Реклама. ООО «ЛитРес», ИНН: 7719571260.
EYE TRACKING THE USER EXPERIENCE
HOW TO USE THIS BOOK. Who Should Read This Book?
What’s in This Book?
Part I: Why Eye Tracking?
Part II: Study Preparation
Part III: Data Collection
Part IV: Analysis and Reporting
What Comes with This Book?
FREQUENTLY ASKED QUESTIONS. Do I need eye tracking in my research?
Eye tracking is not useful. I’ve seen heatmaps, and they didn’t tell me much
How many participants should I get for an eye tracking study?
Which eye tracking measures should I use?
How do I analyze the data?
Why do you keep saying that eye tracking is “just not that special?”
CONTENTS
FOREWORD
PART I
CHAPTER 1
What Is Eye Tracking, Anyway?
Why Do the Eyes Move?
How Do the Eyes Move?
Why Should You Care Where People Look?
Why Do People Look at What They Look At?
Applications for Eye Tracking
Tool or Method?
CHAPTER 2
The Three Questions
Actionable Eye Tracking
Qualitative Insight: Detecting and Explaining Usability Issues
Detecting Usability Problems
Explaining Usability Problems
Quantitative Insight: Measuring Differences
Measuring Performance-Related Differences
Measuring Attraction-Related Differences
In Search of the Simplest Solution
Why Use a Microscope When a Magnifying Glass Is Enough?
When Eye Tracking Is the Simplest (or Only) Method
Using Eye Tracking to Gain Stakeholders’ Buy-In
PART II
CHAPTER 3
Not All Eye Trackers Are Created Equal
Remote vs. Wearable Eye Trackers
Two Types of Remote Eye Trackers
So, Wearable or Remote?
Technical Specs You’d Probably Rather Not Know About
Sampling Rate
Accuracy and Precision
Head Box Size
Monocular vs. Binocular Tracking
Pupil Illumination Methods
Why, in the End, Specs Don’t Matter So Much
Small Selection
Efficiency and Cost-Effectiveness Are Key
Features
Do Your Homework
Talk to the Manufacturers and Current Users
Try It Out
Other Necessary Resources
Outsourcing
CHAPTER 4
Identifying Research Questions
Preparing Stimuli for Eye Tracking
What High Fidelity Is Good For
Tracking Wireframes
Tracking Mock-ups
Lowering Stimulus Fidelity on Purpose
Presenting Stimuli
Between- or Within-Subjects Study Design?
Advantages of a Within-Subjects Design
Disadvantages of a Within-Subjects Design
When a Between-Subject Design Is Necessary
Presentation Order of the Stimuli
Complete Counterbalancing
More Practical, Partial Counterbalancing
Randomization
Randomization or Counterbalancing Not Always Necessary
Presentation Methods
Creating Tasks
Importance of Tasks and Goals
How to Pick the Right Tasks
First Impressions Task
Tasks for Eye Tracking Ads
Limiting the Scope of the Tasks
Clear Task Scenarios with Clear Stops
Administering Tasks
Presenting Instructions
Task Order
CHAPTER 5
Eye Tracking Can’t Answer All Questions..
...But It Helps Interpret Non-Eye Tracking Findings
Other Data Help Interpret and Qualify Eye Tracking Findings
They Looked—But Why?
They Looked—But Did They Understand?
They Looked—But Did They Remember?
They Looked—But Did They Click?
They Didn’t Look, But..
Collecting Other Data in Eye Tracking Studies
CHAPTER 6
Concurrent vs. Retrospective Verbal Protocol
Which Protocol to Use with Eye Tracking?
Memory Cues to Help with Retrospection
How Good Is the Gaze-Cued Retrospective Verbal Protocol?
Gaze-Cued RVP vs. CVP
Gaze-Cued vs. Video-Cued RVP
Targeted Probing Techniques
Triggered Think-Aloud Protocol
Selective Cued Recall
Advantages of Targeted Probing
CHAPTER 7
There Are More Eye Tracking Measures Than You May Think
Interpretation Depends on Goals and Stimuli
Types of Measures
Measures of Attraction
Area Noticeability Measures
Area Interest Measures
Emotional Arousal Measures
Consideration 1: Pupil Size Is Affected by Several Factors
Consideration 2: Pupil Dilation Doesn’t Indicate the Valence of the Emotion
Consideration 3: Pupil Size Is a Stimulus-Level Rather Than an AOI-Level Measure
Measures of Performance
Mental Workload Measures
Cognitive Processing Measures
Target Findability Measures
Target Recognizability Measures
Less Is More
CHAPTER 8
Recruiting Trackable Participants
Corrective Eyewear and Eye Conditions
The Screening Process
Over-Recruiting
The Myth of 30 Participants
The Origin of the Myth
The Arbitrary Nature of the Magic Number 30
Unclear Applicability of the Recommendation
So, How Many Participants Do I Really Need?
