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Eye Tracking the Mobile User Experience
1. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
1
Eye Tracking
The Mobile User Experience
Andrew Schall
SPARK Experience
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. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Mobile vs. Desktop UX.
4. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
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MOBILE UX IS UNIQUE
Dynamic environments…
short attention span…multi-
tasking…interruptions…
smaller screen…
5. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
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WHY TRACK MOBILE?
What can we learn from
eye tracking mobile user
experiences?
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. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Tracking Mobile.
8. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Tracking Mobile.
9. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Tracking Mobile.
10. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
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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. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
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HOW DOES IT WORK?
How do you conduct eye
tracking on a mobile
device?
12. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
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Mobile Eye Tracking Lab.
13. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
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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. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
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LIVE DEMO
Let’s try it out!
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REAL WORLD TRACKING
How do we evaluate
mobile experiences outside
the lab?
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Eye Tracking Glasses.
17. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
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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. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
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PIGS VS ADS
How do we evaluate ad
effectiveness in mobile
games?
19. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Games Played.
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iPhone 4
iPad gen3
Devices Used.
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RESULTS
What did we learn from
tracking 60 participants as
they played Angry Birds?
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. 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. 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. 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. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
All
ads
received
significantly
more
aNen8on
on
the
iPhone
than
iPad
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. 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. 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. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Ads
were
oRen
in
the
way
during
gameplay
on
the
iPhone
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. 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. 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. 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. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
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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. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
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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. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
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Q & A
What questions do you
have about mobile eye
tracking?
38. UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
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CONTACT
Andrew Schall
andrew@sparkexperience.com
www.sparkexperience.com
7979 Old Georgetown Rd.
Suite 801 !
Bethesda, MD 20814 !
301-294-3340!
info@sparkexperience.com !