Sara quinn poynter_eyetrack_research_atlanta_press_club

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Sara quinn poynter_eyetrack_research_atlanta_press_club

  1. 1. THE POYNTER INSTITUTE FOR MEDIA STUDIES @saraquinn EyeTrack:TabletResearch
  2. 2. Howdopeople choosewhattoread?
  3. 3. Andhowdotheyread, oncetheychoose?
  4. 4. Weaskedthem.
  5. 5. Weaskedthem.
  6. 6. Wewatchedthem.
  7. 7. Andwelookedclosely athowtheyinteracted withthestories.
  8. 8. Female Male52% 48% Wetested36peoplewhohadeachused atabletforatleastsixmonths. THE PEOPLE:
  9. 9. “Digital Natives” “Printnets” 18-28 years old 45-55 years old48% 52% Wetestedtwo,distinctagegroups. THE PEOPLE:
  10. 10. Morepeopleexpressedapreferenceforusing atabletinahorizontalorlandscapeorientation. THE PEOPLE: 30% 70%Landscape Portrait
  11. 11. Morepeopleexpressedapreferenceforusing atabletinahorizontalorlandscapeorientation. THE PEOPLE: 30% 70%Landscape Portrait
  12. 12. THE TESTING PROTOCOL: Theeyetrackingglassescontainedtwosmall cameras—onethatrecordedeyemovement andanotherthatrecordedwherethereaderlooked.
  13. 13. Westandardizedexperiencetolimitvariables. We used one kind of tablet, an iPad presented in landscape orientation on a wedge-like pillow. THE TESTING PROTOCOL:
  14. 14. Weaskedthemtoreadforfirstforfiveminutes. Wewantedthemtobecomfortableinthe testingenvironment. THE TESTING PROTOCOL:
  15. 15. Eachpersonthenreadoneofourprototypes forapproximatelytenminutes. THE TESTING PROTOCOL:
  16. 16. ThePoynterprototypes
  17. 17. Traditional, INSPIRED BY THE BOSTON GLOBE AND THE NEW YORK TIMES THE PROTOTYPES:
  18. 18. Carousel, INSPIRED BY NPR AND PULSE THE PROTOTYPES:
  19. 19. Tile, INSPIRED BY FLIPBOARD THE PROTOTYPES:
  20. 20. Traditional Carousel Tile Wewantedtocomparehowpeoplechoseastory.
  21. 21. Traditional Carousel Tile
  22. 22. Thestories
  23. 23. THE STORIES: TEXT WITH A STILL PHOTO
  24. 24. THE STORIES: TEXT WITH A STILL GRAPHIC A Lost Secret: The once and future way to run
  25. 25. THE STORIES: SLIDESHOWS
  26. 26. THE STORIES: SLIDESHOWS
  27. 27. THE STORIES: TEXT WITH A VIDEO
  28. 28. THE STORIES: VIDEO
  29. 29. THE STORIES: POP-UP GRAPHICS
  30. 30. THE STORIES: POP-UP GRAPHICS
  31. 31. THE STORIES: POP-UP GRAPHICS
  32. 32. POP-UP GRAPHICS = TOUCH AND SURPRISE
  33. 33. POP-UP GRAPHICS = TOUCH AND SURPRISE
  34. 34. POP-UP GRAPHICS = TOUCH AND SURPRISE
  35. 35. POP-UP GRAPHICS = TOUCH AND SURPRISE
  36. 36. POP-UP GRAPHICS = TOUCH AND SURPRISE
  37. 37. THE STORIES: POP-UP GRAPHICS
  38. 38. Thisishowtheychose. FINDINGS
  39. 39. 4% 13% 83% 83percentsaidthetraditionalprototypewas mostsimilartowhattheyregularlyuse. Traditional Carousel Tile THE PROTOTYPES:
  40. 40. 50percentsaidtheywouldchoose thecarouseldesign. 15% 50% 35% Traditional Tile THE PROTOTYPES: Carousel
  41. 41. Commentsaboutthetiledesign: “It’s tidier. I can get through it to save time.” THE PROTOTYPES:
  42. 42. Commentsaboutthetiledesign: “It’s tidier. I can get through it to save time.” “(It) is more focused.” THE PROTOTYPES:
  43. 43. Commentsaboutthetiledesign: “It’s tidier. I can get through it to save time.” “(It) is more focused.” BUT OTHER PEOPLE SAID ... “Makes me work too hard.” THE PROTOTYPES:
  44. 44. Commentsaboutthetiledesign: “It’s tidier. I can get through it to save time.” “(It) is more focused.” BUT OTHER PEOPLE SAID ... “Makes me work too hard.” “Makes me do another click.” THE PROTOTYPES:
  45. 45. Commentsaboutthetiledesign: “It’s tidier. I can get through it to save time.” “(It) is more focused.” BUT OTHER PEOPLE SAID ... “Makes me work too hard.” “Makes me do another click.” “I definitely don’t like the ‘mystery meat’ of having to guess what’s behind an image.” THE PROTOTYPES:
  46. 46. Commentsaboutthetraditionaldesign: “I like hierarchy.” THE PROTOTYPES:
  47. 47. Commentsaboutthetraditionaldesign: “I like hierarchy.” “I am big on written context. That’s just me. The more description I can get, the more I like it.” THE PROTOTYPES:
  48. 48. Commentsaboutthetraditionaldesign: “I like hierarchy.” “I am big on written context. That’s just me. The more description I can get, the more I like it.” “I don’t want to see a democratized judgement. I like to see that some editor has made a judgement for me about what is important.” THE PROTOTYPES:
  49. 49. Thecarouselwasthefavorite,butitalsodrewthe mostintensereactions,bothproandcon. THE PROTOTYPES: 15% 50% 35% Traditional Tile Carousel
  50. 50. Peoplewholikedthecarouseldesignsaid: “It’s like a food buffet—you know what looks appetizing.” THE PROTOTYPES:
