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 of "UKUPA May 09 Rob Stevens Why You Must Use Eye Tracking"
You absolutely positively
NEED eyetracking for web
20th May 2009