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Attention is the new gold; brands are in a constant competition for our attention.

A big portion of our time we spend online, where we are bombarded with insane amounts of information and advertisements. It’s hard not to become overwhelmed in this world of consumerism. We have had to become good at quickly evaluating which information is important, especially on the internet.

Good marketing specialists know that they have mere seconds to turn a potential customer into a lead. People are not going to spend a lot of time examining your advertisement or landing page, either it clicks or not. Moreover, most users do not read the articles, they scan them. First impression plays a huge role in the success of your business, so do not leave that to a chance.

You really don’t want your customer to ignore that special sale, subscription option, or another call to action on your webpage. That is why you need to know where that gold-worthy attention goes when a user opens your landing page. Here’s where technology can come in handy.

Eye-Tracking in Web Design

It is very important to know where your website visitor’s attention goes first. How to get that info? Eye-tracking is the answer.

Eye-tracking technology can be used to optimize your website conversions. By tracking eye movements, technology will recognize which content is most intriguing for the users. It will reveal whether people pay most attention where you want them to, which elements are distracting or not visible enough, and where sales are lost. This information is invaluable if you want to succeed in the current market.

This information is invaluable if you want to succeed in the current market

How does it work? An eye tracker, such as webcam or goggles, measures movement of an eye. Collected data is analyzed and presented as a heatmap, highlighting which elements of your design attract most attention. Having in mind that browsing time rarely exceeds a few seconds, this information is very valuable when you try to understand your audience.

You wouldn’t want to spend much time on your website design just to discover it does not generate desired conversion rate. By employing this technology you can make changes based on reliable data rather than intuition and guarantee your business future success.

By now you may think that you definitely need to carry out this eye-tracking study, but there is a catch. A high-quality behavioral observation or eye-tracking is a time-consuming, budget eating complicated process.

If you want to draw conclusions from heatmaps, you would need to include at least 39 participants in a study. One individual test may last from 20 minutes to an hour. Time quickly adds up when you include preparation and analysis of the results. The average eye tracker price is around $17,500 and it may vary between several thousand dollars and $50 000. Of course you can hire a company to carry out this research for you but it may cost you several hundred dollars a month. Luckily, technological innovations allow us to acquire the same insights about users’ attention flow much cheaper and faster than conducting or buying an actual eye-tracking study.

Technological innovations replace real eye-tracking study

AI-Powered Automatization of Eye-Tracking

In this task of understanding how internet users are interacting with your website, Artificial Intelligence (AI) seems to be an answer. AI-based technologies already have become prevalent in various services we use on a daily basis. For example, Netflix’s highly predictive algorithm offers viewers personalized movie recommendations. Medical researchers utilize eye tracking to diagnose conditions like Alzheimer’s disease or Autism. As these algorithms become better every year, AI also becomes an irreplaceable tool in business.

Over the years researchers have collected so much data that human behavior becomes really predictable

How can AI help you to understand your customer’s attention? The main feature of AI is that it can mimic human intelligence and constantly improve itself by learning from data. Predictive eye-tracking is based on deep learning and trained with previous eye tracking study data. Over the years researchers have collected so much data that human behavior becomes really predictable. Technology predicts which specific areas of your website attract most interest. In this way, AI enables you to speed up the UX research process and get insights about your design in a matter of seconds.

Too good to be true? There are already several available tools on the market, such as Attention Insight or EyeQuant. These predictive design tools are based on deep learning and trained with previous eye-tracking studies data. Up to date, they have achieved an 84-90% accuracy.

AI-powered attention heatmap

AI solutions for designers and marketers have already become major competitors to traditional eye-tracking studies. Due to active competition, predictive eye-tracking tools are constantly innovating and recently started generating heatmaps for videos. Another useful feature that provides decision-makers with quantitative data is a percentage of attention. Users can define an object that they want to test and get an exact percentage of attention that the object receives.

Conclusion

Since all digital products are competing for user’s limited attention, it has become one of the most valuable resources. Due to fierce competition, it is not enough to rely on your intuition and gut instinct while making important decisions anymore. Designers have a choice in this economy of attention, though.

Yes, there are eye-tracking studies that require a significant amount of time and financial resources.

However, you can make user-centric, data-driven decisions in a quick, scalable, and private way while your product is still under development. AI-powered predictive eye-tracking tools might be an answer. Attention is a new currency, and you must measure it.

