Twitter
    BunnyfootSays




1
You absolutely positively
NEED eyetracking for web
user testing.


20th May 2009
21 September 2006




          972 days have passed....




3
4
5
6
7
8
‘PEEP is a voodoo
      technique IMHO’

       Jared Spool
          2009




9
You absolutely positively NEED
     eyetracking for web user testing.




     Agree    Somewhat   Neither agree   Somewha...
Why?




11
12
Effectiveness, efficiency & Satisfaction?




13
14
WHO USES EYETRACKING?


15
Quick Poll




      Highly                 Partially     Not       Not at all
     Satisfied   Satisfied   Satisfied   Sa...
The Technology is NOT the Methodology
17
The reasons

     1. Better user tests
     2. Optimisation
     3. Engage stakeholders



18
19
20
21
How to

     BETTER USABILITY TESTS


22
UPA Presentation

Post Experience Eye-
Tracked Protocol



21st September 2006
UPA Presentation



Or PEEP for short



21st September 2006
We live much of our lives in the subconscious
Other’s understand this too, including

     DON NORMAN


26
Example of unconscious processing

     DENNIS BERGKAMP


27
‘   Thinking aloud can
    interfere with a primary
    task by increasing
    attentional demands so as
    to change nor...
‘   Think aloud can impact on
    performance and



                               ’
    productivity
    (Berry & Broadb...
‘   Many users find thinking
    aloud difficult and it makes


                               ’
    them feel uncomfortab...
Let’s see that again

     DENNIS BERGKAMP


31
Think aloud causes users
to behave differently.
A new way..


Post Experience
Eyetracked
Protocol
PEEP generated
significantly more
usability problems overall
than the think-aloud method

(Mean = 12.5 Vs. 8.7)
Participants in the PEEP
conditions achieved
significantly more correct
responses than those in the
think-aloud condition
...
79% vs. 42% ?
How to

     OPTIMISATION


37
Usability works



        • Expert evaluation
        • Paper prototype
        • Wireframes
        • Think Aloud




38
39
A New Approach

     MASS USER TESTING; N=30


40
Monte Carlo Simulation




41
42
43
44
Better methodology

     REAL TIME TO TASK
     COMPLETION RESULTS

45
Better methodology

     ACCURATE MEASURES OF
     EFFECTIVENESS EFFICIENCY
     AND SATISFACTION
46
79% vs. 42%
How to

     HELP NON SPECIALIST
     STAKEHOLDERS ENGAGE IN THE
     PROCESS
48
Learning from a two year old

     TOM


49
Not just a chair with wheels.




               When you can drive it is a car.
50
Not just an eyetracker.




       When you can drive it is a neuro tool.
51
53
54
Share experiences




55
The reasons

     1. Better user tests
     2. Optimisation
     3. Engage stakeholders



56
The conclusion




 You absolutely positively
 NEED eyetracking for web
 user testing.
APPENDIX


58
59
64
UKUPA May 09 Rob Stevens Why You Must Use Eye Tracking
UKUPA May 09 Rob Stevens Why You Must Use Eye Tracking
UKUPA May 09 Rob Stevens Why You Must Use Eye Tracking
UKUPA May 09 Rob Stevens Why You Must Use Eye Tracking
UKUPA May 09 Rob Stevens Why You Must Use Eye Tracking
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UKUPA May 09 Rob Stevens Why You Must Use Eye Tracking

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Rob Stevens tells the UK UPA why he feels eyetracking must be used in all web usability tests.

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  • Who believes this statement is true?
  • Usability community not embracing eye tracking
  • Do you absolutely positively NEED eyetracking for web user testing.
  • Misunderstanding about what eyetracking is and what it can do.
  • Expensive presentation layer that adds nothing .
  • Duchowski (2006), the traditional metrics given by eye tracking software are low level measures and their relationship with usability findings has not been established: how are fixations supposed to elucidate user satisfaction, effectiveness and efficiency, the common (ISO 9241) usability goals?
  • Acknowledge that there have been problems with the technology. Admiral Grace Hooper Software is prone to crashing, Tobii halted features and put 18 months of development into bug fixes, it’s still not there
  • 50 years ago there were no drink driving laws, no speed limits and no safety equipment, it didn't mean driving was a bad idea, it just needed time.
  • If you think that eyetracking is an expensive presentation layer that adds nothing, you are not using it to it’s best effect.
  • The usability profession sits in a very comfortable chair and is happy with the world.
  • So you sit in the chair with wheels and it don’t go anywhere, because no one taught you how to drive it.
  • Disconnects with discount usability testing – how can DUT find 80% of usability problems when PEEP finds 50% more?
  • If you had 2 web designs to recommend, 1 caused 21% fail rates and the other 58% which would you recommend to the client?
  • Usability had made a very nice chair for itself, it works well. For finding errors you can go a long way with expert level you don’t even need usability testing We can do lots of usability without eyetracking- we can paper prototype, we can do think aloud, we can
  • We are the UPA – we should want the best available for our clients – enhanced results not acceptable results.
  • As well as developing the PEEP methodology we have developed Mass User Testing
  • Sample of 30
  • Sample of 30 has more credibility than 8.Opodo story.
  • A failure rate of 58% impacts significantly on EES rates!
  • Not just a chair with wheels, it is a car and it can take you places you can never go when sitting in a chair.
  • This is not just an eyetracker, it is a neuro market research tool and that is REALLY interesting because we all have a brain.
  • Car has 4 seats, not one, it’s built for sharing the experience.
  • Who believes this statement is true?
  • Admiral Grace Hooper Software is prone to crashing, Tobii halted features and put 18 months of development into bug fixes, it’s still not there
  • UKUPA May 09 Rob Stevens Why You Must Use Eye Tracking

