Anna Basista UX Consultant
User Vision
Anna Basista UX Consultant
Eye tracking glasses help define shop layout and record visitors’ experience
Plan for today
User research dilemma
What is eye tracking?
Physical experiences mapping
Case Study “Visit Scotland Tourist Information Centre”
– Problem
– Solution
– Outcome
Key learning's from using the eye tracking glasses
“User research is the process of figuring out how people interpret and use products and services.”
- Mike Kuniavsky
“Value-centred design starts a story about an ideal interaction between an individual and an organisation and the benefits each realises from the interaction.”
- Jess McMullin (Boxes and Arrows)
“People lie because they don’t remember clear what they saw. People lie because they can’t help making a good story better than it was the way it happened.”
- Carl Sandburg
What is eye tracking?
Measurement of eye activity
Where and how people look
What is and what isn’t seen
What is the pattern for a group
of users
“Conventional” eye tracking
Mobile eye tracking
Eye tracking glasses
Capture user behaviour and eye
gaze in real environments
Where and how people look
Analysis of real world user
journeys
Better understanding of what is
happening when someone is
experiencing it
Eye tracking with markers
Automatic quantitative analysis (AOI’s)
Markers communicate with sensor located in the glasses
Data from multiple participants can be aggregated and overlaid on a still image
Method
• Photo of shane here.
Physical experience
mapping
The Client
How successful visitors are in achieving goals of their visit?
What prevents visitors from finding everything they want?
- Signage effectiveness
- Leaflets, Ads & Retail engagement
- Information Centre footfall
• Explain a little bit a about us recruiting people at the door
• Explain calibration procedure
• True intent
• Glasses
“What is the goal of your visit to the Information Centre today?”
Goals
“Browse for leaflets and inspiration”.
“Find information about trips,
places, entertainment...”
“Find out what is worth
seeing in Edinburgh”.
“Get maps.”
Walk around the Information Centre
Souvenirs shopping
Booking a trip
Waiting in the queue
Analysis
Footfall heatmap
Leaflets
Looking for leaflets
Leaflets
Leaflets rack
Average time to first fixation (seconds)
Time to first fixation
Average total visit duration (seconds)
Total visit duration
Ads
Retail Signage
Ads
Ads
Retail Signage
Ads
Seen 1.5% of
the visit time
10% of the
visit time
Looked at 6
times in total
How did Visit Scotland change the Information Centre?
Using eye tracking glasses in the field
Very easy to set up and start using
Users feel comfortable using them
Permission is needed – the glasses are not that discreet
The battery in the recording device can drain quickly
Using eye tracking glasses in the field
Crucial for calibration purposes
Allow you to mark out AOI’s
Required for aggregated gaze trails and heatmaps
Speed up the analysis process
May not be feasible to set-up
You may need a lot of blue tack!
Using eye tracking glasses
Manual analysis can be time consuming, but it is worthwhile with well defined objectives
Automatic analysis is really great!
Recordings of the user journeys are loved by the clients
AOI’s analysis in videos available without markers
How comfortable was it for you the wear eye-tracking glasses?
Very comfortable
Quite comfortable
Didn’t really notice/can’t
say
Quite uncomfortable
Very uncomfortable
How concerned did you feel about wearing “these” glasses in public?
Not at all concerned
Hardly noticed Somewhat Quite a bit Very much concerned
• In this Lightning Talk we would like to talk about novel techniques we employed in this project but also we are eager to share our experiences with using eye tracking glasses in the field research. Our client wanted to better understand the needs of visitors and how effective the layout of Tourist Information Centre is in answering those needs. Eye tracking was employed to help understand how visitors to Information Centre engage with it, which sections of the literature and merchandise shelving were looked at the most and whether the signage in the centre was noticed. 15 visitors to the centre were recruited to take part in the study, all intercepted as they entered the centre. We asked them to wear eye-tracking glasses and to use the centre to accomplish the goals of their visit. The ability to record these user journeys without constantly observing test participants was especially effective as it helped to make the whole testing session feel more realistic and avoided disturbing participants in any way. Data gathered from eye tracking glasses was imported into dedicated software package and analysed. Automatic analysis was performed on the demarked shelving. Manual coding analysis was also performed, focusing specifically on the amount of time participants spent looking at signage, advertising posters and retail shelves. The amount of and duration of these gazes were calculated in relation to total participants’ visit time. Based on the visitors’ journey recordings gathered with eye tracking glasses a ‘footfall heat map’ was created. Each time a person went to the particular area of the centre this occurrence was recorded and later mapped out in a form of a ‘heat map’ based on the frequency of visits. This helped our client understand where visitors go throughout their visit and which of the Information Centre’s areas receive more or less footfall. Findings allowed the client to both take remedial action in areas where the experience was not as effective as it could be, and to take advantage of the insight to maximise the revenue potential of various areas of the centre.
Anna Basista User Experience Consultant User Vision 55 North Castle Street Edinburgh EH2 3QA
Email: [email protected]
Web: www.uservision.co.uk
Credits/references:
• http://www.sxc.hu/browse.phtml?f=view&id=1361797
• http://www.sxc.hu/browse.phtml?f=view&id=1386554
• http://www.sxc.hu/photo/1161062
• http://www.tobii.com/
• http://makezine.com/2006/03/07/camera-records-eye-intere/