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Web developers have been the bedrock of any company’s business strategy for some time, and the industry is continuing to thrive and grow at a rapid pace. This is why it’s surprising that it is so lacklustre when it comes to diversity.

A recent study revealed 80% of those in the design industry are male, and more specifically 79% within the field of web design. According to WISE, just 23% of the people working in STEM roles (Science, Technology, Engineering and Maths) are female and women currently account for just 15.8% of the UK’s current generation of engineering and technology graduates.

Why the Lack of Diversity in Web Design?

The main reason for this, as cited by the Organisation for Economic Co-operation and Development (OECD) found that women still lack the confidence to pursue these careers, despite their school results being as good as (or better) than their male counterparts. Research has found that the professional and technical services sector has the fourth-highest gender pay gap of all UK industries. If more women were to join these higher-paid sectors it could help reduce the gender pay gap as a whole, as well as help female economic empowerment.

This division is seen in ethnic minority groups too. The numbers for BAME (Black, Asian, Minority Ethnic) employees in the British tech industry are unknown but is estimated by the British Computer Society to be at 1-2%, a ridiculously low number in this day and age. This is why groups and organisations are cropping up designed to promote an industry that reflects all of society rather than one part of it. Here are some of the organisations to pay attention to who are bridging the diversity gaps in web design.

Girls Who Code

Girls Who Code are working to create opportunities for women within tech, aiming to deepen their computer science skills and confidence. They run a range of programs designed to equip women with the necessary computing skills to pursue opportunities in the field and to give chances that are often shunned due to society. Founder Saujani states that women are socialized to seek perfection, and this is something that needs to be overcome. One way to break that mentality at an early age, she says, is coding:

[Girls] walk into these classrooms and they feel like they will never be good at it, and when they learn how to create something, whether it’s a website or app, it changes their mindset and they stop giving up

Adobe Design Circle

Adobe Design Circle is another initiative aiming to introduce all members of society to design. They want to create more visibility for design as a viable career path for anyone that might be considering it, and to help with youth entering the field. This is opening the opportunities of working in tech and web to aspiring designers at a young age who aren’t necessarily yet conditioned by the pressures of society and showing them it can be a realistic career path.

They have their own scholarships and mentoring initiative to support these goals too. The faces behind the team of Adobe Design Circle range through multiple ethnicities and have a fairly even male-female divide. This equal representation alone is inspiring. One of Adobe’s core missions is to offer youth the opportunity to learn and express themselves through creativity and technology, regardless of their economic or cultural backgrounds. With this they specifically encourage applicants of all backgrounds to apply and offer many other opportunities from mentoring to internships.

Ladies that UX

Ladies that UX are a collaborative community of women in UX aiming to “support each other, push the UX boundaries and promote female skill and talent.” It is a European-based initiative where each city involved runs slightly different events and groups decide together what they would like to get from their meetups. They assist each other with UX challenges, discuss topics, and brainstorm ideas. Ladies that UX was created in 2013 by Georgie Bottomley and Lizzie Dyson with the aim of bringing together women in the industry, offering support and creating connections around the world.

Xuntos

Xuntos is aiming to create the largest community of ambitious and talented individuals from under-represented groups in the technology industry. It works to nurture university students and recent graduates that are often overlooked in the tech industry by the means of educational workshops, university hubs, events and an active community. The very name “Xuntos” is a Galician word which means “together” and this is their most important factor. They want people to realise they are not alone and just because the representation isn’t there, doesn’t mean their capabilities aren’t.

Colorintech

Colorintech is a non-profit organisation that was founded in 2016. It aims to close the gap and shorten the learning curve, with a strong community designed to help each other. The company was founded by Silicon Valley tech executive Dion McKenzie and ex-Googler Ashleigh Ainsley after they became frustrated at the few black individuals in the field. Since its inception 30,000 students, professionals, volunteers and tech companies have been impacted by their work, and over 450 minorities graduated from their programs in 2019 alone.

UKBlackTech

UKBlackTech are on a mission to create the most diverse tech sector in the world. Their aim is to encourage more ethnic minorities to enter the UK’s technology workforce and make an impact. To help with this, they design and implement different initiatives to help them get employed and retain employment, put on bespoke events that target aspects such as specific job roles or tech topics and promote different opportunities for members to apply to.

