11. What can we learn
from eyetracking?
What is seen
What isn’t seen
Aggregation of data across many observers
12. First fixation – what is the most attention
grabbing element?
Most fixations – what keeps our attention?
Gaze time – am I confused or engaged?
Movement between elements - structured
or random?
Why is this important?
13. Why is this important?
What is seen – what detail, noted, partially
read, fully read?
What isn’t seen – missed opportunities to
persuade.
Aggregation of data across many observers
– allows decisions to be based on
quantitative data.
14. Eye tracking applications
Advertising (pre)testing
Psychology research
Usability studies and HCI Research
And much more….
36. Making decisions
Backtrack between options
Sometimes take one last look to be sure
37. Making decisions
Backtrack between options
Sometimes take one last look to be sure
38. Making decisions
Backtrack between options
Sometimes take one last look to be sure
39. Psychology Research
Studies of autism, ADHD, schizophrenia
General psychological response studies
Infant research
Reading studies
Studies of ocular-motor behavior and
vision deficiencies
40. Eye tracking applications
Advertising (pre)testing
Psychology research
Usability studies and HCI Research
And much more….
41. Usability and HCI
Web pages
Software
Handheld devices
Physical products
Interactive TV
Games
Testing methodology
Quick or in-depth eye tracking analysis
In parallel with think-aloud, observations and
interviews
42. How do different user populations interact
with my design?
Where should important content be placed?
43. What happens during breakdown events?
What are people looking at when clicking
button, getting stuck, expressing
frustration?
47. Most users aren’t
that confident
articulating the
websites failings
Increased
cognitive load
Pressure from being
observed
Not familiar with
introspection
May cause the user to
behave differently
49. What is PEEP?
User is given tasks
Moderator leaves the room (goes to viewing
room to watch live eye tracking)
User (tries) to complete tasks
Moderator returns and uses the gaze replay
video to post evaluate experience with user
55. Significantly fewer participants
completed the task while thinking
aloud, indicating reactivity effects
Using Eye-movement Data to Cue Retrospective
Protocols in Online Usability Testing
By Nicola L. Eger
56. Mobile Devices
Copy of video files can be
found on www.tobii.com
57. Copy of video file can be
found on www.tobii.com
Games
58. Eye tracking applications
Advertising (pre)testing
Psychology research
Usability studies and HCI Research
And much more….
61. Eye tracking in South Africa
Prof. Pieter Blignaut
Department of
Computer Science
and informatics
University of the Free
State
Bloemfontein
PieterB.SCI@mail.uovs.ac.za
62. Eye tracking in Portable Usability lab
Test station
Web user
camera
Tobii 1750 Eye
Tracker
Firewire cable
USB VGA out Firewire
ports port port
Control station
Laptop computer
(single computer that runs both ClearView
and Tobii Eye Tracker Server)
63. Why eye tracking?
Clear additional insights into behavior Gaze time
Measurable behavior
1800.00
1600.00
1400.00
1200.00
1000.00
Gaze time
Mean
800.00
Objective results
600.00
400.00
200.00
0.00
Benetton Nipple Nipple Spoon Arm Website WFP Logo Leftside Arm Chest Area
logo Addresses
AOI
Hard deliverables
More information:
Studying web pages using eye tracking,
White paper by Kirk Ewing, Tobii
64. Eye Tracking
Thank you for joining the tutorial. If you
have any questions or remarks, please
feel free to contact me directly at
anne.jansen@tobii.com