UX-Research 2b methods EyeTracking€¦ · Gaze points and fixations . Gaze points. constitute the...

Lean UX Research methods

Eyetracking

KP Ludwig John

UX Researchmethods Eye Tracking


Eyetracking

KP Ludwig John

Discuss and collect2 minutes

What is it? ?Eyetracking

How does it work?


Eyetracking

KP Ludwig John

Eyetracking

Following the trail of where a person is looking

What is it?

Implies the recording of eye position (point of gaze)and movement on a 2D screen or in 3D environments based on the optical tracking of corneal reflections (Hornhautreflektion)to assess visual attention.


Eyetracking

KP Ludwig John

Eyetracking How does it work?

Modern eye trackers utilize near-infrared technology along with a high-resolution camera to track the movement of the eyes.

Concept: pupil center corneal reflection (PCCR):

Near-infrared light is directed towards the center of the eyes (pupil),causing visible reflections in the cornea (outer-most optical element of the eye). These reflections are tracked by a camera.


Eyetracking

KP Ludwig John

Eyetracking How does it work?Concept: pupil center corneal reflection (PCCR):

Near-infrared light is directed towards the center of the eyes (pupil),causing visible reflections in the cornea (outer-most optical element of the eye). These reflections are tracked by a camera.

The light reflecting from the cornea and the center of the pupil are used to inform the eye tracker about the movement and direction of the eye.iMotions - EyeTracking pocket guide


Eyetracking

KP Ludwig John

https://www.tobiipro.com/learn-and-support/learn/eye-tracking-essentials/how-do-tobii-eye-trackers-work/Tobii Eyetracker

Eyetracking How does it work?


Eyetracking

KP Ludwig John

Eyetracking … while driving a car

Eyetracking Example


Eyetracking

KP Ludwig John

• Mobile devices fitted near the eyes (mounted onto eyeglass frames)

• Allow respondents to move freely.

• Suitable for study design, which requires performing tasks in a natural environment.

• difficult to calibrate

• automated analysis difficult

Eyetracking mobileGlasses


Eyetracking

KP Ludwig John

http://www.argusscience.com/ETVision.htmlArgus Science - ETVision System (2019)


https://www.youtube.com/watch?v=5P-yG2HlJSg

http://www.argusscience.com/ETVision.html


Eyetracking

KP Ludwig John

https://www.ergoneers.com/eye-tracking/dikablis-glasses/Ergoneers Dikablis Eyetracker 2019



Eyetracking

KP Ludwig John

https://imotions.com/portfolio-items/tobii-eye-tracking-glasses-2/Tobii Eyetracking Glasses 2 (2017)



Eyetracking

KP Ludwig John

Eyetracking UX-Lab


Eyetracking

KP Ludwig Johnhttps://www.tobiipro.com/learn-and-support/learn/eye-tracking-essentials/how-do-tobii-eye-trackers-work/Tobii Eyetracker

Eyetracking UX-Lab


Eyetracking

KP Ludwig John

Eyetracking UX-LabStationary

• Respondent sits in front of a monitor and interacts with screen-based content

• Head can be moved freely(within certain limits, „Headbox“)

• Sitting position provides rather good calibration precision

• Natural User Environment for desktop Applications

• No Interrelation with environmentwhile testing mobile Applications(smart phone, watch, etc.)


Eyetracking

KP Ludwig John

Tobii Eyetracker X60 mobile Stand

Eyetracking UX-Lab


Eyetracking

KP Ludwig John

Eyetracking Human sight

http://screenville.blogspot.de/2011/08/gorilla-attention-deficit-1-dargis.html

Two parts

Foveal visionPeripheral visionHigh Resolution / Sharp

only 2 degrees of visual fieldabout a thumbnail at arms length

Blurry

Sensitive for movements, changes and colors


Eyetracking

KP Ludwig John


http://alumni.media.mit.edu/~faaborg/research/cornell/cg_fovealvision_site/site/background.htm

Foveal vision

Peripheral vision

Main Attention, Point of Interest

Images: Cognition and the Visual Arts, by Robert Solso, (c) MIT Press Perception: Fourth Edition, by Skeler and Blake, (c) 2002 Mc-Graw Hill


Eyetracking

KP Ludwig John

Eyetracking What do users „see“?

Peripheral vision https://www.youtube.com/watch?v=YJUAtgrpHiY

National Geographic - Prof. Ross

Stand Up, get some space


Eyetracking

KP Ludwig John


https://youtu.be/9Il_D3Xt9W0

Dan Simons at TEDx UIUC 2011


Eyetracking

KP Ludwig John

Eyetracking Human sightFoveal vision

33 percent of the retina’s ganglion cells (Nervenknoten) receive input from cones (Zapfen) that are found in just 2 percent of the retina’s total area.This pinhead sized area near the optic nerve is called the Fovea.

Images: Cognition and the Visual Arts, by Robert Solso, (c) MIT Press Perception: Fourth Edition, by Skeler and Blake, (c) 2002 Mc-Graw Hillhttp://alumni.media.mit.edu/~faaborg/research/cornell/cg_fovealvision_site/site/background.htm

The density of cones on the retina is linked to visual resolution.Outside of the fovea there is a dramatic decrease in the density of cone photoreceptors.


Eyetracking

KP Ludwig John


To stitch together small areas of good visibility into larger, sharp mental images, a person’s eye moves across the items of interest.

Fixation

The eyes rapid movement from one fixation to the next is called:

Saccade

Fixations and Saccades

Nielsen/Pernice: Eyetracking Web Usability, New Riders, Nielsen Norman Group 2010

When the eye is resting on something, it’s called:

The eyes multiple observations don’t happen as one smooth movement (like a videocamera would do)

The eye moves in spurts and rests between each movement.


