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Eye tracking the UX of mobile:
What you need to know
Jen Romano Bergstrom
UX Researcher
Facebook
@romanocog
1
Jon Strohl
UX Researcher
Fors Marsh Group
@jonstrohl
March	
  23,	
  2015	
  
ModevUX	
  	
  |	
  	
  Arlington	
  VA	
  
We will be answering these questions!
2
Ø  Why is mobile important?
Ø  What makes mobile different?
Ø  Do I need to test my design?
•  How do I get started?
•  What are the benefits?
Ø  Do I need to include eye tracking?
•  How do I get started?
•  What are the benefits?
•  Can you show me how it’s done?
•  Are there any examples?
The rise of mobile
3
@romanocog @jonstrohl
#modevux
Mobile internet usage continues to increase
4
Mobile retail usage increases
5
@romanocog @jonstrohl
#modevux
App usage continues to increase
6
7
What we design for…and reality
@romanocog @jonstrohl
#modevux
Krug, S. (2000) Don’t Make Me Think. Pearson Education *NEW 3rd Edition (2014)*
@skrug
8
8
Ø  Controlled	
  environment	
  
Ø  All	
  par>cipants	
  have	
  the	
  
same	
  experience	
  
Ø  Record	
  and	
  communicate	
  
from	
  control	
  room	
  
Ø  Observers	
  watch	
  from	
  
control	
  room	
  and	
  provide	
  
addi>onal	
  probes	
  (via	
  
moderator)	
  in	
  real	
  >me	
  
Ø  Incorporate	
  physiological	
  
measures	
  (e.g.,	
  eye	
  
tracking,	
  EDA)	
  
Ø  No	
  travel	
  costs	
  
LABORATORY	
   REMOTE	
   IN	
  THE	
  FIELD	
  
Ø  Par>cipants	
  tend	
  to	
  be	
  
more	
  comfortable	
  in	
  
their	
  natural	
  
environments	
  
Ø  Recruit	
  hard-­‐to-­‐reach	
  
popula>ons	
  (e.g.,	
  
children,	
  doctors)	
  
Ø  Moderator	
  travels	
  to	
  
various	
  loca>ons	
  
Ø  Bring	
  equipment	
  (e.g.,	
  
eye	
  tracker)	
  
Ø  Natural	
  observa>ons	
  
Ø  Par>cipants	
  in	
  their	
  
natural	
  environments	
  
(e.g.,	
  home,	
  work)	
  
Ø  Use	
  video	
  chat	
  
(moderated	
  sessions)	
  or	
  
online	
  programs	
  
(unmoderated)	
  
Ø  Conduct	
  many	
  sessions	
  
quickly	
  
Ø  Recruit	
  par>cipants	
  in	
  
many	
  loca>ons	
  (e.g.,	
  
states,	
  countries)	
  
> FMG Capabilities
Where to test
9
When to test
Iterative Process Throughout Development
@romanocog @jonstrohl
#modevux
10
Research
goals and
plan
Form
hypotheses
Will eye
tracking add
value?
Design the
study
Planning the test
@romanocog @jonstrohl
#modevux
11
Who is involved
SATQ
Items
Other
materials
Debriefing
Reports
.
. .
.
.
.
.
“Make it a spectator sport” @skrug
@romanocog @jonstrohl
#modevux
Project
Managers
UX
Designers
Executives
Engineers
Researchers
User Experience (UX) Defined
12
@romanocog @jonstrohl
#modevux
Adapted from Morville, P. Semantic Studios. http://semanticstudios.com/user_experience_design/
A combination of measures
are used in UX research.
@romanocog @jonstrohl
#modevux
Using multiple measures allows
researchers to capture the most
detailed and complete picture of
the user experience.
14
OBSERVATIONAL
First click accuracy
Task accuracy
Time on page/task
Selection/click behavior
Conversion rate
SELF-REPORT
Satisfaction ratings
Difficulty ratings
Think-aloud protocol
Debriefing interview
UX Measures
@romanocog @jonstrohl
#modevux
15
http://blog.thomsonreuters.com/wp-content/uploads/2013/01/smartphones1.jpg
Lots of sizes to consider…
@romanocog @jonstrohl
#modevux
16
http://armodilo.com/support/supported-tablets/
Don’t forget about tablets!
@romanocog @jonstrohl
#modevux
…our thumbs are only so big
17
http://gizmodo.com/how-to-design-for-thumbs-in-the-era-of-huge-screens-1636955848
…and people use them differently.
18
@romanocog @jonstrohl
#modevux
Hoober (2013). UX Matters. http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile-devices.php
Eye tracking and attention
19
@romanocog @jonstrohl
#modevux
@agabojko
Bojko, Aga (2013). Designing the User Experience. Rosenfeld Media
User Experience (UX) Defined
20
Eye tracking
helps to
explain how
usable,
engaging, and
desirable a
product is.
@romanocog @jonstrohl
#modevux
21
OBSERVATIONAL
First click accuracy
Task accuracy
Time on page/task
Selection/click behavior
Conversion rate
PHYSIOLOGICAL
Eye movements
Electrodermal activity (EDA)
Pupil dilation
UX Measures
@romanocog @jonstrohl
#modevux
SELF-REPORT
Satisfaction ratings
Difficulty ratings
Think-aloud protocol
Debriefing interview
User Experience (UX) Measures
•  Self-report metrics tell us why participants focus on
certain site aspects.	
  
