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1 upa usability professionals’ associationwww.usabilityprofessionals.org Adding Value with Eyetracking Natalie Webb Amberlight Partners London UK Tony.

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Presentation on theme: "1 upa usability professionals’ associationwww.usabilityprofessionals.org Adding Value with Eyetracking Natalie Webb Amberlight Partners London UK Tony."— Presentation transcript:

1 1 upa usability professionals’ associationwww.usabilityprofessionals.org Adding Value with Eyetracking Natalie Webb Amberlight Partners London UK Tony Renshaw Leeds Metropolitan University Leeds UK Agnieszka (Aga) Bojko (User Centric, USA) Kara Pernice Coyne (Nielsen Norman Group, USA) Giles Colborne (cxpartners, UK) Andrew Duchowski (Clemson University, USA) Erika Jönsson (Tobii, Sweden) Kathi Kaiser (Centralis, USA) Steve Krug (USA) Marianne Kroutchkevitch (Shopzilla, USA) Mark Wehner (Yahoo, USA) Elizabeth Murphy (US Census Bureau, USA) Andrew Schall (UserWorks Inc. & the University of Baltimore, USA) Cristin Witcher (Accenture, USA) Nico Vroom (Tobii, Sweden) Erik Hooft (Tobii, Sweden)

2 2 upa usability professionals’ associationwww.usabilityprofessionals.org Adding Value with Eyetracking Why have a workshop on eyetracking? Should I invest in expensive eye tracking equipment? How can I do eye tracking well? How can eyetracking help my work? How are other people using eye tracking?

3 3 upa usability professionals’ associationwww.usabilityprofessionals.org Planning to do eyetracking Particularly good for Discoverability Efficiency & accuracy Decision making Initial attention Have clear objectives & study design Don’t use in isolation ‘Gap filling’ & exploratory RecommendationsIssues Dynamic stimulus limitations Affect on task realism if doing short recordings Eyetracking can provide useful insights. However you need good planning to reduce work load and help understanding of results

4 4 upa usability professionals’ associationwww.usabilityprofessionals.org Running an eyetracking study Think-Aloud Concurrent Retrospectively with or without gaze replay Inform participants Care with movement; run through a task RecommendationsIssues Effect of think aloud Proportion of users cannot be tracked Think Aloud is a common protocol though a little controversial. Participant set-up is important.

5 5 upa usability professionals’ associationwww.usabilityprofessionals.org Dealing with the data Clarify objectives & questions, always consider context Have clear objectives and questions Always interpret in context of task Do a pilot study Be cautious with aggregated data RecommendationsIssues Relating eyetracking metrics to cognition Temptation to over interpret Lack of tools to analyse patterns in scan paths

6 6 upa usability professionals’ associationwww.usabilityprofessionals.org Business issues Communicate the unique benefits and take advantage of attractiveness – but use as part of toolbox Apply selectively to the right problems Communicate what unique value it can add Use to engage client and designers RecommendationsIssues Affordability Take care with analysis

7 7 upa usability professionals’ associationwww.usabilityprofessionals.org Next Steps More methodologies; standards, good practice guidelines Basic and applied research into understanding and using metrics Improvements in hardware & software; e.g. dynamic stimuli, aiding analysis Publish and communicate


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