1.Sett UX Lab What are Your Users Thinking? Rob Walters rob.walters@settuk.com

2. The Motivation / Why UX? Why eye tracking? Background / A little history How eye tracking works / The nitty gritty How UX works / The UX process Future trends / Where UX is going next Demonstration / Eye tracking in operation The Sett Group / Who we are and what we doWhat are your Users Thinking?06/11/20132 3. The Motivation / Why UX? Why eye tracking?What are your Users Thinking?06/11/20133 4. The Motivation / What is UX? UX, or user experience, is the practice of developing software, web sites, web portals and mobile apps which is usable by design. It includes disciplines such as: - Interface - Architecture - Look and feel - Behaviour - Content - FunctionalityWhat are your Users Thinking?06/11/20134 5. The Motivation / Objectives & Problems In an ideal world, UX is interwoven into the design and development process as a fundamental practice. In the real world, UX is often ignored until a problem makes it impossible to ignore. Often this can lead to a vicious circle.What are your Users Thinking?06/11/20135 6. The Motivation / Objectives & Problems Great UX Can: -Make your users more efficient Make your users more engaged with IT, development or supplier Help you provide a great customer experience Make you the supplier of choice rather than necessity Leading to increased ROIWhat are your Users Thinking?06/11/20136 7. The Motivation / A Few Examples When preparing any sort of usability presentation, the first port of call for examples is the poetically named: www.webpagesthatsuck.com A few examples taken from Worst Websites of 2012What are your Users Thinking?06/11/20137 8. The Motivation / Apple iTunes PreviewWhat are your Users Thinking?06/11/20138 9. The Motivation / PinterestWhat are your Users Thinking?06/11/20139 10. The Motivation / This is ScunthorpeWhat are your Users Thinking?06/11/201310 11. The Motivation / SoftwareWhat are your Users Thinking?06/11/201311 12. The Motivation / SoftwareWhat are your Users Thinking?06/11/201312 13. The Motivation / What is eye tracking? Eye tracking measures where a user is looking as they undertake a task. Watching a users eyes move can give us an objective insight into: -How easy a piece of software, web site or web app is to us-And more importantly, how to improve itWhat are your Users Thinking?06/11/201313 14. The Motivation / Why eye tracking? Eye tracking can give us insights that talking to users alone would not. For example: More women notice an advert with a pretty model Whereas more men just notice the pretty model Its not just a pretty face readers pay more attention to a product if the model is looking at it too What are your Users Thinking?06/11/201314 15. Background / A little historyWhat are your Users Thinking?06/11/201315 16. Background / A Little History A desire to understand how users read, understand, work and learn is not new. Nor is looking at eye movements to give insight into thought. Experimental psychologists began studying eye movements during the 1800s.What are your Users Thinking?06/11/201316 17. Background / Early Eye Tracking Louis Emile Javal (1879)What are your Users Thinking?06/11/201317 18. Background / Early Eye Tracking Raymond Dodge (1871-1942)What are your Users Thinking?06/11/201318 19. Background / Early Eye Tracking Alfred Yarbus Russia 1962What are your Users Thinking?06/11/201319 20. Background / Eye Tracking for Usability 1970sSignificant research established eye tracking Early usability studies included eye tracking fighter pilots1980sInterest in eye tracking for studying computer interfaces develops1990s 2000sAdvances in technology to make eye tracking less obtrusive and more portableWhat are your Users Thinking?06/11/201320 21. How eye tracking works / The nitty grittyWhat are your Users Thinking?06/11/201321 22. How Eye Tracking Works / Hardware The commonest technique uses near-infrared light, and measures the angle of light reflected by the eye. This angle can then be used to calculate where the eye is currently looking. Other techniques include image processing web or video camera images to estimate eye position but these are generally less accurate. What are your Users Thinking?06/11/201322 23. How Eye Tracking Works / Hardware Eye tracking glasses are available for understanding mobile behaviour and perception, for example how shoppers behave. The newest generations allow real-time viewing. Eye trackers will typically produce 15-120 rows of data per second. 30-60 rows of data is adequate for most commercial applications. This data must then be interpreted What are your Users Thinking?06/11/201323 24. How Eye Tracking Works / Software The interpretation software is a significant investment in the eye tracking setup. There are off the shelf packages, which will produce picture visualisations, videos and statistics (some examples of these later). For research or specialist applications, bespoke software development is often used.What are your Users Thinking?06/11/201324 25. How UX works / The UX processWhat are your Users Thinking?06/11/201325 26. How UX Works / The Brief UX starts with an objective. For example: -How can I make my users more efficient?