22
•  Eye tracking tells us what, how long, and how often
participants focus on design elements.
•  The combination of self-report, observational, and implicit
data allows us to better understand perceptions and
behavior.	
  
•  Observational metrics tell us how participants
navigate and interact.	
  
We do not use eye tracking in isolation.
@romanocog @jonstrohl
#modevux
23
Eye Tracking Considerations
@romanocog @jonstrohl
#modevux
@agabojko
Bojko, Aga (2013). Designing the User Experience. Rosenfeld Media
User Experience Testing + Eye Tracking
24
UX Testing UX Testing with Eye Tracking
Data while
completing tasks
Mouse movements,
clicks, comments
Scan paths, dwell time, first
fixation, re-fixations. Eye-tracking
helps determine what led to
these behaviors and comments
Findings Usability problems
are detected
A more thorough understanding
of usability issues and the
sources of these issues
Recommendations Quality recommendations
based on available data
More insightful and precise
recommendations
@romanocog @jonstrohl
#modevux
Eye-Tracking Metrics ENGAGEMENT
Number of fixations
Total dwell time
Percentage of time on
an area
FINDABILITY
Time to first fixation
Number of fixations
prior to first fixation
PROCESSING
Fixation
durations
WORKLOAD/EXCITEMENT
Pupil dilation
PROCESSING
ORDER
Gaze path
COMPREHENSION
Repeat fixations
25
26
Data Visualization– Heat & Opacity Maps
@romanocog @jonstrohl
#modevux
27
Data Visualization– Gaze Plots
@romanocog @jonstrohl
#modevux
28
Modern eye tracking
@romanocog @dcaapor
Eye Tracking in the Past
29
Modern eye tracking
Modern Eye Tracking
Mobile Device Stand
30
Glasses
31
Shopping Research
32
Driving Research
33
Design Evaluation Research
34
Moderator & Participant
35
Slide from: Alayoubi, L. & Romano Bergstrom, J. (2014). Paying for Education: User-Centered Research on
the Paying for College Website and Tools. Presentation at edUi, Richmond, VA, Sept 2014.
Example Methodology – Formative Evaluation
Eye Tracker
Participants:
•  N = 9
•  Mix of gender, ethnicity, income.
•  Formative evaluation with a single
web prototype.
User Experience Testing session:
•  Participants read a description of
the study.
•  The moderator gave instructions
and calibrated the eye tracker.
•  Participants completed a set of
tasks provided individually by the
moderator.
•  End-of-session satisfaction
questionnaire.
•  Debriefing interview.
36
Formative Studies
Ø Are <10 participants appropriate?
•  Very often. Typical for finding large usability problems.
•  Problem occurrence is 25% or higher.
•  Problem discovery goal is 75% or less.
Ø Are >20 participants appropriate?
•  Not as common, but sometimes used when testing more mature
applications or trying to find smaller, less frequent issues.
•  Problem occurrence is 10% or higher.
•  Problem discovery goal is 90%.
Ø If eye tracking, over recruit by ~20%
1.Calculations derived from:
Sauro, J., & Lewis, J. R. (2012). Quantifying the user experience: Practical statistics for user research. Elsevier.
Bojko, A. (2013). Eye Tracking the User Experience. Rosenfield Media.
Determining Sample Size1
@romanocog @jonstrohl
#modevux
UX Test with Eye Tracking Demo
37
@romanocog @jonstrohl
#modevux
FLEET
•  Beta
•  Flyfleet.org
Features:
•  Real-time flight status updates
•  Let friends and family track your flight
•  Get delay times at check-in and
security
•  Find stores and restaurants near you
Fleet was designed and developed by Rob Youmans, Daniel Gartenburg, Melissa Smith, Peter Lee, Jordan Higgins, Octavian, and Vincent Mamo
38
Example Methodology – Summative Evaluation
Participants:
•  N = 74 | Average Age = 37
•  Mix of gender, ethnicity, income.
•  Summative Evaluation with a between
groups design.
•  New, Old, Prototype, and Bilingual
media diaries.
User Experience Testing session:
•  Participants read a description of the
study.
•  The moderator gave instructions and
calibrated the eye tracker.
•  Participants completed Steps 1-5 in the
diary at their own pace.
•  End-of-session satisfaction questionnaire.
•  Debriefing interview.
Eye Tracker
Moderators worked from another room.
Control Room
Slide from: Walton, L., Romano Bergstrom, J., Hawkins, D. & Pierce, C. (2014). User Experience
and Eye-Tracking Study: Paper Diary Design Decisions. Paper presentation at the American