  51. 51. Peoplewholikedthecarouseldesignsaid: “It’s like a food buffet—you know what looks appetizing.” “The carousel gives me a quicker idea of what’s there to read.” THE PROTOTYPES:
  52. 52. Peoplewholikedthecarouseldesignsaid: “It’s like a food buffet—you know what looks appetizing.” “The carousel gives me a quicker idea of what’s there to read.” “I am always drawn to photos first. The carousel seems to give me more choices than the other designs.” THE PROTOTYPES:
  53. 53. Peoplewholikedthecarouseldesignsaid: “It’s like a food buffet—you know what looks appetizing.” “The carousel gives me a quicker idea of what’s there to read.” “I am always drawn to photos first. The carousel seems to give me more choices than the other designs.” “Pictures can say a lot.” THE PROTOTYPES:
  54. 54. Peoplewholikedthecarouseldesignsaid: “It’s like a food buffet—you know what looks appetizing.” “The carousel gives me a quicker idea of what’s there to read.” “I am always drawn to photos first. The carousel seems to give me more choices than the other designs.” “Pictures can say a lot.” “It helps me to make a decision quickly.” THE PROTOTYPES:
  55. 55. Peoplewhodidn’tlikethecarouseldesignsaid: “The carousel might be overwhelming. THE PROTOTYPES: Carousel
  56. 56. Peoplewhodidn’tlikethecarouseldesignsaid: “The carousel might be overwhelming. “The carousel is too busy. I don’t know which to look at first.” THE PROTOTYPES: Carousel
  57. 57. Peoplewhodidn’tlikethecarouseldesignsaid: “The carousel might be overwhelming. “The carousel is too busy. I don’t know which to look at first.” “The carousel prevents me from focusing on the print.” THE PROTOTYPES: Carousel
  58. 58. Peoplewhodidn’tlikethecarouseldesignsaid: “The carousel might be overwhelming. “The carousel is too busy. I don’t know which to look at first.” “The carousel prevents me from focusing on the print.” “I don’t like carousels. I (end up looking at) stupid stuff because I look at the photos, instead of the headlines. I would never want to read about the Broadway show, ‘Cats,’ but I am drawn to the photo!” THE PROTOTYPES: Carousel
  59. 59. Peoplewhodidn’tlikethecarouseldesignsaid: “The carousel might be overwhelming. “The carousel is too busy. I don’t know which to look at first.” “The carousel prevents me from focusing on the print.” “I don’t like carousels. I (end up looking at) stupid stuff because I look at the photos, instead of the headlines. I would never want to read about the Broadway show, ‘Cats,’ but I am drawn to the photo!” THE PROTOTYPES:
  60. 60. Peoplewhodidn’tlikethecarouseldesignsaid: “The carousel might be overwhelming. “The carousel is too busy. I don’t know which to look at first.” “The carousel prevents me from focusing on the print.” “I don’t like carousels. I (end up looking at) stupid stuff because I look at the photos, instead of the headlines. I would never want to read about the Broadway show, ‘Cats,’ but I am drawn to the photo!” THE PROTOTYPES:
  61. 61. Thebehaviors FINDINGS
  62. 62. Peopletendedtoenterthroughadominantelement. THE BEHAVIORS:
  63. 63. ThisechoesearlierEyeTrackfindings. THE BEHAVIORS: X
  64. 64. Inlieuofacleardominantelement, facesalsodrewalotofattention. THE BEHAVIORS:
  65. 65. Inlieuofacleardominantelement, facesalsodrewalotofattention. THE BEHAVIORS:
  66. 66. Peoplefixated18timesbeforechoosing theirfirststory. THE BEHAVIORS:
  67. 67. Peoplefixated18timesbeforechoosing theirfirststory. X X X X X X X X X THE BEHAVIORS: X XX XX X X X X
  68. 68. But… THE BEHAVIORS:
  69. 69. …Peoplewhodidnotfinishreadingtheirfirststory fixatedonlyninetimesbeforechoosing. THE BEHAVIORS: X X X X X X X X X
  70. 70. Anoverallaverageofaminuteandahalf (98.3seconds)wasspentonthefirststory apersonselectedtoread. THE BEHAVIORS:
  71. 71. Anoverallaverageofaminuteandahalf (98.3seconds)wasspentonthefirststory apersonselectedtoread. Ofthepeoplewhodidnotfinishreadingastory, theyreadforanaverageof78.3seconds beforeleavingthestoryentirely. THE BEHAVIORS:
  72. 72. Anoverallaverageofaminuteandahalf (98.3seconds)wasspentonthefirststory apersonselectedtoread. Ofthepeoplewhodidnotfinishreadingastory, theyreadforanaverageof78.3seconds beforeleavingthestoryentirely. We’vebeencallingthisthe“bailoutpoint.” THE BEHAVIORS:
  73. 73. Anditmightbeagoodbenchmarkfor establishinga“goldcoin”likeasimple pulloutquoteorvisualelementthat keepsthereaderengagedabout halfwaythroughalongstory. THE BEHAVIORS:
  74. 74. THE BEHAVIORS: 67percentusednativecontrols,likethebackbutton togettotheirsecondstory.
