Poynter EyeTrack Tablet Presentation SXSW

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<ul><li>1.EyeTrack: Tablet ResearchTHE POYNTER INSTITUTE FOR MEDIA STUDIES#poyntertab</li></ul><p>2. How do peoplechoose what toread on a tablet? 3. And how do they read,once they choose? 4. We asked them. 5. We asked them. 6. We watched them. 7. And we looked closelyat how they interactedwith the stories. 8. THE PEOPLE:We tested 36 people who had each useda tablet for at least six months.Female 52% 48% Male 9. THE PEOPLE:We tested two, distinct age groups. 18-28 years old 48%52%45-55 years old Printnets 10. THE PEOPLE:We tested two, distinct age groups. Digital Natives Printnets 18-28 years old 48% 52% 45-55 years old 11. THE PEOPLE:We tested two, distinct age groups. Digital Natives Printnets 18-28 years old 48% 52% 45-55 years old Among the rst adults Referring to one foot in who dont have strong the print world, one foot recollection of lifein the Net world. before digital. 12. THE TESTING PROTOCOL:Testing was done over the summer of 2012.Recruited participants were told that they would be with us for 90 minutesfor a study about reading on tablets, but we did not tell them how long theyhad to read. 13. THE TESTING PROTOCOL:The eyetracking glasses contained two smallcameras one that recorded eye movementand another that recorded where the reader looked. 14. THE TESTING PROTOCOL:We standardized experience to limit variables.We used one kind of tablet, an iPad presentedin landscape orientation on a wedge-like pillow. 15. THE TESTING PROTOCOL:We asked them to read for first for five minutes.We wanted them to be comfortable in thetesting environment. 16. THE TESTING PROTOCOL:Each person then read one of our prototypesfor approximately ten minutes. 17. The Poynter prototypesOur home page designs were inspired bycommon navigation styles currentlyin the news market. 18. THE PROTOTYPES:Traditional, INSPIRED BY THE BOSTON GLOBE AND THE NEW YORK TIMES 19. THE PROTOTYPES:Carousel, INSPIRED BY NPR AND PULSE 20. THE PROTOTYPES:Tile, INSPIRED BY FLIPBOARD 21. We wanted to compare how people chose a story.TraditionalCarousel Tile 22. We wanted to compare how people chose a story.TraditionalCarousel TileOnce they madea choice, weanalyzed howthey read. 23. We wanted to compare how people chose a story.TraditionalCarousel TileOnce they madeThere was one,a choice, weunified design foranalyzed howthe stories.they read. 24. Traditional Carousel Tile 25. The storiesOur designs were rather simplecreated as a baseline for research. 26. THE STORIES: TEXT WITH A STILL PHOTO 27. THE STORIES: TEXT WITH A STILL GRAPHICA Lost Secret: The once and future way to run 28. THE STORIES: SLIDESHOWS 29. THE STORIES: SLIDESHOWS 30. THE STORIES: TEXT WITH A VIDEO 31. THE STORIES: VIDEO 32. THE STORIES: POP-UP GRAPHICS 33. THE STORIES: POP-UP GRAPHICS 34. THE STORIES: POP-UP GRAPHICS 35. POP-UP GRAPHICS 36. POP-UP GRAPHICS 37. POP-UP GRAPHICS 38. POP-UP GRAPHICS 39. POP-UP GRAPHICS 40. THE STORIES: There were five still photos. NEWS BUSINESSSPORTS LIFEExtra OlympicsHigher Ed is Leakey: Skepticism Suspect shoots pay for Londonthe a big problemover evolution willStill photohimself after chasesubway stafffor the NCAA soon be history Belief in global Home prices riseThe once and Recommendations Still graphic warming growsaround the U.S. future way to runfor summer reading A stray bullet, aNurturing a babyBest sports photos Proud of service, aPhoto galleryworld of adjustmentand a start-upof the yearvet battles PTSD for blind boy How population Graduating into Mariano Riveras Dancing cop takes Video grew to 7 billiondebt: soaring costs one-of-a-kind, Travolta Movessignature pitchto the streets Japan tsunamiWhich cities have Kobe Bryant vs.Survey shows howPop-up debris floats closer the competitive Michael Jordan the world surfs theedge?internet 41. THE STORIES: There were five still graphics. NEWS BUSINESSSPORTS LIFEExtra OlympicsHigher Ed is Leakey: Skepticism Suspect shoots pay for Londonthe a big problemover evolution willStill photohimself after chasesubway stafffor the NCAA soon be history Belief in global Home prices riseThe once and Recommendations Still graphic warming growsaround the U.S. future way to runfor summer reading A stray bullet, aNurturing a babyBest sports photos Proud of service, aPhoto galleryworld of adjustmentand a start-upof the yearvet battles PTSD for blind boy How population Graduating into Mariano Riveras Dancing cop takes Video grew to 7 billiondebt: soaring costs one-of-a-kind, Travolta Movessignature pitchto the streets Japan tsunamiWhich cities have Kobe Bryant vs.Survey shows howPop-up debris floats closer the competitive Michael Jordan the world surfs theedge?internet 42. THE STORIES: There were five photo galleries. NEWS BUSINESSSPORTS LIFEExtra OlympicsHigher Ed is Leakey: Skepticism Suspect shoots pay for Londonthe a big problemover evolution willStill photohimself after chasesubway stafffor the NCAA soon be history Belief in global Home prices riseThe once