User experience (UX) encompasses a user’s interactions with a brand’s product or service. These interactions range from browsing a website to using a mobile app. UX focuses on the tasks that users perform for specific purposes and the experiences they have during these processes. Ease of access to information, a well-structured information architecture, clear and intuitive navigation, learning speed and visual design are key components of UX.
Neuromarketing techniques such as eye tracking and mobile EEG offer great advantages in analyzing UX and UI processes in more depth and understanding users’ conscious or unconscious reactions. These techniques can more objectively reveal how users interact with products or services, which features attract attention and where users experience difficulties.
Eye tracking involves a set of metrics that are usually integrated into software and automatically calculated in near real time. These metrics provide researchers with a detailed picture of where consumers are directing their attention. Using this data, marketers seek to gain important clues to understand both the conscious and unconscious responses of consumers to marketing messages or brand stimuli.
Eye tracking identifies which areas of a website or app attract users’ attention. For example, which button does a user look at first, or which part of a form does they get stuck on? This information enables the correct placement of critical elements, creating a more effective user experience. Eye tracking directly identifies where users struggle to perform a task. For example, if they struggle to find a button, this indicates visual complexity.
Mobile EEG measures users’ brain activity to understand their emotional reactions and cognitive processes during interaction with the product. Mobile EEG can measure a user’s cognitive load (how much mental effort it takes to complete a task). Lower cognitive load indicates a better user experience. Mobile EEG reveals users’ reactions that are not consciously expressed but can be measured by brain activity. This provides deeper and more objective data than traditional user research methods.
Techniques such as eye tracking and mobile EEG go beyond traditional UX and UR methods, allowing for in-depth analysis of users’ conscious and unconscious reactions. This creates an important basis for developing more effective, efficient and user-centered products.
Reference: Psychologist Merve Altındağ
Uyar, A., & Uyar, K. (2024). GÖZ İZLEME (EYE TRACKING) ANALİZ YÖNTEMİ İLE DOĞAL BAL TEMALI REKLAMLARIN ETKİNLİĞİNİN İNCELENMESİ. Uludağ Arıcılık Dergisi, 24(1), 126-141.
Hamurcu, A. (2014). Türkiye’de kullanıcı deneyimi tasarımının doğuşu ve gelişimi sürecinde endüstriyel tasarımcıların rolü. UTAK 2014 Bildiri Kitabı Eğitim, Araştırma, Meslek Ve Sosyal Sorumluluk,(10-12 Eylül 2014).
