Reading: 3'. A practical application of peripheral vision and Gestalt laws.

1. The address of a property
on Immoweb
A prac'cal applica'on of peripheral vision
and laws of the Gestalt
Reading 'me: 3’

2. This document tells the concrete case
of an improvement of a graphical interface of Immoweb
thanks to user tes'ng.
Before being effec've in terms of business results,
ergonomics is first and foremost a learning of human behavior,
oCen surprising and source of crea'vity.
Good reading.
Diego
Diego de Wau'er - 12/2017 2
FOREWORDS

3. INTRODUCTION
In September 2017, Immoweb completely restructures the property pages of its
website. The release in produc'on is gradually done to facilitate the control of
the evolu'on of the 'leads' (contact of the owners). An online form allows users
to express their opinion. And we perform user tests to ensure a qualita've
transi'on.
A new page of property
Diego de Wau'er- 12/2017 3
Old version
New version

4. REALITY CHECK 1
The test results are generally posi've. But we no'ce a worrying loss of
efficiency in the task of loca'ng the property's address.
‘Where is the address?’
Diego de Wau'er- 12/2017 4
Old version
New version

5. REALITY CHECK 1
The analysis of eye-tracking data confirms that users must scan the en're
interface to find the address. Here is a case of failure:
Observa'ons in eye-tracking
Diego de Wau'er- 12/2017 5
Sc: Tobii - Gaze Plot – 1 user Sc: Tobii – Heat Map – 1 user Sc: Tobii - Cluster – 1 user

6. REALITY CHECK 1
The explana'on of this difficulty finding the address lays the layout.
A visualiza'on in a tool of simula'on of the peripheral vision shows it: when
a user looks at the center of the screen, the 'tle is more easily associated
visually with the upper blue zone.
A bit of theory
Diego de Wau'er- 12/2017 6
Sce: Gweezy Sce: Gweezy
Nouvelle version 2.1 Nouvelle version 2.2

7. REALITY CHECK 1
In addi'on, depending on the posi'on of the subject rela've to the screen,
viewing the top of the screen requires an extra physical effort to raise the
eye.
Finally, in search of meaning, the brain does the rest: two elements close
together tend to be considered as part of the same set (law of proximity -
Gestalt - A lijle arranged for purists ;-).
A bit of theory
Diego de Wau'er- 12/2017 7

8. CONCEPTION
On this basis, we have slightly modified the layout: selng the 'tle area in
the middle and adding more space above the 'tle area than below.
In the pixel near
Diego de Wau'er- 12/2017 8
New version 2.1 Old version 2.2

9. REALITY CHECK 2
The following tests show a clear improvement, a lijle bejer than the old
version.
‘Where is the address?’
Diego de Wau'er- 12/2017 9
Old version
1
New version
2.1
New version
2.2

10. REALITY CHECK 2
Results by user
Diego de Wau'er- 12/2017 10
6,3 secondes
without the ‘Hard’
The details of the macaroons on the previous page are even more explicit:
the average response 'me on the 2.2 model is much shorter.

11. REALITY CHECK 2
In this prototypical example, the eye-gaze is immediately and permanently on
the 'tle area.
Note: this visualiza'on presents a small offset upwards of the fixa'ons.
Observa'ons in eye-tracking
Diego de Wau'er- 12/2017 11
Sc: Tobii - Gaze Plot – 1 user Sc: Tobii – Heat Map – 1 user Sc: Tobii - Cluster – 1 user

12. LIMITS
The tests are carried out with the help of around 8 testers. They come from a
recruitment made via a form on the Immoweb website. The selec'on is
based on their declara'on of exper'se in terms of use of the web and their
smartphone.
At this scale, user tests have no scien'fic claim. They remain however very
significant: the behavior is indeed less subject to the bias inferred by the
tests than opinions. And small-scale trends are likely to occur on a larger
scale with a small margin of error.
Above all, they are a powerful help for problem detec'on and decision
making. When the project team is aligned with the observa'ons made
during the tests and their cogni've bases induced during the analysis, the
tests become ac'onable.
Test condi'ons
Diego de Wau'er- 12/2017 12