SlideShare a Scribd company logo
Prasad Kantamneni Eye-Tracking At Yahoo! Overview of the Method Bay-CHI: Eye-Tracking Birds of feather meeting. June 22, 2010
About Me ,[object Object],[object Object],[object Object],Yahoo! Presentation
The Big Picture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Yahoo! Presentation
The Big Picture – Eye Tracking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Yahoo! Presentation
Why are we doing what we are doing?  ,[object Object],[object Object],Yahoo! Presentation
History ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Yahoo! Presentation
History ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Yahoo! Presentation
High resolution image seen by the Fovea Reduced visual acuity experienced by the parafovea Progressively reducing visual acuity from the periphery of the retina
Users use parafoveal preview to identify the parts most likely to have relevant information based on the location of boldfaced terms
Familiar summary patterns draw user attention and clicks Users are relatively blind to unfamiliar summary patterns.
Learned how to model and extrapolate ,[object Object],[object Object],[object Object]
Learned to test Models with click logs Design A Conversational title style Design B To the point title (query term – property)
Learned when and how to introduce changes into a UI  <video> Yahoo! Presentation
Learned when not to introduce change Rapidly Evaluating new ideas, and predicting user behavior    Launched with Keywords instead of image thumbnails  -- despite more positive response to thumbnails – because of cognitive overhead.
Learned how to quantifying the effectiveness of a UI and optimize for learning Old Yahoo! Y! with Search Assistance
Learned how to predict learning and better interpret logs ,[object Object],Yahoo! Presentation
Learned how to make money ,[object Object],Yahoo! Presentation
History ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Yahoo! Presentation
History ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Yahoo! Presentation
History ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Yahoo! Presentation
The future ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Yahoo! Presentation,
Thought Exercise Which is better?
Why? Which is better?
Intent is Key
Prasad ,[object Object],[object Object],[object Object]

More Related Content

Similar to Overview Of Eye Tracking At Yahoo

BeeHappy - Gaby Rock, UX Academy Project
BeeHappy - Gaby Rock, UX Academy ProjectBeeHappy - Gaby Rock, UX Academy Project
BeeHappy - Gaby Rock, UX Academy Project
MobileUXLondon
 
Longo
LongoLongo
User Zoom Webinar Monster Aug09 Vf
User Zoom Webinar Monster Aug09 VfUser Zoom Webinar Monster Aug09 Vf
User Zoom Webinar Monster Aug09 Vf
UserZoom
 
Lean UX presentation (UXSG meetup #9)
Lean UX presentation (UXSG meetup #9)Lean UX presentation (UXSG meetup #9)
Lean UX presentation (UXSG meetup #9)
UX Consulting Pte Ltd
 
Design process
Design processDesign process
Design process
Sudeep Dasgupta
 
UX Research Methodologies
UX Research MethodologiesUX Research Methodologies
UX Research Methodologies
Chibueze Etoniru
 
Hwap pres__w bri cugelman nov2010
Hwap  pres__w bri cugelman nov2010Hwap  pres__w bri cugelman nov2010
Hwap pres__w bri cugelman nov2010
Lee Taylor
 
Understanding Online Audiences Bazley Ma Wonder Web 10 Jun09
Understanding Online Audiences Bazley Ma Wonder Web 10 Jun09Understanding Online Audiences Bazley Ma Wonder Web 10 Jun09
Understanding Online Audiences Bazley Ma Wonder Web 10 Jun09
Martin Bazley
 
First Things First: Fix the Tasks!
First Things First: Fix the Tasks!First Things First: Fix the Tasks!
First Things First: Fix the Tasks!
Neo Insight
 
Fang-Ju Chou-Resume20160607
Fang-Ju Chou-Resume20160607Fang-Ju Chou-Resume20160607
Fang-Ju Chou-Resume20160607
Fang-Ju (Ruby) Chou
 
25 march introducing design methods
25 march introducing design methods25 march introducing design methods
25 march introducing design methods
Abhishek Sagar
 
25 march introducing design methods
25 march introducing design methods25 march introducing design methods
25 march introducing design methods
Abhishek Sagar
 
