Eye-tracking Glasses Help Define Shop Layout and Record Visitor Experiences - UX Lisbon 2013

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In this presentation we talk about novel techniques we employed in using eye tracking glasses in our field research. Our client wanted to better understand the needs of visitors and how effective the layout of Tourist Information Centre is in answering those needs. Eye tracking was employed to help understand how visitors to Information Centre engage with it, which sections of the literature and merchandise shelving were looked at the most and whether the signage in the centre was noticed. We asked visitors to wear eye-tracking glasses and to use the centre to accomplish the goals of their visit. Findings allowed the client to both take remedial action in areas where the experience was not as effective as it could be, and to take advantage of the insight to maximise the revenue potential of various areas of the centre.

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  • Looking at the leaflets with markers
  • The analysis of this part of the centre was a high priority All visitors had at least 10 seconds viewing time of the rack at approx. 1m distance either throughout their true intent visit or dedicated time at the end of testing if they have not visited rack beforeFindings should be reviewed with caution , as in some instances someone would be standing in a field of view covering leaflets rack. Such approach makes this observation more realistic.
  • The analysis of this part of the centre was a high priority All visitors had at least 10 seconds viewing time of the rack at approx. 1m distance either throughout their true intent visit or dedicated time at the end of testing if they have not visited rack beforeFindings should be reviewed with caution , as in some instances someone would be standing in a field of view covering leaflets rack. Such approach makes this observation more realistic.
  • Eye-tracking Glasses Help Define Shop Layout and Record Visitor Experiences - UX Lisbon 2013

    1. 1. Anna BasistaUX ConsultantUser VisionAnna BasistaUX ConsultantEye tracking glasseshelp define shop layout andrecord visitors’ experience
    2. 2. What is eye tracking? Measurement of eye activity Where and how people look What is and what isn’t seen What is the pattern for a group ofusers
    3. 3. Eye tracking glasses Capture user behaviour and eyegaze in real environments Where and how people look Analysis of real world user journeys Improvement of the effectiveness,engagement or clarity of the giveninteraction
    4. 4. Eye tracking with markers Way to capture user eye gaze in realenvironments Automatic quantitative analysis (AOI’s) Markers communicate with sensorlocated in the glasses Data from multiple participants can beaggregated and overlaid on a stillimage
    5. 5. Method• Photo of shane here.What can we do withthese glasses in thereal environments?
    6. 6.  How successful visitors are in achieving their goals of the visit? What prevents visitors from finding everything they want? How effective signage is? How visitors engage with leaflets racks and retail products? Which parts of the information centre have the heaviestfootfall and which areas are least often visited?Objectives
    7. 7. “What is the goal of yourvisit to the informationcentre?”Our approach
    8. 8. “Browse for leafletsand inspiration”.“Find informationabout trips,places,entertainment...”“Find outwhat is worthseeing inEdinburgh”.“Get maps.”Goals
    9. 9. Eye trackingrecording
    10. 10. Eye trackingrecording
    11. 11. Customer journeys
    12. 12. Footfall heatmap
    13. 13. Leaflets
    14. 14. Eye trackingrecording
    15. 15. Leaflets
    16. 16. Leaflets rack
    17. 17. Time to first fixationAverage time to first fixation (seconds)
    18. 18. Total visit durationAverage total visit duration (seconds)
    19. 19. AdsRetail SignageAds
    20. 20. AdsRetail SignageAdsSeen 1.5% ofthe visit time10% of thevisit timeLooked at 6times in total
    21. 21. Using eye tracking glasses in the field Very easy to set up and start using Users feel comfortable using them Permission is needed – the glassesare not that discreet The battery in the recordingdevice can drain quickly
    22. 22. Using eye tracking glasses in the field Crucial for calibration purposes Allow you to mark out AOI’s Required for aggregatedgaze trails and heatmaps Speed up the analysis process May not be feasible to set-up You may need a lot of blue tack!
    23. 23. Using eye tracking glasses Manual analysis can be timeconsuming, but it is worthwhilewith well defined objectives Automatic analysis is really great! Recordings of the user journeysare loved by the clients AOI’s analysis in videos availablewithout markers
    24. 24. How comfortable was it for you thewear eye-tracking glasses?VerycomfortableQuitecomfortableDidn’t reallynotice/can’tsayQuiteuncomfortableVeryuncomfortable
    25. 25. Not at allconcernedHardly noticed Somewhat Quite a bitVery muchconcernedHow concerned did you feel aboutwearing “these” glasses in public?
    26. 26. • In this Lightning Talk we would like to talk about novel techniques we employed in this projectbut also we are eager to share our experiences with using eye tracking glasses in the fieldresearch. Our client wanted to better understand the needs of visitors and how effective thelayout of Tourist Information Centre is in answering those needs. Eye tracking was employed tohelp understand how visitors to Information Centre engage with it, which sections of theliterature and merchandise shelving were looked at the most and whether the signage in thecentre was noticed. 15 visitors to the centre were recruited to take part in the study, allintercepted as they entered the centre. We asked them to wear eye-tracking glasses and to usethe centre to accomplish the goals of their visit. The ability to record these user journeys withoutconstantly observing test participants was especially effective as it helped to make the wholetesting session feel more realistic and avoided disturbing participants in any way. Data gatheredfrom eye tracking glasses was imported into dedicated software package and analysed.Automatic analysis was performed on the demarked shelving. Manual coding analysis was alsoperformed, focusing specifically on the amount of time participants spent looking at signage,advertising posters and retail shelves. The amount of and duration of these gazes were calculatedin relation to total participants’ visit time. Based on the visitors’ journey recordings gathered witheye tracking glasses a ‘footfall heat map’ was created. Each time a person went to the particulararea of the centre this occurrence was recorded and later mapped out in a form of a ‘heat map’based on the frequency of visits. This helped our client understand where visitors go throughouttheir visit and which of the Information Centre’s areas receive more or less footfall. Findingsallowed the client to both take remedial action in areas where the experience was not aseffective as it could be, and to take advantage of the insight to maximise the revenue potential ofvarious areas of the centre.Get in touch!Anna BasistaUser Experience ConsultantUser Vision55 North Castle StreetEdinburghEH2 3QAEmail: anna@uservision.co.ukWeb: www.uservision.co.uk
    27. 27. Credits/references:• http://www.sxc.hu/browse.phtml?f=view&id=1361797• http://www.sxc.hu/browse.phtml?f=view&id=1386554• http://www.sxc.hu/photo/1161062• http://www.tobii.com/

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