Eye tracking revolution by Robin Brouns and Elvira Arslanova
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Knowing where your users are looking on screen may seem like Columbus’ egg and sound like a goldmine of information. Especially when it can be done fast and cheap by every UX designer. Are you wondering whether eye tracking can be valuable for you and your product? You will get an answer not only to this question but also: • What can and what can’t eye tracking do? • What advantages and disadvantages of a portable eyetracker? • What information can be generated apart from the plain heatmap? • How can you set up a user test with eye tracking? … and lots of tips, demos and hands-on await you. Speakers Robin Brouns and Elvira Arslanova working in the high-tech medical domain and responsible for the development of software applications for brain implants.
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Eye tracking revolution by Robin Brouns and Elvira Arslanova
- 5. Eye Tracking
- 8. Robin • UI Design Brain Stimulation Products • .NET / WPF developer
- 9. Elvira • Usability Evaluations • Interaction Design • Human Factors
- 12. Q&Any Time The Technology Typical Applications How and when to use Drinks & Demo’s !
- 18. https://peerj.com/preprints/585v1. pdf EyeTribe benchmarked to other trackers: • Model: X2-30 or X2-60 • Tracker: €15000- € 25000 • Hiring options available • UX Live SW: $325 / month • Tracker: $495 • GazePoint-Analysis included • Tracker: $99 • EyeProof SW included
- 19. https://peerj.com/preprints/585v1. pdf EyeTribe benchmarked to other trackers: • Tracker: $150 • UX Live SW: $325 / month • Tracker: $12000 http://www.tobii.com/en/eye-tracking-research/global/research/usability/All Tobii Tracker Solutions:
- 22. https://peerj.com/preprints/585v1. pdf EyeTribe benchmarked to other trackers: Results indicate that the spatial precision and accuracy are good enough for fixation checking, point-of-regard analyses, and pupilometry. However, the low sampling rate renders the device unsuitable for testing high-accuracy saccade metrics. “
- 24. E-Commerce
- 25. Search Engines
- 27. Retail and FMCG
- 28. Advertisement
- 30. When to use eye tracking?
- 31. Find a source of a problem
- 32. Other methods are not sensitive enough
- 36. • Read or scan ? • Idea of user’s attention • Are users searching ? • Comparing heaps of data Wonderful for...
- 37. • Start-up Phase • Static images or series • Glasses … • Why are users looking at this ? • Consciously saw it ? • No peripheral vision Few Downsides
- 38. Setup Your Test Step 1
- 39. Pick your weapon of choice http://www.tobii.com/en/eye-tracking-research/global/products/hardware/tobii-tx300-eye-tracker/ http://www.sdsassociates.com.my/products/tobii-glasses/
- 40. Fidelity Tasks • High-Fidelity material • Mockups not suitable
- 43. Heatmaps • Quantitative studies (30+) * • Starting point in qualitative studies • Use for illustration of your results • Quick overview several participants • No depiction of order • Doesn’t capture dynamic behavior • Expensive * Complicated formulas can be found in Aga Bojko. Eye Tracking the User Experience (Kindle Locations 418-419). Rosenfeld Media Brooklyn, New York
- 44. Gazeplots • Accurate Data • Contains information about order, duration and place of user’s eyes • Time consuming
- 45. Demo
- 46. Hooked Festival June 1-2, Ghent hookedfest.be Hackathon Hack and Fly June 5-7, Amsterdam Schiphol Airport hackandfly.com UXcamp AMS September
- 47. Measures of attraction vs. Measures of performance • Include the table from the book (35%) • • Measures of attraction determine the impact of a design on users’ awareness, interest, and desire, helping assess how well a design supports business goals. These measures are often used to evaluate the effectiveness of product packaging, promotional content on a website, or anything that is supposed to grab attention without being intentionally sought. Measures of attraction include: • Area noticeability measures, such as the time to first fixation on an AOI, to determine how easy something is to notice. • Area interest measures, such as the total dwell time on an AOI, to assess how much interest something received once it was noticed. • Emotional arousal measures, such as pupil diameter, to indicate the object’s desirability. • Aga Bojko. Eye Tracking the User Experience (Kindle Locations 2150-2156). Rosenfeld Media Brooklyn, New York. • • Measures of performance are used to evaluate a design’s usability and determine how well the design supports users in achieving their goals. These measures include the following: • Mental workload measures, such as pupil diameter, to reflect the demands placed on a user’s cognitive resources by the tested interface and factors associated with the interaction. • Cognitive processing measures, such as average fixation duration, to gauge the amount of effort involved in extracting and comprehending information. • Target findability measures, such as the percentage of participants who fixated on the target, to assess the visual accessibility of something that users are looking for. • Target recognizability measures, such as the time from the first fixation on the target to the selection of the target, to reveal how effectively the purpose of the target is communicated. • Aga Bojko. Eye Tracking the User Experience (Kindle Locations 2157-2164). Rosenfeld Media Brooklyn, New York.