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Eyetracking

Eyetracking. Mike Birnstiehl English 568. What is Eyetracking?. Definitions Saccade: A quick movement of the eye in order to move focus from one area to the next. Fixation: The time spent looking at the newly found area. AOI: Area of Interest

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Eyetracking

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  1. Eyetracking Mike Birnstiehl English 568

  2. What is Eyetracking? • Definitions • Saccade: A quick movement of the eye in order to move focus from one area to the next. • Fixation: The time spent looking at the newly found area. • AOI: Area of Interest • Eyetracking: A technique used to determine the eye movement and eye-fixation patterns of a user.

  3. What is Eyetracking? • Saccade and fixation • Not random • What is important • Eyetracking vs. other testing methods

  4. Why is it Important? • “The Added Value of Eyetracking in the Usability Evaluation of a Network Management tool” • Task 1: The participants were required to start the system and to determine whether new delay metrics have been collected.

  5. Why is it Important?

  6. How do Designers Obtain this Information? • Multiple ways to track where a user looks • Sensors attached to the user’s face • Head-mounted video systems • Restrictive video-based system • Non-contact, non-restrictive video-based system

  7. How do Designers Obtain this Information? = ?

  8. How Do Designers Obtain this Information? • “The eyetracking equipment we use for our research...Looks like a normal computer… that's exactly the point, because we want users to work normally.”

  9. How do Designers Obtain this Information? • Compiling information • Heat maps

  10. How Do Designers Use this Information? • Variety of fields • Software design • Web design • Advertising

  11. How Do Designers Use this Information? • Software design • Effective Interface • Easy to use • Web design • F-shape pattern reading • Not all media types are interchangeable

  12. How Do Designers Use this Information? • F-shape reading pattern

  13. How Do Designers Use this Information? • Not all media types are interchangeable

  14. How Do Designers Use this Information? • Advertising • Banner blindness • Advertisement location

  15. How Do Designers Use this Information?

  16. How Do Designers Use this Information? • Banner blindness and Advertisement Location • Top left, mid-left and center are the top regions where users first fixate. • Maximize advertisement fixation by using the best location.

  17. Sources • Calitz, Andre P., Marco C. Pretorius, and Darelle van Greunen. “The Added Value of eyetracking in the Usability Evaluation of a Network Management Tool.” ACM. San Diego, 2006. • Gay, Geri, Laura Granka, and Helene Hembrooke. “Location Location Location: Viewing patterns on WWW pages.” ACM. San Diego, 2006. • Goldberg, Joseph H., Marion Lewenstein, Neil Scott, Mark J. Stimson, and Anna M. Wichansky. “eyetracking in Web Search Tasks: Design Implications.” ACM. San Diego, 2002. • Hennessey, Craig, Peter Lawrence, and Borna Noureddin. “A Single Camera Eye-Gaze Tracking System with Free Head Motion.” ACM. San Diego, 2006. • Nielsen, Jakob. useit.com: Jakob Nielsen’s Website, 2008, http://www.useit.com.

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