Usability and Interaction Lab
Usability, Eye Tracking & Communication Skills – Your Research Lab at HRW
Welcome to the Usability & Interaction Lab (UnI Lab) at Ruhr West University of Applied Sciences – your practice-oriented learning and research space for UX design, eye tracking, consumer behavior, communication skills, and negotiation.
Here, you will develop the future skills the digital working world needs: scientifically grounded, technology-driven, application-oriented, and always guided by the motto:
"To find ideas, find problems. To find problems, talk to people."
Julie Zhou, Former VP of Product Design at Meta
What is the UnI Lab?
The Usability & Interaction Lab (UnI Lab) is your place for modern research, creative idea development, and hands-on application. Here, you learn how people think, decide, and interact – and how you can align products, websites, communication, or negotiations with these insights.
Our vision: To foster a deeper understanding of human decision-making in business, everyday life, and the digital space. Whether in your studies, project work, or thesis – the lab is open for you to try out future-relevant methods such as UX testing tools, eye tracking, or rhetoric training.
UX Research & Consumer Research:
Here, you test packaging, analyze online advertising, simulate negotiation situations, and optimize product designs using eye tracking, facial expression analysis, and A/B testing.
Communication & Negotiation Skills:
Train how to convince in consulting, job applications, or conflict situations. With video analysis, empathy training, and AI-supported feedback, you will learn how communication works – and how to improve yourself effectively.
Who is the UnI Lab for?
•Students and prospective students
…who are interested in UX design, brand psychology, consumer behavior, communication, negotiation, and/or data analytics.
•Companies and organizations
…that want to better understand consumers, reflect on communication and negotiation processes, and develop user-centered products, services, or advertising campaigns.
•Researchers & cooperation partners
…who work on innovative methods in decision-making research, neurobusiness, human factors, or communication and negotiation.
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
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
Contact & appointment booking
Campus Parkstadt Mülheim
Wissollstrasse 19, 1st Floor, Room 4.1.260
45478 Mülheim an der Ruhr
Prof. Dr. rer. pol. Julia Thalmann
Maike Hübner (Research Associate)
Email: unilab@hs-ruhrwest.de
Wednesdays 1:00 PM – 4:00 PM.
Room booking is available via our Moodle room.
Please contact us for an individual appointment slot on other days if needed.
