Usability and Interaction Lab

Das Foto zeigt eine Übersicht des Uni Labs

"To find ideas, find problems. To find problems, talk to people." - Julie Zhou, Former VP of Product Design at Meta

The Usability & Interaction Lab (UnI Lab) is a modern research and learning environment where psychology, user behavior, communication, and digital technology intersect. It's a space for those who want to understand how people think, decide, and act. The lab provides students, educators, and researchers with an ideal setting to develop essential skills in two future-oriented fields.

Our Vision: Better Decisions through Human-Centered Insights

Our mission is to foster a deeper understanding of human decision-making in business, daily life, and digital environments. We empower students, researchers, and corporate partners to design digital products and communication processes that are user-centered – scientifically grounded, technologically as well as AI-supported, and practically relevant.

Whether it's testing packaging, analyzing online advertising, simulating negotiation scenarios, or optimizing product designs using eye tracking, facial expression analysis, or A/B testing – we enable hands-on experience with cutting-edge tools to build key future skills for the digital workplace.

Who is the UnI Lab for?

Students & Prospective Students interested in UX design, consumer psychology, communication, branding, or behavioral and AI-based data analytics.
Companies & Organizations seeking to better understand users and develop user-centered products, services, or marketing campaigns.
Researchers & Collaboration Partners working on decision science, human factors, or applied behavioral research.

Das Foto zeigt zwei Personen von hinten, die auf einen Bildschirm schauen, wo eine Eye-Tracking Software läuft.

Usability Area

Consumer Research & UX Analytics

The focus here is on people as users. By combining biometric data with behavioral analysis and AI analytics, we gain actionable insights to improve websites, applications and digital interfaces.

Eye Tracking for digital advertising, packaging design, and UI testing
Biometric Methods: Galvanic Skin Response (GSR), Facial Coding
A/B Testing for landing pages and marketing campaigns
Usability Testing with real target groups

Das Foto zeigt eine Gruppe von Personen, die an einem Besprechungstisch sitzen.

Interaction Area

Future Communication & Interaction Skills

This space is all about communication – between people, with systems, and in hybrid (AI-assisted) settings.

Nonverbal behavior and facial expressions in sales, negotiation, and consulting
Simulations of conversation scenarios (e.g., conflict resolution, virtual negotiations)
Development of digital communication formats
Training of empathy and social intelligence

Overview: Equipment, Teaching & Future Skills

Usability Area – Tools for Behavior-Centered UX Research

Our lab is equipped with a state-of-the-art iMotions license and biometric research modules, enabling comprehensive user experience studies:

iMotions Core Platform & Modules: Including Screen-Based Eye Tracking, GSR (Galvanic Skin Response), and Affectiva Facial Expression Analysis
Smart Eye AI-X-60Hz Eye Tracker: Tracks eye movement and visual attention with high precision
Shimmer3 GSR: Measures electrodermal activity to assess emotional and physiological arousal
Affectiva by iMotions: Recognizes and interprets human facial expressions in real time

Interaction Area – Communication & Negotiation Tools

This area is designed to enhance interpersonal and professional communication skills:

Application of the Harvard Negotiation MethodExercises in presentation skills and confident appearanceUse of video recording to analyze and improve negotiation techniques through structured feedback
Scenario-based training for:
- In-person negotiations and conflict management
- Virtual negotiations via video conferencing
- Presentation performance and stage presence

Usability-Focused Teaching Modules

Applied User Experience in Marketing
Eye Tracking in Retail Management
Design Thinking for Product/Social Innovation

Key Competencies & Future Skills Developed:

User Experience Design (UXD): Designing intuitive and user-friendly digital interfaces
Data Analysis & Interpretation: Strategic use of biometric data and behavioral research
Product Development: Enhancing usability of tools, applications, and digital services
Communication Optimization: Developing targeted communication strategies, e.g., in B2C contexts or feature promotion
Agile Development & AI Integration: Implementing user-centered design in iterative processes, including AI-supported workflows

Interaction-Focused Teaching Modules

Business Skills Training
Negotiation Techniques
Intercultural Negotiations
KCT Internship Preparatory Phase (as part of CHARM-EU)

Key Competencies & Future Skills Developed:

Communication Techniques: Improving verbal, nonverbal, and digital communication across contexts
Interaction Design: Creating productive, goal-oriented social interactions
Technology-Enhanced Learning: Using digital tools and AI for personal and professional growth
Negotiation Strategy: Strengthening conflict resolution and deal-making skills with the help of AI-driven tools
Empathy & Social Intelligence: Gaining deeper insight into human behavior and fostering stronger relationships

Quick Facts

Name: Betty Brown
Title: Award-Winning Expert in Usability & Communication
Role: Resident mascot and knowledge ambassador of the UnI Lab

Bio
Professor Betty Brown – or simply “Betty” – is a celebrated figure in the art and science of human-centered design. With her warm demeanor and research-driven mindset, she brings clarity, curiosity, and character to the UnI Lab. Betty is passionate about innovation and keeps a sharp eye on emerging trends in interaction and usability research.

When she’s not mentoring students, guiding researchers through complex methodologies, or theorizing about the future of UX design, you’ll find her sipping honey-sweetened coffee, always reflecting on how to make the digital world more intuitive and meaningful.

“Design with the user in mind, always—because every detail bears meaning.”

Examples of project and final theses

1/6

Virtual vs. Human Influencers: Who Do We Trust More?

Do virtual influencers impact consumers as strongly as real people? Dennis Liedtke explored how digital avatars compare to human influencers in terms of credibility, purchase intent, and attention capture. Combining surveys with eye-tracking analysis, the study offers insights into the effectiveness of AI-generated personas in social media marketing.

2/6

Regional or Just Cheap? What Really Drives Purchase Decisions

“I only buy local produce!” – but do consumers really follow through? Eslam Hassan examined whether country-of-origin labels—such as flags, plain text, or colored lettering—affect visual attention and consumer memory. The findings raise a key question: when it comes to buying decisions, does price win over principles?

Das Foto zeigt zwei Prospekte mit einer Heatmap

3/6

Discounter Showdown: Which Flyer Gets the Most Attention?

Aldi or Lidl? Eye-tracking data reveals that another discount retailer actually grabs the most visual attention. In her bachelor thesis, Lina Bergmann analyzed the design of promotional flyers in the German grocery sector, uncovering how visual elements guide perception and influence consumer behavior.

Das Foto zeigt drei unterschiedliche Nutella Gläser

4/6

Minimalist vs. Maximalist Branding: What Breaks the Pattern?

Can minimalist packaging cut through the noise—or does bold, maximalist design win the attention game? Duygu Yaramis explored whether brand minimalism or maximalism is more effective in disrupting consumers’ visual expectations and increasing engagement. The study examines how breaking schema-based perception can lead to stronger product visibility.

5/6

Flyer Face-Off: T&S vs. Trinkgut

How do design differences in promotional flyers influence perception and brand memory? Jens Walter compared the visual strategies of two beverage retailers, T&S and Trinkgut, identifying which layout elements stand out—and why. The research provides practical design recommendations for marketers aiming to optimize flyer effectiveness.

Das Foto zeigt eine Übersicht zur visuellen Aufmerksamkeit

6/6

Logo Placement on Instagram: Avoiding the Corner of Death

Where should a logo appear in a social media post to maximize visibility? Julius Wendel explored whether logo placement on Instagram affects visual attention and brand recall. His study investigates how to avoid the so-called “corner of death”—areas users tend to overlook—based on the Eye-Mind Hypothesis.