In February 2012 Annika Naschitzki presented to both Wellington and Auckland audiences about Optimal Usability's new eye tracker, and what it can do. Here is the presentation, however if you would like Anni to come into your organisation to do the presentation please get in touch: anni@optimalusability.com
12. The value of user testing
User testing gives you:
ï§ Insight into your userâs actual behaviour.
ï§ Understanding of your userâs attitudes, feelings, and
motivations.
ï§ Understanding of what is and isnât working in your
design.
ï§ Subjective or anecdotal data.
20. So, what do these fixations tell us?
âYou cannot move your
eyes without moving
attention.â
Eye tracking can tell us
which elements
participants pay visual
attention to, e.g. on a
website.
37. Eye tracking in user research
ï§ Answer questions such as: âDo users see/notice this?â
ï§ Evaluate the effectiveness of a design
ï§ Visualise what the userâs attention is drawn by
ï§ As a tool for observers, e.g. of a user test
45. User testing
You run user tests to get:
ï§ Insight into your userâs actual behaviour.
ï§ Understanding of your userâs attitudes, feelings, and
motivations.
ï§ Understanding of what is and isnât working in your
design.
ï§ Subjective, or anecdotal, data.
46. Why use eye tracking in UX
You add eye tracking to get:
ï§ Deeper understanding of userâs actual behaviour.
ï§ Insight into userâs subconscious or instinctive behaviour.
ï§ Better understanding of why your design does or doesnât
work.
ï§ Evidential (quantitative) data
UT gives you + et gives you -> more comprehensive understanding of their behaviouras close as you get to evidential data in user research
Eye tracking is the eye-cing on the cake
Eye tracking can seem like something veeeery complicated
But actually, itâs not that complicated. It is a technique that is added to user testing or that can work as a standalone study. Practically, youâre using a different monitor. It adds a new dimension to understand how your users perceive a website.
The most powerful receptors in our eyes are called fovea, they live in the pupil. The pupil must focus on a point in order for the fovea to perceive colour, faces, writing, etc. That is called a âfixationâ. Whenthe pupil is in motion, its called a âsaccadeâ. In this phase, visual perception is unlikely or even impossible.
Our eyes go through several fixations every second (even if we think we stare at a point). Our brain then puts together the information layer by layer (e.g. colour, texture, depth). This is how our brain creates an experience.Eye Tracking measures the speed of the pupil and can thus detect when a fixation is happening!
Fixations are linked to attention! âYou cannot move your eyes without moving your attentionâ That is why we can make statements about what users see, based on the movement of our eyes This does NOT mean that they definitely perceived that element! (e.g. Jared Spoolâs âKetchup bottle problemâ) But it is fair to say that elements that draw visual attention have a higher change of being perceived (consciously or subconsciously).
Thereâs a layer in our eye that reflects infrared light. Thatâs why your eyes can look red when you take a picture.
The monitor uses infrared light to make the pupils of the person sitting in front of it light up and thus become detectable.And by using formulas way over my knowledge of mathematics, the eye tracking programme can calculate the speed of the pupil and what it is focussed on.
Using a monitor like that, the participant can move her/his head freely in a large area, the data accuracy is not lowered by natural head movement.
In order totake eye tracking research to new fields of application, mobile solutions were created. The development process went through a couple more of less clunky stages.
Today mobile eye trackers are light glasses like these. They are connected to a recorder in a belt, so you can freely walk around and explore physical spaces.
Thereâs two main ways to visualise the results of eye tracking. Heatmapsshows the accumulated data of all participants. Gaze plot ashows the âvisual pathâ that individual participants took. Each bubble stands for a fixation. Thereâs other ways of analysing data, but they are in the form of tables. When analysing, weâll always look at a number of different forms of data. Iâll talk more about what you can read from the data later on. Before, I want to give you some examples where eye tracking is used.
Originally, eye tracking technology was used to help people who are paralysed. This man is a famous English graffiti artist known as Tempt1. He was paralysed in an accident. With a programme called âEye Writerâ, so Tempt1 could continue to draw, using just his eyes. On the left is a 9 years old who is using an eye tracking device to select pre-programmed phrases, and she can type her own words as well.
If this catches on, we may not even need to hold a controller in our hand or jump around in front of a Kinect or Wee if we want to get our game on.
The biggest fields of research are Psychology, Sociology and the Neurosciences. In this example, eye tracking is combined with EEG â a technique to measure activity in different areas of the brain. Psychologists try to understand human perception, thought processes and emotional responses. So, this kind of research improves the conclusions we can draw from eye tracking data.
And there are other fields of research as wellâŠ
Eye tracking is used to learn more about how our closest relatives in the animal kingdom perceive their surroundings and how they behave.
This is a study that tobii did with a chimpanzeeâŠ
This is a case study by tobii: The gaze plot shows face scanning patterns on human and chimpanzee faces. Chimpanzee focus on the mouth and sometimes at the eyes. Humans are mainly focussed on the eyes. With the exception of the smile.
