remy florean at ux antwerp meetup
TRANSCRIPT
User research : tracking brain's behavior & eyes
movements
UX Antwerp Oct. 2016 - R. Florean
Eye tracking
Why ? When ?What ?
UX Antwerp Oct. 2016 - R. Florean
What ?
Why ?
The human brain in a few numbers
• 52 areas (brain cartography by Brodmann)
• 86 to 100 billion neurons
• 5 to 60.000 synapses per neuron
• 40 billion informations processed per second
UX Antwerp Oct. 2016 - R. Florean
Heartbeat
SalivateBreathe
BlinkDrive
TalkWalk
Scratch Yawn
UX Antwerp Oct. 2016 - R. Florean
Conscious (5-10%)
Unconscious (90-95%)
UX Antwerp Oct. 2016 - R. Florean
Alfred Yarbus
• Russian psychologist
• Studied eye movement in the 50s - 60s
• True pioneer in the field
UX Antwerp Oct. 2016 - R. Florean
14
UX Antwerp Oct. 2016 - R. Florean
UX Antwerp Oct. 2016 - R. Florean
Aoccdrnig to rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer in waht
oredr the ltteers in a wrod are, the olny iprmoetnt tihng is taht the frist and lsat
ltteer be at the rghit pclae.
UX Antwerp Oct. 2016 - R. Florean
When ?
Get deeper answers
• Where participants expected to find certain elements
• Whether participants noticed a particular element - such as a link, button, advertising,…
• Whether elements are distracting in a negative way
• How efficiently a design guides participants through a task
• Which content participants read
• How participants read - in detail or by scanning
UX Antwerp Oct. 2016 - R. Florean
UX Antwerp Oct. 2016 - R. Florean
Type of eye fixations
Vision 50-100 ms
Support < 50 ms
Reading 100-250 ms
Cognition > 250 ms
UX Antwerp Oct. 2016 - R. Florean
• Gives answers to more questions
• More « scientific » results
• Data : metrics & maps
• User can focus on the task
• Requires most « advanced » test material
• More expensive
• More time consuming (for the set up and the report)
• Can be inaccurate
• Tool is not always working properly
• More stressful, difficult to make the user feel at ease and act normally
ConsPros
UX Antwerp Oct. 2016 - R. Florean
Conclusion
Is it worth it ?
• Start with quicker, easier and cheaper solutions.
• To be used when reaching a certain level of quality.
• Like every tool, you need an expert.
• Can be used as a « political » lever.
UX Antwerp Oct. 2016 - R. Florean
Readings
• Thinking fast and slow, Daniel Kahneman
• 100 things every designer needs to know about people, Susan Weinschenk
• Eye tracking the user experience, Aga Bojko
• Eyetracking web usability, Jakob Nielsen & Kara Pernice
UX Antwerp Oct. 2016 - R. Florean
Any questions ?
Contact :
Twitter @duxlab
Add me on LinkedIn
UX Antwerp Oct. 2016 - R. Florean