Eye tracking is a scientific method used in fields of research involving psychology and cognitive science to track the movement of subjects' eyes using an infra-red analysis of the subject's face, eyeballs, and corneal reflex.
This service is a usability survey and analysis service that can assist you in detecting problems with Web usability that cannot be identified through access log analysis or user interviews. It can assist you to improve Web usability through the scientific analysis of where the user's line of vision is when browsing websites and what they focus on using eye tracking technology.
Purpose of Service
To identify concrete problems and issues associated with Web usability through scientific investigation and analysis.
Goal
To develop a strategy for improving Web usability based on the analysis of identified problems and issues, and incorporate this into website design.
Service Features
Point 1 Scientifically based usability surveys made possible using the latest eye tracking technology
Even when user awareness and behavior can be ascertained through conventional usability survey methods like user interviews, user tests, and access log analysis, there is no way of telling whether these results are based on what users look at or did not look at on websites. The muscles in the eyes are very strong with the eyeball able to shift the eye's line of vision at very rapid speeds, and eye tracking tools can accurately measure this movement of the eyes, and thereby enable us to ascertain what users are actually looking at, in what order they look at things in, and what they focus on.
With the analysis based on the real data obtained by using infra-red to track changes in the user's line of vision, this allows for an objective assessment of usability to be made that eliminates arbitrary judgments made by survey administrators.
- Tracking and analysis of line of vision
- Analysis of focal points
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The eye tracking device made by Swedish company Tobii that is used in these usability surveys is not like the conventional types of eye camera used that are fitted to the body, but rather, this contact-less eye tracker is built into a liquid crystal display, and is the optimal tool for conducting Web usability surveys using monitors. With this device even used in psychological studies of infants and for early childhood education, it can be used irrespective of the subject's age, skills or literacy level.
Point 2 Surveying usability based on the principles of the user-oriented design process
Even when the same user is viewing the same Web screen, their line of vision will differ completely depending on the circumstances they are viewing that site in each time. The will look at things in a different order and focus on different points depending on whether they are busy and just need to find the information they need, or whether they are just browsing the site when they have spare time.
Just as “build the context of use” is set out at the beginning of the design process defined under ISO13407, the international standard for human-centered design, if usability surveys are conducted without ascertaining the circumstances surrounding that user, any issues will not be accurately identified. No matter what sort of sophisticated tool you use in this case, the surveys are not likely to yield any meaningful results.
With this service, however, specialist analysts with knowledge of the user-oriented design process select subjects that correspond with the purpose of the site and target user needs, and design, administer, analyze, and report on tests to accurately identify any areas where usability could be improved.
Point 3 Identify problems more accurately by combining eye tracking with user tests
Cognitive psychology studies report on the existence of central and peripheral human consciousness. For example, sometimes you will be concentrating on something or thinking about something on your way home from work, so much so that when you get home, you cannot recall what roads you took to get home. In this case, your peripheral consciousness was telling you that the lights are green and that there are no dangers on the road.
When users browse websites too, the movement of their line of vision does not necessarily correspond with their central consciousness. This is because sometimes the user might be focusing on a particular point, but thinking about something else entirely.
With this service, eye tracking surveys and user tests can be used together to clarify this gap between the user's vision and their consciousness, so as to enable issues to be more accurately identified. These tests can also be used in conjunction with access log analysis for surveying existing sites.
Usage Scenarios
- To assess the usability of sites with purchasing or reservation functions that involve a lot of user interaction.
- To provide user assessments of the information design on information sites and news sites that span a broad range of content categories.
- To assess the user interfaces on pages needed to guide users to content on the site, such as the top page or category indexes.
Service Options
- a. Usability surveys using eye tracking analysis
- With this service, user tests combined with eye tracking surveys can be used to investigate and analyze problems with existing websites. Problems and issues associated with Web usability can be identified by shedding some light on the gap between what the existing site offers and how users use the site and what their needs are.
- b. Design evaluation through eye tracking analysis during the website construction phase
- This service builds an evaluation of website design against user requirements through eye tracking analysis into the design process during website construction. Subsequent design revisions, as provided for in the ISO13407-based human-centered design process mean that the results of user tests can be used as design feedback so as to enhance site usability.
Flow of Service Procedures
a. Usability surveys using eye tracking analysis
This service covers everything from test design to implementation and reporting.
- Interviews
- Define requirements, contract
- Test design
- Testing of current site
- Analysis
- Reporting
b. UI evaluation through eye tracking analysis during the Web design process
User tests are conducted during the design phase of website construction. The results of these tests are provided as design feedback to enhance site usability.
- Interviews
- Definition of requirements, contract (construction)
- Test design
- Testing of design prototype
- Analysis and preliminary reporting
- Retesting of revised prototype
- Final adjustments
- Final reporting
Mitsue-Links has been a member of this international network of user experience companies, consisting of over 250 usability professionals worldwide, since 2007.
