attention insight
YEAR: 2020
WHAT IS Attention Insight?
Attention Insight is an AI tool that implements analytics and A/B testing in minutes. A/B testing and user research can be very time-consuming and expensive. Attention Insight solves this problem by use of their visual attention prediction algorithm which is based on deep learning. Within minutes the platform provides you with a heat map that what objects were seen and what objects are missed. It will accurately predict where people will look while engaging in your content.
TEST CASE with RADIO 1.BE
What is the issue?
Radio 1 created a “listening platform” which is an overview page where several types of live audio fragments. In the future, this overview page could be very variable for the needs of different users, e.g. podcasts, radio programmes and so on. The listening experience itself is best described as the Youtube of radio.
Radio 1 offers users pieces of audio as content and further customize the story under the fragment. In this way, someone who is deaf or hard of hearing will be able to fathom certain fragments more deeply and will be able to find discussed links in the text. After a certain fragment, we also want to encourage the user to spend more time on our platforms by customizing content or, in a first phase, by listening to relevant items
What did we test?
To ensure that the radio 1 website provides the best possible user experience, the software of Attention Insight was used to determine whether the user’s attention is fixed on the desired aspects. Each page of the website was tested on functionality and visibility, and whether or not the users were showing the desired surfing behavior.
What were the results?
The demo was a success, and the software indicated that the section “more recent radio fragments” represented 19% of a user’s focus distribution. Our goal was reached.
TEST CASE with RADIO 2.be
What is the issue?
Due to the fact that each radio station would soon receive additional theme channels who need to find a place on the website, Radio 2 jumped on the bandwagon and got their soon-to-be website tested. With Attention Insight, it is possible to receive a heat map and test your website on visibility and functionality without being live yet.
What did we test?
The aim of this use case with Attention Insight was to testing the indication of the theme channels that could be found at the bottom of the page as “Listen to this and much more radio on RadioPlus”. This button had to be stated on the website, but the goal was to have little attention aimed at this button because it is not as important as other information on the page. We practiced some designs to have only 1% of the attention focused on this sentence.
LEARNINGS
Both tests went very smoothly and allowed VRT to gather valuable insights and optimize our websites in the best way possible. Nevertheless, throughout the use cases we missed some recommendations on what to do with the data provided by Attention Insight. Once you have the information from the automated A/B testing, there is no further guidance on how to fix certain issues on the website, or clear steps on what should be changed. The tool only indicates what the impact will be. But what’s next?
Go to the website of Attention Insight ->