    1. 1. Twitter BunnyfootSays 1
    2. 2. You absolutely positively NEED eyetracking for web user testing. 20th May 2009
    3. 3. 21 September 2006 972 days have passed.... 3
    4. 4. 4
    5. 5. 5
    6. 6. 6
    7. 7. 7
    8. 8. 8
    9. 9. ‘PEEP is a voodoo technique IMHO’ Jared Spool 2009 9
    10. 10. You absolutely positively NEED eyetracking for web user testing. Agree Somewhat Neither agree Somewhat Disagree agree Or disagree disagree 10
    11. 11. Why? 11
    12. 12. 12
    13. 13. Effectiveness, efficiency & Satisfaction? 13
    14. 14. 14
    15. 15. WHO USES EYETRACKING? 15
    16. 16. Quick Poll Highly Partially Not Not at all Satisfied Satisfied Satisfied Satisfied Satisfied 16
    17. 17. The Technology is NOT the Methodology 17
    18. 18. The reasons 1. Better user tests 2. Optimisation 3. Engage stakeholders 18
    19. 19. 19
    20. 20. 20
    21. 21. 21
    22. 22. How to BETTER USABILITY TESTS 22
    23. 23. UPA Presentation Post Experience Eye- Tracked Protocol 21st September 2006
    24. 24. UPA Presentation Or PEEP for short 21st September 2006
    25. 25. We live much of our lives in the subconscious
    26. 26. Other’s understand this too, including DON NORMAN 26
    27. 27. Example of unconscious processing DENNIS BERGKAMP 27
    28. 28. ‘ Thinking aloud can interfere with a primary task by increasing attentional demands so as to change normal ’ strategies. (Russo et al., 1989)
    29. 29. ‘ Think aloud can impact on performance and ’ productivity (Berry & Broadbent 1984)
    30. 30. ‘ Many users find thinking aloud difficult and it makes ’ them feel uncomfortable (Nielsen1993)
    31. 31. Let’s see that again DENNIS BERGKAMP 31
    32. 32. Think aloud causes users to behave differently.
    33. 33. A new way.. Post Experience Eyetracked Protocol
    34. 34. PEEP generated significantly more usability problems overall than the think-aloud method (Mean = 12.5 Vs. 8.7)
    35. 35. Participants in the PEEP conditions achieved significantly more correct responses than those in the think-aloud condition (79% vs. 42%)
    36. 36. 79% vs. 42% ?
    37. 37. How to OPTIMISATION 37
    38. 38. Usability works • Expert evaluation • Paper prototype • Wireframes • Think Aloud 38
    39. 39. 39
    40. 40. A New Approach MASS USER TESTING; N=30 40
    41. 41. Monte Carlo Simulation 41
    42. 42. 42
    43. 43. 43
    44. 44. 44
    45. 45. Better methodology REAL TIME TO TASK COMPLETION RESULTS 45
    46. 46. Better methodology ACCURATE MEASURES OF EFFECTIVENESS EFFICIENCY AND SATISFACTION 46
    47. 47. 79% vs. 42%
    48. 48. How to HELP NON SPECIALIST STAKEHOLDERS ENGAGE IN THE PROCESS 48
    49. 49. Learning from a two year old TOM 49
    50. 50. Not just a chair with wheels. When you can drive it is a car. 50
    51. 51. Not just an eyetracker. When you can drive it is a neuro tool. 51
    52. 52. 53
    53. 53. 54
    54. 54. Share experiences 55
    55. 55. The reasons 1. Better user tests 2. Optimisation 3. Engage stakeholders 56
    56. 56. The conclusion You absolutely positively NEED eyetracking for web user testing.
    57. 57. APPENDIX 58
    58. 58. 59
    59. 59. 64
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