Assessing Experiences and Visual Perception in Train Station Environments with a Mobile Application and Eye Tracking

The Customer Experience Management at the Swiss Federal Railways (SBB) experiments with new technologies and methods to capture experiences and perceptions of passengers to design safe and customer friendly environments. First, a new methodological approach based on a mobile application was developed in-house to assess experiences and emotions of rail passengers. Second, to learn more about visual perception in train stations, mobile eye tracking was used. In conclusion, the app proved to be valuable in capturing personal and subjective experiences. Mobile eye tracking helped to assess visual perception of passengers which resulted in further understanding of unique situations or objects which might subconsciously influence the experience of passengers.