Association for Public Opinion Research (AAPOR) Conference, Anaheim, CA, May 2014.
39
1.Calculations derived from:
Sauro, J., & Lewis, J. R. (2012). Quantifying the user experience: Practical statistics for user research. Elsevier.
Bojko, A. (2013). Eye Tracking the User Experience. Rosenfield Media.
Summative Studies
Ø Are <10 participants appropriate?
•  Very rarely, but sometimes when trying to detect very large differences.
•  Difference between groups is 60% or more.
•  Assuming our confidence goal is 90%.
•  Assuming our power is 80%.
Ø Are >20 participants appropriate?
•  Yes, very often. Typical for detecting moderate differences with
confidence.
•  Difference between groups is 30% or more.
•  Assuming our confidence goal is 90%.
•  Assuming our power is 80%.
Ø If eye tracking, over recruit by ~20%
Determining Sample Size1
@romanocog @jonstrohl
#modevux
Example Methodology – Naturalistic environment
40
Participants:
•  N = 8
•  Mix of gender, income.
•  Participants use their own
device and Internet
connectivity.
User Experience Testing session:
•  Sessions occurred in participant’s home.
•  The moderator gave instructions.
•  Sessions began with an interview about
how participants use the Internet.
•  Participants completed a set of tasks
provided individually by the moderator.
•  Debriefing interview.
What can we learn
from eye tracking?
42
Fixation count heat map of 10 seconds
of interaction with the page. 20
participants included.*
Fixation count heat map of 10 seconds
of interaction with the page. 10
Novice participants included.*
Fixation count heat map of 10 seconds
of interaction with the page. 9
Experienced participants included.*
All Participants Novice Experienced
*Heatmaps include participants who located the link from the Refunds page only.
Fixation count refers to the number of times the eye fixates, or directs itself towards, an area of the page.
Novice and experienced users
focus on different elements.
43
Making something large does not
mean people will notice it.
@romanocog @jonstrohl
#modevux
44
New/Old DVR Grid New/Old DVR Grid Prototype Grid
Grids that match users’ mental
model are easier to process.
Walton, L., Romano Bergstrom, J., Hawkins, D., & Pierce, C. (2014). User experience testing and eye tracking inform paper diary design.
Proceedings from the Human Computer Interaction International Conference, June 2014, Crete, Greece.
@romanocog @jonstrohl
#modevux
45
Gaze plot of 60 seconds of engagement from four
participants on the Loan Rehabilitation page who scanned
the text without reading it thoroughly.
Gaze plot of 60 seconds of engagement from four
participants on the Contact Your Servicer page who read
most of the text.
People do not read
dense text.
@romanocog @jonstrohl
#modevux
46
The text within the
orange circle indicates
the information to enter
on the page. The red
circled area is where
the user enters the ID
number. The participant
skips the instructions
and introductory text
and moves on to the
actionable areas.
People do not read instructions.
He, J., Siu, C., Chaparro, B. & Strohl, J. (2014). Mobile. In J. Romano Bergstrom & A. Schall (Eds.), Eye Tracking in User Experience Design. San
Francisco, CA: Morgan Kaufmann.
@romanocog @jonstrohl
#modevux
47
If the mandatory fields were
not completed, participants
received an error message
that was not helpful. This gaze
plot begins after the
participant clicks “Ok.” The
participant looks all over the
screen, searching for the
missing mandatory fields. The
error message did not indicate
which fields were missing.
People need to know
what to do next
He, J., Siu, C., Chaparro, B. & Strohl, J. (2014). Mobile. In J. Romano Bergstrom & A. Schall (Eds.), Eye Tracking in User Experience Design. San
Francisco, CA: Morgan Kaufmann.
@romanocog @jonstrohl
#modevux
Activity
48
Awesome!
I want to use eye tracking.
What’s next?
50
Eye-Tracking Decision Progression
Research goals
and plan
Form hypotheses Will eye tracking
add value?
Design the study
Collect data
Clean & prepare
data
Visualize
qualitative data
Analyze
quantitative data
51
Evidence: Younger and middle-age social media users access the sites/apps largely
through smartphones, whereas older users access largely through desktop
computers. It is important to test across user groups and across devices.
	
