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Mihkel Jäätma-Eye-tracking ja veebidisain

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Realeyes 2008

Published in: Business, Health & Medicine
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Mihkel Jäätma-Eye-tracking ja veebidisain

  1. 1. EYE-TRACKING & VEEBIDISAIN 2008
  2. 2. EYE-TRACKING & VEEBIDISAIN KAVA Miks eye-tracking? Kuidas? Mõned näited www.realeyes.it
  3. 3. EYE-TRACKING & VEEBIDISAIN MIKS? Tulus investeering Protsesside optimeerimine Veebi potentsiaali realiseerimine www.realeyes.it
  4. 4. EYE-TRACKING & VEEBIDISAIN MIKS? “Business intelligence” Kuidas leht töötab kasutaja vaatenurgast Mis toimub enne klikkimist Benchmarking www.realeyes.it
  5. 5. EYE-TRACKING & VEEBIDISAIN MIKS? Kommunikatsioon Kasutajad - Disainerid Juhid - Disainerid www.realeyes.it
  6. 6. EYE-TRACKING & VEEBIDISAIN MIKS? Sisupaigutus Tähtsad asjad nähtavale kohale! The email on the left was a Christmas campaign of a large retailer. We eye-tracked this email to see where people look most on the email. Each color represents different areas of the web page where people could click. We measured how much attention each area recieved and mapped it against the actual email campaign results. www.realeyes.it
  7. 7. EYE-TRACKING & VEEBIDISAIN MIKS? Disainiotsused Vali lahendus mis annab parimaid tulemusi Objektiivsed numbrid, mitte arvamused Väldi riske mida pole mõtet võtta www.realeyes.it
  8. 8. EYE-TRACKING & VEEBIDISAIN KUIDAS? Eye-tracking monitorid jälgivad infrapuna peegeldusi inimeste pupillidelt.
  9. 9. EYE-TRACKING & VEEBIDISAIN KUIDAS? Videod ei lingi siit – palun küsi link mihkel@realeyes.it kui soovid videot
  10. 10. EYE-TRACKING & VEEBIDISAIN KUIDAS? See oli ainult 1 inimene Eye-tracking analüüs vajab korralikku valimi suurust. 50 inimese andmete põhjal on tulemus juba usaldusväärne. Miks 50? Microsoft PowerPoint Presentation
  11. 11. EYE-TRACKING & VEEBIDISAIN KUIDAS? Need 50 inimest peavad olema kliendi sihtgrupist. Realeyes on loonud võrgustiku kohtadest, kus testimisi on võimalik läbi viia: kohvikud raamatukogud kaubanduskeskused kontorid www.realeyes.it
  12. 12. EYE-TRACKING & VEEBIDISAIN MILLAL? Nüüd ja praegu et näha kuidas leht tegelikult töötab pisikesed muudatused võivad tuua suuri tulemusi kas on õppida konkurentidelt? testi kuidas nende lehed toimivad alusta progressi ja loo alus selle mõõtmiseks tulevikus Case study: www.realeyes.it
  13. 13. EYE-TRACKING & VEEBIDISAIN MILLAL? Disainimise käigus et leida parim lahendus tee hästi informeeritud ja ratsionaalne otsus hoia kokku aega/raha ja testi .jpg pilte erinevatest disainidest väldi uue disainiga kaasnevaid mittevajalikke riske Case study: www.realeyes.it
  14. 14. EYE-TRACKING & VEEBIDISAIN MILLAL? Pärast uue disaini kasutuselevõttu et optimeerida uut disaini hoia kinni tähtsatest tähtaegadest anna viimane lihv testides veebi mis on juba ‘live’ Case study: www.realeyes.it
  15. 15. EYE-TRACKING & VEEBIDISAIN MÕNED “MÜÜDID” Tekst vs pilt “F-shape” “Banner blindness” www.realeyes.it
  16. 16. EYE-TRACKING & VEEBIDISAIN TEKST vs PILT www.realeyes.it
  17. 17. EYE-TRACKING & VEEBIDISAIN TEKST vs PILT www.realeyes.it
  18. 18. EYE-TRACKING & VEEBIDISAIN TEKST vs PILT www.realeyes.it
  19. 19. EYE-TRACKING & VEEBIDISAIN TEKST vs PILT HEA NÄIDE Following heatcast shows second by second where people’s eyes were looking while they searched for a digital camera. This heatcast aggregates data of 50 people. www.realeyes.it
