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User Centric is now a part of GfK! Read about our eye tracking services by visiting http://www.gfk.com/solutions/ux/eye-tracking/Pages/Eye-tracking.aspx It’s a well-known fact that eye tracking can provide some interesting insight into how people process information. But how can user experience professionals determine if eye tracking is indeed a useful addition to their studies? Our complimentary webinar, “No, But Really, Do I Need Eye Tracking?,” addressed this subject by discussing the benefits of eye tracking and the proper application of the method. During the webinar, Aga Bojko, VP, User Experience, spoke candidly about when to use and, perhaps more importantly, when not to use eye tracking. Bojko described both qualitative and quantitative types of findings that can be obtained with eye tracking research, and explained how to decide whether or not stakeholders benefit from this method. This presentation outlines example situations in which eye tracking is most effectively utilized, from determining the ease of new drug label differentiation from existing labels to evaluating which package design will be most effective on a shelf.
Citation preview
No, But Really, Do I Need Eye Tracking? PRESENTER: Aga Bojko Associate Director User Centric, Inc. MODERATOR: Pamela Stoffregen-Gay Sr. Marketing Manager User Centric, Inc.
@agabojko
#uxlunch
@UserCentricInc
2
Focus of This Talk
3
The “So What” Problem
4
This Happens All Too Often…
I want an eye tracking study.
OK… But what are the study objectives?
I want to know where people are looking!
The “So What” Problem
UX
5
There Is a Problem Here
I want an eye tracking study.
I want to know where people are looking!
The “So What” Problem
UX
OK… But what are the study objectives?
not an acceptable research objective
6
While Eye Tracking Can Tell Us…
what grabs users’ attention… what they find interesting…
The “So What” Problem
7
While Eye Tracking Can Tell Us… The “So What” Problem
how users make decisions… what search strategies they use…
8
The “So What” Problem
So What?
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The “So What” Problem
we don’t need interesting
insight
We Conduct Research to Inform Decisions
10
We Conduct Research to Inform Decisions
we need
actionable insight
The “So What” Problem
11
Heatmaps Won’t Magically Tell You What to Do The “So What” Problem
12
The “So What” Problem
So What?
actionable = useful
13
Actionable Eye Tracking Insight
ACTIONABLE INSIGHT eye tracking can
generate
QUALITATIVE INSIGHT Eye tracking can help explain how a
usability problem occurred. k
How is this actionable? Knowing what in the interface caused a problem makes
recommendations more specific.
Explaining known or anticipated problems
Detecting and explaining
unanticipated problems
QUANTITATIVE INSIGHT Eye tracking can help measure
differences between stimuli or between a stimulus and benchmarks.
How is this actionable? It helps decide which stimulus to choose or if the
stimulus is “good enough.”
Measuring performance-related
differences
Measuring attraction-related
differences
14
Types of Eye Tracking Insight Actionable Eye Tracking Insight
used to inform decisions
ACTIONABLE INSIGHT eye tracking can
generate
QUALITATIVE INSIGHT Eye tracking can help explain how a
usability problem occurred.
How is this actionable? Knowing what in the interface caused a problem makes
recommendations more specific.
Explaining known or anticipated problems
Detecting and explaining
unanticipated problems
QUANTITATIVE INSIGHT Eye tracking can help measure
differences between stimuli or between a stimulus and benchmarks.
How is this actionable? It helps decide which stimulus to choose or if the
stimulus is “good enough.”
Measuring performance-related
differences
Measuring attraction-related
differences
15
Qualitative Eye Tracking Insight Actionable Eye Tracking Insight
why did participants click on the wrong link?
why did it take them so long to find this
information?
why did they fail to understand
something?
ACTIONABLE INSIGHT eye tracking can
generate
QUALITATIVE INSIGHT Eye tracking can help explain how a
usability problem occurred.
How is this actionable? Knowing what in the interface caused a problem makes
recommendations more specific.
Explaining known or anticipated problems
Detecting and explaining
unanticipated problems
QUANTITATIVE INSIGHT Eye tracking can help measure
differences between stimuli or between a stimulus and benchmarks.
How is this actionable? It helps decide which stimulus to choose or if the
stimulus is “good enough.”
Measuring performance-related
differences
Measuring attraction-related
differences
16
Qualitative Eye Tracking Insight Actionable Eye Tracking Insight
ACTIONABLE INSIGHT eye tracking can
generate
QUALITATIVE INSIGHT Eye tracking can help explain how a
usability problem occurred. k
How is this actionable? Knowing what in the interface caused a problem makes
recommendations more specific.
Explaining known or anticipated problems
Detecting and explaining
unanticipated problems
QUANTITATIVE INSIGHT Eye tracking can help measure
differences between stimuli or between a stimulus and benchmarks.
How is this actionable? It helps decide which stimulus to choose or if the
stimulus is “good enough.”
