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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 />

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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 />

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Which Design is More Effective?<br />

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Effective Photography & Graphics Can Influence Where People Look Next<br />Courtesy of Bunnyfoot by way of Future Now<br />

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Babies are Cute and People Look at Them<br />

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People Want to See What the Baby is Looking At <br />

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Examples of Less Effective Photography on the Web<br />7<br />

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Effective Methods to Guide the User’s Eyes<br />Gestalt Principles<br />

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Can Do (usability) versus Will Do (persuasion)<br />Will Do<br />Can Do<br />

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Usability Within User Experience Design<br />Study Goals:<br /><ul><li>Can the user find the Information?

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Can the user complete his/her task?

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How does the user complete his/her task?

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How effectively can they complete the task?</li></ul>Eye-Tracking Study Design:<br /><ul><li>Task-focused

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Retrospective think-aloud

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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?

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What holds their attention?

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What do they do after they looked?</li></ul>Persuasion <br />Eye-Tracking Study Design:<br /><ul><li>Exploration-focused

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Priming

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# of conversions

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Retrospective interview </li></li></ul><li>Measuring the Complete User Experience<br />Persuasion <br />

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Analysis Must be Done in Context<br /><ul><li>Who does the participant represent (novice, expert user, etc.)?

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What is the participant trying to do (task-oriented or exploratory)?

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Where are they looking on the screen?

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When are they looking at something?

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How often do they look at something?

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How much time do they look at something?

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Why is the participant looking at something?

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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 />

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Pupil Dilation<br />Galvanic Skin Response<br />Eye-Tracking<br />Data<br />?<br />?<br />?<br />Heart Rate<br />New Advancements<br />

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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 />

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<ul><li>What users see and do not see is effected by the design and layout of the site

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Eye-tracking helps to identify what captures and sustains user’s attention on each viewed page

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Retrospective interviewing provides opportunities to explore deeper-level motivations and thought processes</li></ul>Takeaways<br />17<br />

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<ul><li>Eye tracking should not be a standalone activity

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Plan ahead on how you will use the data

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Focus on the effectiveness of specific design attributes

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Analyze the data in conjunction with traditional methodology</li></ul>18<br />Things to Keep in Mind<br />18<br />

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Where to Learn More<br /><ul><li>Eye-Tracking Bootcamp1-2 day intensive eye-tracking training

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Eye Insights Blogwww.andrewschall.com

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LinkedInEye-tracking Group

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Persuasive DesignB.J. Fogg</li></ul>19<br />