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UKUPA May 09 Kara Pernice Using Eyetracking In Web Usability
UKUPA May 09 Kara Pernice Using Eyetracking In Web Usability
UKUPA May 09 Kara Pernice Using Eyetracking In Web Usability
UKUPA May 09 Kara Pernice Using Eyetracking In Web Usability
UKUPA May 09 Kara Pernice Using Eyetracking In Web Usability
UKUPA May 09 Kara Pernice Using Eyetracking In Web Usability
UKUPA May 09 Kara Pernice Using Eyetracking In Web Usability
UKUPA May 09 Kara Pernice Using Eyetracking In Web Usability
UKUPA May 09 Kara Pernice Using Eyetracking In Web Usability
UKUPA May 09 Kara Pernice Using Eyetracking In Web Usability
UKUPA May 09 Kara Pernice Using Eyetracking In Web Usability
UKUPA May 09 Kara Pernice Using Eyetracking In Web Usability
UKUPA May 09 Kara Pernice Using Eyetracking In Web Usability
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UKUPA May 09 Kara Pernice Using Eyetracking In Web Usability

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Kara Pernice tells the UK UPA that eye-tracking has benefits, but it does not need to be used in all web usability tests.

Kara Pernice tells the UK UPA that eye-tracking has benefits, but it does not need to be used in all web usability tests.

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  • has flaws- Long, realistic tasks sometimes crash the system- Analysis features are inadequate
  • Transcript

    • 1. Using Eyetracking in Web Usability Kara Pernice Managing Director Nielsen Norman Group
    • 2. Benefits to Eye tracking • Test sessions are more interesting: You feel like you are “in the user’s head” • Technology is awe-inspiring • Expense involved can indicate commitment • Heatmaps are easy to make and are sexy • You can learn some new things, just a few: – Exhaustive Review – Obstacle course – Magnetism – Reading patterns • “EyetrackingWeb Usability” Jakob Nielsen Kara Pernice, due this year (2009) 2
    • 3. BESIDES THE MOST BASIC QUALITATIVE, BEHAVIORAL RESEARCH METHOD, THERE ARE NO REQUIRED USABILITY METHODS (INCLUDING ET) 3
    • 4. MOST MAJOR USABILITY ISSUES CAN BE UNCOVERED WITH TRADITIONAL BEHAVIORAL, OBSERVATIONAL RESEARCH- WITHOUT EYETRACKING 4
    • 5. IT’S ALL MOST TEAMS CAN DO TO KEEP UP WITH DOING THE TRADITIONAL/BASIC USABILITY METHODS 5
    • 6. EYETRACKINGSTUDIES ARE EXPENSIVE AND TIME- CONSUMING 6
    • 7. Eyetracking Method Time Drain • Test full processes, not just single pages – Using the Web is a fluid process – Static page tasks miss the flow • Disclose to the user, in recruit and during session set-up, that you are tracking the eye • Take time to get the calibration right • Closely monitor eye capture status during the session • ANALYSIS is a bear—time drain unfathomable 7
    • 8. HEATMAPS ARE SO EASY TO GENERATE BUT JUST AS EASY TO MISINTERPRET (OR BE INACCURATE) 8
    • 9. GP looks a little off 9
    • 10. The real story 10
    • 11. Think Aloud Protocol • TOL affects the heatmaps and eye gaze • Retrospective – Catch 22- Hybrid of behavioral research and self-reported • Can nullify all the good behavioral work you just did – Too novel: “Is that my eye?!” – Defend themselves – Want to remember/ derive stories/ please facilitator • Recommend a combination – Thinking aloud for qualitative learning, NOTE: TOL does not necessarily mean talking the whole time – No thinking aloud if generating heatmaps – No retrospective in most situations – Can do post-task interview under a separate stimulus 11
    • 12. THE TECHNOLOGY CAN HELP, BUT THE ASSOCIATED COSTS LIKELY OUTWEIGH THE BENEFITS… TODAY 12
    • 13. Thank you

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