Measuring performance-related
differences
Measuring attraction-related
differences
17
Qualitative Eye Tracking Insight Actionable Eye Tracking Insight
when previous testing showed a problem
18
Qualitative Eye Tracking Insight Actionable Eye Tracking Insight
Target: State Affiliates
Target: State Affiliates
Bojk
o, A
. (20
06).
Usi
ng E
ye T
rack
ing
to C
ompa
re W
eb P
age
Des
igns
: A C
ase
Stud
y. J
ourn
al o
f Usa
bilit
y St
udie
s, V
ol.1
, No.
3.
19
Qualitative Eye Tracking Insight Actionable Eye Tracking Insight
Target: State Affiliates
Target: Affiliates
Bojk
o, A
. (20
06).
Usi
ng E
ye T
rack
ing
to C
ompa
re
Web
Pag
e D
esig
ns: A
Cas
e St
udy.
Jou
rnal
of
Usa
bilit
y St
udie
s, V
ol.1
, No.
3.
ACTIONABLE INSIGHT eye tracking can
generate
QUALITATIVE INSIGHT Eye tracking can help explain how a
usability problem occurred. k
How is this actionable? Knowing what in the interface caused a problem makes
recommendations more specific.
Explaining known or anticipated problems
Detecting and explaining
unanticipated problems
QUANTITATIVE INSIGHT Eye tracking can help measure
differences between stimuli or between a stimulus and benchmarks.
How is this actionable? It helps decide which stimulus to choose or if the
stimulus is “good enough.”
Measuring performance-related
differences
Measuring attraction-related
differences
20
Qualitative Eye Tracking Insight Actionable Eye Tracking Insight
we don’t know what problems we will encounter but we want to use eye tracking just in
case it can help us
ACTIONABLE INSIGHT eye tracking can
generate
QUALITATIVE INSIGHT Eye tracking can help explain how a
usability problem occurred. k
How is this actionable? Knowing what in the interface caused a problem makes
recommendations more specific.
Explaining known or anticipated problems
Detecting and explaining
unanticipated problems
QUANTITATIVE INSIGHT Eye tracking can help measure
differences between designs or between a design and benchmarks.
How is this actionable? It helps decide which design to choose or if the design
is “good enough.”
Measuring performance-related
differences
Measuring attraction-related
differences
21
Quantitative Eye Tracking Insight Actionable Eye Tracking Insight
formative studies
summative studies
new
existing*
*Boj
ko, A
. (20
08).
Mea
surin
g th
e Ef
fect
s of
Dru
g La
bel D
esig
n an
d Si
mila
rity
on P
harm
acis
ts’ P
erfo
rman
ce. I
n T.
Tul
lis
& W
. Alb
ert,
Mea
surin
g th
e U
ser E
xper
ienc
e: C
olle
ctin
g, A
naly
zing
, and
Pre
sent
ing
Usa
bilit
y M
etric
s. M
orga
n Ka
ufm
an.
ACTIONABLE INSIGHT eye tracking can
generate
QUALITATIVE INSIGHT Eye tracking can help explain how a
usability problem occurred. k
How is this actionable? Knowing what in the interface caused a problem makes
recommendations more specific.
Explaining known or anticipated problems
Detecting and explaining
unanticipated problems
QUANTITATIVE INSIGHT Eye tracking can help measure
differences between stimuli or between a stimulus and benchmarks.
How is this actionable? It helps decide which stimulus to choose or if the
stimulus is “good enough.”
Measuring performance-related
differences
Measuring attraction-related
differences
22
Quantitative Eye Tracking Insight Actionable Eye Tracking Insight
search efficiency ease of info processing
cognitive workload
23
Measuring Performance Actionable Eye Tracking Insight
e.g., will the new drug label be easy to distinguish from the existing labels?
24
Measuring Performance Actionable Eye Tracking Insight
e.g., will the redesigned layout make information easier to find & compare?
25
Measuring Performance Actionable Eye Tracking Insight
e.g., is the information on the patient insert as easy to understand as on the competitor’s insert?
26
Measuring Performance Actionable Eye Tracking Insight
e.g., does the new GPS lower the driver’s mental workload as compared to the existing system?
ACTIONABLE INSIGHT eye tracking can
generate
QUALITATIVE INSIGHT Eye tracking can help explain how a
usability problem occurred. k
How is this actionable? Knowing what in the interface caused a problem makes
recommendations more specific.
Explaining known or anticipated problems
Detecting and explaining
unanticipated problems
QUANTITATIVE INSIGHT Eye tracking can help measure
differences between stimuli or between a stimulus and benchmarks.
How is this actionable? It helps decide which stimulus to choose or if the
stimulus is “good enough.”
Measuring performance-related
differences
Measuring attraction-related
differences
27
Quantitative Eye Tracking Insight Actionable Eye Tracking Insight
attention interest
emotional arousal
28
Measuring Attraction Actionable Eye Tracking Insight
e.g., which page location will make our ad most visible?
29
Measuring Attraction Actionable Eye Tracking Insight
e.g., which one of the ad designs will create the most interest?
