In their recently opened London-based usability laboratory, Expedia’s researchers wired a few volunteers with electrodes and tracked their eye movements and observed their behavior through a one-way glass. The subjects were examined for the smallest of muscle movements through sensors and they were also interviewed in order to gain a better insight to their mind state when trying to book travel services through Expedia. The aim of these experiments is to formulate ways to reduce stress or frustration that arises in users while trying to make a booking online. Expedia’s UK office found in a survey that ~75% of their sample considered booking travel online to be as emotionally draining as having a bad day at office or quarreling with a dear one. Almost one-third admitted to having become more confused with online bookings due to the plethora of available options. Get the full story at at Forbes