UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 1
Eye Tracking

The Mobile User Experience
Andrew Scha...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Andrew Schall.
Vice President of UX, SPARK Experience
C...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Mobile vs. Desktop UX.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 4
MOBILE UX IS UNIQUE
Dynamic environments…
short atte...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 5
WHY TRACK MOBILE?
What can we learn from
eye trackin...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Fixation – A single instance of where the eye momentari...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Tracking Mobile.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Tracking Mobile.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Tracking Mobile.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 1 0
Tracking Mobile.
Understanding the aspects of a mo...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 1 1
HOW DOES IT WORK?
How do you conduct eye
tracking ...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 1 2
Mobile Eye Tracking Lab.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 1 3
Mobile Eye Tracking Stand.
•  VARIETY OF SETTINGS
...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 1 4
LIVE DEMO
Let’s try it out!
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 1 5
REAL WORLD TRACKING
How do we evaluate
mobile expe...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 1 6
Eye Tracking Glasses.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 1 7
Eye Tracking Glasses.
•  MORE NATURAL USER BEHAVIO...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 1 8
PIGS VS ADS
How do we evaluate ad
effectiveness in ...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Games Played.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
iPhone 4	

 iPad gen3	

Devices Used.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 2 1
RESULTS
What did we learn from
tracking 60 partici...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
	
  	
  	
  	
  That	
  must	
  be	
  an	
  ad	
  
...i...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
However,	
  Recogni8on	
  can	
  Take	
  Place	
  Very	...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Our	
  Brains	
  are	
  Wired	
  to	
  Detect	
  Change...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
The	
  animated	
  ads	
  ini8ally	
  aNracted	
  aNen8...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
All	
  ads	
  received	
  significantly	
  more	
  aNen8...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
It	
  is	
  much	
  easier	
  to	
  avoid	
  ads	
  wit...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Ads	
  were	
  looked	
  at	
  many	
  more	
  )mes	
  ...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Ads	
  were	
  looked	
  at	
  significantly	
  longer	
...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Ads	
  were	
  oRen	
  in	
  the	
  way	
  during	
  ga...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Ads	
  were	
  always	
  no8ced	
  when	
  they	
  inte...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Ads	
  were	
  always	
  no8ced	
  when	
  they	
  inte...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Those	
  in	
  the	
  zone	
  completely	
  ignored	
  ...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Op8mizing	
  the	
  Ad	
  Viewing	
  Experience	
  
Hit...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 3 5
Take Aways.
Eye tracking can help you to better un...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 3 6
The Book.
Eye Tracking in User Experience Design

...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 3 7
Q & A
What questions do you
have about mobile eye
...
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
 3 8
CONTACT
Andrew Schall
andrew@sparkexperience.com
w...
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Eye Tracking the Mobile User Experience

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Andrew Schall's presentation from the UXPA Boston 2014 Conference.

Published in: Mobile, Design, Health & Medicine

Eye Tracking the Mobile User Experience

  1. 1. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 Eye Tracking
 The Mobile User Experience Andrew Schall SPARK Experience 

