Red Bull gives you wings – everybody knows that!

To optimise something concerning Red Bull is a difficult task. Students of the BWI Bachelor programme, led by their coach Arno Kinzinger, attempted to do this: their goal was to improve the Red Bull online shopping experience.

And this is what the students did: elected subjects were given the eye tracking glasses. Thus it could be determined exactly which items on the website (http://www.redbullshop.com/at/) were viewed, for how long, and in what order. Subsequently, so-called heatmaps were identified, and with their aid, potential improvements in the structure of the website were presented.