UKUPA May 09 Kara Pernice Using Eyetracking In Web Usability

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Kara Pernice tells the UK UPA that eye-tracking has benefits, but it does not need to be used in all web usability tests.

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  • has flaws- Long, realistic tasks sometimes crash the system- Analysis features are inadequate
  • UKUPA May 09 Kara Pernice Using Eyetracking In Web Usability

    1. 1. Using Eyetracking in Web Usability Kara Pernice Managing Director Nielsen Norman Group
    2. 2. Benefits to Eye tracking • Test sessions are more interesting: You feel like you are “in the user’s head” • Technology is awe-inspiring • Expense involved can indicate commitment • Heatmaps are easy to make and are sexy • You can learn some new things, just a few: – Exhaustive Review – Obstacle course – Magnetism – Reading patterns • “EyetrackingWeb Usability” Jakob Nielsen Kara Pernice, due this year (2009) 2
    3. 3. BESIDES THE MOST BASIC QUALITATIVE, BEHAVIORAL RESEARCH METHOD, THERE ARE NO REQUIRED USABILITY METHODS (INCLUDING ET) 3
    4. 4. MOST MAJOR USABILITY ISSUES CAN BE UNCOVERED WITH TRADITIONAL BEHAVIORAL, OBSERVATIONAL RESEARCH- WITHOUT EYETRACKING 4
    5. 5. IT’S ALL MOST TEAMS CAN DO TO KEEP UP WITH DOING THE TRADITIONAL/BASIC USABILITY METHODS 5
    6. 6. EYETRACKINGSTUDIES ARE EXPENSIVE AND TIME- CONSUMING 6
    7. 7. Eyetracking Method Time Drain • Test full processes, not just single pages – Using the Web is a fluid process – Static page tasks miss the flow • Disclose to the user, in recruit and during session set-up, that you are tracking the eye • Take time to get the calibration right • Closely monitor eye capture status during the session • ANALYSIS is a bear—time drain unfathomable 7
    8. 8. HEATMAPS ARE SO EASY TO GENERATE BUT JUST AS EASY TO MISINTERPRET (OR BE INACCURATE) 8
    9. 9. GP looks a little off 9
    10. 10. The real story 10
    11. 11. Think Aloud Protocol • TOL affects the heatmaps and eye gaze • Retrospective – Catch 22- Hybrid of behavioral research and self-reported • Can nullify all the good behavioral work you just did – Too novel: “Is that my eye?!” – Defend themselves – Want to remember/ derive stories/ please facilitator • Recommend a combination – Thinking aloud for qualitative learning, NOTE: TOL does not necessarily mean talking the whole time – No thinking aloud if generating heatmaps – No retrospective in most situations – Can do post-task interview under a separate stimulus 11
    12. 12. THE TECHNOLOGY CAN HELP, BUT THE ASSOCIATED COSTS LIKELY OUTWEIGH THE BENEFITS… TODAY 12
    13. 13. Thank you

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