NGCX 2020

August 17 - 19, 2020

Hyatt Regency Indian Wells, CA

Bill Albert, Executive Director, User Experience Center at Bentley University

Bill Albert

Executive Director, User Experience Center
Bentley University

Check out the incredible speaker line-up to see who will be joining Bill.

Download The Latest Agenda

Day One: Using Customer Insights to Streamline Experiences

Monday, August 17th, 2020

4:15 PM Workshop: Is That Really Me? Measuring Emotional Engagement of Customers Using a Virtual Dressing Room in an e-Commerce Website

For many years the UX/CX community was focused on making the digital experience easy and efficient for customers, with little thought to the various emotions that arise during a digital experience. Only relatively recently have UX/CX professionals begun to focus on the how to deliver a highly engaging customer experience. However, one of the key challenges is to accurately measure a potentially wide range of customer emotions which are often fleeting, including engagement, joy, frustration, trust, surprise, and even disgust. In my presentation I will share the results from a case study that focused on measuring customer emotions while using different virtual dressing rooms using e-commerce websites. I will present biometric data from users, such as eye tracking, facial expression analysis, galvanic skin response (GSR), and self-reported metrics to show a more complete picture of the emotional customer experience which would otherwise be difficult to detect using more traditional user research techniques. I will also discuss specific challenges to measuring emotional engagement, and review some low-tech alternatives for measuring customer emotions. I will wrap up by sharing some tips on how to design for emotional engagement across digital platforms.