What is User Research? How to Build a User Research Culture
What is User Research? How to Build a User Research CultureWhat is User Research? How to Build a User Research Culture
What is User Research? How to Build a User Research Culture
Vani Jain
 
UX Prototyping and Personas 9-5-14
UX Prototyping and Personas 9-5-14UX Prototyping and Personas 9-5-14
UX Prototyping and Personas 9-5-14
Shilpa Thanawala
 
"Open" includes users - Leverage their input
"Open" includes users - Leverage their input"Open" includes users - Leverage their input
"Open" includes users - Leverage their input
Randy Earl
 
UserZoom & UXPA Present a Webinar: Build a Better Experience
UserZoom & UXPA Present a Webinar: Build a Better ExperienceUserZoom & UXPA Present a Webinar: Build a Better Experience
UserZoom & UXPA Present a Webinar: Build a Better Experience
UserZoom
 
User Research to Validate Product Ideas Workshop
User Research to Validate Product Ideas WorkshopUser Research to Validate Product Ideas Workshop
User Research to Validate Product Ideas Workshop
Product School
 
Leticia_Ferrer_Mur_Team11_Semester3_1_BA_project
Leticia_Ferrer_Mur_Team11_Semester3_1_BA_projectLeticia_Ferrer_Mur_Team11_Semester3_1_BA_project
Leticia_Ferrer_Mur_Team11_Semester3_1_BA_project
Leticia Ferrer Mur
 
pedersen
pedersenpedersen
pedersen
Hiroshi Ono
 
Making Research a UX Team Sport
Making Research a UX Team SportMaking Research a UX Team Sport
Making Research a UX Team Sport
UserZoom
 

Similar to Overview Of Eye Tracking At Yahoo (20)

BeeHappy - Gaby Rock, UX Academy Project
BeeHappy - Gaby Rock, UX Academy ProjectBeeHappy - Gaby Rock, UX Academy Project
BeeHappy - Gaby Rock, UX Academy Project
 
Longo
LongoLongo
Longo
 
User Zoom Webinar Monster Aug09 Vf
User Zoom Webinar Monster Aug09 VfUser Zoom Webinar Monster Aug09 Vf
User Zoom Webinar Monster Aug09 Vf
 
Lean UX presentation (UXSG meetup #9)
Lean UX presentation (UXSG meetup #9)Lean UX presentation (UXSG meetup #9)
Lean UX presentation (UXSG meetup #9)
 
Design process
Design processDesign process
Design process
 
UX Research Methodologies
UX Research MethodologiesUX Research Methodologies
UX Research Methodologies
 
Hwap pres__w bri cugelman nov2010
Hwap  pres__w bri cugelman nov2010Hwap  pres__w bri cugelman nov2010
Hwap pres__w bri cugelman nov2010
 
Understanding Online Audiences Bazley Ma Wonder Web 10 Jun09
Understanding Online Audiences Bazley Ma Wonder Web 10 Jun09Understanding Online Audiences Bazley Ma Wonder Web 10 Jun09
Understanding Online Audiences Bazley Ma Wonder Web 10 Jun09
 
First Things First: Fix the Tasks!
First Things First: Fix the Tasks!First Things First: Fix the Tasks!
First Things First: Fix the Tasks!
 
Fang-Ju Chou-Resume20160607
Fang-Ju Chou-Resume20160607Fang-Ju Chou-Resume20160607
Fang-Ju Chou-Resume20160607
 
25 march introducing design methods
25 march introducing design methods25 march introducing design methods
25 march introducing design methods
 
25 march introducing design methods
25 march introducing design methods25 march introducing design methods
25 march introducing design methods
 
What is User Research? How to Build a User Research Culture
What is User Research? How to Build a User Research CultureWhat is User Research? How to Build a User Research Culture
What is User Research? How to Build a User Research Culture
 
UX Prototyping and Personas 9-5-14
UX Prototyping and Personas 9-5-14UX Prototyping and Personas 9-5-14
UX Prototyping and Personas 9-5-14
 
"Open" includes users - Leverage their input
"Open" includes users - Leverage their input"Open" includes users - Leverage their input
"Open" includes users - Leverage their input
 