Sample Size for Formative Studies
Where Does Problem Discoverability (p) Come From?
How to Set the Problem Discovery Goal
What Really Happens in Most Formative Research
Sample Size for Summative Studies
Choosing the Right Method to Calculate Sample Size
So, Let’s See Those Formulas
The Necessary Information
Sample Size Estimation for Comparing a Measure to a Criterion
Example with a Binary Measure
Example with a Continuous Measure
Sample Size Estimation for Comparing Measures
Example with a Binary Measure
Example with a Continuous Measure
What If There Is More Than One Measure?
What If You Can’t Get the Required Sample Size?
Practically Speaking
PART III
CHAPTER 9
Lab Setup
Lighting
Distractions
Seating
Pilot Testing
Goals of Piloting
Pilot Participants
Participants’ Awareness of Being Eye Tracked
What Should You Tell Them?
Can Participants’ Awareness of Being Eye Tracked Affect the Study?
Eye Camera Setup
Adjusting the Eye Camera
Common Obstacles
Calibration
Calibration Conditions Must Match Tracking Conditions
Validating Calibration and Recalibrating
Calibration: Unsuccessful
Things Are Not Always So Clear-Cut
Practice Tasks
Active Live Viewing
Watching Out for Poor Tracking
Troubleshooting
Logging Unusual Events
Instructions for Observers
PART IV
CHAPTER 10
Setting Fixation Criteria
Fixation Identification Algorithms
Things to Keep in Mind When Defining a Fixation
Drawing Areas of Interest (AOIs)
Choosing AOIs
AOI Size and Padding
Overlapping AOIs
AOIs for Dynamic Content
Extracting Measures and Exporting Data
Cleansing Data
Poor Calibration
Missing Data Samples
Offsets
Outliers
Other Invalid Data
Don’t Jump the Gun
CHAPTER 11
Classification of Visualizations
Gaze Plots / Scanpaths
Gaze Plots and Dynamic Content
What Can Gaze Plots Be Used For?
What About an “Average” Gaze Plot?
Customizing Gaze Plots
Gaze Videos
What Can Gaze Videos Be Used For?
The Eyes Move Fast!
Bee Swarms
Heatmaps and Focus Maps
How Heatmaps Are Created
Focus Map, Heatmap’s Close Relative
Heatmap Types
Heatmaps and Data Analysis
Bird’s-Eye View
Heatmaps as Illustrations of Research Findings
How to Change the Look of Your Heatmaps
Three Rules of Heatmap Customization
Dynamic Heatmaps
CHAPTER 12
Visualizations for Qualitative Analysis
No Hard-and-Fast Rules, Sorry!
Target Search Analysis Framework
Step 1: Define Success
Single-Search Tasks
Multiple-Search Tasks
Target-Found Indicators
Step 2: Determine the Search Outcome
Step 3: Analyze Failures to Explain Why They Happened
Perception-Related Failure (“Didn’t Even Look!”)
Competitor Won, Target Didn’t Even Have a Chance
Hidden Target
Comprehension-Related Failure (“Looked but Didn’t Click”)
Target in Disguise
Target Had a Chance but a Competitor Won
Step 4: Analyze Successes to Detect Potential Issues
Perception-Related Problems
Comprehension-Related Problems
What About More Open-Ended Tasks?
Qualitative Analysis of Comprehension Tasks
Detecting Comprehension Difficulties in Reading
Detecting Comprehension Difficulties in Text-Image Integration
CHAPTER 13
Select Measures Early
Compare, Compare, Compare
Fun with Inferential Statistics
Graphing the Data
Line Graphs
Bar Graphs
Pie Graphs
Painting a Picture
Choose an Appropriate Visualization
Let Statistics Inform Your Display Settings
Describing the Findings
Structuring the Report to Tell a Story
Unrealized Potential of Quantitative Eye Tracking
Index. A
B
C
D
E
F
G
H
I
K
L
M
N
O
P
Q
R
S
T
U
V
W
Y
FIGURE CREDITS. Chapter Figures
Chapter Opening Artwork
ACKNOWLEDGMENTS
ABOUT THE AUTHOR
MORE BOOKS FROM ROSENFELD MEDIA
Footnotes. Foreword
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 13
A PRACTICAL GUIDE TO RESEARCH
Aga Bojko
.....
CHAPTER 8
No Participants, No Study
.....