30
Measuring Attraction Actionable Eye Tracking Insight
e.g., which shelf location is best for our product to be noticed?
31
Measuring Attraction Actionable Eye Tracking Insight
e.g., which package design draws the most interest to the important product information?
32
Measuring Attraction Actionable Eye Tracking Insight
ACTIONABLE INSIGHT eye tracking can
generate
QUALITATIVE INSIGHT Eye tracking can help explain how a
usability problem occurred. k
How is this actionable? Knowing what in the interface caused a problem makes
recommendations more specific.
Explaining known or anticipated problems
Detecting and explaining
unanticipated problems
QUANTITATIVE INSIGHT Eye tracking can help measure
differences between stimuli or between a stimulus and benchmarks.
How is this actionable? It helps decide which stimulus to choose or if the
stimulus is “good enough.”
Measuring performance-related
differences
Measuring attraction-related
differences
33
Types of Eye Tracking Insight Actionable Eye Tracking Insight
34
Eye Tracking Measures Actionable Eye Tracking Insight
www.usercentric.com/webinars
35
Do I Need Eye Tracking?
36
Hmmm… Do I Need Eye Tracking?
37
Back to Our Story…
I want an eye tracking study.
What are the study objectives?
I want to know where people are looking!
Do I Need Eye Tracking?
UX
should I be using eye tracking?
38
Aga’s Decision Tree Do I Need Eye Tracking?
39
Question 1: Actionable Insight? Do I Need Eye Tracking?
will eye tracking generate ACTIONABLE INSIGHT addressing my STUDY OBJECTIVES?
will eye tracking provide MORE INSIGHT than
cheaper and faster methods?
go does my study require
methodological TRIANGULATION?
go
does my study need increased ATTENTION
& BUY-IN from stakeholders?
go stop
stop
yes
yes
yes
yes
no
no
no
no
should I be using eye tracking?
Or you will run into the SO WHAT problem, the
biggest crime in eye tracking research.
40
Question 1: Actionable Insight? Do I Need Eye Tracking?
will eye tracking generate ACTIONABLE INSIGHT addressing my STUDY OBJECTIVES?
will eye tracking provide MORE INSIGHT than
cheaper and faster methods?
go does my study require
methodological TRIANGULATION?
go
does my study need increased ATTENTION
& BUY-IN from stakeholders?
go stop
stop
yes
yes
yes
yes
no
no
no
no
should I be using eye tracking?
e.g., study goal: to determine if new drug labels are easily differentiated from existing labels
e.g., study goal: to understand what new app features would
enhance the experience
41
Question 2: Better than Simpler Methods? Do I Need Eye Tracking?
will eye tracking generate ACTIONABLE INSIGHT addressing my STUDY OBJECTIVES?
will eye tracking provide MORE/BETTER
INSIGHT than cheaper and faster methods?
go does my study require
methodological TRIANGULATION?
go
does my study need increased ATTENTION
& BUY-IN from stakeholders?
go stop
stop
yes
yes
yes
yes
no
no
no
no
should I be using eye tracking?
e.g., when assessing the efficiency of a new site layout,
time on task could suffice e.g., which package design will draw more attention?
42
Question 3: Triangulation Required? Do I Need Eye Tracking?
will eye tracking generate ACTIONABLE INSIGHT addressing my STUDY OBJECTIVES?
will eye tracking provide MORE/BETTER
INSIGHT than cheaper and faster methods?
go does my study require
methodological TRIANGULATION?
go
does my study need increased ATTENTION
& BUY-IN from stakeholders?
go stop
stop
yes
yes
yes
yes
no
no
no
no
should I be using eye tracking?
e.g., when assessing the efficiency of a new site layout,
time on task could suffice
triangulation = validation of data through cross-verification from
multiple sources (methods)
43
Question 4: Buy-In Needed? Do I Need Eye Tracking?
will eye tracking generate ACTIONABLE INSIGHT addressing my STUDY OBJECTIVES?
will eye tracking provide MORE/BETTER
INSIGHT than cheaper and faster methods?
go does my study require
methodological TRIANGULATION?
go
does my study need increased ATTENTION
& BUY-IN from stakeholders?
go stop
stop
yes
yes
yes
yes
no
no
no
no
should I be using eye tracking?
44
Final Words
45
Key Takeaways Final Words
use eye tracking to inform decisions –
not just because it’s interesting
eye tracking can be used to quantitatively compare designs (to make business decisions)
avoid the SO WHAT problem by gathering only actionable eye tracking findings
eye tracking can help explain how a usability problem occurred (and inform design decisions)
46
Key Takeaways Final Words
use it to quantify performance
use it to quantify attraction
use the simplest method to address objectives unless triangulation is needed
it’s OK to use eye tracking to get stakeholders excited… as long as it also provides actionable insight
47
Keep In Touch Final Words
rosenfeldmedia.com
get a discount
@agabojko @UserCentricInc
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