Eyetracking

KP Ludwig John

Eyetracking

https://www.youtube.com/watch?v=YsU1Yb6wkJ0

„hudson“: Shot a video of myself reading a page to help understand saccades and how we use them to process the visual environment.

Human sight


Eyetracking

KP Ludwig John


FixationsTypically last between 0.1 and 0.5 sec. This is when/what we see (perceive)

Saccades


Eye moves very fastSaccade lasts only between 0.01 and 0.1 sec. Optical image blurs so much during this fast movement that we’re effectively blind during a saccade. We don’t actually see, what the eye is moving across.We only see during fixations, while the eye is holding still.


Eyetracking

KP Ludwig John

Eyetracking Human sight / EyeTrackers


Eyetracking equipment recordswhat the user’s foveal vision fixates at.(It does not record peripheral or the in-between parafoveal vision.)

This is what the user sees sharp (enough)to notice details, read text, understand content.

However, through peripheral vision, users sometimes still perceive - in rough, low resolution manner - design elements they did not fixate at.

Peripheral vision is not good enough for reading or interpreting details,it’s sufficient to perceive general shapes and colors.(Design Elements, Photos, the general Layout)


Eyetracking

KP Ludwig John

Eyetracking

Eyetracking Recording … using a website

Human sight / EyeTrackers


Eyetracking

KP Ludwig John

Eyetracking Metrics

Aims to quantify visual attention

Objectively monitors (measures)

people look at

•where

•when

•what

•in which order

•how long

Eyetracking = pure count of Fixations


Eyetracking

KP Ludwig John

Eyetracking MetricsCommon metrics used in eye tracking research

Example

Eyetracking Recordingspeople looking at this poster


Eyetracking

KP Ludwig John

Eyetracking MetricsGaze points and fixations

Gaze points constitute the basic unit of measure – one gaze point equals one raw sample captured by the eye tracker.

Gaze points can be aggregated into fixations, a period in which our eyes are locked toward a specific object.(compare dot size)


Eyetracking

KP Ludwig John

Eyetracking MetricsFixation sequences

There are several ways to analyze gaze positions and fixations, for example you can analyze the fixation sequences

and the performance of different regions in an image or a video with respect to the time of first fixation (TTFF)

or the number of respondents looking toward a specified region (respondent count).


Eyetracking

KP Ludwig John

Eyetracking MetricsHeat Maps

Heat maps visualize fixation positions and temporal changes of fixations as an overlay on a specific stimulus across different respondents.


Eyetracking

KP Ludwig John

Eyetracking MetricsAreas of interest (AOI)

To concentrate the analysis on specific regions on the stimulus,areas of interest (AOI) can be defined.


Eyetracking

KP Ludwig John

Eyetracking Results


Eyetracking

KP Ludwig John

Eyetracking

• which visual elements attract immediate attention • which visual elements attract above-average attention

• if some visual elements are being ignored

• in which order the visual elements are noticed • how the visual material compares to other material

Reveals

What does it reveal?


Eyetracking

KP Ludwig John

EyetrackingMind - Eye Hypothesis


People (generally) tend to look at the same thing, they’re thinking about. We can therefore conclude that

Interpretation

Fixation = Attention

People look at the design elements they are concerned about.

The more they look at something, the more they think about it.

But: Looking doesn’t always indicate understanding.Many times users fixate a very item they need but do not select it.!


Eyetracking

KP Ludwig John

InterpretationEyetracking


User looks a great deal at a certain paragraph of text.

Example

What does it tell us??


Eyetracking

KP Ludwig John

Eyetracking


User looks a great deal at a certain paragraph of text.

Example

because

Content is relevant and interesting

Good!

Writing is hard to understand

Bad!

Interpretation


Eyetracking

KP Ludwig John

Eyetracking


Users don’t look at certain parts of the navigation

Example 2

because

Design elements don’t seem like navigation

Bad!

Navigation stays consistentrepeated from page to page

User knows where to find it,doesn’t pay (extra) attention

Good!

Interpretation


Eyetracking

KP Ludwig John

Eyetracking


Eyetracking = technical measurement

Interpretation needs Knowledge aboutUsers intentions and goals

What does the user aim for at the given moment?What does he/she want to achieve?

The mind - eye hypothesis implies that

The way people look at any given artifact is determined by what they’re trying to do with it.

methodology


Eyetracking

KP Ludwig John

EyetrackingThinking aloud in addition?

Would it help to better understand users intentions?

methodology

?Discuss and collect2 minutes

Pros / Cons


Eyetracking

KP Ludwig John

EyetrackingThinking aloud in addition?

As a user talks about an item, he tends to look at it longer and more. Thus, a screen element may be burning red in the heatmap, simply because the user talked a lot about that element …

source: www.nngroup.com/reports/how-to-conduct-eyetracking-studies PDF page 60 ff

methodology

The point of doing the eyetracking is to get an accurate read on what the users tend to look at.

Or, he may notice and fixate on an item that he wouldn’t have otherwise bothered with if he weren’t doing the out-loud monologue.

Thinking aloud - Retrospective


Eyetracking

KP Ludwig John

Eyetracking

Thinking aloud - Retrospective

methodology

https://www.youtube.com/watch?v=rgj7Oi8rCjM


Eyetracking

KP Ludwig John

Eyetracking

The way people look at any given artifact is determined by what they’re trying to do with it.

Therefore

Your test setup has strong influence on results of the Eyetracking Study.

!Research QuestionStep 1:

What you want to learn? How can you measure it?

methodology


Eyetracking

KP Ludwig John

Eyetracking

!Research Question

Step 1:

What you want to learn? How can you measure it?

hs-augsburg.de/homes/john

Start to create yourtest scenario

Practice

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