Remy Florean at UX Antwerp Meetup

User research : tracking brain's behavior & eyes

movements

UX Antwerp Oct. 2016 - R. Florean

Eye tracking

Why ? When ?What ?


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


Heartbeat

SalivateBreathe

BlinkDrive

TalkWalk

Scratch Yawn


Conscious (5-10%)

Unconscious (90-95%)


Alfred Yarbus

• Russian psychologist

• Studied eye movement in the 50s - 60s

• True pioneer in the field


14



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.


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



Type of eye fixations

Vision 50-100 ms

Support < 50 ms

Reading 100-250 ms

Cognition > 250 ms


• 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


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.


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


Any questions ?

Contact :

[email protected]

[email protected]

Twitter @duxlab

Add me on LinkedIn


Science

Remy Florean at UX Antwerp Meetup