DBS Bank in Singapore partnered with Objective Experience in order to gain valuable insights of their customers visiting the DBS branches. Using eye tracking as a research tool allowed us to gather invaluable data of DBS customers’ subconscious shopping behaviour in-branch, which complemented our traditional customer experience research. As a result, Objective Experience was able to provide actionable recommendations for future utilisation of DBS’ merchandise and to improve in-branch experiences.
Traditional methods of user requirements gathering such as interviews and contextual inquiry have long served us well. We, at Objective Experience, go deeper by using eye tracking technology to see through the eyes of the customer. In this white paper, we describe our methodology for eye tracking during contextual inquiry and show how it can help you get better insights from your user research.