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The importance of UX

Recent history has shown that companies such as Uber Apple or Facebook, which operated in highly competitive markets, were able to disrupt the market and take a leadership position - and what they had in common was providing customers with significantly better user experiences than mass competition. On this way to constantly attract new customers and keep existing ones, they must stand out and offer the best products with an intuitive, easy to use and connect with the customer on an emotional UX level.

„There were countless smartphones before Apple’s iPhone burst onto the scene. There were taxis before Uber and social networks before Facebook. There were plenty of vacuum cleaners before Dyson… All of these companies share one thing. It is their relentless focus on the customer and delivering the best user experience possible. ”

- Miklos Phillips, Head of User Experience Design @ Toptal

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Every 1$ invested in UX brings 100$ in return

“The impact of UX is crystal clear: the more satisfied your users are, the more likely they are to do whatever it is you are encouraging.”

- Abby Covert, author, How To Make Sense of Any Mess

But Why emotions are so important?




The importance of emotions in UX is confirmed by the Harvard Business Review research, which shows that customers who are emotionally attached to the product are twice as valuable than those who are only satisfied with it. That's why it's so important to connect with your customers on an emotional level.

The perfect example are companies such as Mailchimp, TypeForm or Notion - they do not need large sales departments like other companies, and focus on offering the highest quality design and experience, which largely contributes to their market success and becoming the leader in IT business solutions.



However, to design the most optimal UX - it needs to be thoroughly tested all the time. And not only at the level of website traffic analysis provided by google analytics or heatmap from hotjar, but the real questions of users about their problems, needs and how they react to various IT solutions.

So the creation of an ideal UX does not only consist in commissioning a prototype in Figma by a professional designer, but must be preceded by regular usability testing - which involves testing the IT product on future users.

Then the question arises - why don't companies do usability testing on a regular basis when it's such an important process? This is mainly because UX testing is extremely expensive and time-consuming. Moreover, if poorly carried out, it may be fraught with the problem of cognitive bias.

Traditional UX research is usually based on surveys or website analytics, which involves asking customers about their experiences. However, drawing conclusions solely on the basis of reported intentions cannot accurately predict customer behavior, as 95% of all decisions are made subconsciously.

Lack of time, funds or the use of poor research methodology means that the final product decisions are made more on the basis of intuition than actual data, without a real in-depth understanding of the end user's emotions.

Our Solution




What we offer is an online platform that allows you to perform usability tests taking into account emotions that are strictly correlated to usability of your system. You will be able to thoroughly test hypotheses like "Which parts of a website are causing people to leave". Our algorithm, analyzing the participant's recordings and more precisely analyzing the movement of their eyes and detecting expressions, will create heatmaps and emotional statistics automatically adnotating recordings showing you most important usability issues in minutes after the test.

As a main advantages:
1. We automatically indicate what users felt during the tests and answer the most important research questions - which will also translate into the possibility of usability testing more often, so that it is the process of each sprint in the process of creating a product or marketing campaign.
2. In turn, an additional layer of data, de facto extracting quantitative data from qualitative tests, will translate into better - more data-based product decisions.
3. And this whole approach will translate into better design - More satisfied customers, i.e. increased sales.

Introducing New Ebook

To get to know more about the emotional AI and its' advantages in UX studies we highly recommend reading our newly published Ebook: “Why using Emotional AI will make you a better UX Researcher”. With this free ebook you will find:

  • What nobody tell you about Artificial Intelligence in UX.
  • Understand what is Emotional AI.
  • See how top-notch designers get projects done faster, at the highest quality level and within budget using Artificial intelligence.

Click here to get it for free!

Ready to dive in?

Learn how we can help you scale your research operations and derive more insights from it by signing up to the live demo meeting!


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