Eye Tracking in UX

Eye Tracking in UX
Presenter
What is Eye Tracking
Eye movements
How Eye Tracking is Used
How Does it Work
Types of Eye Trackers
How to use it in UX
Outputs
We have Data, Now What
Should You Do It?
Results and Design Decisions
Other BioMetrics
- Examples
- 1
- Research finding
- Even when users deliberately trigger the
popup window, they are checking the header
in order to confirm that their action was
executed correctly
- Result - use clear headers in pop-up
windows
- 2
- Comparing / Contrasting Information
- trying to compare imagery not right next to
each other caused a lot more back and forth
- Netflix
- Big screen UI
- Cleveland Indians Stadium
- Where fans are looking during the games
- 50 participants
- Used to help price advertising by who looks
where
- Mionix Labs Quantified Gaming
- How sweaty your hands get
- Lego Mindstorms self made
- EEG
- Electroencephalography
- Measures emotional
- 3 questions
- 1. Actionable Insight?
- 2. Simplest Method?
- 3. Buy-In Boost?
- More Thorough Studies
- Not a replacement
- Creates more targeted solutions
- Selling Usability
Services
- Wow your audience
- Add more buy in from your users
- Heat Map
- With Talk Aloud vs with Retrospective
- Quite a bit different gaze patterns
- Gazeplot
- Plot/dot map
- Audi Case Study
- Conscious Driving
- Subconscious Driving
- When
- Offers information on foveal, not peripheral vision
- Captures behavior not otherwise easily observable
- Used during usability testing
- Do A/B with usability tests
- ask people to do think aloud
- ask those to not do think aloud
- see how it effects them
- Schedule extra usability participants
- allow to skip the eye trackers for those who
feel uncomfortable
- Doesn't Tell you
- peripheral vision
- Can tell you
- where user focused
- potentially tells you weather there is
something hard to comprehend and
understand
- The flow in which they were identifying
information
- did it follow the intended flow or are other
things distracting that flow
- Difference between the types of people
(novice, expert) parse the screens
- 1. Eye tracker consists of cameras and projectors and algorithms
- 2. The projectors create a pattern of near-infrared light on the eyes
- 3. Cameeras take high-frame rate images of the user‘’s eyes and the patterns
- 4. The image processing algorithms find specific details in the user's eyes and reflections patterns
- 5. Based on these details, mathematical algorithms
- Psychological research
- Market Research
- Product Evaluation & Design
- User Experience
- Accessibility Application Design
- Game Design
- Saccades
- way your eye moves around to
interpret what it's seeing
- Smooth pursuit
- Jerky comprehension
- Fovea
- the area in which we can really comprehend
high resolution imagery
- (two thumbs held out in front of you is about
the size)
- Fixations
- Shows where users are looking
- What order
- Length of fixation
- Number of fixations
- What users Don't look at
- Jeanne Petty & Hilary Davis
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