Eye Tracking

Overview of eye tracking research technique

Transcript

1. EYE TRACKING
2. Spice
3. Exercise
4. Find the recommended projects Task 1 2 3 4
5. Are they the same ?
6. 1 + 1 = 2 Easy
7. Easy Objective
9. ? How is it done ?
10. Eye Tracker (no-brainer right?)
11. Any volunteers ?
13. 1947 Paul M. Fitts
14. Eye Tracker
16. Head-mounted
17. Head-mounted Stand alone
20. } Fixation attention 5 α (100-150ms)
21. Saccade = rapid movements 6
22. Eyes see uniformly
23. Rods Cones
26. Eye movements and attention are not related
29. Where can I use this?
30. Design Research Design Evaluation
31. Discoverability Design Research
32. How do people view search results pages ?
33. Efficiency & Accuracy Design Research
34. Which layout for an online form is more efficient ?
35. User performance Design Research
36. Do icon labels improve user-experience ?
37. A versus B Design Evaluation
38. Exercise
41. A B
42. A B
43. Old Design New Design Find a list of upcoming conferences
44. How to do an eye tracking study ? 1. Have a hypothesis 2. Create a test plan 3. Run the study 4. Present Results
45. Hypothesis Eye Tracking Study
46. Test Plan Eye Tracking Study
47. Test Plan Eye Tracking Study Figure out the right questions Users Complementary methods Tasks Metrics
48. Test Plan Eye Tracking Study Complementary methods
49. 1. Card Sorting 2. Usability Testing 3. Surveys 4. Focus Groups 5. Interviews What people say What people do 1. Eye Tracking 2. A/B Testing 3. Analytics
50. What people say What people do + = Insight
51. Eye Tracking Post Interviews Retrospective Think Aloud Usability Testing + = Insight
52. ur participant to think out aloud when With Think Aloud Without Think Aloud
53. Test Plan Eye Tracking Study Tasks
54. Keep tasks consistent Good moderator is key
55. Find out who was the ruler of Rome when colosseum was built Read this text. A question will be asked afterwards
56. Test Plan Eye Tracking Study Metrics
57. First Ad Second Ad Third Ad Fourth Ad Fifth Ad
58. Time to first fixation on an AOI Percentage of time on an AOI Percentage of participant who fixated on an AOI Number of fixations prior to first fixation on an AOI Number of fixation on an AOI Total dwell time on an AOI Pupil diameter Pupil diameter Average Fixation Duration Percentage of participants who fixated on the target Number of fixations prior to first fixation on the target Time to first fixation on the target Number of gaze visits to the target prior to selection Time from first fixation on target to target selection Measures of attraction Measures of Performance
59. Running a study Eye Tracking Study
60. Three stages of running an eye tracking study 1. Setting up your study 2. Collect data 1. Calibration 2. recording 3. Analysis
61. Demo
62. Present Results Eye Tracking Study
63. Gaze Replay eyeproof.net
64. Gaze Plot
65. Left-aligned Right-aligned Top-aligned Improved Scanning Longer completion time Reduced Scanning Faster Completion Times Easiest to scan Fastest Completion Time http://www.uxmatters.com/mt/archives/2006/07/label-placement-in-forms.php
67. Heat Map
68. Count Absolute Duration Relative Duration How many times did they look ? How long did they look ? What percentage of time did they look ?
69. Metrics
70. Combine insights to form a great story
71. Thank You