Objecitve Digital- Usability testing Sydney, Eye Tracking Sydney 1300 85 80 15 info@objectivedigital.com

1. Project name Client Month Year How to run usability testing with eye tracking www.objectivedigital.com Usability Testing in Sydney Eye tracking eCommerce sites Optimising online marketing

6. Test iteratively Test labelling, visual design, some tasks Test some tasks Test labelling, visual design, first click Test all tasks Test all tasks

11. Usability Principles

13. Test Plan + Process

15. Develop the test plan

16. Scripts and Scenarios

17. Typical test flow ---- change graphic, + how many + time

22. Conducting the test

28. Analysis and Reporting

35. Eye tracking started over 100 years ago Raymond Dodge ’s Photochronograph (1871-1942) Delabarre ’ s Eye Tracker (1898) Edmund Huey ’ s Eye Tracker (1898)

36. Eye tracking has come a long way.... And has often been very difficult to use….

38. From being VERY intrusive and complicated ... (examples of other Eye Trackers used even today ! )

39. Tobii:ing VERY Simple and Easy!!!

41. ...Fixations and Saccades Page A fixation describes points where the eye is relatively still and concentrating directly on a subject. A saccade describes the rapid movements between fixations. A series of fixations and saccades is known as a scan path . In Tobii Studio fixations appear as spots and saccades appear as the lines between fixations

43. ...Your Memory

45. What Does That Gaze Plot Show? Traditional search strategy on Google – displaying the ‘ golden triangle ’ and then still clicking on the first result – even after a brief foray below the fold – but with no sign of interest or detailed interaction. More ‘ golden triangle ’ style behaviour but this time the participant fails to go below the fold and chooses a video link as their answer. Very detailed search behaviour with 5 times the number of fixations and each result inspected, the participant then moved onto page two of the results.

49. Testing eCommerce

50. Retrospective Think Aloud vs Think Aloud Think aloud testing slows down the users processes due to the additional cognitive workload. Here the user was tasked with searching for a house, and while doing this the moderator asked about how he found the site, the search engine and if he had noticed the advertising. The participant felt obliged to go below the page fold, then they interacted with the advertising after the moderator had mentioned it. You can clearly see the long fixations, and the extensive journey to basically complete a task that was literally right in front of them from the outset. Think aloud also allows users time to find the next step in a process or journey, potentially further damaging findings from testing. We can fixate 5 times or more a second, potentially over 300 fixations in the one minute this user took to complete this page – far more than we can verbalise and rationalise. By allowing the user to complete their task and interview them retrospectively this user (of a similar PC literacy to the previous participant) got on with the task in hand. They completed the task in 32 seconds, just over half the duration of our first example. More tellingly their interactions show that they didn ’ t go below the page, the didn ’ t interact with the advertising and after a very brief scan around the page they determined that their first choice of action was the correct one and searched for their potential new home. When speaking to them after the event during an RTA interview we initially start with the gaze and mouse data hidden – asking them their first impressions and what they thought they did, and then reveal their actual actions and discuss this further with them. The result is far more relevant, realistic and valid data.

53. Online advertising effectiveness - iMotions

54. Contact details Objective Digital Pty Ltd ABN 98 123 747 188 Tel 1300 85 80 15 Web ObjectiveDigital.com Blog UsableWorld.com.au James Breeze, CEO Email [email_address] Mob 0410 410 494 Level 10, 220 George Street Sydney NSW 2000 Click to Contact James for a quote today!