  
Older AdultsMiddle Age AdultsYounger Adults
People	
  fixate	
  elements	
  of	
  displays	
  differently	
  across	
  devices.	
  
Different user groups access via
different interfaces
@romanocog @jonstrohl
#modevux
52
Android App HomepageTablet Web HomepageTablet App Homepage
People	
  fixate	
  elements	
  of	
  displays	
  differently	
  across	
  devices.	
  People attend to elements of
displays differently across devices
Bristol, K., Romano Bergstrom, J. & Link, M. (2014). Eye Tracking the User Experience of a Smartphone and
Web Data Collection Tool. Paper presentation at the AAPOR Conference, Anaheim, CA, May 2014.
@romanocog @jonstrohl
#modevux
Thank you!
Jen Romano Bergstrom
UX Researcher
Facebook
@romanocog
JenRB@fb.com
Jon Strohl
UX Researcher
Fors Marsh Group
@jonstrohl
jstrohl@forsmarshgroup.com
March	
  23,	
  2015	
  
ModevUX	
  	
  |	
  	
  Arlington	
  VA	
  
54
Website 	
  www.forsmarshgroup.com	
  	
  	
  
LinkedIn 	
  hXp://www.linkedin.com/company/fors-­‐marsh-­‐group	
  	
  	
  	
  
Blog	
   	
  www.forsmarshgroup.com/index.php/blog	
  	
  	
  
TwiXer 	
  @forsmarshgroup	
  	
  
	
  
	
  
	
  

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Eye Tracking the UX of Mobile: What You Need to Know

