Читать книгу Eye Tracking the User Experience - Aga Bojko - Страница 22

One reason to use eye tracking is to obtain qualitative insight into users’ cognitive processes during formative research. This insight sheds light on the user experience that takes place during and in-between easily observable events such as mouse movements and clicks, physical object manipulations, and participant comments. Eye movements help reveal the often-not-fully-conscious processes that led to these outcomes. This information can be used to detect and explain usability issues. This is where the actionable part comes into play—a thorough understanding of usability issues and their sources leads to more specific (and thus more useful) design recommendations.

Qualitative insight can be obtained after data collection, as described in Chapter 12, “Qualitative Data Analysis.” There are also two ways to take advantage of the eye tracking data during testing. First, when possible, the moderator can watch participants’ eye movements live during the study and use them to inform her probes. The second way takes advantage of the gaze-cued retrospective verbal protocol (RVP). Unlike the traditional concurrent verbal protocol (CVP), where participants are asked to describe their thought process while performing tasks, RVP involves participants’ verbal account after the task, which was initially completed in silence. During gaze-cued RVP, participants are shown a replay of their eye movements superimposed on a video of their actions. The replay is meant to serve as a memory aide as the participants walk the moderator through their experience (see Figure 2.5). This method is discussed in detail in Chapter 6, “Verbal Protocols and Eye Tracking.”

FIGURE 2.5 The gaze-cued retrospective verbal protocol involves a participant watching the replay of his gaze post-task while providing commentary.