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Eye Tracking Revolution
AmsterdamUX@
http://www.pinpicsnow.com/pics-of-wolves-with-blue-eyes.html
http://tsabo6.deviantart.com/art/White-walker-update-308340348
Eye Tracking
Robin
• UI Design Brain Stimulation Products
• .NET / WPF developer
Elvira
• Usability Evaluations
• Interaction Design
• Human Factors
This might be
attracktive
Q&Any Time
The Technology
Typical Applications
How and when to use
Drinks & Demo’s !
https://theeyetribe.com/
https://theeyetribe.com/
A short demo...
http://www.tobii.com/en/about-tobii/what-is-eye-
tracking/
https://peerj.com/preprints/585v1.
pdf
EyeTribe benchmarked to other trackers:
• Model: X2-30 or X2-60
• Tracker: €15000- € 25000
• Hiring options available
• UX Live SW: $325 /
month
• Tracker: $495
• GazePoint-Analysis
included
• Tracker: $99
• EyeProof SW included
https://peerj.com/preprints/585v1.
pdf
EyeTribe benchmarked to other trackers:
• Tracker: $150
• UX Live SW: $325 /
month
• Tracker: $12000
http://www.tobii.com/en/eye-tracking-research/global/research/usability/All Tobii Tracker
Solutions:
https://theeyetribe.
com/products/
http://www.tobii.com/Global/Analysis/Downloads/Product_Descriptions/Tobii_X2-30_Eye_Tracker_Technical_Specification.
https://peerj.com/preprints/585v1.
pdf
Windows Only
Any Platform
https://peerj.com/preprints/585v1.
pdf
EyeTribe benchmarked to other trackers:
Results indicate that the spatial precision and accuracy are
good enough for fixation checking, point-of-regard analyses,
and pupilometry. However, the low sampling rate renders the
device unsuitable for testing high-accuracy saccade metrics.
“
E-Commerce
Search
Engines
Deeply-layered
Information
Retail and
FMCG
Advertisement
Attention-
Critical
Environments
When to use eye
tracking?
Find a
source of a
problem
Other methods
are not sensitive
enough
Attention
capture and
engagement
Measuring first
impressions
http://www.sdsassociates.com.my/tobii-insight-research/package-testing/
http://www.smashingmagazine.com/2009/09/24/10-useful-usability-findings-and-guidelines/
Compare
design
versions
http://www.pcmag.com/article2/0,2817,2458310,00.asp
• Read or scan ?
• Idea of user’s attention
• Are users searching ?
• Comparing heaps of data
Wonderful for...
• Start-up Phase
• Static images or series
• Glasses …
• Why are users looking at this ?
• Consciously saw it ?
• No peripheral vision
Few Downsides
Setup Your Test
Step 1
Pick your weapon
of choice
http://www.tobii.com/en/eye-tracking-research/global/products/hardware/tobii-tx300-eye-tracker/
http://www.sdsassociates.com.my/products/tobii-glasses/
Fidelity Tasks
• High-Fidelity material
• Mockups not suitable
http://dev.theeyetribe.com/start/
Collecting Data
Step 2
Heatmaps
• Quantitative studies (30+) *
• Starting point in qualitative studies
• Use for illustration of your results
• Quick overview several participants
• No depiction of order
• Doesn’t capture dynamic behavior
• Expensive
* Complicated formulas can be found in
Aga Bojko. Eye Tracking the User Experience (Kindle Locations 418-419). Rosenfeld Media Brooklyn, New York
Gazeplots
• Accurate Data
• Contains information about
order, duration and place of
user’s eyes
• Time consuming
Demo
Hooked Festival
June 1-2, Ghent
hookedfest.be
Hackathon Hack and Fly
June 5-7, Amsterdam Schiphol Airport
hackandfly.com
UXcamp AMS
September
Measures of attraction vs. Measures of
performance
• Include the table from the book (35%)
• • Measures of attraction determine the impact of a design on users’ awareness, interest, and desire, helping assess how well a
design supports business goals. These measures are often used to evaluate the effectiveness of product packaging,
promotional content on a website, or anything that is supposed to grab attention without being intentionally sought.
Measures of attraction include: • Area noticeability measures, such as the time to first fixation on an AOI, to determine how
easy something is to notice. • Area interest measures, such as the total dwell time on an AOI, to assess how much interest
something received once it was noticed. • Emotional arousal measures, such as pupil diameter, to indicate the object’s
desirability.
• Aga Bojko. Eye Tracking the User Experience (Kindle Locations 2150-2156). Rosenfeld Media Brooklyn, New York.
• • Measures of performance are used to evaluate a design’s usability and determine how well the design supports users in
achieving their goals. These measures include the following: • Mental workload measures, such as pupil diameter, to reflect
the demands placed on a user’s cognitive resources by the tested interface and factors associated with the interaction. •
Cognitive processing measures, such as average fixation duration, to gauge the amount of effort involved in extracting and
comprehending information. • Target findability measures, such as the percentage of participants who fixated on the target,
to assess the visual accessibility of something that users are looking for. • Target recognizability measures, such as the time
from the first fixation on the target to the selection of the target, to reveal how effectively the purpose of the target is
communicated.
• Aga Bojko. Eye Tracking the User Experience (Kindle Locations 2157-2164). Rosenfeld Media Brooklyn, New York.

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