Study Auckland 30 July 2014 Immigration Update Rob Stevens, General Manager.
UKUPA May 09 Rob Stevens Why You Must Use Eye Tracking
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Transcript of UKUPA May 09 Rob Stevens Why You Must Use Eye Tracking
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BunnyfootSaysTwitter
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20th May 2009
You absolutely positively NEED eyetracking for web user testing.
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21 September 2006
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972 days have passed....
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‘PEEP is a voodoo technique IMHO’
Jared Spool 2009
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You absolutely positively NEED eyetracking for web user testing.
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DisagreeSomewhatagree
Agree Neither agreeOr disagree
Somewhat disagree
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Why?
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Effectiveness, efficiency & Satisfaction?
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WHO USES EYETRACKING?
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Quick Poll
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SatisfiedHighly
Satisfied
Partially Satisfied
Not Satisfied
Not at all Satisfied
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The Technology is NOT the Methodology
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The reasons
1. Better user tests
2. Optimisation
3. Engage stakeholders
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BETTER USABILITY TESTS How to
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Post Experience Eye-Tracked Protocol
21st September 2006
UPA Presentation
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Or PEEP for short
21st September 2006
UPA Presentation
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We live much of our lives in the subconscious
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DON NORMAN Other’s understand this too, including
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DENNIS BERGKAMP Example of unconscious processing
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Thinking aloud can interfere with a primary task by increasing attentional demands so as to change normal strategies.
‘
’(Russo et al., 1989)
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Think aloud can impact on performance and productivity‘
’(Berry & Broadbent 1984)
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Many users find thinking aloud difficult and it makes them feel uncomfortable‘
’(Nielsen1993)
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DENNIS BERGKAMP Let’s see that again
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Think aloud causes users to behave differently.
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A new way..
Post Experience Eyetracked Protocol
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PEEP generated significantly moreusability problems overall than the think-aloud method
(Mean = 12.5 Vs. 8.7)
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Participants in the PEEP conditions achieved significantly more correctresponses than those in thethink-aloud condition
(79% vs. 42%)
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79% vs. 42% ?
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OPTIMISATION How to
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Usability works
• Expert evaluation
• Paper prototype
• Wireframes
• Think Aloud
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MASS USER TESTING; N=30
A New Approach
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Monte Carlo Simulation
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REAL TIME TO TASK COMPLETION RESULTS
Better methodology
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ACCURATE MEASURES OF EFFECTIVENESS EFFICIENCY AND SATISFACTION
Better methodology
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79% vs. 42%
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HELP NON SPECIALIST STAKEHOLDERS ENGAGE IN THE PROCESS
How to
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TOMLearning from a two year old
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Not just a chair with wheels.
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When you can drive it is a car.
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Not just an eyetracker.
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When you can drive it is a neuro tool.
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Share experiences
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The reasons
1. Better user tests
2. Optimisation
3. Engage stakeholders
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You absolutely positively NEED eyetracking for web user testing.
The conclusion
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APPENDIX
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