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Andrew Schall's presentation from the UXPA Boston 2014 Conference.
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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1
Eye TrackingThe Mobile User Experience
Andrew Schall SPARK Experience
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Andrew Schall.
Vice President of UX, SPARK Experience
Co-Author, Eye Tracking in User Experience Design
President, UXPA of Washington DC
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Mobile vs. Desktop UX.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 4
MOBILE UX IS UNIQUE Dynamic environments…short attention span…multi-tasking…interruptions…smaller screen…
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 5
WHY TRACK MOBILE? What can we learn from eye tracking mobile user experiences?
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Fixation – A single instance of where the eye momentarily stops
Saccade – The rapid eye movement from one fixation to the next
Scan path– A series of sequential fixations and saccades
Eye Tracking Terminology.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Tracking Mobile.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Tracking Mobile.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Tracking Mobile.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 0
Tracking Mobile. Understanding the aspects of a mobile user experience
Sustained Attention ! How often do they look away from the screen? ! How long does it take them to reacquire what they were focusing on? ! How elements the appropriate size for a mobile device?
Guided Direction ! What do they look at while completing a task? ! Do their eyes follow the intended sequence? ! Are they distracted by elements not critical to their task?
Engagement ! What features do they notice? ! How much content do they consume? ! Do they notice any ads?
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 1
HOW DOES IT WORK? How do you conduct eye tracking on a mobile device?
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 2
Mobile Eye Tracking Lab.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 3
Mobile Eye Tracking Stand.
• VARIETY OF SETTINGS • CONSISTENT CONFIGURATION • EASY TO COMPARE DATA • BETTER FOR QUANTIFYING UX
PROS
• LESS NATURAL EXPERIENCE • NOT VERY PORTABLE
CONS
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 4
LIVE DEMO
Let’s try it out!
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 5
REAL WORLD TRACKING How do we evaluate mobile experiences outside the lab?
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 6
Eye Tracking Glasses.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 7
Eye Tracking Glasses.
• MORE NATURAL USER BEHAVIOR • TOTAL FREEDOM OF MOVEMENT • HIGHLY PORTABLE • BETTER FOR QUALITATIVE
PROS
• DIFFICULT TO COMPARE EXPERIENCES
• MANUAL DATA ANALYSIS • NO GLASSES
CONS
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 8
PIGS VS ADS How do we evaluate ad effectiveness in mobile games?
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Games Played.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
iPhone 4 iPad gen3
Devices Used.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 2 1
RESULTS What did we learn from tracking 60 participants as they played Angry Birds?
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
That must be an ad ...ignore it.
Banner Blindness is a Result of Peripheral Vision.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
However, Recogni8on can Take Place Very Quickly
It only takes one or two direct fixa8ons combined with the peripheral effect for a person to iden8fy the subject of an ad. Many par8cipants correctly iden8fied the ads with few direct fixa8ons on them.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Our Brains are Wired to Detect Change
Small movements in your peripheral vision cause you to reflexively turn and look.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
The animated ads ini8ally aNracted aNen8on
The flock of birds and Lightsaber anima8ons ini8ally caught the aNen8on of par8cipants. However, this does not necessarily always mean that the ad content was viewed.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
All ads received significantly more aNen8on on the iPhone than iPad
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
It is much easier to avoid ads with the iPad’s larger screen
3.5” 9.7”
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Ads were looked at many more )mes on the iPhone than the iPad
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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Ads were looked at significantly longer on the iPhone over the iPad
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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Ads were oRen in the way during gameplay on the iPhone
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Ads were always no8ced when they interfered with gameplay
Ads inadvertently affected the par8cipant’s line of sight and became unavoidable to look at.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Ads were always no8ced when they interfered with gameplay
This occurred most frequently with the iPhone, but there were situa8ons where ads inadvertently interfered with the par8cipant’s line of sight during iPad gameplay.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Those in the zone completely ignored the ads
Par8cipants that were fully engaged in gameplay while the ads were shown oRen completely ignored the ads, regardless of whether they were rich media or sta8c.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014
Op8mizing the Ad Viewing Experience
Hit them at the idle points Players oRen sit idle and their eyes tend to wonder immediately aRer comple8ng a level. Display ads when a player is si7ng idle wai8ng for the level to end a:er all pigs are dead.
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 3 5
Take Aways.
Eye tracking can help you to better understand what your users are looking at and what they are (or are not) paying attention to. Mobile eye tracking can help identify subtle changes in attention that are important in a mobile experience. Be aware of the current limitations and challenges of using this technology.
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UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 3 6
The Book. Eye Tracking in User Experience Design ! Real-world examples from over twenty leading
UX professionals
! Tips on everything from getting the most value out of your eye tracking research to incorporating eye tracking methodology into your organization’s user-centered design process.
! Actionable findings and recommendations based on eye tracking research
! Insights into cutting-edge applications of eye tracking, including use in mobile, gaming, and emotional design
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 3 7
Q & A What questions do you have about mobile eye tracking?
UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 3 8
CONTACT
Andrew Schall [email protected] www.sparkexperience.com
7979 Old Georgetown Rd. Suite 801 !Bethesda, MD 20814 [email protected] !