Information Online 2011

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UNSW eye tracking study

• At UNSW Library the most recent usability study has included eye tracking to examine the effectiveness of the placement of information on Library webpages.

What’s eye tracking?

• Eye tracking is basically the measurement of the gaze direction with a certain frequency.

• Gdirection can be mapped onto coordinates, e.g. on a computer screen, in order to determine how the user’s gaze moves over the display.

What’s eye tracking?

• Tobii T60 XL eye tracking system

What’s eye tracking?

• Tracking of participants' eye movements  as they view a web page

What’s eye tracking?

From;Steve Krug. Don’t make me think

What’s eye tracking?

• Aggregate data from many users

“heat maps”

• Larger the dot the longer the gaze was held

• Same as a rainfall map

• Red - Green - Blue (Most –> least)

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Eye tracking usability studies

• Is it a silver bullet or is it a complete waste of resources?

• Or are you seeing well-known experimental biases like the observer-expectancy effect or the Hawthorne effect?

Eye tracking usability studies

• eye tracking provides insight into an - otherwise mostly "hidden" - aspect of human behavior with high temporal resolution, this does not necessarily mean that it is per se an accurate method.