Witty Careers

Witty Careers was created with the aim to support women from black and ethnic minority backgrounds in the UK and equip them with the skills to build a career in the tech industry. They run different practical skills workshops and events which in the past have included visits to a Microsoft store, Uber, and Pivotal. They open doors for communications, networking and future career prospects for those in the minority. They also have a handy range of resources designed to help you get into the career you want. From CV writing advice to industry insights, they are all free of charge.

Featured image via Unsplash.

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Every week users submit a lot of interesting stuff on our sister site Webdesigner News, highlighting great content from around the web that can be of interest to web designers.

The best way to keep track of all the great stories and news being posted is simply to check out the Webdesigner News site, however, in case you missed some here’s a quick and useful compilation of the most popular designer news that we curated from the past week.

Elevator.js – A “back to Top” Button that Behaves like a Real Elevator

 

Redesigning Airbnb for the New Normal – a UX Case Study

 

My Experience Making an App Using a No-Code Tool

 

Simple Design is Dead. Welcome to Apple’s Era of Customization

 

Making the Brand: Redesigning Spotify Design

 

Neon Mode: Building a New Dark UI

 

The Return of the 90s Web

 

Design Roundup June 2020

 

Google Quietly Launches an AI-powered Pinterest Rival Named Keen

 

Apple’s Siri Gets First Major Redesign in Years

 

Perfection will Kill your Design

 

Using 6 Google Analytics Features to Improve UX and Website Metrics

 

Yale Rebrands for Warmth and a Digital Future

 

3 Awesome Digital Marketing Strategies to Boost your Web Presence

 

Onboarding is Dead, Here Comes Noboarding

 

User Experience (UX) Testing: 4 UX Best Practices

 

8 Ways to Promote your Business Without a Marketing Budget

 

10 Interaction Design Rules You Must Never Break

 

On Racism and Sexism in Branding, User Interface, and Tech

 

Staying Creative During Hard Times

 

Serious UX Mistakes that Might Be Sabotaging your Sales

 

10 Key Things a Small Business Website Must Have

 

22+ Horizontal Timeline CSS Examples

 

How to Write an Effective Design Brief in 9 Easy Steps

 

Creative Exercises to Help You Through your Anxiety

 

Want more? No problem! Keep track of top design news from around the web with Webdesigner News.

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Is your app usable? Really? Did you check the metrics?

"Is your product usable enough to release now?" is the most difficult question to be answered when not backed up by usability metrics. Before understanding the key metrics of usability, though, we need to understand what usability is in the first place.

Per ISO standards (ISO 9241-11), usability is defined as:

Source de l’article sur DZONE

If you own a website or mobile app, the best way to find out what’s going to work, what’s currently working, and what’s not of any use, is to use a customer insight and analytics tool for your product. These tools will give you insights related to how your user is interacting with your website/app, what is the workflow and user behavior behind every conversion, and how you can better improve your interaction with your end users.

Before we continue, it’s important to understand that there is no tool available in the market that’s gonna give you foolproof answers on how you can improve your website. At most, they can collect and present user interaction data in different ways, based on which you can optimize your funnels. Nobody understands your business better than yourself and these tools are only there to help you make decisions that are backed by data.

Source de l’article sur DZone (Agile)

The word “free” is often music to our ears. Free trial, free download, free music, we will take it all as long as there are no strings attached. This tangled web of strings, however, is what brings out the skeptic in us, and we start to believe that nothing is free.

Mobile app strategies left free trials in the dust and created a new tactic: the freemium. A crossbreed of “free” and “premium”, the freemium tactic encompasses (you guessed it) both free and premium services. This may seem like a great idea at first, but lest we remember: there is no such thing as a free lunch. Not to mention, freemiums can also damage your mobile app’s UX.Image title

Source de l’article sur DZone (Agile)

Every year, new trends evolve in the design industry and it’s important to keep up with the latest trends and transitions in the design industry. Let’s have a look what will be a big hit in future.

Minimalist Design

Minimalistic design is a process of keeping spotlight on the invaluable content and getting away with the valueless clutter. Here the focus is more on the content rather than the end look and to achieve this goal designers follow some visual design principles.

Source de l’article sur DZone