and Recommendations Still graphic warming growsaround the U.S. future way to runfor summer reading A stray bullet, aNurturing a babyBest sports photos Proud of service, aPhoto galleryworld of adjustmentand a start-upof the yearvet battles PTSD for blind boy How population Graduating into Mariano Riveras Dancing cop takes Video grew to 7 billiondebt: soaring costs one-of-a-kind, Travolta Movessignature pitchto the streets Japan tsunamiWhich cities have Kobe Bryant vs.Survey shows howPop-up debris floats closer the competitive Michael Jordan the world surfs theedge?internet 43. THE STORIES: There were five videos. NEWS BUSINESSSPORTS LIFEExtra OlympicsHigher Ed is Leakey: Skepticism Suspect shoots pay for Londonthe a big problemover evolution willStill photohimself after chasesubway stafffor the NCAA soon be history Belief in global Home prices riseThe once and Recommendations Still graphic warming growsaround the U.S. future way to runfor summer reading A stray bullet, aNurturing a babyBest sports photos Proud of service, aPhoto galleryworld of adjustmentand a start-upof the yearvet battles PTSD for blind boy How population Graduating into Mariano Riveras Dancing cop takes Video grew to 7 billiondebt: soaring costs one-of-a-kind, Travolta Movessignature pitchto the streets Japan tsunamiWhich cities have Kobe Bryant vs.Survey shows howPop-up debris floats closer the competitive Michael Jordan the world surfs theedge?internet 44. THE STORIES: There were five pop-up graphics. NEWS BUSINESSSPORTS LIFEExtra OlympicsHigher Ed is Leakey: Skepticism Suspect shoots pay for Londonthe a big problemover evolution willStill photohimself after chasesubway stafffor the NCAA soon be history Belief in global Home prices riseThe once and Recommendations Still graphic warming growsaround the U.S. future way to runfor summer reading A stray bullet, aNurturing a babyBest sports photos Proud of service, aPhoto galleryworld of adjustmentand a start-upof the yearvet battles PTSD for blind boy How population Graduating into Mariano Riveras Dancing cop takes Video grew to 7 billiondebt: soaring costs one-of-a-kind, Travolta Movessignature pitchto the streets Japan tsunamiWhich cities have Kobe Bryant vs.Survey shows howPop-up debris floats closer the competitive Michael Jordan the world surfs theedge?internet 45. THE STORIES: POP-UP GRAPHICS 46. FINDINGSThis is how they chosewhat to read. 47. THE PEOPLE:More people expressed a preference for usinga tablet in a horizontal or landscape orientation. 70% Landscape30% Portrait 48. THE PEOPLE:More people expressed a preference for usinga tablet in a horizontal or landscape orientation. 70% Landscape30% Portrait 49. THE PROTOTYPES:83 percent said the traditional prototype wasmost similar to what they regularly use. CarouselTraditional83% 13% 4%Tile 50. THE PROTOTYPES:50 percent said they would choosethe carousel design.CarouselTraditional 50%35%15% Tile 51. THE PROTOTYPES:Comments about the tile design:Its tidier. I can get through it to save time. 52. THE PROTOTYPES:Comments about the tile design:Its tidier. I can get through it to save time.(It) is more focused. 53. THE PROTOTYPES:Comments about the tile design:Its tidier. I can get through it to save time.(It) is more focused.BUT OTHER PEOPLE SAID ...Makes me work too hard. 54. THE PROTOTYPES:Comments about the tile design:Its tidier. I can get through it to save time.(It) is more focused.BUT OTHER PEOPLE SAID ...Makes me work too hard.Makes me do another click. 55. THE PROTOTYPES:Comments about the tile design:Its tidier. I can get through it to save time.(It) is more focused.BUT OTHER PEOPLE SAID ...Makes me work too hard.Makes me do another click.I definitely dont like the mystery meat of having to guess whats behind an image. 56. THE PROTOTYPES:Comments about the traditional design:I like hierarchy. 57. THE PROTOTYPES:Comments about the traditional design:I like hierarchy.I am big on written context. Thats just me. The more description I can get, the more I like it. 58. THE PROTOTYPES:Comments about the traditional design:I like hierarchy.I am big on written context. Thats just me. The more description I can get, the more I like it.I dont want to see a democratized judgement. I like to see that some editor has made a judgement for me about what is important. 59. THE PROTOTYPES:The carousel was the favorite, but it also drew themost intense reactions, both pro and con.CarouselTraditional 50%35%15% Tile 60. THE PROTOTYPES:People who liked the carousel design said:Its like a food buffetyou know what looks appetizing. 61. THE PROTOTYPES:People who liked the carousel design said:Its like a food buffetyou know what looks appetizing.The carousel gives me a quicker idea of whats there to read. 62. THE PROTOTYPES:People who liked the carousel design said:Its like a food buffetyou know what looks appetizing.The carousel gives me a quicker idea of whats there to read.I am always drawn to photos first. The carousel seems to give me more choices than the other designs. 