  75. 75. THE BEHAVIORS: …eventhoughnavtoolswerebuiltin.
  76. 76. THE BEHAVIORS: …eventhoughnavtoolswerebuiltin. Peoplewilldefaulttowhattheyknow—ifit’savailable.
  77. 77. ‘Conventional’tabletUIsuggestshorizontalswipes switchstories. THE BEHAVIORS:
  78. 78. ‘Conventional’tabletUIsuggestsverticalscrollsgo deeperinastory. THE BEHAVIORS:
  79. 79. ...but‘Conventional’tabletUIforslideshowsscroll horizontalinastory. THE BEHAVIORS:
  80. 80. Readersinstinctivelyswipehorizontallythrough aphotogallery,regardlessoforientation. THE BEHAVIORS:
  81. 81. Veryfewpeopleusedthumbnailstoprogressthrough thegallery.Themajorityusedadvancebuttons. THE BEHAVIORS:
  82. 82. Thisishowtheyread. FINDINGS
  83. 83. 52%48% Abouthalfofthepeopletestedreadmethodically, whilehalfreadinascanningmanner. Methodical readers Scanning readers THE BEHAVIORS:
  84. 84. Abouthalfofthepeopletestedreadmethodically, whilehalfreadinascanningmanner. THE BEHAVIORS: 24% 76% 75% 25% Printnets 45-55 years Digital Natives 18-28 years Methodical Scanning Scanning Methodical
  85. 85. 61%39% 61percentofreaderstouchedthescreenfrequently. Othersweremorehandsoff. Intimate readersDetached readers THE BEHAVIORS:
  86. 86. Detachedreadingbehavior. THE BEHAVIORS:
  87. 87. Intimatereadingbehavior. THE BEHAVIORS:
  88. 88. THE BEHAVIORS: INTIMATE READING BEHAVIOR Thesereadersusetheirfingerlikeateleprompter.
  89. 89. THE BEHAVIORS: INTIMATE READING BEHAVIOR Ananalogtoolhelpedpeoplekeeptheirplace,adigital versionmighthaveaplaceintabletdesign,too.
  90. 90. Here’swhythiswas worthyourtime. FINDINGS
  91. 91. Tabletusershaveahighnumberof fixationsbeforemakingaselection. WHAT THEY CHOSE TO READ:
  92. 92. Often,theyfixateonthesamestory multipletimesbeforechoosingit. WHAT THEY CHOSE TO READ:
  93. 93. Morefixationsbeforeaselection suggeststheuserismorelikelyto readtocompletion. WHAT THEY CHOSE TO READ:
  94. 94. 80-90secondswasthecritical ‘bailoutpoint.’ HOW THEY READ:
  95. 95. 80-90secondswasthecritical ‘bailoutpoint.’ Agoldcoincouldcompel readerstocontinue. HOW THEY READ:
  96. 96. Youngerreadersaremore likelytobescanners. HOW THEY READ:
  97. 97. Youngerreadersaremore likelytobescanners. Olderreadersaremore likelytobemethodical. HOW THEY READ:
  98. 98. Youngerreadersaremore likelytobescanners. Olderreadersaremore likelytobemethodical. Bothreaddeeply,whenthey foundwhattheywanted. HOW THEY READ:
  99. 99. Andnext?
  100. 100. CASE STUDY: TOUCH and DISCOVERY AmasterclassGUITAR WORLD: THE LICK OF THE DAY http://www.guitarworld.com/lick-of-the-day

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