  • 1. Eye tracking the UX of mobile: What you need to know Jen Romano Bergstrom UX Researcher Facebook @romanocog 1 Jon Strohl UX Researcher Fors Marsh Group @jonstrohl March  23,  2015   ModevUX    |    Arlington  VA  
  • 2. We will be answering these questions! 2 Ø  Why is mobile important? Ø  What makes mobile different? Ø  Do I need to test my design? •  How do I get started? •  What are the benefits? Ø  Do I need to include eye tracking? •  How do I get started? •  What are the benefits? •  Can you show me how it’s done? •  Are there any examples?
  • 3. The rise of mobile 3 @romanocog @jonstrohl #modevux
  • 4. Mobile internet usage continues to increase 4
  • 5. Mobile retail usage increases 5 @romanocog @jonstrohl #modevux
  • 6. App usage continues to increase 6
  • 7. 7 What we design for…and reality @romanocog @jonstrohl #modevux Krug, S. (2000) Don’t Make Me Think. Pearson Education *NEW 3rd Edition (2014)* @skrug
  • 8. 8 8 Ø  Controlled  environment   Ø  All  par>cipants  have  the   same  experience   Ø  Record  and  communicate   from  control  room   Ø  Observers  watch  from   control  room  and  provide   addi>onal  probes  (via   moderator)  in  real  >me   Ø  Incorporate  physiological   measures  (e.g.,  eye   tracking,  EDA)   Ø  No  travel  costs   LABORATORY   REMOTE   IN  THE  FIELD   Ø  Par>cipants  tend  to  be   more  comfortable  in   their  natural   environments   Ø  Recruit  hard-­‐to-­‐reach   popula>ons  (e.g.,   children,  doctors)   Ø  Moderator  travels  to   various  loca>ons   Ø  Bring  equipment  (e.g.,   eye  tracker)   Ø  Natural  observa>ons   Ø  Par>cipants  in  their   natural  environments   (e.g.,  home,  work)   Ø  Use  video  chat   (moderated  sessions)  or   online  programs   (unmoderated)   Ø  Conduct  many  sessions   quickly   Ø  Recruit  par>cipants  in   many  loca>ons  (e.g.,   states,  countries)   > FMG Capabilities Where to test
  • 9. 9 When to test Iterative Process Throughout Development @romanocog @jonstrohl #modevux
  • 10. 10 Research goals and plan Form hypotheses Will eye tracking add value? Design the study Planning the test @romanocog @jonstrohl #modevux
  • 11. 11 Who is involved SATQ Items Other materials Debriefing Reports . . . . . . . “Make it a spectator sport” @skrug @romanocog @jonstrohl #modevux Project Managers UX Designers Executives Engineers Researchers
  • 12. User Experience (UX) Defined 12 @romanocog @jonstrohl #modevux Adapted from Morville, P. Semantic Studios. http://semanticstudios.com/user_experience_design/
  • 13. A combination of measures are used in UX research. @romanocog @jonstrohl #modevux Using multiple measures allows researchers to capture the most detailed and complete picture of the user experience.
  • 14. 14 OBSERVATIONAL First click accuracy Task accuracy Time on page/task Selection/click behavior Conversion rate SELF-REPORT Satisfaction ratings Difficulty ratings Think-aloud protocol Debriefing interview UX Measures @romanocog @jonstrohl #modevux
  • 17. …our thumbs are only so big 17 http://gizmodo.com/how-to-design-for-thumbs-in-the-era-of-huge-screens-1636955848
  • 18. …and people use them differently. 18 @romanocog @jonstrohl #modevux Hoober (2013). UX Matters. http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile-devices.php
  • 19. Eye tracking and attention 19 @romanocog @jonstrohl #modevux @agabojko Bojko, Aga (2013). Designing the User Experience. Rosenfeld Media
  • 20. User Experience (UX) Defined 20 Eye tracking helps to explain how usable, engaging, and desirable a product is. @romanocog @jonstrohl #modevux
  • 21. 21 OBSERVATIONAL First click accuracy Task accuracy Time on page/task Selection/click behavior Conversion rate PHYSIOLOGICAL Eye movements Electrodermal activity (EDA) Pupil dilation UX Measures @romanocog @jonstrohl #modevux SELF-REPORT Satisfaction ratings Difficulty ratings Think-aloud protocol Debriefing interview
  • 22. User Experience (UX) Measures •  Self-report metrics tell us why participants focus on certain site aspects.   22 •  Eye tracking tells us what, how long, and how often participants focus on design elements. •  The combination of self-report, observational, and implicit data allows us to better understand perceptions and behavior.   •  Observational metrics tell us how participants navigate and interact.   We do not use eye tracking in isolation. @romanocog @jonstrohl #modevux
  • 23. 23 Eye Tracking Considerations @romanocog @jonstrohl #modevux @agabojko Bojko, Aga (2013). Designing the User Experience. Rosenfeld Media
