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.