no, but really, do i need eye tracking?

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!


UX

5

There Is a Problem Here




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…


7

While Eye Tracking Can Tell Us… The “So What” Problem

how users make decisions… what search strategies they use…

8


So What?

9


we don’t need interesting

insight

We Conduct Research to Inform Decisions

10

We Conduct Research to Inform Decisions

we need

actionable insight


11

Heatmaps Won’t Magically Tell You What to Do The “So What” Problem

12


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


generate


usability problem occurred.











differences


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?


generate


usability problem occurred.











differences


differences

16



generate













differences


differences

17


when previous testing showed a problem

18


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



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.


generate













differences


differences

20


we don’t know what problems we will encounter but we want to use eye tracking just in

case it can help us


generate









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.”


differences


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.


generate













differences


differences

22


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


e.g., will the redesigned layout make information easier to find & compare?

25


e.g., is the information on the patient insert as easy to understand as on the competitor’s insert?

26


e.g., does the new GPS lower the driver’s mental workload as compared to the existing system?


generate













differences


differences

27


attention interest

emotional arousal

28

Measuring Attraction Actionable Eye Tracking Insight

e.g., which page location will make our ad most visible?

29


e.g., which one of the ad designs will create the most interest?

30


e.g., which shelf location is best for our product to be noticed?

31


e.g., which package design draws the most interest to the important product information?

32



generate













differences


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…


What are the study objectives?


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


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 provide MORE INSIGHT than

cheaper and faster methods?



go



go stop

stop

yes

yes

yes

yes

no

no

no

no


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 provide MORE/BETTER

INSIGHT than cheaper and faster methods?



go



go stop

stop

yes

yes

yes

yes

no

no

no

no


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?






go



go stop

stop

yes

yes

yes

yes

no

no

no

no


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?






go



go stop

stop

yes

yes

yes

yes

no

no

no

no


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

no, but really, do i need eye tracking?

Technology