UserZoom & UXPA Present a Webinar: Build a Better Experience
UserZoom & UXPA Present a Webinar: Build a Better ExperienceUserZoom & UXPA Present a Webinar: Build a Better Experience
UserZoom & UXPA Present a Webinar: Build a Better Experience
 
User Research to Validate Product Ideas Workshop
User Research to Validate Product Ideas WorkshopUser Research to Validate Product Ideas Workshop
User Research to Validate Product Ideas Workshop
 
Leticia_Ferrer_Mur_Team11_Semester3_1_BA_project
Leticia_Ferrer_Mur_Team11_Semester3_1_BA_projectLeticia_Ferrer_Mur_Team11_Semester3_1_BA_project
Leticia_Ferrer_Mur_Team11_Semester3_1_BA_project
 
pedersen
pedersenpedersen
pedersen
 
Making Research a UX Team Sport
Making Research a UX Team SportMaking Research a UX Team Sport
Making Research a UX Team Sport
 

Overview Of Eye Tracking At Yahoo

  • 1. Prasad Kantamneni Eye-Tracking At Yahoo! Overview of the Method Bay-CHI: Eye-Tracking Birds of feather meeting. June 22, 2010
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8. High resolution image seen by the Fovea Reduced visual acuity experienced by the parafovea Progressively reducing visual acuity from the periphery of the retina
  • 9. Users use parafoveal preview to identify the parts most likely to have relevant information based on the location of boldfaced terms
  • 10. Familiar summary patterns draw user attention and clicks Users are relatively blind to unfamiliar summary patterns.
  • 11.
  • 12. Learned to test Models with click logs Design A Conversational title style Design B To the point title (query term – property)
  • 13. Learned when and how to introduce changes into a UI <video> Yahoo! Presentation
  • 14. Learned when not to introduce change Rapidly Evaluating new ideas, and predicting user behavior  Launched with Keywords instead of image thumbnails -- despite more positive response to thumbnails – because of cognitive overhead.
  • 15. Learned how to quantifying the effectiveness of a UI and optimize for learning Old Yahoo! Y! with Search Assistance
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 23. Why? Which is better?
  • 25.

Editor's Notes

  1. We did a number of different Experiments including changing the way certain terms are bolded -- showed significant double digit % increase in clicks, and user engagement – which helped us quantify the impact, and understand more about why’s
  2. People make a number of subconscious decisions. In this case this abstract would have significantly eroded perception of relevance, and increased user frustration.
  3. Even though users said that they liked the design with the image thumbnails – the actual behavior indicated that users tended to avoid the images because they thought of them as ads or irrelevant content. Additionally there is a certain amount of cognitive overhead associated with switching contexts from scanning text to scanning images – as a result we decided not to try to change habits -- because in this case the behavior is hardwired into users.
  4. We were able to quantify the effectiveness of a user interface using eye-tracking. Senior leadership was not interested in launching search assistance, until we were able to prove a 14% increase in page effectiveness – at which point the Search organization quickly agreed to support a launch. Yahoo launched Search assistance in 2007 to rave reviews. This significantly improved user experience and market share. Google followed a year later. Search assistance is now a standard feature for anybody searching
  5. Eye tracking predicted a 6-8 week learning curve for search assistance. Once launched click logs confirmed the findings. The Click log findings on learnability were presented at SIGIR 2008 ( A longitudinal study of real-time search assistance adoption, Peter Anick, Raj Gopal Kantamneni ) Planning for learnability is critical for the web because the cost for switching is minimal. If something takes 20 weeks to learn users are likely to migrate to a different product rather than learn the new experience even if it will eventually be a better experience. At Yahoo! I usually shoot for learnability to be under 6 -10 weeks for search. Other products have different thresholds depending on the nature of user interaction.
  6. The rich advertisement program increased ad conversions (not clicks!) significantly. Currently this program commands a premium in the Yahoo! ad marketplace.
  7. The same heat map will mean different things depending on the user intent. This heatmap on the yahoo shopping experience is bad. As a result the page was redesigned to better match user inent.