An Eye Towards User Engagement, EyeTrackUX WestPresentation Transcript
An Eye Towards User EngagementEmpowering UX Designers with the Tools to Effectively Design & Evaluate Elements of Persuasion and Engagement Andrew Schall, MS, CUA User Experience Designer EyeTrackUX West November 12, 2009
Please note:The following slides are provided as a courtesy to EyeTrackUX West attendees . Please do not copy or distribute without permission from the author.
Which Design is More Effective?
Effective Photography & Graphics Can Influence Where People Look Next Courtesy of Bunnyfoot by way of Future Now
Babies are Cute and People Look at Them
People Want to See What the Baby is Looking At
Examples of Less Effective Photography on the Web 7
Effective Methods to Guide the User’s Eyes Gestalt Principles
Can Do (usability) versus Will Do (persuasion) Will Do Can Do
Usability Within User Experience Design Study Goals:
Can the user find the Information?
Can the user complete his/her task?
How does the user complete his/her task?
How effectively can they complete the task?
Eye-Tracking Study Design:
Time-on-task, # of errors, # of clicks
Persuasion Within User Experience Design Study Goals:
What catches their attention?
What holds their attention?
What do they do after they looked?
Persuasion Eye-Tracking Study Design:
# of conversions
Measuring the Complete User Experience Persuasion
Analysis Must be Done in Context
Who does the participant represent (novice, expert user, etc.)?
What is the participant trying to do (task-oriented or exploratory)?
Where are they looking on the screen?
When are they looking at something?
How often do they look at something?
How much time do they look at something?
Why is the participant looking at something?
Why is the participant not looking at something?
TaskPerformance Data Click Data Eye-Tracking Data Verbal Data Nonverbal Data
Pupil Dilation Galvanic Skin Response Eye-Tracking Data ? ? ? Heart Rate New Advancements
Measuring the Effects of Design Changes Persuasive Imagery Image of locally well-known lawyer who is teaching this course is meant to persuade users to want to sign up. Many noticed the picture 65% of users noticed the lawyer as well as the course title. Increased clicks to learn more 15 % more users clicked to learn more about this course.
What users see and do not see is effected by the design and layout of the site
Eye-tracking helps to identify what captures and sustains user’s attention on each viewed page
Retrospective interviewing provides opportunities to explore deeper-level motivations and thought processes
Eye tracking should not be a standalone activity
Plan ahead on how you will use the data
Focus on the effectiveness of specific design attributes
Analyze the data in conjunction with traditional methodology
18 Things to Keep in Mind 18
Where to Learn More
Eye-Tracking Bootcamp1-2 day intensive eye-tracking training