  2. 2. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Andrew Schall. Vice President of UX, SPARK Experience Co-Author, Eye Tracking in User Experience Design President, UXPA of Washington DC
  3. 3. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Mobile vs. Desktop UX.
  4. 4. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 4 MOBILE UX IS UNIQUE Dynamic environments… short attention span…multi- tasking…interruptions… smaller screen…
  5. 5. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 5 WHY TRACK MOBILE? What can we learn from eye tracking mobile user experiences?
  6. 6. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Fixation – A single instance of where the eye momentarily stops Saccade – The rapid eye movement from one fixation to the next Scan path– A series of sequential fixations and saccades Eye Tracking Terminology.
  7. 7. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Tracking Mobile.
  8. 8. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Tracking Mobile.
  9. 9. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Tracking Mobile.
  10. 10. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 0 Tracking Mobile. Understanding the aspects of a mobile user experience Sustained Attention !   How often do they look away from the screen? !   How long does it take them to reacquire what they were focusing on? !   How elements the appropriate size for a mobile device? Guided Direction !   What do they look at while completing a task? !   Do their eyes follow the intended sequence? !   Are they distracted by elements not critical to their task? Engagement !   What features do they notice? !   How much content do they consume? !   Do they notice any ads?
  11. 11. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 1 HOW DOES IT WORK? How do you conduct eye tracking on a mobile device?
  12. 12. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 2 Mobile Eye Tracking Lab.
  13. 13. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 3 Mobile Eye Tracking Stand. •  VARIETY OF SETTINGS •  CONSISTENT CONFIGURATION •  EASY TO COMPARE DATA •  BETTER FOR QUANTIFYING UX PROS •  LESS NATURAL EXPERIENCE •  NOT VERY PORTABLE CONS
  14. 14. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 4 LIVE DEMO Let’s try it out!
  15. 15. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 5 REAL WORLD TRACKING How do we evaluate mobile experiences outside the lab?
  16. 16. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 6 Eye Tracking Glasses.
  17. 17. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 7 Eye Tracking Glasses. •  MORE NATURAL USER BEHAVIOR •  TOTAL FREEDOM OF MOVEMENT •  HIGHLY PORTABLE •  BETTER FOR QUALITATIVE PROS •  DIFFICULT TO COMPARE EXPERIENCES •  MANUAL DATA ANALYSIS •  NO GLASSES CONS
  18. 18. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 8 PIGS VS ADS How do we evaluate ad effectiveness in mobile games?
  19. 19. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Games Played.
  20. 20. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 iPhone 4 iPad gen3 Devices Used.
  21. 21. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 2 1 RESULTS What did we learn from tracking 60 participants as they played Angry Birds?
  22. 22. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014        That  must  be  an  ad   ...ignore  it.   Banner Blindness is a Result of Peripheral Vision.
  23. 23. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 However,  Recogni8on  can  Take  Place  Very  Quickly   It  only  takes  one  or  two   direct  fixa8ons  combined   with  the  peripheral  effect   for  a  person  to  iden8fy   the  subject  of  an  ad.     Many  par8cipants   correctly  iden8fied  the   ads  with  few  direct   fixa8ons  on  them.  
  24. 24. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Our  Brains  are  Wired  to  Detect  Change   Small  movements  in  your   peripheral  vision  cause   you  to  reflexively  turn   and  look.  
  25. 25. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 The  animated  ads  ini8ally  aNracted  aNen8on   The  flock  of  birds  and   Lightsaber  anima8ons   ini8ally  caught  the   aNen8on  of  par8cipants.     However,  this  does  not   necessarily  always  mean   that  the  ad  content  was   viewed.  
  26. 26. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 All  ads  received  significantly  more  aNen8on  on  the   iPhone  than  iPad  
  27. 27. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 It  is  much  easier  to  avoid  ads  with  the  iPad’s   larger  screen   3.5” 9.7”
  28. 28. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Ads  were  looked  at  many  more  )mes  on  the   iPhone  than  the  iPad   0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 iPhone iPad NumberofVisits
  29. 29. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Ads  were  looked  at  significantly  longer  on  the   iPhone  over  the  iPad   0 0.5 1 1.5 2 2.5 iPhone iPad Seconds
  30. 30. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Ads  were  oRen  in  the  way  during  gameplay   on  the  iPhone    
  31. 31. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Ads  were  always  no8ced  when  they  interfered   with  gameplay   Ads  inadvertently   affected  the   par8cipant’s  line  of   sight  and  became   unavoidable  to  look  at.  
  32. 32. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Ads  were  always  no8ced  when  they  interfered   with  gameplay   This  occurred  most   frequently  with  the   iPhone,  but  there  were   situa8ons  where  ads   inadvertently  interfered   with  the  par8cipant’s   line  of  sight  during  iPad   gameplay.  
  33. 33. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Those  in  the  zone  completely  ignored  the  ads   Par8cipants  that  were   fully  engaged  in   gameplay  while  the  ads   were  shown  oRen   completely  ignored  the   ads,  regardless  of   whether  they  were  rich   media  or  sta8c.  
  34. 34. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Op8mizing  the  Ad  Viewing  Experience   Hit  them  at  the  idle  points   Players  oRen  sit  idle  and   their  eyes  tend  to  wonder   immediately  aRer   comple8ng  a  level.     Display  ads  when  a  player  is   si7ng  idle  wai8ng  for  the   level  to  end  a:er  all  pigs   are  dead.  
  35. 35. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 3 5 Take Aways. Eye tracking can help you to better understand what your users are looking at and what they are (or are not) paying attention to. Mobile eye tracking can help identify subtle changes in attention that are important in a mobile experience. Be aware of the current limitations and challenges of using this technology. 01 / 02 / 03 /
  36. 36. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 3 6 The Book. Eye Tracking in User Experience Design
 !   Real-world examples from over twenty leading UX professionals !   Tips on everything from getting the most value out of your eye tracking research to incorporating eye tracking methodology into your organization’s user-centered design process. !   Actionable findings and recommendations based on eye tracking research !   Insights into cutting-edge applications of eye tracking, including use in mobile, gaming, and emotional design
  37. 37. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 3 7 Q & A What questions do you have about mobile eye tracking?
  38. 38. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 3 8 CONTACT Andrew Schall andrew@sparkexperience.com www.sparkexperience.com 7979 Old Georgetown Rd. Suite 801 ! Bethesda, MD 20814 ! 301-294-3340! info@sparkexperience.com !
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