Adding an extra dimension to UX with eyetracking
Eyetracking is a useful tool in understanding, measuring and defining the user experience.
To really get over how useful a tool it is, the video of me using the eyetracker below highlights the points I make.
1. You see what the user sees.
It sounds simple I know, but being able to see what the user sees brings another dimension to understanding how a design is performing. Is that call to action noticed? Is it understood? At what point in engaging with the page is it seen?
2. Making design decisions is easier.
The subjectivity associated with design can often cloud the performance of the design. When evaluating differing design routes, eyetracking allows the designs to be understood from a more objective point of view. Do the difference in the designs have an effect on the visual hierarchy? Does the visual design impact on the task/goal the user might have?
3. Define the UX fundamentals.
The blog post I wrote last year on the Myth of the Page Fold relied heavily on eyetracking data to show that whilst a design issue, the page fold is not a barrier to engaging with content.
Clear evidence to address some of the misconceptions in design. Links must be blue? Eyetracking shows that as long as links are visually differentiated from content the colour is irrelevant.
4. Evaluate the effectiveness of copy.
Eyetracking is great for understanding copy that is engaging. Typically we see users read the first line or paragraph and decide if they want to read more. More often than not they don’t read much more. Skim reading is often the norm. Well spaced short bullet points engage well.
5. A great way to engage the project team.
One of the hidden benefits of eyetracking is that the project team experience the site as the user does in a much more profound way than traditional user testing. The red dot indicating what is being fixated can be extremely engaging.
As with all UX techniques there are of course limits with eyetracking. There’s no doubt however, it brings a further dimension to understanding the user experience.
About the author
Joe specialises in designing every aspect of the user experience from initial research to developing a robust, measurable online strategy to producing beautiful, easy to use wireframes and website information architectures. Email Joe, or call +44 (0)117 946 3930
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Interesting concept + great video. What about other factors like screen size/res? Is there a baseline that you use?
Eyetracking can be useful BUT it can also be misleading. I wrote a post at my blog not too long ago about the possible traps and what to avoid. Here’s a summary of that post (and also relates to a talk I gave at SES conference in Chicago and will be giving again at SES New York):
Trap #1: Underestimating the effect of what you ask people to do on where they look — research shows that where people look depends on what you ask them.
Trap #2: Assuming that where people are looking is what they are paying attention to – Have you ever opened the refrigerator to get the ketchup out and you can’t find it? Even though it is right in front of you? People often look at something without paying attention to it.
Trap #3: Underestimating the effects of your protocols – for example, if you stop and ask them a question they will likely look away from the screen and mess up the eye tracking data collection.
Trap #4: Underestimating the time needed to analyze the data
Trap #5: Underestimating the time/cost to do the study
Trap #6: Overwhelming people with the data
Trap #7: Neglecting to draw useful, meaningful decisions and actions from the study
Just some thoughts :)
@susan – those are good tips. I agree that a good eyetracking study needs the correct protocol. I’ve got some notes on how we do it here that I should write up.
I’m not sure if I agree with Trap #5. That has been true in the past but now days the cost is no more than a standard study.
Hi, @susan – You make an important point for professionals: the equipment needs good research practices. I’d say 4, 5, 6 and 7 are good advice for any kind of research, not just eye tracking.
Thanks Joe, great little introduction. We tend to work for small businesses on a tight budget. Do you think eye-tracking, or other user-testing, is a sensible investment on any size of budget?
I agree that this video is a good introduction. And I agree with most of Susan’s points too.
I think one of the main traps that Eye Tracking doesn’t consider is that if people are looking at something such as a piece of text or a link it is assumed that this means they are engaged with it. However, they could be focussing on this section of the page because they don’t understand it. How often do you have to re-read a sentence to make sure you understand it? Their comprehension can only be assessed by asking the user questions to find out if they fully understand the text.