Eye-tracking

When is this method appropriate?

With the help of eye-tracking-measurements sequences as well as intensity, which users need when they eye elements of a user-interface, are registered. Hence objective conclusions about much unconscious cognition as well as attention processes and information processing can be formulated. Combined with observing and survey data eye-tracking-measurements support the user behaviour and provide valuable indications for contentual and creative optimisation approaches.

Possible questions:

• Is it easy for users to orientate on your website?
• Are the wanted information fast accessible and expectation conformable positioned?
• Are important information positioned at placements with strong attention?
• What elements belong to the eye-catchers?
• Are important navigation or menu options (for instance links/buttons) seen or do usage problems referable to comprehension problems?
• Is a visual guiding possible on single websites (wanted eye-tracking = actual eye-tracking)?
• What information are only regarded by users and what information are actually read?
• How much attention pay users for the provided texts and graphics?

And many more…

In what project phase applicable?

• Conception/Development
  Already during the early conception phase eye-tracking can be worked out on different graphical design variants (high-fidelity screens) to concretely conclude about cognition, attention, information processing and their coherencies. There is the possibility to measure on several drafts to draw a comparison and to identify the ideal variant.
• Implementation/Programming
  During the implementation, or rather, programming it makes sense to analyse the eye-tracking during the interaction with the website or the web-application. This is usually in correspondence with a usability-lab test.
• Live activity/usage
  During the activation or subsequent to launch a website eye-tracking-analysis provides a variety of possibilities (for instance by comparison: wanted eye-tracking and actual eye-tracking). Reasons for missing clicks on single site elements can be identified. In addition, eye-tracking of users from your own website can be compared with eye-tracking on your competitors’ websites to identify starting points for a target-orientated (re-) design of your layout.

What is the procedure of this method?

Generally everything can be tested what is presentable on screens: websites, software, web-applications or online-shops as well as equipments for mobile services like PDAs and Smartphones.

An infra-red camera, which is integrated in the monitor (Tobii-System), allows to record the eye-tracking of test subjects within a less intrusive and therefore a relatively “natural” test situation as opposed to the classical helmet camera. During an eye-tracking session all relevant data like eye-movements (fixation/saccade), eye-tracking as well as mouse-movements and clicks are recorded. Thereby eye-movement-measurements are possible on single sites and during the revision of search and navigation assignments over several sites (personal measurement). For a profounded interpretation of the eye-tracking the according user behaviour is reflected with the test subject and equalised with observing-data during a qualitative post-survey. # Within for instance usability test in laboratory oder concept/design tests eye-tracking can be used to test the effect of alternative designs or placements (of logos, banners).

Strengths of this method:

• Eye-tracking is the only reliable and valid method of eye-tracking measurements.
• The procedure provides data and results which are relevant to the actual cognition of the test people.
• The obtained quantitative data allow conclusion referred to cognitive processes of test subjects. These data are more actual than in the method “thinking-aloud”.
• It possible to gain the interaction with dynamic elements by recording it (for instance scrollable websites or AJAX, web2.0, rich internet applications, flash, videos or presentations).
• Eye-movement measurements are possible on static or single sites as well as on the revision of assignments on several sites.

What about the sample size?

The sample size should be individually discussed related to your questions because they vary depending on test object and test target. Generally, about 10 to 15 test subjects are acceptable for usability questions. Considering the test of designs/layouts at least 25 test subjects should be involved.

How much time takes the implementation?

As long as eye-tracking measurements which are combined with usability tests in laboratory are implemented the study takes about 3 to 4 weeks. . For an evaluation of single designs and sites the duration of study can be reduced to 1 to 2 weeks.

What input do you have to provide?

Optimally you come to our premises with concrete questions and/or site areas which we can carefully examine and thematise during the evaluation. We would like to work out with you this kind of questions.

The objects that should be tested (screens, prototypes, websites) either be available or callable in terms of current graphic file format or it should be an online version. Hereby the objects should be worked out to the last detail.

What do you receive from us?

You receive an interpretative result report with the following contents:

• Management summary
• Detailed illustration and interpretation of the statistic data and a visualisation of the eye-tracking data inter alia:
  • Density distributions of frequently considered elements and areas
  • Area-of-interest-analysis: Comparison of defined site areas
  • Eye-tracking-analysis (for example sequence of fixations)
  • Contact possibility auf chosen site elements
  • Time-to-contact-values: How long does it averagely take until central site elements are perceived for the first time?
• Concrete guidance to remedy usage and design problems, or rather, to optimise the website

Do you have any further questions? Please do not hesitate to contact us! We would like to consult you.