  20. 20. EYE-TRACKING & VEEBIDISAIN F-SHAPE MITTE ALATI Following heatcast shows second by second where people’s eyes were looking while they searched for a game that interested them. This heatcast aggregates data of 53 people. www.realeyes.it
  21. 21. EYE-TRACKING & VEEBIDISAIN BANNER BLINDNESS www.realeyes.it
  22. 22. EYE-TRACKING & VEEBIDISAIN BANNER BLINDNESS MITTE ALATI Kliendi copyright www.realeyes.it
  23. 23. EYE-TRACKING & VEEBIDISAIN JÄRELDUS: Iga disain, tegevus ja sihtgrupp on erinev. Testi, testi ja testi www.realeyes.it
  24. 24. EYE-TRACKING & VEEBIDISAIN DISAINI “MÕÕTMINE” www.realeyes.it
  25. 25. EYE-TRACKING & VEEBIDISAIN DISAINI “MÕÕTMINE” Hansapank Nordea Sampo SEB Success rate (%) 66% 88% 97% 80% Time to completion (s) 13,1 10,0 7,6 9,5 View-to-click (s) 10,5 6,1 6,5 4,6 Visual value of targets (%) 29% 65% 71% 72% Average eye fixation (ms) 319 367 353 373 Ease of use (10 = Easy) 6,2 8,2 8,0 7,4 -6 1 2 3 www.realeyes.it
  26. 26. EYE-TRACKING & VEEBIDISAIN DISAINI “MÕÕTMINE” www.realeyes.it
  27. 27. EYE-TRACKING & VEEBIDISAIN EMAILI NÄIDE www.realeyes.it
  28. 28. GIFT VOUCHER EMAIL Videod ei lingi siit – palun küsi link mihkel@realeyes.it kui soovid videot
  29. 29. Important areas are seen first and visibility is high.... TIME TO FIRST FIXATION 20 100% 94% 96% 96% 90% 88% 87% 90% 81% 81% 75% 77% 80% 71% 14,9 15 65% 67% 13,4 70% 60% 10,6 Seconds 54% 10 9,0 50% 8,4 8,8 7,9 7,1 40% 5,6 29%30% 5 3,9 3,2 20% 2,2 2,2 1,6 2,1 10% 0 0% Gift Tagline Logo Campaign Claim Trial Intro Content 1 Worth How? Content 2 Content 3 Why? Forward What? Footer Voucher friends Time to first fixation Visibility
  30. 30. ... but the overall quality of the attention is very low: LACK OF FOCUS! AVERAGE FIXATION LENGTH 400 400 380 360 350 344 Average fixation = 280 milliseconds 336 340 320 320 Milliseconds 305 300 291 300 281 282 “Newsletter” av. 280 275 266 270 272 394 milliseconds 255 260 250 244 244 239 240 220 200 200 Logo Tagline Intro Gift Worth Campaign Claim Trial Content 1 Content 2 Content 3 Forward How? Why? What? Footer Voucher friends
  31. 31. ... but the overall quality of the attention is very low: AVERAGE FIXATION LENGTH 400 400 380 360 350 344 Average fixation = 280 milliseconds 336 340 320 320 Milliseconds 305 300 291 300 281 282 280 275 266 270 272 255 260 250 244 244 239 240 220 Most engaging elements are 200 200 Logo Tagline Intro Gift Worth Campaign Claim Trial Content 1 Content 2 Content 3 Forward How? Why? What? Footer “How” & “What” Voucher friends People cnfused?
  32. 32. Low ease of use score and high failure rate are a concern: 46% of people hit the time out and did not click anywhere Same in Newsletter: 20% Average ease of use score was 58% Same in Newsletter: 72% WHY? Too much copy? Too many different fonts? Content areas were not properly read: last slide Following heatcast shows second by second Too little contrast between elements? where people’s eyes were looking while they studied the email for interesting content. People switch back anc forth between key elements This heatcast aggregates data of 54 people.
  33. 33. EYE-TRACKING & VEEBIDISAIN KOKKUVÕTE Eye-tracking näitab ...kuidas disain tegelikult toimib ...kuidas saavutada paremaid tulemusi www.realeyes.it
  34. 34. EYE-TRACKING & VEEBIDISAIN TÄNUD AJA EEST!!! www.realeyes.it

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