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.

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

Transcript

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