N e u r o s c i e n c e B r i g h t e n s t h e
T H E G R E Y A R E A O F M O B I L E U S E R F E E D B A C K
O C T O B E R 2 0 1 3
S a l o m e S a l l e h y@salomesallehy
[email protected]
Diana Lucaci
@[email protected]
I N T R O D U C T I O N
15
We Wanted to Understand
15
We Wanted to Understand How People Really Feel
15
We Wanted to Understand How People Really Feel About Mobile Apps
15
So We Went Straight to The Source...
15
So We Went Straight to The Source...
The Brain
N E U R O M A R K E T I N GA B A C K G R O U N D E R
15
90% of Behaviour is Driven By Emotion
8
Emotional Vs. Logical Brain
YOU SAY WHAT YOU THINK
BUT ACT ON HOW YOU FEEL
YOU SAY WHAT YOU THINK
Neuroscience: fMRI, EEG
Biometrics: Facial coding, Eye tracking, GSR
Neuromarketing
Neuroscience: fMRI, EEG
Biometrics: Facial coding, Eye tracking, GSR
EEG & Eye Tracking Marrying Eye Tracking + EEG uncovers never seen before insights
WHAT’S BENEATH THE SURFACE
HOW CAN WE PREDICT BEHAVIOR?
HOW CAN WE OPTIMIZE CONTENT?
M O B I L E A N D N E U R O M A R K E T I N G
What Does Neuromarketing
Mean to Mobile?
P I Z Z A P I Z Z A
Four Findings For New Perspective
Every Inch MattersFINDINGS & RECOMMENDATIONS
P I Z Z A P I Z Z A
Findings: Images & prices are areas of focus
Recommendations: Prioritize your content
P I Z Z A P I Z Z A
Apps Influence Brand Perception
FINDINGS & RECOMMENDATIONS
Apps Enhance
BrandAffinity
After
P I Z Z A P I Z Z A
Findings: For better or worse, apps
can change brand perception
Recommendations: Do it, but do it right
P I Z Z A P I Z Z A
Engage ThemWhen It CountsFINDINGS & RECOMMENDATIONS
P I Z Z A P I Z Z ASOMETIMES THE MOUTH & THE BRAIN DISAGREE
-1.0
-0.8
-0.6
-0.4
-0.2
0.2
0.4
0.0
0.6
OPEN APP FIND ITEM SELECT ITEM CHECKOUT ENTER INFO
P I Z Z A P I Z Z A
Findings: The right usability design can even
make them love checkout
Recommendations: Reduce hurdles at checkout
P I Z Z A P I Z Z A
Images Are More Than Just
Pretty PicturesFINDINGS & RECOMMENDATIONS
OPEN APP BROWSE/FIND HOTEL SELECT HOTEL BOOK ROOM CHECKOUT &
CONFIRMATION
OPEN APP BROWSE/FIND HOTEL SELECT HOTEL BOOK ROOM CHECKOUT &
CONFIRMATION
People respond to certain images
P I Z Z A P I Z Z A
Findings: Utilizing imagery effectively is about more than
just making things look nice.
Recommendations: Capture and keep your audiences attention.
P I Z Z A P I Z Z A
W R A P P I N G I T U P
Your Customers are More
Your Customers are More Than Data
Small Screens Need Prioritization
of Content
Get it Right With Good Insights
Enhance Any Experience With The
Right Design
Neuromarketing Insights
Can Guide Usability
T H A N K Y O U !
D I A N A L U C A C I@ d i a n a l u c a c i
d i a n a . l u c a c i @ t r u e i m p a c t . c o m
S A L O M E S A L L E H Y@ s a l o m e s a l l e h ys a l o m e @ p l a s t i c m o b i l e . c o m