Eye Tracking In Usability
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The document discusses eye tracking technology and its importance in understanding user behavior on the web. It highlights the distinction between foveal and peripheral vision, and outlines how eye tracking can be used to improve interface design by providing objective data on user interactions. Additionally, the document describes various methods of visualizing eye movements, such as heat maps and gaze plots, to assess the effectiveness of web elements.
Eye Tracking In Usability
- 1. Eye Tracking on the web Tommy Strandvall Tobii Technology
- 2. What do we actually see? The 1-2 º large area of foveal vision is about the size of a thumbnail on an arm lengths distance The fovea is less than 1% of the retina but takes up over 50% of the visual cortex in the brain. Peripheral vision is mainly good at picking up movements and contrasts
- 3. Saccade Fixation The area of foveal vision
- 4. Why eye-tracking? Clear additional insights into behavior Measurable behavior: data (numbers), images, videos Objective data on behavior Very visual results for better understanding Persuasive results
- 5. When is eye-tracking valuable? When combined with other methods When the main goal is to improve the design of an interface If you have clear questions you want to find an answer to When comparing different design alternatives In both qualitative and quantitative research When adapting an interface based on typical behavior
- 6. How eye tracking is used As a complement in qualitative research to help describing behavior and supporting the findings To show live to others what the user is experiencing As a complement or standalone method in quantitative research to describe the typical user behavior In experimental research as the dependent variable
- 7. Different user groups of eye tracking Eye tracking is the sprinkle on the icing Eye tracking is the icing Eye tracking is the cake
- 8. What can eye tracking tell you? … WHY? WHAT? HOW?
- 9. If people don’t see it they won’t click on it… or do anything at all
- 11. Scan path or gaze plot
- 12. Heat maps Count Duration Gaze opacity
- 13. Where do we focus on the web? Fixation count 0,5 sec Fixation count 1 sec Fixation count 1,5 sec
- 14. Measure visibility and impact of banners
- 15. Time from fixation to click TTF = Time to fixation TTC = Time to click 2,8 sec 28 sec
- 16. Visits and re-visits Heatmap: Absolute duration
- 17. % seen
- 18. Time to first fixation
- 19. Final version
Editor's Notes
- #18: Tobii Technology 2008 / Tommy Strandvall