Eye Tracking Revolution

AmsterdamUX@

http://www.pinpicsnow.com/pics-of-wolves-with-blue-eyes.html

http://tsabo6.deviantart.com/art/White-walker-update-308340348

Eye Tracking

Robin

• UI Design Brain Stimulation Products• .NET / WPF developer

Elvira

• Usability Evaluations• Interaction Design• Human Factors

This might be attracktive

Q&Any Time

The TechnologyTypical Applications

How and when to useDrinks & Demo’s !

https://theeyetribe.com/

https://theeyetribe.com/

A short demo...

http://www.tobii.com/en/about-tobii/what-is-eye-tracking/

https://peerj.com/preprints/585v1.pdf

EyeTribe benchmarked to other trackers:

• Model: X2-30 or X2-60• Tracker: €15000- € 25000• Hiring options available• UX Live SW: $325 / month

• Tracker: $495• GazePoint-Analysis included

• Tracker: $99• EyeProof SW included

https://peerj.com/preprints/585v1.pdf

EyeTribe benchmarked to other trackers:

• Tracker: $150• UX Live SW: $325 / month

• Tracker: $12000

http://www.tobii.com/en/eye-tracking-research/global/research/usability/All Tobii Tracker Solutions:

https://theeyetribe.com/products/

http://www.tobii.com/Global/Analysis/Downloads/Product_Descriptions/Tobii_X2-30_Eye_Tracker_Technical_Specification.pdf

https://peerj.com/preprints/585v1.pdf

Windows Only

Any Platform

https://peerj.com/preprints/585v1.pdf

EyeTribe benchmarked to other trackers:

Results indicate that the spatial precision and accuracy are good enough for fixation checking, point-of-regard analyses, and pupilometry. However, the low sampling rate renders the device unsuitable for testing high-accuracy saccade metrics.“

E-Commerce

Search Engines

Deeply-layered Information

Retail and FMCG

Advertisement

Attention-Critical Environments

When to use eye tracking?

Find a source of a problem

Other methods are not sensitive enough

Attention capture and engagement

Measuring first impressions

http://www.sdsassociates.com.my/tobii-insight-research/package-testing/http://www.smashingmagazine.com/2009/09/24/10-useful-usability-findings-and-guidelines/

Compare design versions

http://www.pcmag.com/article2/0,2817,2458310,00.asp

• Read or scan ?• Idea of user’s attention• Are users searching ?• Comparing heaps of data

Wonderful for...

• Start-up Phase• Static images or series• Glasses …• Why are users looking at this ?• Consciously saw it ?• No peripheral vision

Few Downsides

Setup Your TestStep 1

Pick your weapon of choice

http://www.tobii.com/en/eye-tracking-research/global/products/hardware/tobii-tx300-eye-tracker/

http://www.sdsassociates.com.my/products/tobii-glasses/

Fidelity Tasks

• High-Fidelity material• Mockups not suitable

http://dev.theeyetribe.com/start/

Collecting DataStep 2

Heatmaps• Quantitative studies (30+) *• Starting point in qualitative studies• Use for illustration of your results• Quick overview several participants• No depiction of order• Doesn’t capture dynamic behavior• Expensive

* Complicated formulas can be found in Aga Bojko. Eye Tracking the User Experience (Kindle Locations 418-419). Rosenfeld Media Brooklyn, New York

Gazeplots• Accurate Data• Contains information about order, duration and place of user’s eyes• Time consuming

Demo

Hooked Festival June 1-2, Ghenthookedfest.be

Hackathon Hack and Fly June 5-7, Amsterdam Schiphol Airport hackandfly.com

UXcamp AMSSeptember

Measures of attraction vs. Measures of performance• Include the table from the book (35%)

• • Measures of attraction determine the impact of a design on users’ awareness, interest, and desire, helping assess how well a design supports business goals. These measures are often used to evaluate the effectiveness of product packaging, promotional content on a website, or anything that is supposed to grab attention without being intentionally sought. Measures of attraction include: • Area noticeability measures, such as the time to first fixation on an AOI, to determine how easy something is to notice. • Area interest measures, such as the total dwell time on an AOI, to assess how much interest something received once it was noticed. • Emotional arousal measures, such as pupil diameter, to indicate the object’s desirability.

• Aga Bojko. Eye Tracking the User Experience (Kindle Locations 2150-2156). Rosenfeld Media Brooklyn, New York.

• • Measures of performance are used to evaluate a design’s usability and determine how well the design supports users in achieving their goals. These measures include the following: • Mental workload measures, such as pupil diameter, to reflect the demands placed on a user’s cognitive resources by the tested interface and factors associated with the interaction. • Cognitive processing measures, such as average fixation duration, to gauge the amount of effort involved in extracting and comprehending information. • Target findability measures, such as the percentage of participants who fixated on the target, to assess the visual accessibility of something that users are looking for. • Target recognizability measures, such as the time from the first fixation on the target to the selection of the target, to reveal how effectively the purpose of the target is communicated.

• Aga Bojko. Eye Tracking the User Experience (Kindle Locations 2157-2164). Rosenfeld Media Brooklyn, New York.