2020 - Eyes on usability

2020 UX Y'all Session with Laura Ruel

Transcript

1. 1 Eyes on usability When can eye tracking enhance test results? Laura Ruel | Hussman School of Journalism and Media | UNC-Chapel Hill m m e ero What’s in store • Learn a bit about eye tracking and what it measures. • Examine usability questions and determine if eye tracking is warranted. • Explore some examples of eye tracking results. • Talk about ways to collaborate to do this testing.
2. m m e ero What is eye tracking? m m e ero What is eye tracking? A tool to enhance usability testing – not a replacement
3. m m e ero Eye tracking Eye-mind hypothesis 1980 theory developed by psychologists P.A. Carpenter and M.A. Just 6 Types of equipment They range from advanced to simple. But all are not equal. You get what you pay for.
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5. 9 Data collection types 10 m m e ero Data collection • Saccadic eye movement • Fixations
6. 11 m m e ero 12 m m e ero Data applications and what they can show • Heatmaps or hotspots • Gaze plots, gaze replays • Quantitative data
7. m m e ero Strengths and limitations of each of these data types m m e ero Heatmaps or hotspots
8. m m e ero 0 50 100 Heatmaps or hotspots Fixation quantity (volume) m m e ero 0 50 100 Heatmaps or hotspots Fixation length (duration)
9. m m e ero Heatmaps or hotspots Pros Prettier to look at than a chart or table (but less accurate). Can be informative when specific context is understood.. Cons Easily misused and misread Human limitations can make them difficult to interpret. Can represent a number of things. Where people look with no understand of context. Large time investment to get a small return. Not good for small-scale usability testing, m m e ero Heatmaps can be fun to explore
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12. m m e ero m m e ero Gaze plots and replays
13. m m e ero Gaze plots Static content m m e ero Gaze plots Static content
14. m m e ero Gaze replay Static content m m e ero Gaze replay Dynamic content
15. m m e ero Gaze replay Dynamic content m m e ero Gaze plots or replays Pros A more natural viewing environment for data collection. RTA protocol for usability testing can provide insight. Shows viewing patterns quickly. Can eliminate speculation about a usability issue. Draw some conclusions more quickly. Good for some visual design assessment. Cons No relationship between what users notice, the time they time spent. -- and what they remember. Deeper probing needed.
16. m m e ero Quantitative measures Pros Hundreds of measures that can be used to interpret eye movements. Time to first fixation can measure noticeability. Average fixation duration indicates difficulty with content. Measure pupil dilation = emotional arousal or mental workload. Cons More advanced quantitative work requires time and expertise. Not for quick, “small shop” UX work. m m e ero Aga Bojko author of Eye Tracking the User Experience
17. So, when is it worth it? m m e ero To track or not to track “decision tree” • Will it provide me with actual insight to addresses my objectives? • Is eye tracking the simplest method to answer my research question? • Does this study need a buy-in boost? If you answer “yes” to two questions, then it may be a good choice.to use it. Aga Bojko
18. m m e ero Aga Bojko author of Eye Tracking the User Experience 36 m m e ero What’s your best guess Let’s discuss these hypothetical situations.
19. m m e ero 38 m m e ero Testing challenge New York Magazine is curious if readers react positively to an effort to redesign simple content to a more streamlined form.
20. m m e ero You will run in-person usability tests. Which type of eye tracking data may enhance the results. Choose one response. • A: Usability tests using a RTA protocol. • B: Eye tracking heat map data. • C: Gaze plots measuring time to first fixation. • D: Eye tracking measuring “dwell time” on AOIs. • E: Measurement of pupil dilation,
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22. m m e ero Testing challenge You work for the Las Vegas Sun and have recently added calendar of things to do in Las Vegas to your publication, but no one seems to be using it. You would like to understand why. You will run in-person usability tests. Which type of eye tracking data may enhance the results. Choose one response. • A: Usability tests using a RTA protocol. • B: Eye tracking heat map data. • C: Gaze plots measuring time to first fixation. • D: Eye tracking measuring “dwell time” on AOIs. • E: Measurement of pupil dilation,
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24. m m e ero Testing challenge The North Carolina Department of Health and Human Services COVID-19 site team is concerned about the large number of inquiries they are receiving from parents of elementary school children wondering whether to send opt for in-person ore remote learning. They are curious why no one is finding the large amount of information about this topic on their site. They would like to know why. You will run in-person usability tests. Which type of eye tracking data may enhance the results. Choose one response. • A: Usability tests using a RTA protocol. • B: Eye tracking heat map data. • C: Gaze plots measuring time to first fixation. • D: Eye tracking measuring “dwell time” on AOIs. • E: Measurement of pupil dilation,
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26. m m e ero Testing challenge A new app company needs to ensure that users are understanding the termination agreement the agree to after downloading and purchasing their product. They want your expert input about the clarity and readability of their current agreement compared with their revised agreement. You will run in-person usability tests. Which type of eye tracking data may enhance the results. Choose one response. • A: Usability tests using a RTA protocol. • B: Eye tracking heat map data. • C: Gaze plots measuring time to first fixation. • D: Eye tracking measuring “dwell time” on AOIs. • E: Measurement of pupil dilation,
27. m m e ero m m e ero Testing challenge The North Carolina Department of Health and Human Services COVID-19 site team wants to know if users find it difficult or easy to locate information on how to care for pets during COVID-19.
28. You will run in-person usability tests. Which type of eye tracking data may enhance the results. Choose one response. • A: Usability tests using a RTA protocol. • B: Eye tracking heat map data. • C: Gaze plots measuring time to first fixation. • D: Eye tracking measuring “dwell time” on AOIs. • E: Measurement of pupil dilation, m m e ero
29. m m e ero Advantages Is more convincing that just reporting results. Not so expensive anymore, very easy to use. Does not take much time. Calibration is easy. Colorful heatmaps tell you some things. Helps to recognize something right in front of you. RTA with qualitative interview results can help more But remember.. Eye tracking tells you nothing without usability testing. 58 m m e ero No matter how great the technology, it should be viewed as a tool in your user research toolbox—not as a UX silver bullet.
30. Sources Business Insider Tobii.com Nielsen Norman Group Smashing Magazine In addition to my personal eye tracking work, the following resources and websites were used to inform this presentation. 60 Thank you lruel@unc.edu