has its limitations. The maps generated from Tobii-Pro lab are not always reliable as users gaze are highly variable, and my present false ‘insights’ to researchers.
Assumptions: This study operated on several assumptions (eg. target consumers/ task assignment), that may affect research results.
Through contextual inquiry, we are able to assess what users do versus what they say they do.
If time allowed, I would like to expand our research to a broader audience; identify how companions (children & partners) may experience the store. Is there opportunity to enhance their current experience?