The Brief
A leading bank developing a new app wanted to get feedback from consumers using a live beta version. They were keen to understand:
- Consumers’ reaction to the new app
- Understand its strengths, weaknesses and identify any bugs
- Test new ideas, grounded in its usage in the real world
- Understand whether the app achieved its key goals of helping consumers understand their spending and finances better and manage their money better
The solution
We developed a mixed methodology, featuring an agile ‘in the wild’ community to understand how the
app performed in the real world:
- Pre and post survey
- Community of 100 beta triallists lasting 2 months, with feedback tasks and ongoing ‘listening’
- Telephone interviews to explore usage, needs and new ideas in more depth
The result
By tracking users’ eye-movements throughout their tasks we were able
to analyse:
- Heatmaps (user attention hotspots)
- Dead zones (parts of the screen with little chance of attracting attention)
- Statistics showing the fixation duration on each section of the screen
The research and eye-tracking analysis showed there was one clear ‘winner’ – a design which was favoured by users, and which performed significantly better than the others in directing users’ attention towards the premium content and featured content.
Speak to the team to learn more about how we could help you ❤️
