ukupa may 09 rob stevens why you must use eye tracking
DESCRIPTION
Rob Stevens tells the UK UPA why he feels eyetracking must be used in all web usability tests.TRANSCRIPT
BunnyfootSaysTwitter
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20th May 2009
You absolutely positively NEED eyetracking for web user testing.
21 September 2006
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972 days have passed....
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‘PEEP is a voodoo technique IMHO’
Jared Spool 2009
You absolutely positively NEED eyetracking for web user testing.
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DisagreeSomewhatagree
Agree Neither agreeOr disagree
Somewhat disagree
Why?
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Effectiveness, efficiency & Satisfaction?
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WHO USES EYETRACKING?
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Quick Poll
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SatisfiedHighly
Satisfied
Partially Satisfied
Not Satisfied
Not at all Satisfied
The Technology is NOT the Methodology
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The reasons
1. Better user tests
2. Optimisation
3. Engage stakeholders
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BETTER USABILITY TESTS How to
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Post Experience Eye-Tracked Protocol
21st September 2006
UPA Presentation
Or PEEP for short
21st September 2006
UPA Presentation
We live much of our lives in the subconscious
DON NORMAN Other’s understand this too, including
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DENNIS BERGKAMP Example of unconscious processing
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Thinking aloud can interfere with a primary task by increasing attentional demands so as to change normal strategies.
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’(Russo et al., 1989)
Think aloud can impact on performance and productivity‘
’(Berry & Broadbent 1984)
Many users find thinking aloud difficult and it makes them feel uncomfortable‘
’(Nielsen1993)
DENNIS BERGKAMP Let’s see that again
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Think aloud causes users to behave differently.
A new way..
Post Experience Eyetracked Protocol
PEEP generated significantly moreusability problems overall than the think-aloud method
(Mean = 12.5 Vs. 8.7)
Participants in the PEEP conditions achieved significantly more correctresponses than those in thethink-aloud condition
(79% vs. 42%)
79% vs. 42% ?
OPTIMISATION How to
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Usability works
• Expert evaluation
• Paper prototype
• Wireframes
• Think Aloud
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MASS USER TESTING; N=30
A New Approach
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Monte Carlo Simulation
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REAL TIME TO TASK COMPLETION RESULTS
Better methodology
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ACCURATE MEASURES OF EFFECTIVENESS EFFICIENCY AND SATISFACTION
Better methodology
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79% vs. 42%
HELP NON SPECIALIST STAKEHOLDERS ENGAGE IN THE PROCESS
How to
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TOMLearning from a two year old
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Not just a chair with wheels.
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When you can drive it is a car.
Not just an eyetracker.
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When you can drive it is a neuro tool.
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Share experiences
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The reasons
1. Better user tests
2. Optimisation
3. Engage stakeholders
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You absolutely positively NEED eyetracking for web user testing.
The conclusion
APPENDIX
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