UI-UX Testing for an E-Commerce Brand
To evaluate emotional engagement with a website, we observed users navigating tasks like search, filter, and checkout. Using facial coding, gaze tracking, and verbal walkthroughs, we identified confusion, hesitation, delight, and satisfaction. This mapped attention zones, dead spots, and emotional spikes —revealing key content and layout fixes to improve usability and user flow.
The Challenge
To evaluate emotional engagement, ease of navigation, and user frustration points while interacting with the website
Our Approach
Participants are recorded while completing key tasks (e.g., searching a product, applying filters, adding to cart, checking out).
Gaze tracking identifies attention zones and dead spots.
Facial coding maps micro-expressions to detect confusion, hesitation, delight, or satisfaction at each touchpoint.
Layered with short verbal walkthroughs to interpret emotional spikes.
The Impact
DEFINIFING AREA OF INTEREST: Pinpoints critical information providers to inform content prioritization and layout optimization
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