Eye Tracking In Usability

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A guide by Tommy Standvall from Tobii showing ho eye tracking is very useful and powerful for insights in usability studies.

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  • Tobii Technology 2008 / Tommy Strandvall
  • Eye Tracking In Usability

    1. 1. Eye Tracking on the web Tommy Strandvall Tobii Technology
    2. 2. What do we actually see? <ul><li>The 1-2 º large area of foveal vision is about the size of a thumbnail on an arm lengths distance </li></ul><ul><li>The fovea is less than 1% of the retina but takes up over 50% of the visual cortex in the brain. </li></ul><ul><li>Peripheral vision is mainly good at picking up movements and contrasts </li></ul>
    3. 3. Saccade Fixation The area of foveal vision
    4. 4. Why eye-tracking? <ul><li>Clear additional insights into behavior </li></ul><ul><li>Measurable behavior: data (numbers), images, videos </li></ul><ul><li>Objective data on behavior </li></ul><ul><li>Very visual results for better understanding </li></ul><ul><li>Persuasive results </li></ul>
    5. 5. When is eye-tracking valuable? <ul><li>When combined with other methods </li></ul><ul><li>When the main goal is to improve the design of an interface </li></ul><ul><li>If you have clear questions you want to find an answer to </li></ul><ul><li>When comparing different design alternatives </li></ul><ul><li>In both qualitative and quantitative research </li></ul><ul><li>When adapting an interface based on typical behavior </li></ul>
    6. 6. How eye tracking is used <ul><li>As a complement in qualitative research to help describing behavior and supporting the findings </li></ul><ul><li>To show live to others what the user is experiencing </li></ul><ul><li>As a complement or standalone method in quantitative research to describe the typical user behavior </li></ul><ul><li>In experimental research as the dependent variable </li></ul>
    7. 7. Different user groups of eye tracking <ul><li>Eye tracking is the sprinkle on the icing </li></ul><ul><li>Eye tracking is the icing </li></ul><ul><li>Eye tracking is the cake </li></ul>
    8. 8. What can eye tracking tell you? <ul><li>… WHY? </li></ul>WHAT? HOW?
    9. 9. If people don’t see it they won’t click on it… or do anything at all
    10. 10. VISUALIZING EYE MOVEMENTS
    11. 11. Scan path or gaze plot
    12. 12. Heat maps Count Duration Gaze opacity
    13. 13. Where do we focus on the web? Fixation count 0,5 sec Fixation count 1 sec Fixation count 1,5 sec
    14. 14. Measure visibility and impact of banners
    15. 15. Time from fixation to click TTF = Time to fixation TTC = Time to click 2,8 sec 28 sec
    16. 16. Visits and re-visits Heatmap: Absolute duration
    17. 17. % seen
    18. 18. Time to first fixation
    19. 19. Final version

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