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An Introduction to CubeGO: Remote User Experience testing with Eye-Tracking and Facial Emotions.

CubeGO: An Introduction

Better insights lead to better outcomes. By accessing mobile phone front-facing cameras, along with computer webcams, CubeGO measures facial emotions, eye-tracking, and voice of customer survey, effectively and efficiently, so that you can have better outcomes from your UX testing. With a global database of 50 million potential testers, or use your own testers, CubeGO wants to democratize biometric user-testing.

Founded in 2018 as an in-lab testing technology, Cube was built to deliver deep insights into consumers' non-conscious responses through in-lab user-testing. With a patent developed at the world-renowned Tech3Lab, we wanted to change the way companies can understand their clients’ non-conscious responses. All with the goal of being able to help our clients deliver great experiences that connect customers to their brands.

Covid and In-Lab Usability Testing

As the world changed, so did usability testing. Before Covid-19, companies were freely able to meet with their clients, interview them, and run in-lab usability tests using state-of-the-art equipment to measure a customer's behavior. As the impact of Covid-19 grew, so did the reality that engaging with our customers in face-to-face tests was no longer an option.

Having invested heavily in a patented process for in-lab testing, our team at Cube was hit hard, as two years of work was seemingly undone, almost overnight, due to the pandemic.

CubeGO: A New Way to Conduct Remote User Research

Facing a major challenge can bring about the greatest results. We never thought this was going to be the case. We always thought when people said this, it was the same thing as a kind arm around you giving you hope but knowing how hard the mountain was to climb. In May 2020, our team decided to take up the challenge of building a leading remote user testing SaaS that can allow for deep insights into the consumer journey, but no longer be held to the confines of a lab.

As such, we challenged our tremendous tech team led by Raphael Nelson to come up with a solution that can deliver Cube’s original values of accessing deep non-conscious insights to a world that cannot have in-lab usability testing.

Along with challenging the development team, I also sat down with the co-founders of Cube (Pierre-Majorique Leger, Sylvain Senecal, Francois Courtemanche, and Marc Fredette) to come up with the science on how to introduce triangulation into remote usability testing. One of the ideas they came back with was a circumplex that combined the distance the eye travels over time (Y-Axis) and the emotion on the participant's face (X-Axis) (Figure 1). Combining these metrics allows for an efficient and effective way to dissect a user’s journey and focus on problems that are truly affecting the user outcomes.

Interpretation of the Axis

- On the top left, with negative valence and high distance, users are frustrated and wondering where to look.

- On the top right, with high valence and high distance, users are hesitating among choices that they like; it could be in a product grid in which you are hesitating among several interesting products.

- On the low right, with high valence and low distance, users are enjoying what they see and they have long fixations on close stimuli.

- On the bottom left, with low distance and low valence, users are not unhappy but engaged. For example, it could be when reading a user term conditions line by line.

CubeGO: What we want you to know

We want you to know that we built CubeGO with simplicity in mind. We want to bring neuro-insights to a worldwide audience. We believe in the value of building a product that is accessible for all, across all education levels and societies. We strive to be ubiquitous: If you seek insights from users, we aim to make it as simplistic and user-friendly to gain those insights.

We also want you to know the following:

How can CubeGO make your company money?

  1. By having richer insights, you are more likely to create better outcomes. Launch a UX/UI fix sooner, with more confidence, leading to more conversions, with less time spent on design.

  2. During the design process, make CubeGO part of the process from prototype to launch. Quick, easy, and cost-efficient, CubeGO will decrease the amount of money that will need to be spent down the line as your new product launches. Identifying problems early on saves a company time, money, and sweat equity.

  3. Emotions are key to creating longer-lasting relationships with your customers. CubeGO allows you to measure your customer’s emotional journey over time. Better customer experiences lead to higher revenue growth, higher lifetime customer value, and increased margins.

  4. Gain a deeper understanding of your consumer by knowing what information truly drives their decision-making process.

How can CubeGO save you time?

  1. CubeGO tests are done remotely when the user wants to do them. Accompanying the user through the journey is not necessary.

  2. Insights derived from a CubeGO test are super quick and accurate. Simply trigger a level of friction you want to see (75% or 95%). When you see a single measure that is over the threshold, there is probably something you want to investigate. When you see two or more measurements above the threshold at the same time, this is a triangulated friction point and a great opportunity to fix a UX/UI issue.

How can we make your UX job easier?

  1. Do you have problems convincing your stakeholders to invest in user experience, or even convince them of the changes you and your team are recommending? Eye-tracking and facial emotion analysis are great ways to get others to buy into your team’s research and ideas.

  2. Gain strength in knowing that your insights are backed by a measurable benchmark. Do you believe your user is confused? Increased eye movement at that moment, takes your “hunch” and confirms it.

What to use CubeGO for?

1. User experience testing during prototyping and build process

2. A/B testing

3. Ongoing UX optimization

4. Customer experience measuring over time (emotional index)

5. Advertising optimization (commercials)

And in the end…

Yes, I had to fit a Beatles lyric in here somehow. We built CubeGO to bring you into the eye of your customer. To gain access to the way their brains work, their desires and their needs so that you are empowered to create more engaging, more customer-centric experiences.

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