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Believe Me or Your Own Eyes Eye Tracking Entertainment Key Lime Interactive Presents: @Zolna @Aniaster Barnes and Noble THQ Key Lime Interactive Key Lime Interactive @jknodler

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#KLITracksEyes

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Today’s Prizes 8 X-Ray Gogs 1 Key Lime Pie Delivered to Your Home While Supplies Last

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Question ? Tell us how you've used eye tracking and what some of the pros and cons are based on your experience.

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Ability for people to actually “see” how the user uses the page. Eye Tracking Pro Example using a Focus Map Example using a Scan Path

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Heat maps with different number of participants N=1 N=5 N=10 N=16 N=20 N=25 N=30 N=36 Task: Find Article

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Must always preface what you asked the participants to do when presenting eye tracking data. Context is important

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Eye Tracking Pro Ability to pick an object (e.g. skull) and gather data to tell you how long users dwelled on a certain object and it’s hit rate.

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Eye Tracking Con “ Mapping ET data to a 3D world requires time-consuming manual analysis. e.g. area of interest must stay on top of helicopter (green circle as its visible during gameplay) Measure Meaning Take away # fixations in a given area of interest Number of times a participant gazes at a given area of interest How easy it is a find a given element Dwell Time % Amount of time spent fixating in a given area of interest Information clarity / processing demands / information density Hit Ratio Percent of users fixating on an area Prominence, Noticeability

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Eye Tracking Pro You can get really nice quantitative measures that create much better statistics than Pass/Fail. Measures: Pupil dilation as a measure of cognitive load Blinks, saccades, pupil dilation and time.

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Question ? Tell us about the methods (e.g. think aloud, retrospective think aloud vs. debriefing) you’ve used.

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3 Methods Think Aloud (TAP) Retrospective Think Aloud (RTA) Debriefing 1 2 3

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The Debate

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Question ? Some argue that adding eye tracking is just not worth it. Do you agree?

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Question ? How has eye tracking evolved?

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Always collect other data. It might be an interview after, it might be separate site analytics or a survey, but as with any research, you want to triangulate. Plan and remember that eye-tracking is not fool proof. Hire a firm that knows what they are doing. if you are using new or complicated delivery platforms (like 3D virtual worlds) be sure to run a pilot study prior to any large-scale tests to expose some on the inevitable complications. Words of Wisdom

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Pros Cons <ul><li>Augments usability findings [Ania] </li></ul><ul><li>Understand key performance indicators for visual elements [Karl] </li></ul><ul><li>Measure user engagement and understanding [Jesse] </li></ul><ul><li>More precise time-on-task measures [Jesse] </li></ul><ul><li>Visual representations for difficult to express behaviors [Ania] </li></ul><ul><li>Great visuals for executive presentations [Ania] </li></ul><ul><li>Ability to get map elements in 3D element to further understand [Karl] </li></ul><ul><li>Provides additional insight to Moderator so that they can probe deeper [Jesse] </li></ul><ul><li>Observers can experience gaze in real time [Ania] </li></ul><ul><li>Client teams and executive membership perceive this method to be cutting-edge [Ania] </li></ul><ul><li>Others? </li></ul><ul><li>Fixation does not always indicate they saw it </li></ul><ul><li>Higher severity issues can be discovered with other methods [Ania] </li></ul><ul><li>Misinterpretations of data likely if not adequately contextualized (e.g., heat maps) [Ania] </li></ul><ul><li>Interaction between moderator and participant changes </li></ul><ul><li>Equipment not quite fool-proof </li></ul><ul><li>Equipment purchase is pricey [Ania] </li></ul><ul><li>Dynamic sites take a lot of time to analyze (for Ajax and Flash heavy sites) [karl] </li></ul><ul><li>Others? </li></ul>Recap: Eye Tracking Pros and Cons