Application:

First Impression Mobile

Situation

  • Target medium: Smartphones or tablets
  • Small screen sizes
  • Potential distractions
  • Competitive market

Problem

  • Short attention span
  • Different concepts of operation
  • Abstraction of information (e.g., icons)
  • High publishing costs

Solution

First impressions matter!

  • Having a question, often our first reflex is to pull out the smartphone and directly expect an answer. Information has to be in reach within seconds.
  • Becoming a daily source of information requires  persuasiveness from the first second: The first impression can decide about sympathy, perceived usefulness, and becoming a mobile companion or not.

Approach

The eye tracking study of the mobile content like apps or responsive websites is conducted within a simulation of a mobile device on the screen of the test subjects. Here we are mainly testing the first impression of the target group, which yields valuable insights about the first encounter with the content, scanning behavior, and intuitive navigation.

The following is examined:

  • First impression
  • Gaze patterns
  • Fixation sequences
  • Density of information
  • Memorability

Simulation

The recording is not conducted on the actual mobile device, instead a mobile device is simulated on the desktop screen of test participants. This is proofed to be a valid approach for the first impression and orientation phase in that it results in the same eye tracking data as if conducted on the actual device*.

* If you would like to have more information, please refer to konversionsKRAFT – Smartphone-Eye-Tracking (german)

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