How easy is it to navigate your website?

Navigating through a website should be a smooth and simple process, allowing the user to arrive at their desired web page and carry out their user actions with ease. How can this be achieved? Take a brief look at how our team performs a biometric website usability test, comparing two large WA Universities.

Our Approach 

The Neurolytics team set out to test two leading universities' web-pages to gauge the usability and user experience of various user tasks. This was achieved using eye-tracking, pupillometry, facial expression and self-reported measures. 

The Problems

A universities website is the main touch-point that a student uses to access information about their study options. It has a significant impact on how students make decisions about what course they will study, find accommodation (international student) and learn about the university itself. Thus, poor user experience of the website may not only lead to frustration but deter interest and even enrolment.  

The Project

To measure and understand the second-by-second user experience of the websites. We used our 'triangulation technique' to derive reliable and accurate findings in a scientific manner. Specifically, biometrics were used to better understand how consumers navigate through the websites, interact with the content, and complete the assigned user tasks (e.g., finding a course). The second-by-second and element-by-element data allowed us to take a deeper look into the pain points along the digital customer journey.

The Outcomes

By looking over eye-tracking and pupillometry data, we identified significant elements on the websites that attract attention and high level of cognitive processing. Using facial expression, we objectively identified frustration and confusion points along the digital customer journey. These insights allow us to provide accurate suggestions as to what should be added / moved / removed to enhance the usability and user experience of the websites.

Key Insights 

The Search Bar 

The ‘course search bar’ is prominent and it captures significant attention. On average, it only takes users 0.9s to detect and look at the ‘course search bar’. Having this search bar also reduces the experience of confusion. Thus, this function has facilitated the usability of the website in searching for programs.

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The Pop-Up Box 

The cookie pop-up box and chat bot pop-up box were significant trigger points of frustration that coincide with significant reduction of joy, especially when users were having difficulty in finding the correct navigation pathway.

Eye-Tracking Heat Map

Eye tracking heat map suggests that users have difficulty in locating the correct navigation pathway on the navigation bar to find the accommodation section within the website. Users tend to search the full page for signposts.

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