-My users keep complaining they hate our portal but cant say why. What can we do?-How can we increase conversion from our website?What are your Users Thinking?06/11/201326 27. How UX Works / Planning Designing a UX project will depend on: -The question to answer-The desired outcome precise answers to specific questions require far larger studies-The type of users more highly paid or scarce users are more expensive to studyWhat are your Users Thinking?06/11/201327 28. How UX Works / Collecting Data Data collection usually involves: -Pre-screening participants people with certain conditions cannot be eye tracked-Interviewing participants before, after or both-Eye tracking the user, usually whilst undertaking specific tasks.What are your Users Thinking?06/11/201328 29. How UX Works / Analysis & ReportingWhat are your Users Thinking?06/11/201329 30. How UX Works / Analysis & ReportingWhat are your Users Thinking?06/11/201330 31. Future trends / Where UX is going nextWhat are your Users Thinking?06/11/201331 32. Future Trends / Inventive uses of eye tracking -Webcam based eye tracking-Eye tracking games-Eye controlled user interfacesWhat are your Users Thinking?06/11/201332 33. Future Trends / Supplementing eye tracking Eye tracking is great for telling you what users are thinking about but not so good for telling you what their feelings and emotions are. Current trends include supplementing eye tracking with: -Detection of emotion using facial recognition-Skin response and EEG to detect engagementWhat are your Users Thinking?06/11/201333 34. Demonstration / Eye tracking in operationWhat are your Users Thinking?06/11/201334 35. The Sett Group / Who we are and what we doWhat are your Users Thinking?06/11/201335 36. The Sett Group / Our History When The Sett Group was first founded in 2008, we knew we had to offer something special to make it in the toughest trading conditions for decades What could Sett bring to an already crowded marketplace?We started out with 6 values which underpin everything we do What are your Users Thinking?06/11/201336 37. The Sett Group / Our History Our Valued Clients Our relationship with our clients is central to everything we do. We strive for long term relationships, becoming trusted partners rather than mere suppliers Sharing the Goal We make our clients goals our goals and our clients aspirations our aspirations. Its not enough simply to provide a technological solution we focus on the business need, strengthening and growing our business through strengthening and growing our clients businesses.What are your Users Thinking?06/11/201337 38. The Sett Group / Our History Plain English We dont blind our clients with science everything we do is explained in plain English and delivered with honesty and integrity. We aim to take the mystery and magic out of what we do, trusting our results to speak for themselves. Comprehensive Toolbox We undertake regular training and proof-of-concept work, keeping abreast of the latest technologies, to ensure we have a varied range of tools and techniques at our fingertips. This allows us to recommend the best solution - not just our favourite solution to meet a clients requirements. What are your Users Thinking?06/11/201338 39. The Sett Group / Our History Holistic View Nothing we do exists in isolation every solution we offer to a client must fit into the wider context. Key strengths are integrating systems apps, websites and desktop systems and teamwork with clients and other specialists to achieve the bigger picture Bespoke Solutions One size rarely fits all an organisations individuality is its strength, and our strength is our ability to thrive on our clients originality. We tailor our methodology, our approach, the solution we offer and even how bespoke the solution is to each clients individual needs What are your Users Thinking?06/11/201339 40. The Sett Group / Our Group Sett the core of the group handling web development, apps, software and consultancy, Sett is where it all started back in 2008 Sett Innovation Programme our tech innovation incubator, focused on collaboration, research and commercialisation between academia and industry Sett UX Lab - the baby of the group, fuses user centric design with cutting edge user testing and market research techniques, backing the art of our design up with hard science The combination is a can do organisation, capable of offering total web design, development and testing solutions. What are your Users Thinking?06/11/201340 41. Thank you for reading Any questions? Drop us a line hello@settuk.com What are your Users Thinking?06/11/201341