Research and Customer Experience Manager Shares Eye Tracking Industry Knowledge at Columbus, Ohio Usability Professionals’ Association

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Metrics Marketing Group User Research Expert Invited to Present at Columbus UPA Chapter.

the broad family of disciplines that create the user experience through design and development of usable products.

Whether for website usability, market research or better understanding human behavior, eye tracking harnesses the power of what people see to enhance the user experience. Metrics Marketing Group is one of the only interactive marketing firms in the entire U.S. with both owned in-lab and mobile eye tracking, providing a wealth of first-hand experience and industry expertise in the field. The Columbus, Ohio Usability Professionals’ Association (COUPA) has invited Lisa Dragin, Research and Customer Experience Manager of Metrics Marketing Group, to share how best-in-class user research labs are incorporating eye tracking to improve conversions and the overall customer experience.

During Dragin’s presentation, participants will learn eye tracking tips and trends, and learn about the latest research on what we have learned from eye tracking studies. Dragin will explain to participants how eye tracking adds detailed, measureable data to the user-centered design process. She will also discuss when and how eye tracking should be incorporated into user research studies to add significant value.

“Eye tracking provides invaluable data points to better understand the user’s decision making processes to improve site experiences,” explained Dragin. “I am honored to share my usability and eye tracking experiences from MetricsLabSM and with others in the field, so they can learn the unique benefits of eye tracking as well.”

Lisa Dragin is currently a Research & Customer Experience Manager at Metrics Marketing Group. She also holds an Officer position in the role of Secretary of the Northeast Ohio chapter of the Usability Professionals’ Association (NEOUPA). The UPA is one of the most trusted organizations in the field of usability with over 2,500 members worldwide.

Lisa has a passion for making the world easier to use. She has a master’s degree in Human-Computer Interaction from Carnegie Mellon University and an enthusiasm for making technology usable. Her experience spans a variety of products across industries including health care, financial services, retail, public sector, and more. Lisa has an excellent track record in usability testing, user research, user experience design, and prototype development. Her passion and experience helps her to continue to make a difference for her clients.

COUPA is the Columbus, Ohio chapter of the Usability Professionals’ Association. COUPA’s purpose is to promote “the broad family of disciplines that create the user experience through design and development of usable products.” COUPA provides a forum where professionals and students in the greater Columbus and Central Ohio areas can network with each other and share knowledge and experiences. The upcoming event will take place Wednesday, September 1, 2010 from 6:00pm-8:00pm at AEP on 1 Riverside Plaza in Columbus, Ohio.

About Metrics Marketing
Based in Cleveland, Ohio Metrics Marketing offers comprehensive analytics-driven database and interactive marketing by providing the following services: automated/triggered marketing systems, marketing database development and hosting, email strategy and deployment, predictive modeling, segmentation analysis, search marketing, creative services, website design, development and hosting, web usability, web analytics, user research, traditional market research and Customer Relationship Management (CRM) strategy consulting. Metrics Marketing Group is located at 905 Corporate Way in Westlake, Ohio. Additional information can be found at

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Megan Smargiasso


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