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Eye Tracking - All will be revealed

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In February 2012 Annika Naschitzki presented to both Wellington and Auckland audiences about Optimal Usability's new eye tracker, and what it can do. Here is the presentation, however if you would like Anni to come into your organisation to do the presentation please get in touch: anni@optimalusability.com

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Eye Tracking - All will be revealed

  1. 1. Eye trackingAll will be revealed.Annika Naschitzki & Leif Roy
  2. 2. We’ve run over 4500user tests
  3. 3. Most often on screen
  4. 4. Frequently on paper
  5. 5. On the move
  6. 6. In the work place
  7. 7. In the air
  8. 8. Low fidelity
  9. 9. Medium fidelity
  10. 10. Medium fidelity
  11. 11. High fidelity
  12. 12. The value of user testingUser testing gives you: Insight into your user’s actual behaviour. Understanding of your user’s attitudes, feelings, and motivations. Understanding of what is and isn’t working in your design. Subjective or anecdotal data.
  13. 13. What is eye tracking?
  14. 14. Vision GmbH
  15. 15. Actually, it‟s not that complicated usercentric
  16. 16. How does it work?
  17. 17. How does it work? in here, somewhere…
  18. 18. How we „look‟ Fixation Saccade
  19. 19. So, what do these fixations tell us?“You cannot move youreyes without movingattention.”Eye tracking can tell uswhich elementsparticipants pay visualattention to, e.g. on awebsite.
  20. 20. But how can a monitor tell what I look at?!
  21. 21. … that‟s why!
  22. 22. What the eye tracker sees tobii
  23. 23. Monitors - No strings attached tobii
  24. 24. Mobile eye tracking
  25. 25. Mobile eye tracking tobii
  26. 26. The results: Heatmaps & Gazeplots SMI
  27. 27. Where eye tracking is used
  28. 28. Eye tracking as an aid tobiithecreatorsproject.com KOMO News eyewriter.org
  29. 29. „Gaming by Gaze‟ tobii gizmodo.com
  30. 30. Psychology & Neurosciences
  31. 31. .. and more exotic fields University of Indiana
  32. 32. Behavioural research tobii tobii
  33. 33. Behavioural research
  34. 34. Perception of faces
  35. 35. User research
  36. 36. Eye tracking in user research Answer questions such as: „Do users see/notice this?‟ Evaluate the effectiveness of a design Visualise what the user‟s attention is drawn by As a tool for observers, e.g. of a user test
  37. 37. Mobile phones simplyusability.com miratech.com
  38. 38. Tablets miratech.com
  39. 39. Package design visuality-group.co.uk
  40. 40. Packaging in the store eyetracking.me
  41. 41. Point of Sale – Shelf tests visuality-group.co.uk rwconnect.esomar.org
  42. 42. Point of Sale – Ads and banners visuality-group.co.uk
  43. 43. Eye tracking and UX
  44. 44. User testingYou run user tests to get: Insight into your user’s actual behaviour. Understanding of your user’s attitudes, feelings, and motivations. Understanding of what is and isn’t working in your design. Subjective, or anecdotal, data.
  45. 45. Why use eye tracking in UXYou add eye tracking to get: Deeper understanding of user’s actual behaviour. Insight into user’s subconscious or instinctive behaviour. Better understanding of why your design does or doesn’t work. Evidential (quantitative) data
  46. 46. How is my website doing?
  47. 47. Purpose: Kick the tires
  48. 48. User testing with eye tracking
  49. 49. An example: How is my site doing?
  50. 50. An example: How is my site doing?
  51. 51. An example: How is my site doing?
  52. 52. Animations – it‟s alive!
  53. 53. Animations – it‟s alive!
  54. 54. Differences in behaviour
  55. 55. And our favourite example…
  56. 56. Our favourite example…
  57. 57. Inform your design
  58. 58. Purpose: Develop and design
  59. 59. Purpose: Develop and design Where should the ‘Pay now’ button be? Will users noticethis stuff if I put it down here?
  60. 60. Design principles
  61. 61. The Face effect
  62. 62. The Face effect bunnyfoot
  63. 63. Using the Face effect humanfactors.com
  64. 64. Using the Face effect humanfactors.com
  65. 65. Ways to focus attention humanfactors.com
  66. 66. Ways to focus attention usableworld.com.au
  67. 67. Ways to focus attention
  68. 68. The „F-Design‟
  69. 69. The “F-Design” Nielsen Research
  70. 70. The “F-Design” tutsplus.com
  71. 71. Talking about colours…
  72. 72. Using saturated colours…
  73. 73. Using saturated colours…
  74. 74. Using saturated colours…
  75. 75. The bottom line…
  76. 76. User testing + eye tracking
  77. 77. a more complete= understanding of your users experience.
  78. 78. Thank you.Annika Naschitzki & Leif Roy

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