The use of computer vision and data mining in obtaining subconscious user experience

In general, whenever a computer processes visual input, such for example a photo, video, or live stream from camera on a smartphone, it uses computer vision in doing so. Simply said, computer vision is used precisely to recognize and process the inputs. This system allows the scanner of a barcode to “read” a cluster of lines and convert it into a sequence of numbers. Likewise, when the smartphone can detect if it is the phone user's face through a facial scan. Similar applications can also be found in industry, in autonomous vehicles, where it is used to monitor driving lanes or passing vehicles, or in obtaining implicit feedback in marketing research when evaluating user experience in digital environments, for example. This is the area that User Experience (UX) and User Interface (UI) designers are dealing with. Their task is to design a sufficiently intuitive and interesting solution that will be available no matter what device is used (computer/smartphone) and at the same time the customers / visitors can easily reach their goal or get the information they need in just a couple of clicks. The foundations for UX design changes can now be gathered not only through online analytical tools, but especially by using neuromarketing tools that use advanced computer vision and data mining systems. Our paper highlights new possibilities for testing the design of UX digital interfaces using a stationary eye camera (Eye Tracking) and face reading (Facial coding).