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

salome@plasticmobile.com

Diana Lucaci

@dianalucacidiana.lucaci@trueimpact.ca

I N T R O D U C T I O N

15

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

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

Emotional

Logical

Feel Say Do

Feel Say Do

Feel Say Do

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

How We Met

What Does Neuromarketing

Mean to Mobile?

OurHypothesis

What We Did

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

29

Apps Influence Brand Perception

FINDINGS & RECOMMENDATIONS

Before

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

37

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

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