Eye Tracking lets us know where the userâs visual attention is drawn to, therefore, it is useful to:
With thisspecial mounted eye tracking cameras that allow user testing of mobile phones.
Tablets can be tested as well. This picture is a nice example from Miratech. The guys compared newspaper reading behaviour on an iPad and on printed paper. They showed that iPad users skipped more details. Plus, participants remembered articles better when reading it on printed paper.
You can also test the design of packages. These are all different wines, you may normally test a number of different package designs that you have developed.
Even better is to test packages in an actual store. Again, you could work with a number of design variations. You can see which design drew more attention.
Another thing you can test in an actual shop is the placement of your product on the shelf â in what position does it draw more attention?
And finally, you can test banners and any kind of extra advertising that you can place in a supermarket and see whether shoppers actually notice it and whether it makes them more likely to buy your product.
Letâs just recapture⊠User testing can give youâŠ
And if you add eye tracking to this, you can get:Thereâs two typical scenarios for doing eye tracking and user testing studies. The first one is:
The first one is used when you just want to know where your website is at.
These kind of studies are very much alike ânormalâ user tests. Youâll use a similar number of participants, 6-12, and youâll use the eye tracking data to understand the userâs general behaviour. It helps you understand what people miss and helps the facilitator ask the right kind of questions (exampleâŠ). Itâs good if you have some specific design questions you want to answer along the way.
The 2 Degrees homepage
The visual attention on the 2degrees homepage is evenly distributed between all main elements within the first 20 seconds. Participants may therefore pay attention to the central message, as well as to the navigation options and the option boxes at the bottom.It is likely that users find it easy to overview their options on the homepage and navigate from here.
The participantâs gaze moves back and forth between the top, centre and the bottom of the homepageâ which is not problematic when perceiving pictures, but not ideal for reading messages .The main navigation and the three boxes at the bottom receive a lot of long fixations. It is likely the options were consciously read.Overall, the visual design of this homepage appears to be working well. The next step would be to check how the visual attention works when the participants would actually perform a task, e.g. look for a certain item. Weâd see how functional the design actually is and by listening to the comments and reactions of participants during the task, weâd also learn about the subjective perception of the site.
This is a great example of different user behaviourâŠ.
Hereâs another example, the OLD Telstra Clear website.Ask: What do you reckon will draw attention on this page?
Ask: Anything stands out? What do you think that box is? âIf youâre a customer with a non-technical query and you are having trouble getting through to us on the phone, please click here to email us, weâll get back to you within 2 business daysâ.
When testing designs, you will use a more quantitative approach to user testing: More participants (10-25), short sessions, just a couple of short tasks, no or limited interaction with the facilitator, time-limit for tasks. So you give the participants a context and then you just collect eye tracking data.Ideally you test a couple of different design versions and youâre testing which design is more effective in whatever it is supposed to achieve.
And these are some examples of what kind of questions you could answer with eye tracking. In fact, eye tracking will be most helpful if you have clear questions that you need answered rather than âhow is this design stage doingâ. However, it is possible to just give your design status a general check.
Running tests like that, thereâs some principles that could be uncovered
The face effect â as you have seen before at the monkey eye tracking results â human attention is drawn by faces and by eyes in particular.
In this example we can see, a number of physical features draw the attention of people looking at the statue of David â but the centre of attention is on Davidâs face!
This effect can be used to direct attention, for example on an ad. Here two different versions of an ad were eye-tracked. In this case, the model is looking directly at the viewer.
And in this version, the model looks at the product, forming a straight line between her eye and the product name on the package.
Ask: What can you see in comparison?
This is an greatstudy done by our friend James Breeze from âUsable Worldâ in Australia. Same effect â the baby looking at you captures all the attention, but when its looking at the ad message⊠Itâs a bit like when youâre point a finger at somethingâŠ
Hereâs an example of the opposite: The face catches the attention, the key blurbs get some attention as well, but itâs very unlikely that anyone read the name of the company or their contact data. So clearly, you should all go to work after this and pop lots of babies on your websites and ads, staring at your key content.
Dropping the F-bomb nowâŠ
In 2006, Nielsen Research blogged about their observation, that content on websites is read following an F-shaped pattern⊠The term âF-designâ has caught on ever since.
This is what the F-design means. This principle is considered standard for most content writing today â and it was uncovered by eye tracking.
Colours is another important topic. Eye tracking research has shown that saturated colours draw the userâs attention best.
This is NOT a joke, this is the website of an actual business. This may not be the best adviceâŠ
This is a better example. Saturated colours, high contrast.
I think many of you made the experience that user testing can give you amazing insights into what your users want and need. And that hopefully helped you improve the user experience of your service â which ultimately benefits your business or organisation.What I hope to have shown you today is what kind of deep and sometimes surprising insights eye tracking can provide. Especially when its combined with user testing.