QUXD (Quantitative User Experience Design) Benchmark
QUXD Benchmark is an analysis process that makes objective evaluations on visual designs. In this analysis process, users are assigned some tasks according to predetermined scenarios. While users are performing the tasks, the QUXD software records that eye movements with an eye tracker, facial expressions with a camera, and mouse movements simultaneously. After recording, it automatically calculates the metrics associated with these movements. The user interaction data, obtained by the user experience analysis methods we have developed, are analyzed quantitatively and your design is evaluated in many different ways. QUXD Benchmark makes your product a success by comparing your design with design developed for the same purpose by different companies. Click here for detailed information about user experience analysis.
Unlike other analysis methods, QUXD Benchmark uses a variety of meta-metrics, each of which evaluates multiple eye tracking metrics. Meta-metrics created by Visea’s experienced team make logical inferences about design. Meta-metrics called Visual Scan Efficiency, Layout Efficiency, Primary Contect Saliency and Content Transfer Efficiency are the most important analysis data calculated during the evaluation process. The data we provide with QUXD Benchmark helps businesses optimize the design of their web pages, product or service advertisement, posters, promotional brochures and mobile application. In the analyzes the preferences of the target audience are determined and design proposals are offered to increase the performance and profit of the enterprise. In addition, the problems encounter by users during the analysis are identified and design errors are corrected.
QUXD meta-metrics are analysis data that are calculated using multiple eye tracking metrics and play a key role in making a strong assessment of the success of design. Meta-metrics were developed by Visea’s team of experts in psychology and eye tracking, following a detailed review of dozen of scientific studies in the literature. Because QUXD Benchmark uses purely quantitative data, it presents an objective evaluation report rather than providing an evaluation report that varies from person to person and is open to interpretation, thus revealing the sufficiency and efficiency of your design. In the analyzes, it is determined whether the user has already dominate the service, what users focus on, whether the service attracts the attention of the user. This allows you to design your service to meet the needs of users. In addition demographic analyzes are made according to the gender, age, educational level and professional experience of the users and design proposals are offered for target audience of your brand.
Visual Scan Efficiency – VSE
In the tasks assigned to the user, it is asked to find an object (content, image, video, etc.) that makes the design important or must necessarily attract the attention of the user. Using the VSE meta-metric, it is evaluated how efficiently, quickly and actively the user performs this task, and the effectiveness of your design in terms of search-scan is tested. In designs with low VSE values, the completion of specified tasks requires more user effort.
If you want your design to be easily understood by users and quickly reach what they’re looking for, you can evaluate the visual scanning efficiency of your design and get design proposals with VSE assessment.
Layout Efficiency – LE
A layout is geometric information that includes the dimensions and positions of the elements in the design. If you have too many elements in your design, it takes a long time to determine their location and size. Therefore, the layout needs to be well evaluated for efficient design plan. LE assesses how effectively the design uses the available space and performs layout efficiency analysis of your design. For an effective design, the user’s natural behavior and the order of importance of the items, the user looks at in the design, are analyzed. If you use important elements in your design in the right layout and create an effective visual flow, you can influence users more quickly and increase your profit.
If LE value of a design is low, it indicates that the visual resources used in the design are not used effectively. If you want to direct users in right way and attract their attention, you can create an impressive design by using your resource in the right place thanks to the layout efficiency assessment. Thus, you can increase your customer base.
Content Transfer Efficiency – CTE
The effect of content in design on people’s perception varies from person to person. If the expression of your content is weak, the content you want to impress users may not reach its purpose. However, you can reach your target audience with a unique content of impressive visuals and videos. CTE analyzes the content transfer efficiency of your design by testing how much content is become a part of in user’s perception. As a result of the analysis, suggestions are given to strengthen the content.
Designs have low CTE value do not contain catchy details. If you want to impress users with your content and to be at the forefront in other services, you can strengthen your content with CTE analysis.
Primary Content Saliency – PCS
When users examine a design or a product, they perform a voluntary or involuntary visual search action. Important expectations in design; to be reached the impressive content in the design as soon as possible, to be created a positive first impression and to be attracted attention. Therefore, it is important and time consuming in a design, to determine which content should come before or after, where it should be positioned, determination the quality of picture and video. If users cannot access important information in a short period of time or if these contents do not affect the user, the design may fall down. PCS assesses how much of these critical content components can attract attention and it reshapes your design by making the priority content evident.
In designs with low PCS value, users may not notice the important parts at all or they may notice late. With PCS analysis, you can highlight important areas of your design without compromising the integrity of the design. In this way, you can attract more users and increase your noticeability.
System Usability Scale – SUS
It is a method of scoring the availability of any system. System Usability Scale consist of a 10-item questionnaire with a five-level answer (strongly agree, agree, neutral …) option for respondents. It is a fast and reliable tool to measure usability. Originally created by John Brooke in 1986, this product enables us to evaluate a wide range of products and services, including hardware, software, mobile devices, websites and applications.
SUS applies to a wide range of technologies, systems and products, revealing the usability of the system. The QUXD Benchmark utilizes this powerful feature of the system availability scale to evaluate user satisfaction in the analysis.
Facial Expression Analysis
The user’s facial expressions are recorded along with eye movements while predetermined tasks performed in the design. In order to protect the privacy rights of users, only face models are registered instead of real face. Facial expression analysis instantly detects the emotions of users from recorded facial expressions and evaluates the users’ response to the content in the design. QUXD Benchmark recognizes users’ feelings and evaluates how your design affects the user with independent of subjective interpretations. These evaluations determine whether users are happy, sad, surprised, frustrated or scared. The result of objective evaluation combined with facial expression analysis, help guide your design according to the emotions people feel.
Why Do We Evaluate Gaze Points?
The heat maps created as a result of our experiments are the best visual data to compare the gaze points and mouse movements. The heat map generated from gaze points is an image that shows where and how long users are staring. In the heat map, the user’s gaze points are colored with different shades according to their duration. Uncolored areas indicate that the user never looks at those areas, green shades indicate the points that user looked less, and red shades indicate the most viewed points. As shown in the picture below, when comparing the heat maps generated from mouse movements, clicks and eye movements recorded in a session, it is seen that the heat map generated from eye movements gives more realistic information. Heat maps extracted from mouse movements and clicks may not indicate that the user is actually looking at those points. Because the user may be involuntarily clicking or the mouse may not always be where the user is looking. However, QUXD Benchmark provides a more reliable assessment by creating a heat map based on eye movements and evaluating all the points the user has examined in design.