Ux scotland 2013   eye tracking glasses help define shop layout and record visitors' experience
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Ux scotland 2013 eye tracking glasses help define shop layout and record visitors' experience

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Ux scotland 2013   eye tracking glasses help define shop layout and record visitors' experience Ux scotland 2013 eye tracking glasses help define shop layout and record visitors' experience Presentation Transcript

  • Anna Basista UX Consultant User Vision Anna Basista UX Consultant Eye tracking glasses help define shop layout and record visitors’ experience
  • Plan for today  User research dilemma  What is eye tracking?  Physical experiences mapping  Case Study “Visit Scotland Tourist Information Centre” – Problem – Solution – Outcome  Key learning's from using the eye tracking glasses
  • “User research is the process of figuring out how people interpret and use products and services.” - Mike Kuniavsky
  • “Value-centred design starts a story about an ideal interaction between an individual and an organisation and the benefits each realises from the interaction.” - Jess McMullin (Boxes and Arrows)
  • “People lie because they don’t remember clear what they saw. People lie because they can’t help making a good story better than it was the way it happened.” - Carl Sandburg
  • What is eye tracking?  Measurement of eye activity  Where and how people look  What is and what isn’t seen  What is the pattern for a group of users
  • “Conventional” eye tracking
  • Mobile eye tracking
  • Eye tracking glasses  Capture user behaviour and eye gaze in real environments  Where and how people look  Analysis of real world user journeys  Better understanding of what is happening when someone is experiencing it
  • Eye tracking with markers  Automatic quantitative analysis (AOI’s)  Markers communicate with sensor located in the glasses  Data from multiple participants can be aggregated and overlaid on a still image
  • Method • Photo of shane here. Physical experience mapping
  • The Client
  • How successful visitors are in achieving goals of their visit? What prevents visitors from finding everything they want? - Signage effectiveness - Leaflets, Ads & Retail engagement - Information Centre footfall
  • • Explain a little bit a about us recruiting people at the door • Explain calibration procedure • True intent • Glasses “What is the goal of your visit to the Information Centre today?”
  • Goals “Browse for leaflets and inspiration”. “Find information about trips, places, entertainment...” “Find out what is worth seeing in Edinburgh”. “Get maps.”
  • Walk around the Information Centre
  • Souvenirs shopping
  • Booking a trip
  • Waiting in the queue
  • Analysis
  • Footfall heatmap
  • Leaflets
  • Looking for leaflets
  • Leaflets
  • Leaflets rack
  • Average time to first fixation (seconds) Time to first fixation
  • Average total visit duration (seconds) Total visit duration
  • Ads Retail Signage Ads
  • Ads Retail Signage Ads Seen 1.5% of the visit time 10% of the visit time Looked at 6 times in total
  • How did Visit Scotland change the Information Centre?
  • Using eye tracking glasses in the field  Very easy to set up and start using  Users feel comfortable using them  Permission is needed – the glasses are not that discreet  The battery in the recording device can drain quickly
  • Using eye tracking glasses in the field  Crucial for calibration purposes  Allow you to mark out AOI’s  Required for aggregated gaze trails and heatmaps  Speed up the analysis process  May not be feasible to set-up  You may need a lot of blue tack!
  • Using eye tracking glasses  Manual analysis can be time consuming, but it is worthwhile with well defined objectives  Automatic analysis is really great!  Recordings of the user journeys are loved by the clients  AOI’s analysis in videos available without markers
  • How comfortable was it for you the wear eye-tracking glasses? Very comfortable Quite comfortable Didn’t really notice/can’t say Quite uncomfortable Very uncomfortable
  • How concerned did you feel about wearing “these” glasses in public? Not at all concerned Hardly noticed Somewhat Quite a bit Very much concerned
  • • In this Lightning Talk we would like to talk about novel techniques we employed in this project but also we are eager to share our experiences with using eye tracking glasses in the field research. Our client wanted to better understand the needs of visitors and how effective the layout of Tourist Information Centre is in answering those needs. Eye tracking was employed to help understand how visitors to Information Centre engage with it, which sections of the literature and merchandise shelving were looked at the most and whether the signage in the centre was noticed. 15 visitors to the centre were recruited to take part in the study, all intercepted as they entered the centre. We asked them to wear eye-tracking glasses and to use the centre to accomplish the goals of their visit. The ability to record these user journeys without constantly observing test participants was especially effective as it helped to make the whole testing session feel more realistic and avoided disturbing participants in any way. Data gathered from eye tracking glasses was imported into dedicated software package and analysed. Automatic analysis was performed on the demarked shelving. Manual coding analysis was also performed, focusing specifically on the amount of time participants spent looking at signage, advertising posters and retail shelves. The amount of and duration of these gazes were calculated in relation to total participants’ visit time. Based on the visitors’ journey recordings gathered with eye tracking glasses a ‘footfall heat map’ was created. Each time a person went to the particular area of the centre this occurrence was recorded and later mapped out in a form of a ‘heat map’ based on the frequency of visits. This helped our client understand where visitors go throughout their visit and which of the Information Centre’s areas receive more or less footfall. Findings allowed the client to both take remedial action in areas where the experience was not as effective as it could be, and to take advantage of the insight to maximise the revenue potential of various areas of the centre. Anna Basista User Experience Consultant User Vision 55 North Castle Street Edinburgh EH2 3QA Email: anna@uservision.co.uk Web: www.uservision.co.uk
  • Credits/references: • http://www.sxc.hu/browse.phtml?f=view&id=1361797 • http://www.sxc.hu/browse.phtml?f=view&id=1386554 • http://www.sxc.hu/photo/1161062 • http://www.tobii.com/ • http://makezine.com/2006/03/07/camera-records-eye-intere/