63. THE PROTOTYPES:People who liked the carousel design said:Its like a food buffetyou know what looks appetizing.The carousel gives me a quicker idea of whats there to read.I am always drawn to photos first. The carousel seems to give me more choices than the other designs.Pictures can say a lot. 64. THE PROTOTYPES:People who liked the carousel design said:Its like a food buffetyou know what looks appetizing.The carousel gives me a quicker idea of whats there to read.I am always drawn to photos first. The carousel seems to give me more choices than the other designs.Pictures can say a lot.It helps me to make adecision quickly. 65. THE PROTOTYPES:People who didnt like the carousel design said:The carousel might be overwhelming. Carousel 66. THE PROTOTYPES:People who didnt like the carousel design said:The carousel might be overwhelming.The carousel is too busy. Carousel I dont know which to look at first. 67. THE PROTOTYPES:People who didnt like the carousel design said:The carousel might be overwhelming.The carousel is too busy. Carousel I dont know which to look at first.The carousel prevents me from focusing on the print. 68. THE PROTOTYPES:People who didnt like the carousel design said:The carousel might be overwhelming.The carousel is too busy. Carousel I dont know which to look at first.The carousel prevents me from focusing on the print.I dont like carousels. I (end up looking at) stupid stuff because I look at the photos, instead of the headlines. I would never want to read about the Broadway show, Cats, but I am drawn to the photo! 69. THE PROTOTYPES:People who didnt like the carousel design said:The carousel might be overwhelming.The carousel is too busy. I dont know which to look at first.The carousel prevents me from focusing on the print.I dont like carousels. I (end up looking at) stupid stuff because I look at the photos, instead of the headlines. I would never want to read about the Broadway show, Cats, but I am drawn to the photo! 70. THE PROTOTYPES:People who didnt like the carousel design said:The carousel might be overwhelming.The carousel is too busy. I dont know which to look at first.The carousel prevents me from focusing on the print.I dont like carousels. I (end up looking at) stupid stuff because I look at the photos, instead of the headlines. I would never want to read about the Broadway show, Cats, but I am drawn to the photo! 71. FINDINGSThe behaviors 72. THE BEHAVIORS:People tended to enter through a dominant element. 73. THE BEHAVIORS:This echoes earlier EyeTrack findings. X 74. THE BEHAVIORS:In lieu of a clear dominant element,faces also drew a lot of attention. 75. THE BEHAVIORS:In lieu of a clear dominant element,faces also drew a lot of attention. 76. THE BEHAVIORS:People fixated 18 times before choosingtheir first story. 77. THE BEHAVIORS:People fixated 18 times before choosingtheir first story. X X X X X XX X X X X X X X XXXX 78. THE BEHAVIORS:But 79. THE BEHAVIORS: People who did not finish reading their first storyfixated only nine times before choosing.X X XXX X XX X 80. THE BEHAVIORS:An overall average of a minute and a half(98.3 seconds) was spent on the first storya person selected to read. 81. THE BEHAVIORS:An overall average of a minute and a half(98.3 seconds) was spent on the first storya person selected to read.Of the people who did not finish reading a story,they read for an average of 78.3 secondsbefore leaving the story entirely. 82. THE BEHAVIORS:An overall average of a minute and a half(98.3 seconds) was spent on the first storya person selected to read.Of the people who did not finish reading a story,they read for an average of 78.3 secondsbefore leaving the story entirely.Weve been calling this the bail out point. 83. THE BEHAVIORS:And it might be a good benchmark forestablishing a gold coin like a simplepullout quote or visual element thatkeeps the reader engaged abouthalfway through a long story. 84. THE BEHAVIORS:67 percent used native controls, like the back buttonto get to their second story. 85. THE BEHAVIORS: even though nav tools were built in. 86. THE BEHAVIORS: even though nav tools were built in.People will default to what they knowif its available. 87. THE BEHAVIORS:Very few people used thumbnails to progress throughthe gallery. The majority used advance buttons. 88. FINDINGSThis is how they read. 89. THE BEHAVIORS:About half of the people tested read methodically,while half read in a scanning manner.Methodical readers 48% 52%Scanning readers 90. THE BEHAVIORS: About half of the people tested read methodically, while half read in a scanning manner.Methodical readers 48% 52% Scanning readersOften read in sequence.Tended to read story listsfrom top to bottom.Might have looked away from textto other elements, but went backto the same place.Tended to read captions. 91. THE BEHAVIORS: About half of the people tested read methodically, while half read in a scanning manner.Methodical readers 48% 52% Scanning readersOften read in sequence.Looked at headlines, lists and other display elementsTended...</p>