Download - Eye Tracking In Usability
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Eye Tracking on the web Tommy Strandvall
Tobii Technology
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What do we actually see?
The 1-2º 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
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Fixation
The area of foveal vision
Saccade
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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
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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
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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
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Different user groups of eye tracking
Eye tracking is the sprinkle on the icing Eye tracking is the icing Eye tracking is the cake
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What can eye tracking tell you?
…WHY?
WHAT?
HOW?
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If people don’t see it they won’t click on it…or do anything at all
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VISUALIZING EYE MOVEMENTS
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Scan path or gaze plot
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Heat maps
Count
Duration
Gaze opacity
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Where do we focus on the web?
Fixation count0,5 sec
Fixation count1 sec
Fixation count1,5 sec
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Measure visibility and impact of banners
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Time from fixation to click
2,8 sec2,8 sec28 sec28 sec TTF = Time to fixationTTC = Time to click
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Visits and re-visits
Heatmap: Absolute duration
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% seen
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Time to first fixation
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Final version