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Eye Tracking In Usability
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Eye Tracking In Usability

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Tommy is on of Tobii's usability and eyetracking gurus

Tommy is on of Tobii's usability and eyetracking gurus

Published in: Technology, Health & Medicine

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  • Transcript

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