  • 24. User Experience Testing + Eye Tracking 24 UX Testing UX Testing with Eye Tracking Data while completing tasks Mouse movements, clicks, comments Scan paths, dwell time, first fixation, re-fixations. Eye-tracking helps determine what led to these behaviors and comments Findings Usability problems are detected A more thorough understanding of usability issues and the sources of these issues Recommendations Quality recommendations based on available data More insightful and precise recommendations @romanocog @jonstrohl #modevux
  • 25. Eye-Tracking Metrics ENGAGEMENT Number of fixations Total dwell time Percentage of time on an area FINDABILITY Time to first fixation Number of fixations prior to first fixation PROCESSING Fixation durations WORKLOAD/EXCITEMENT Pupil dilation PROCESSING ORDER Gaze path COMPREHENSION Repeat fixations 25
  • 26. 26 Data Visualization– Heat & Opacity Maps @romanocog @jonstrohl #modevux
  • 27. 27 Data Visualization– Gaze Plots @romanocog @jonstrohl #modevux
  • 28. 28 Modern eye tracking @romanocog @dcaapor Eye Tracking in the Past
  • 35. Moderator & Participant 35 Slide from: Alayoubi, L. & Romano Bergstrom, J. (2014). Paying for Education: User-Centered Research on the Paying for College Website and Tools. Presentation at edUi, Richmond, VA, Sept 2014. Example Methodology – Formative Evaluation Eye Tracker Participants: •  N = 9 •  Mix of gender, ethnicity, income. •  Formative evaluation with a single web prototype. User Experience Testing session: •  Participants read a description of the study. •  The moderator gave instructions and calibrated the eye tracker. •  Participants completed a set of tasks provided individually by the moderator. •  End-of-session satisfaction questionnaire. •  Debriefing interview.
  • 36. 36 Formative Studies Ø Are <10 participants appropriate? •  Very often. Typical for finding large usability problems. •  Problem occurrence is 25% or higher. •  Problem discovery goal is 75% or less. Ø Are >20 participants appropriate? •  Not as common, but sometimes used when testing more mature applications or trying to find smaller, less frequent issues. •  Problem occurrence is 10% or higher. •  Problem discovery goal is 90%. Ø If eye tracking, over recruit by ~20% 1.Calculations derived from: Sauro, J., & Lewis, J. R. (2012). Quantifying the user experience: Practical statistics for user research. Elsevier. Bojko, A. (2013). Eye Tracking the User Experience. Rosenfield Media. Determining Sample Size1 @romanocog @jonstrohl #modevux
  • 37. UX Test with Eye Tracking Demo 37 @romanocog @jonstrohl #modevux FLEET •  Beta •  Flyfleet.org Features: •  Real-time flight status updates •  Let friends and family track your flight •  Get delay times at check-in and security •  Find stores and restaurants near you Fleet was designed and developed by Rob Youmans, Daniel Gartenburg, Melissa Smith, Peter Lee, Jordan Higgins, Octavian, and Vincent Mamo
  • 38. 38 Example Methodology – Summative Evaluation Participants: •  N = 74 | Average Age = 37 •  Mix of gender, ethnicity, income. •  Summative Evaluation with a between groups design. •  New, Old, Prototype, and Bilingual media diaries. User Experience Testing session: •  Participants read a description of the study. •  The moderator gave instructions and calibrated the eye tracker. •  Participants completed Steps 1-5 in the diary at their own pace. •  End-of-session satisfaction questionnaire. •  Debriefing interview. Eye Tracker Moderators worked from another room. Control Room Slide from: Walton, L., Romano Bergstrom, J., Hawkins, D. & Pierce, C. (2014). User Experience and Eye-Tracking Study: Paper Diary Design Decisions. Paper presentation at the American Association for Public Opinion Research (AAPOR) Conference, Anaheim, CA, May 2014.
  • 39. 39 1.Calculations derived from: Sauro, J., & Lewis, J. R. (2012). Quantifying the user experience: Practical statistics for user research. Elsevier. Bojko, A. (2013). Eye Tracking the User Experience. Rosenfield Media. Summative Studies Ø Are <10 participants appropriate? •  Very rarely, but sometimes when trying to detect very large differences. •  Difference between groups is 60% or more. •  Assuming our confidence goal is 90%. •  Assuming our power is 80%. Ø Are >20 participants appropriate? •  Yes, very often. Typical for detecting moderate differences with confidence. •  Difference between groups is 30% or more. •  Assuming our confidence goal is 90%. •  Assuming our power is 80%. Ø If eye tracking, over recruit by ~20% Determining Sample Size1 @romanocog @jonstrohl #modevux
