Mini Case Studies
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This are brief summaries of my recent experiences at Oculid & Tobii. Tobii acquired Oculid in 2023.
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To comply with my NDAs, I have omitted confidential information.
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Get more details about each project upon request!
Case study 1
Oculid
Oculid was a 12 people startup founded in 2018 by 3 CEOs that met during their “Human Factors” master studies in Berlin. A platform tool for remote market and user experience research, used to analyse visual attention and interactions of digital products on mobile.
Oculid products
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SaaS Platform
For UX and Market researchers to create remote eye tracking studies.
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Mobile apps
For test participants to run the eye tracking studies remotely.
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Website
To showcase products and help users with guides.
When I joined Oculid, all products were in the MVP stage
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My team
👩🏻 1 Product Owner
👧🏼 1 UX Researcher
🧑🏻 1 Product designer 👈🏼 Me
👨🏻🦱 2 Data Scientists
🧔🏼 1 Front-end dev
🧔 1 Back-end dev
🧔🏽♂️ 1 iOS dev
🧑🏼🦱 1 Android dev
My work
🎯 Design strategy
🔎 UX research
✏️ UI design
📐 Design Systems
🎨 Visual design
🧑🏻💻 Web design & dev
Problems
This were the main problems Oculid faced when I joined the team.
Low data quality rate
Due to bad behaviour of test participants while running the eye-tracking test remotely with the apps.
Churn
Occurring at multiple points in the user journey in both, web platform and mobile apps.
Inconsistent design
Lack of visual unity and cohesion among different products.
Feature gap
Missing essential features like a sign-up process and advanced data visualisations.
Research 🔬
Previous research showed what wasn’t working, but is wasn’t always clear why where things not working. I thus conducted this research methodologies to better understand the root of our problems.
Heuristic analysis
Tested the web app and apps documenting places for improvement.
User journey mapping
I mapped problematic user journeys noting pain points.
Usability tests
Ran usability testing sessions with real users to test assumptions and tackle complex problems.
User interviews
Conducted user interviews after usability tests gave me a better understanding of the user experience and perception of the Oculid products by our users.
Persona profiles
Progressively developed persona profiles to consolidate the information gathered about our users.
Solutions 🛠️
UX research helped understanding the “WHYs” of the problems, and also uncover new usability issues and bugs. This is how I tackled some of the problems previously mentioned.
To reduce churn and low data quality
Fix user journeys
I designed new screens, UI elements, user guides, landing pages and emails to fix user journeys and help users finishing the test successfully.
Build trust
I addressed the lack of trust in the apps by emphasising privacy features and reorganising structure and permission flows.
Onboarding
I introduced onboarding strategies with clear instructions to better guide our users.
System status visibility
Improved system status visibility with timely, interactive feedback elements.
Help and documentation
I updated the website’s help center enhancing structure and adding help articles.
Ux writing
I established consistent UX writing introducing wording conventions and clarity simplifying micro-copy across all products.
To reduce feature gap
Sign-up flow
I designed a sign-up flow from scratch to automate account creation and gather user data.
Emails
I redesigned and recoded all emails for clarity and emphasis on key information.
Dashboard sections
I designed data analytics sections like AOIs (Areas Of Interest) visualisations.
To reduce design inconsistency
Design System enhancement
Expanded and reorganized the design system, adding important sections and components.
Accesibility & consistency
Applied accessibility principles and a minimalist design to reduce cognitive load and enhance clarity.
Custom icons & illustrations
Created icons and illustrations to unify the visual style across products and better support instructions.
Apply Dedesign System to all products
I progressively applied the design system to all products: website, mobile apps and web platform, to ensure consistency across the Oculid ecosystem.
Examples of end-designs with illustrations made by me:
Impact 💥
Measured through data analytics and usability tests.
Reduced drop-off rates
Clearer onboarding and instructions in the mobile apps improved test participant behaviour and proved to be effective in reducing participant’s drop-off rates by 35% during usability tests.
Increased data quality rates
A better participant behaviour during increased the number of participants completed the test successfully and that delivered high quality data by 20%.
Resolved usability issues
Of the 120 usability issues identified through usability tests in the Oculid platform, over 65% were successfully resolved.
Cohesive and accessible design
Clearer onboarding and instructions in the mobile apps improved participant behaviour reducing participant’s drop-off rates by 35%.
Company acquisition
The refreshened visual design and ease of use of the Oculid products were cited as a key factors in its successful acquisition by Tobii, the global market leader in eye-tracking technologies.
Career advancement
My contributions to Oculid’s success led to a promotion offer during the Tobii acquisition, which surprised me because I didn’t ask for it, but made me really happy because it validated my work, showing the trust and recognition from my team.
After Oculid’s acquisition in 2023, I started working for Tobii remotely. I led UX initiatives to develop various AI-powered SaaS solutions that leverage eye tracking to help companies analyse user behaviour, attention and intent on mobile devices, but also on desktop and different location settings.
Case study 2
Tobii UX Explore
Tobii UX Explore was the continuation of Oculid under Tobii. As the only designer for Tobii UX Explore, I was instrumental in transitioning all designs to Tobii and later adapt and help scaling the product while meeting Tobii’s standards for design quality and usability.
I collaborated with 3 designers to gather the requirements and materials that were needed for the transition. I adopted Tobii’s Design System to redesign and advance all Oculid products, while taking the chance to solve old-known usability issues.
Case study 3
Sticky
Sticky is a tool or Market Researchers to create and conduct remote eye-tracking and attention-emotion studies on desktop and mobile devices.
I was assigned to redesign the AOI editor and introduce the new “Dynamic AOIs” feature.
AOI stands for “Areas of Interest”, and are one of the most powerful metrics in Eye-tracking studies. Researchers can define areas on an image or a video to measure the attention they receive by the users with many different metrics.
I redesigned the AOI Editor screen, together with the new “Dynamic AOIs” feature. This feature leveraged a new “object tracker” AI model, enabling AOIs to move dynamically with objects in videos, wich was a great advancement for the customers, because they had to draw the AOIs in videos in frames one by one before, since there were only static AOIs.
Designing this feature presented many challenges due to technical constraints with the AI model. I collaborated closely with a data scientist and front-end developer from Tobii to understand the complexities and limitations of the model, and deliver the best possible solution.
In the end, the result was very well-received by both, my team and the customers.
Glasses Explore
This is the latest tool developed by Tobii for conducting remote eye tracking and behavioural research studies for digital products and different settings.
I wasn’t an integral part of this team, but I helped with the development of the product by analysing the tool and providing expert feedback.
Conclusions
Transitioning from a small 12-person start-up to a 600-person company was a significant leap. Initially, I felt a bit overwhelmed by the number of meetings, but over time, I came to enjoy collaborating with plenty of senior designers, developers, product managers, insights, and CX teams. Meeting so many talented professionals and advancing our Oculid babies further was a rewarding experience!
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