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An Eye Towards User Engagement, EyeTrackUX West

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An Eye Towards User Engagement, EyeTrackUX West

  1. 1. An Eye Towards User EngagementEmpowering UX Designers with the Tools to Effectively Design & Evaluate Elements of Persuasion and Engagement <br /> Andrew Schall, MS, CUA User Experience Designer<br />EyeTrackUX West<br />November 12, 2009<br />
  2. 2. Please note:The following slides are provided as a courtesy to EyeTrackUX West attendees . Please do not copy or distribute without permission from the author.<br />
  3. 3. Which Design is More Effective?<br />
  4. 4. Effective Photography & Graphics Can Influence Where People Look Next<br />Courtesy of Bunnyfoot by way of Future Now<br />
  5. 5. Babies are Cute and People Look at Them<br />
  6. 6. People Want to See What the Baby is Looking At <br />
  7. 7. Examples of Less Effective Photography on the Web<br />7<br />
  8. 8. Effective Methods to Guide the User’s Eyes<br />Gestalt Principles<br />
  9. 9. Can Do (usability) versus Will Do (persuasion)<br />Will Do<br />Can Do<br />
  10. 10. Usability Within User Experience Design<br />Study Goals:<br /><ul><li>Can the user find the Information?
  11. 11. Can the user complete his/her task?
  12. 12. How does the user complete his/her task?
  13. 13. How effectively can they complete the task?</li></ul>Eye-Tracking Study Design:<br /><ul><li>Task-focused
  14. 14. Retrospective think-aloud
  15. 15. Time-on-task, # of errors, # of clicks</li></li></ul><li>Persuasion Within User Experience Design<br />Study Goals:<br /><ul><li>What catches their attention?
  16. 16. What holds their attention?
  17. 17. What do they do after they looked?</li></ul>Persuasion <br />Eye-Tracking Study Design:<br /><ul><li>Exploration-focused
  18. 18. Priming
  19. 19. # of conversions
  20. 20. Retrospective interview </li></li></ul><li>Measuring the Complete User Experience<br />Persuasion <br />
  21. 21. Analysis Must be Done in Context<br /><ul><li>Who does the participant represent (novice, expert user, etc.)?
  22. 22. What is the participant trying to do (task-oriented or exploratory)?
  23. 23. Where are they looking on the screen?
  24. 24. When are they looking at something?
  25. 25. How often do they look at something?
  26. 26. How much time do they look at something?
  27. 27. Why is the participant looking at something?
  28. 28. Why is the participant not looking at something?</li></li></ul><li>TaskPerformance Data<br />Click Data <br />Eye-Tracking<br />Data<br />Verbal Data<br />Nonverbal Data<br />
  29. 29. Pupil Dilation<br />Galvanic Skin Response<br />Eye-Tracking<br />Data<br />?<br />?<br />?<br />Heart Rate<br />New Advancements<br />
  30. 30. Measuring the Effects of Design Changes <br />Persuasive Imagery<br />Image of locally well-known lawyer who is teaching this course is meant to persuade users to want to sign up.<br />Many noticed the picture<br /> 65% of users noticed the lawyer as well as the course title.<br />Increased clicks to learn more<br />15 % more users clicked to learn more about this course.<br />
  31. 31. <ul><li>What users see and do not see is effected by the design and layout of the site
  32. 32. Eye-tracking helps to identify what captures and sustains user’s attention on each viewed page
  33. 33. Retrospective interviewing provides opportunities to explore deeper-level motivations and thought processes</li></ul>Takeaways<br />17<br />
  34. 34. <ul><li>Eye tracking should not be a standalone activity
  35. 35. Plan ahead on how you will use the data
  36. 36. Focus on the effectiveness of specific design attributes
  37. 37. Analyze the data in conjunction with traditional methodology</li></ul>18<br />Things to Keep in Mind<br />18<br />
  38. 38. Where to Learn More<br /><ul><li>Eye-Tracking Bootcamp1-2 day intensive eye-tracking training
  39. 39. Eye Insights Blogwww.andrewschall.com
  40. 40. LinkedInEye-tracking Group
  41. 41. Persuasive DesignB.J. Fogg</li></ul>19<br />

Notas do Editor

  • Which design is more effective?
  • Which design is more effective?
  • These two designs were evaluated using eye tracking. These visualizations are heatmaps representing where most people looked.It has been proven that people are attracted to images of faces, so it makes perfect sense that both images have received attention.Notice the heat that is drawn from the woman on the right as she looks directly at the product. People followed her gaze and looked directly at the brand label.So, how does this relate to user experience?
  • I’d like to take a step back from talking about eye-tracking to tell you about how our group has been designing not only for usability – can someone use our website, into thinking more about WHY and HOW they will use it, and how do we engage them to want to use it more.
  • When it all comes down to it, eye-tracking is a fantastic tool, but we can’t rely solely on eye-tracking to understand user experience
  • When I do an eye-tracking study, I’m collecting and analyzing data from many sources of user feedback
  • Pupil dilation connected with arousal, stress, or cognitive loadGalvanic skin response (GSR) measurement is one component of polygraph devices and is used in scientific research of emotional arousal.Heart rate to measure stress or emotional state
  • Combining methods to look at effectiveness of persuasive design including eye-tracking and web analytics
  • A site can be designed to be extremely usable, but your customers might be missing key content areas that are important to your business goals.We want to make sure that users can find the information they need, but are also deliberately led down a path to continue to explore and engage with our contentRetrospective interviewing is a key part of this process in order to be able to probe deeper based on all of the observations that occurred during the session.We are certainly interested in hearing about anything that is confusing and difficult to use, but we also want to understand why they engaged the site the way they did and understand what would further enhance their experience.
  • Understand the limitations of the technology – It is not a mind-reading device, must be combined with traditional methodsPlan ahead on how you will use the data – Planning ahead means more than just deciding early on to include eye tracking in your study. You need to think about the specific aspects of the design and specific questions you want answered. Do not wait until after you have collected the data.