  • 40. Example Methodology – Naturalistic environment 40 Participants: •  N = 8 •  Mix of gender, income. •  Participants use their own device and Internet connectivity. User Experience Testing session: •  Sessions occurred in participant’s home. •  The moderator gave instructions. •  Sessions began with an interview about how participants use the Internet. •  Participants completed a set of tasks provided individually by the moderator. •  Debriefing interview.
  • 41. What can we learn from eye tracking?
  • 42. 42 Fixation count heat map of 10 seconds of interaction with the page. 20 participants included.* Fixation count heat map of 10 seconds of interaction with the page. 10 Novice participants included.* Fixation count heat map of 10 seconds of interaction with the page. 9 Experienced participants included.* All Participants Novice Experienced *Heatmaps include participants who located the link from the Refunds page only. Fixation count refers to the number of times the eye fixates, or directs itself towards, an area of the page. Novice and experienced users focus on different elements.
  • 43. 43 Making something large does not mean people will notice it. @romanocog @jonstrohl #modevux
  • 44. 44 New/Old DVR Grid New/Old DVR Grid Prototype Grid Grids that match users’ mental model are easier to process. Walton, L., Romano Bergstrom, J., Hawkins, D., & Pierce, C. (2014). User experience testing and eye tracking inform paper diary design. Proceedings from the Human Computer Interaction International Conference, June 2014, Crete, Greece. @romanocog @jonstrohl #modevux
  • 45. 45 Gaze plot of 60 seconds of engagement from four participants on the Loan Rehabilitation page who scanned the text without reading it thoroughly. Gaze plot of 60 seconds of engagement from four participants on the Contact Your Servicer page who read most of the text. People do not read dense text. @romanocog @jonstrohl #modevux
  • 46. 46 The text within the orange circle indicates the information to enter on the page. The red circled area is where the user enters the ID number. The participant skips the instructions and introductory text and moves on to the actionable areas. People do not read instructions. He, J., Siu, C., Chaparro, B. & Strohl, J. (2014). Mobile. In J. Romano Bergstrom & A. Schall (Eds.), Eye Tracking in User Experience Design. San Francisco, CA: Morgan Kaufmann. @romanocog @jonstrohl #modevux
  • 47. 47 If the mandatory fields were not completed, participants received an error message that was not helpful. This gaze plot begins after the participant clicks “Ok.” The participant looks all over the screen, searching for the missing mandatory fields. The error message did not indicate which fields were missing. People need to know what to do next He, J., Siu, C., Chaparro, B. & Strohl, J. (2014). Mobile. In J. Romano Bergstrom & A. Schall (Eds.), Eye Tracking in User Experience Design. San Francisco, CA: Morgan Kaufmann. @romanocog @jonstrohl #modevux
  • 49. Awesome! I want to use eye tracking. What’s next?
  • 50. 50 Eye-Tracking Decision Progression Research goals and plan Form hypotheses Will eye tracking add value? Design the study Collect data Clean & prepare data Visualize qualitative data Analyze quantitative data
  • 51. 51 Evidence: Younger and middle-age social media users access the sites/apps largely through smartphones, whereas older users access largely through desktop computers. It is important to test across user groups and across devices.   Older AdultsMiddle Age AdultsYounger Adults People  fixate  elements  of  displays  differently  across  devices.   Different user groups access via different interfaces @romanocog @jonstrohl #modevux
  • 52. 52 Android App HomepageTablet Web HomepageTablet App Homepage People  fixate  elements  of  displays  differently  across  devices.  People attend to elements of displays differently across devices Bristol, K., Romano Bergstrom, J. & Link, M. (2014). Eye Tracking the User Experience of a Smartphone and Web Data Collection Tool. Paper presentation at the AAPOR Conference, Anaheim, CA, May 2014. @romanocog @jonstrohl #modevux
  • 53. Thank you! Jen Romano Bergstrom UX Researcher Facebook @romanocog JenRB@fb.com Jon Strohl UX Researcher Fors Marsh Group @jonstrohl jstrohl@forsmarshgroup.com March  23,  2015   ModevUX    |    Arlington  VA  
  • 54. 54 Website  www.forsmarshgroup.com       LinkedIn  hXp://www.linkedin.com/company/fors-­‐marsh-­‐group         Blog    www.forsmarshgroup.com/index.php/blog       TwiXer  @forsmarshgroup