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  Eye Tracking on the web   Tommy Strandvall Tobii Technology
What do we actually see? <ul><li>The 1-2 º large  area of foveal vision is about the size of a thumbnail on an arm lengths...
Saccade Fixation The area of foveal vision
Why eye-tracking? <ul><li>Clear  additional  insights into behavior  </li></ul><ul><li>Measurable behavior: data (numbers)...
When is eye-tracking valuable? <ul><li>When combined with other methods </li></ul><ul><li>When the main goal is to improve...
How eye tracking is used <ul><li>As a complement in qualitative research to help describing behavior and supporting the fi...
Different user groups of eye tracking <ul><li>Eye tracking is the sprinkle on the icing </li></ul><ul><li>Eye tracking is ...
What can eye tracking tell you? <ul><li>… WHY? </li></ul>WHAT? HOW?
If people don’t see it they won’t click on it… or do anything at all
VISUALIZING EYE MOVEMENTS
Scan path or gaze plot
Heat maps Count Duration Gaze opacity
Where do we focus on the web? Fixation count 0,5 sec Fixation count 1 sec Fixation count 1,5 sec
Measure visibility and impact of banners
Time from fixation to click TTF = Time to fixation TTC = Time to click 2,8 sec 28 sec
Visits and re-visits Heatmap: Absolute duration
% seen
Time to first fixation
Final version
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Eye Tracking In Usability

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A guide by Tommy Standvall from Tobii showing ho eye tracking is very useful and powerful for insights in usability studies.

Published in: Health & Medicine, Technology
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Eye Tracking In Usability

  1. 1. Eye Tracking on the web Tommy Strandvall Tobii Technology
  2. 2. What do we actually see? <ul><li>The 1-2 º large area of foveal vision is about the size of a thumbnail on an arm lengths distance </li></ul><ul><li>The fovea is less than 1% of the retina but takes up over 50% of the visual cortex in the brain. </li></ul><ul><li>Peripheral vision is mainly good at picking up movements and contrasts </li></ul>
  3. 3. Saccade Fixation The area of foveal vision
  4. 4. Why eye-tracking? <ul><li>Clear additional insights into behavior </li></ul><ul><li>Measurable behavior: data (numbers), images, videos </li></ul><ul><li>Objective data on behavior </li></ul><ul><li>Very visual results for better understanding </li></ul><ul><li>Persuasive results </li></ul>
  5. 5. When is eye-tracking valuable? <ul><li>When combined with other methods </li></ul><ul><li>When the main goal is to improve the design of an interface </li></ul><ul><li>If you have clear questions you want to find an answer to </li></ul><ul><li>When comparing different design alternatives </li></ul><ul><li>In both qualitative and quantitative research </li></ul><ul><li>When adapting an interface based on typical behavior </li></ul>
  6. 6. How eye tracking is used <ul><li>As a complement in qualitative research to help describing behavior and supporting the findings </li></ul><ul><li>To show live to others what the user is experiencing </li></ul><ul><li>As a complement or standalone method in quantitative research to describe the typical user behavior </li></ul><ul><li>In experimental research as the dependent variable </li></ul>
  7. 7. Different user groups of eye tracking <ul><li>Eye tracking is the sprinkle on the icing </li></ul><ul><li>Eye tracking is the icing </li></ul><ul><li>Eye tracking is the cake </li></ul>
  8. 8. What can eye tracking tell you? <ul><li>… WHY? </li></ul>WHAT? HOW?
  9. 9. If people don’t see it they won’t click on it… or do anything at all
  10. 10. VISUALIZING EYE MOVEMENTS
  11. 11. Scan path or gaze plot
  12. 12. Heat maps Count Duration Gaze opacity
  13. 13. Where do we focus on the web? Fixation count 0,5 sec Fixation count 1 sec Fixation count 1,5 sec
  14. 14. Measure visibility and impact of banners
  15. 15. Time from fixation to click TTF = Time to fixation TTC = Time to click 2,8 sec 28 sec
  16. 16. Visits and re-visits Heatmap: Absolute duration
  17. 17. % seen
  18. 18. Time to first fixation
  19. 19. Final version

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