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An Eye Towards User Engagement, EyeTrackUX West

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An Eye Towards User Engagement, EyeTrackUX West

  1. 1. An Eye Towards User EngagementEmpowering UX Designers with the Tools to Effectively Design & Evaluate Elements of Persuasion and Engagement <br /> Andrew Schall, MS, CUA User Experience Designer<br />EyeTrackUX West<br />November 12, 2009<br />
  2. 2. Please note:The following slides are provided as a courtesy to EyeTrackUX West attendees . Please do not copy or distribute without permission from the author.<br />
  3. 3. Which Design is More Effective?<br />
  4. 4. Effective Photography & Graphics Can Influence Where People Look Next<br />Courtesy of Bunnyfoot by way of Future Now<br />
  5. 5. Babies are Cute and People Look at Them<br />
  6. 6. People Want to See What the Baby is Looking At <br />
  7. 7. Examples of Less Effective Photography on the Web<br />7<br />
  8. 8. Effective Methods to Guide the User’s Eyes<br />Gestalt Principles<br />
  9. 9. Can Do (usability) versus Will Do (persuasion)<br />Will Do<br />Can Do<br />
  10. 10. Usability Within User Experience Design<br />Study Goals:<br /><ul><li>Can the user find the Information?
  11. 11. Can the user complete his/her task?
  12. 12. How does the user complete his/her task?
  13. 13. How effectively can they complete the task?</li></ul>Eye-Tracking Study Design:<br /><ul><li>Task-focused
  14. 14. Retrospective think-aloud
  15. 15. Time-on-task, # of errors, # of clicks</li></li></ul><li>Persuasion Within User Experience Design<br />Study Goals:<br /><ul><li>What catches their attention?
  16. 16. What holds their attention?
  17. 17. What do they do after they looked?</li></ul>Persuasion <br />Eye-Tracking Study Design:<br /><ul><li>Exploration-focused
  18. 18. Priming
  19. 19. # of conversions
  20. 20. Retrospective interview </li></li></ul><li>Measuring the Complete User Experience<br />Persuasion <br />
  21. 21. Analysis Must be Done in Context<br /><ul><li>Who does the participant represent (novice, expert user, etc.)?
  22. 22. What is the participant trying to do (task-oriented or exploratory)?
  23. 23. Where are they looking on the screen?
  24. 24. When are they looking at something?
  25. 25. How often do they look at something?
  26. 26. How much time do they look at something?
  27. 27. Why is the participant looking at something?
  28. 28. Why is the participant not looking at something?</li></li></ul><li>TaskPerformance Data<br />Click Data <br />Eye-Tracking<br />Data<br />Verbal Data<br />Nonverbal Data<br />
  29. 29. Pupil Dilation<br />Galvanic Skin Response<br />Eye-Tracking<br />Data<br />?<br />?<br />?<br />Heart Rate<br />New Advancements<br />
  30. 30. Measuring the Effects of Design Changes <br />Persuasive Imagery<br />Image of locally well-known lawyer who is teaching this course is meant to persuade users to want to sign up.<br />Many noticed the picture<br /> 65% of users noticed the lawyer as well as the course title.<br />Increased clicks to learn more<br />15 % more users clicked to learn more about this course.<br />
  31. 31. <ul><li>What users see and do not see is effected by the design and layout of the site
  32. 32. Eye-tracking helps to identify what captures and sustains user’s attention on each viewed page
  33. 33. Retrospective interviewing provides opportunities to explore deeper-level motivations and thought processes</li></ul>Takeaways<br />17<br />
  34. 34. <ul><li>Eye tracking should not be a standalone activity
  35. 35. Plan ahead on how you will use the data
  36. 36. Focus on the effectiveness of specific design attributes
  37. 37. Analyze the data in conjunction with traditional methodology</li></ul>18<br />Things to Keep in Mind<br />18<br />
  38. 38. Where to Learn More<br /><ul><li>Eye-Tracking Bootcamp1-2 day intensive eye-tracking training
  39. 39. Eye Insights Blogwww.andrewschall.com
  40. 40. LinkedInEye-tracking Group
  41. 41. Persuasive DesignB.J. Fogg</li></ul>19<br />