Читать книгу Eye Tracking the User Experience - Aga Bojko - Страница 25

Quantitative insight generated by eye tracking is most useful in summative studies that evaluate products or interfaces relative to one another or to benchmarks. You can compare alternative versions of the same interface, the interface of interest to those created by competitors, or even elements within one interface (for example, different ad types) to one another along either performance-related or attraction-related dimensions. How are these comparisons actionable? They inform decisions such as which design version should be selected or if the product is ready for launch.

Sometimes, you may be asked to conduct quantitative eye tracking studies with only one interface. As there are no absolute standards for eye tracking measures in the UX field, the data obtained from one design carry little meaning. If participants made an average of 10 fixations to find the Buy button on a Web page, there is no way of classifying their performance as efficient or inefficient. Similarly, if 65% of participants looked at a package on a store shelf, this could be good or bad news for the stakeholders. This is no different from time on task and other quantitative usability measures—with nothing to compare the data to, you cannot interpret them and make them actionable. Only if two or more interfaces or packages were tested, could you say which one made participants more efficient or drew more attention.

The eye tracking metrics most relevant to UX are described in Chapter 7, “Eye Tracking Measures,” while Chapter 13, “Quantitative Data Analysis,” explains how to analyze them. But before we delve into all the details associated with quantitative analysis, let’s look at the two types of differences eye tracking can measure and their examples.