Researchers from UX Focus found out for Pražská Plynárenská (energy supplier) what customers are experiencing, how they orient themselves and make decisions when visiting the branch using eye-tracking glasses.
Customer behavior is a complex process and relying solely on customers’ feedback and researchers' assumptions are not enough. Eye tracking captures their normal and unconscious behavior, giving researchers a deeper understanding of the situation.
„UX Focus has helped us to raise visibility of places we don't even think about in daily practice – entrance to the branch, signage, and perception by visiting customers.“
Head of business office center
Pražská Plynárenská, a.s.
Eye tracking glasses allow you to understand the entire customer experience in a real or simulated environment. Thus, after incorporating the proposed changes, experience of the customer is definitely better.
Author: UX Focus