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Eye Tracking the Mobile User Experience

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Andrew Schall's presentation from the UXPA Boston 2014 Conference.
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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 Eye Tracking The Mobile User Experience Andrew Schall SPARK Experience
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Page 1: Eye Tracking the Mobile User Experience

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1

Eye TrackingThe Mobile User Experience

Andrew Schall SPARK Experience

Page 2: Eye Tracking the Mobile User Experience

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

Andrew Schall.

Vice President of UX, SPARK Experience

Co-Author, Eye Tracking in User Experience Design

President, UXPA of Washington DC

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

Mobile vs. Desktop UX.

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MOBILE UX IS UNIQUE Dynamic environments…short attention span…multi-tasking…interruptions…smaller screen…

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 5

WHY TRACK MOBILE? What can we learn from eye tracking mobile user experiences?

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

Fixation – A single instance of where the eye momentarily stops

Saccade – The rapid eye movement from one fixation to the next

Scan path– A series of sequential fixations and saccades

Eye Tracking Terminology.

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

Tracking Mobile.

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

Tracking Mobile.

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

Tracking Mobile.

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 0

Tracking Mobile. Understanding the aspects of a mobile user experience

Sustained Attention !   How often do they look away from the screen? !   How long does it take them to reacquire what they were focusing on? !   How elements the appropriate size for a mobile device?

Guided Direction !   What do they look at while completing a task? !   Do their eyes follow the intended sequence? !   Are they distracted by elements not critical to their task?

Engagement !   What features do they notice? !   How much content do they consume? !   Do they notice any ads?

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HOW DOES IT WORK? How do you conduct eye tracking on a mobile device?

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Mobile Eye Tracking Lab.

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Mobile Eye Tracking Stand.

•  VARIETY OF SETTINGS •  CONSISTENT CONFIGURATION •  EASY TO COMPARE DATA •  BETTER FOR QUANTIFYING UX

PROS

•  LESS NATURAL EXPERIENCE •  NOT VERY PORTABLE

CONS

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LIVE DEMO

Let’s try it out!

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REAL WORLD TRACKING How do we evaluate mobile experiences outside the lab?

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Eye Tracking Glasses.

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Eye Tracking Glasses.

•  MORE NATURAL USER BEHAVIOR •  TOTAL FREEDOM OF MOVEMENT •  HIGHLY PORTABLE •  BETTER FOR QUALITATIVE

PROS

•  DIFFICULT TO COMPARE EXPERIENCES

•  MANUAL DATA ANALYSIS •  NO GLASSES

CONS

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PIGS VS ADS How do we evaluate ad effectiveness in mobile games?

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

Games Played.

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

iPhone 4 iPad gen3

Devices Used.

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RESULTS What did we learn from tracking 60 participants as they played Angry Birds?

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

       That  must  be  an  ad  ...ignore  it.  

Banner Blindness is a Result of Peripheral Vision.

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

However,  Recogni8on  can  Take  Place  Very  Quickly  

It  only  takes  one  or  two  direct  fixa8ons  combined  with  the  peripheral  effect  for  a  person  to  iden8fy  the  subject  of  an  ad.    Many  par8cipants  correctly  iden8fied  the  ads  with  few  direct  fixa8ons  on  them.  

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

Our  Brains  are  Wired  to  Detect  Change  

Small  movements  in  your  peripheral  vision  cause  you  to  reflexively  turn  and  look.  

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

The  animated  ads  ini8ally  aNracted  aNen8on  

The  flock  of  birds  and  Lightsaber  anima8ons  ini8ally  caught  the  aNen8on  of  par8cipants.    However,  this  does  not  necessarily  always  mean  that  the  ad  content  was  viewed.  

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

All  ads  received  significantly  more  aNen8on  on  the  iPhone  than  iPad  

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

It  is  much  easier  to  avoid  ads  with  the  iPad’s  larger  screen  

3.5” 9.7”

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

Ads  were  looked  at  many  more  )mes  on  the  iPhone  than  the  iPad  

0

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1.5

2

2.5

3

3.5

4

4.5

5

iPhone iPad

Num

ber

of V

isits

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

Ads  were  looked  at  significantly  longer  on  the  iPhone  over  the  iPad  

0

0.5

1

1.5

2

2.5

iPhone iPad

Seco

nds

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

Ads  were  oRen  in  the  way  during  gameplay  on  the  iPhone    

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

Ads  were  always  no8ced  when  they  interfered  with  gameplay  

Ads  inadvertently  affected  the  par8cipant’s  line  of  sight  and  became  unavoidable  to  look  at.  

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

Ads  were  always  no8ced  when  they  interfered  with  gameplay  

This  occurred  most  frequently  with  the  iPhone,  but  there  were  situa8ons  where  ads  inadvertently  interfered  with  the  par8cipant’s  line  of  sight  during  iPad  gameplay.  

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

Those  in  the  zone  completely  ignored  the  ads  

Par8cipants  that  were  fully  engaged  in  gameplay  while  the  ads  were  shown  oRen  completely  ignored  the  ads,  regardless  of  whether  they  were  rich  media  or  sta8c.  

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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014

Op8mizing  the  Ad  Viewing  Experience  

Hit  them  at  the  idle  points  Players  oRen  sit  idle  and  their  eyes  tend  to  wonder  immediately  aRer  comple8ng  a  level.    Display  ads  when  a  player  is  si7ng  idle  wai8ng  for  the  level  to  end  a:er  all  pigs  are  dead.  

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Take Aways.

Eye tracking can help you to better understand what your users are looking at and what they are (or are not) paying attention to. Mobile eye tracking can help identify subtle changes in attention that are important in a mobile experience. Be aware of the current limitations and challenges of using this technology.

01 /

02 /

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The Book. Eye Tracking in User Experience Design !   Real-world examples from over twenty leading

UX professionals

!   Tips on everything from getting the most value out of your eye tracking research to incorporating eye tracking methodology into your organization’s user-centered design process.

!   Actionable findings and recommendations based on eye tracking research

!   Insights into cutting-edge applications of eye tracking, including use in mobile, gaming, and emotional design

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Q & A What questions do you have about mobile eye tracking?

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CONTACT

Andrew Schall [email protected] www.sparkexperience.com

7979 Old Georgetown Rd. Suite 801 !Bethesda, MD 20814 [email protected] !


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