Tobii Technology Eye Tracking UPA Los Angeles February

Tobii Technology Eye Tracking UPA Los Angeles February 1, 2011 Barbara Barclay General Manager

Tobii Technology § World leader in eye tracking § Established in 2001 § Headquarters in Sweden. Offices in Norway, Germany, USA and Japan § 260 people § Numerous technology and innovation awards 2

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Today’s Agenda 1. Why eye tracking, why now? 2. Human vision and eye tracking technology 3. Tobii hardware systems 4. Eye tracking in usability 5. Eye tracking in market research 5/22/2021 Copyright Tobii Technology AB Slide 5

Why Now? 1. Your competitors are doing it ü The majority of the Top 50 brands are using eye tracking for usability, packaging, shelf, in-store, advertising, and usability 2. You need objective data to support your discussions with (subjective) senior executives 3. You need every competitive advantage you can get ü Every customer, every first glance, every second spent viewing your customer’s product is leverage 4. You can’t afford not to ü Pretesting of websites, commerce, packaging and ads avoids co$tly mistakes (time, money, goodwill…Tropicana) 5/22/2021 Copyright Tobii Technology, Inc. Slide 6

Next up! THE HUMAN VISUAL SYSTEM 5/22/2021 Copyright Tobii Technology, Inc. Slide 7

The eyes are the mirror of the mind soul 5/22/2021 Copyright Tobii Technology, Inc. Slide 8

Rod cells Cone cells Cornea Pupil Lens 5/22/2021 Fovea Copyright Tobii Technology, Inc. Slide 9

Physiology determines vision § Fovea covers <1% of the retina but feeds >50% of the visual cortex 5/22/2021 Copyright Tobii Technology, Inc. Slide 10

Peripheral Parafoveal Foveal 5/22/2021 Copyright Tobii Technology, Inc. Slide 11

Now let’s talk about attention The process by which (we) select a subset of available information upon which to focus for enhanced processing and integration. Attention has at least three aspects: orienting, filtering, and searching. Source: www. scholarpedia. org 5/22/2021 Copyright Tobii Technology, Inc. Slide 12

What influences attention? Bottom up Top Down § Bottom up (low level, early, normative) § Color, curvature, contrast, motion, texture § Top down (high level cognitive, indivuating) § 5/22/2021 Task, prior knowledge/experience, culture, patho. Copyright Tobii Technology, Inc. Slide 13

Overt and covert attention § (Covert) attention of the mind blankets 200° § (Overt) foveal attention only spotlights 1 -2° § Amazingly, the gaze point can reveal the prior focus of covert attention The unseen guides seeing 5/22/2021 Copyright Tobii Technology, Inc. Slide 14

Fixations § “Stop to see” § § 3 fixations per second, 100 -600 ms each Visual information gathered and processed § Fixation reveals processing, interest § Longer fixations cognitive load, expertise, intox. Gaze point Fixation 5/22/2021 Copyright Tobii Technology, Inc. Slide 15

Saccades § “Zooming from feature to feature” § Short and quick § Patterns reveal comprehension § Regression and chaos confusion Saccade Scan Path 5/22/2021 Copyright Tobii Technology, Inc. Slide 16

Putting it all together Fixatio n Saccad e 5/22/2021 Copyright Tobii Technology, Inc. Slide 17

Change Blindness § § Change blindness is the striking failure to see large changes that normally would be noticed easily » Human Technology Interaction, Eindhove University of Technology Flicker Can you find the change… technique (see video) Original 500 ms Mask 500 ms Change 500 ms Mask 500 ms

Capabilities unique to eye tracking “There's a difference between "seeing" something and the influence of the unseen ignoring it, and not seeing it at all, and traditional usability testing cannot make that distinction. ” Ian Everdell, Usability Consultant, Enquiro “The thing that eye tracking provides that no other technique or methodology can provide is accurate real. Real-time insight into process time information on what the user is looking at. ” Anne Aula, Sr. User Experience Researcher, Google 5/22/2021 Copyright Tobii Technology, Inc. Slide 19

Pulling it all together ü Qualitative and quantitative data ü Real-time, process-based insights ü Uncover influence of the “unseen” Task and environment 5/22/2021 Copyright Tobii Technology, Inc. Slide 20

What ET research in psychology, behavioral science, and visual perception tells us § Eye tracking real-time insight into a broad spectrum of cognitive, psychological, and emotional processes and states § Attention, mental effort, memory, processing The eye-mind connection 5/22/2021 Copyright Tobii Technology, Inc. Slide 21

SOME EXAMPLES IN USABILITY 5/22/2021 Copyright Tobii Technology, Inc. Slide 22

Did you see the Used Textbooks sale offer? 5/22/2021 Copyright Tobii Technology AB www. tobii. com

No, I did not. 5/22/2021 Copyright Tobii Technology AB www. tobii. com

And that’s where the capability of traditional UX methodology ends. § But what does “failure to recall” really mean? § Did they not see it? § Did they see it but just not process it? § Can’t recommend the appropriate design remedy unless you disambiguate the cause. 5/22/2021 Copyright Tobii Technology AB www. tobii. com

Didn’t see it at all 5/22/2021 Copyright Tobii Technology AB www. tobii. com

Saw it but then… 5/22/2021 Copyright Tobii Technology AB www. tobii. com

Eye tracking reveals 2 routes to solution § Did not see § Structural change to redirect visual flow § Saw/ignored § § Redesign layout to defeat “banner blindness” Increase visual salience 5/22/2021 Copyright Tobii Technology AB www. tobii. com

5/22/2021 Copyright Tobii Technology AB www. tobii. com

5/22/2021 Copyright Tobii Technology AB www. tobii. com

What to get from the data? The task was ”You are looking to sign up for mobile broadband. Use this site to find information about the offerings the company provides”. Banner blindness – choose your images carefully! 5/22/2021 Copyright Tobii Technology AB www. tobii. com