1. Eye Tracking in the User Experience

2. User First, LLC 1-800-910-1877 UserFirst.com © 2011 All Rights Reserved the agenda I.User Experience Deconstructed II.Research Model Landscape III.Eye Tracking I.Client’s objective II.Research Dimension (Behavior and Attitudes) III.Simplicity in output IV.Bigger picture (developing a process) I.The power of combining methods II.Who we are

3. the simple UX model User First, LLC 1-800-910-1877 UserFirst.com © 2011 All Rights Reserved

4. enhancing the user experience User experience is subjective in nature, because it is about an individual’s feelings and thoughts about a website/product. There is a complex relationship between effectiveness, efficiency and user satisfaction. Researchers need to be able to provide enough data to both explain existing usage patterns and predict the effects of design changes.

5. the beginning… User First, LLC 1-800-910-1877 UserFirst.com © 2011 All Rights Reserved

6. getting to the solution client objectives What kind of answers does the client want? Just behaviors? (What the user clicks, buys, tweets about, looks at) Just attitudes? (How the user feels about a product, what experiences they’ve had) Or what is behind the behaviors and attitudes? Why did they make the decision to act as they did? Why do they feel this way? When should eye tracking be considered as a possible solution? Visual component to user experience (somewhere along the line what they look at or don’t look at is important to the user experience).

7. User First, LLC 1-800-910-1877 UserFirst.com © 2011 All Rights Reserved eye tracking effectiveness Research using eye tracking: it’s objective and real-time. A client can step into the user experience by seeing what the user sees, as it’s happening. Video B Research using other tools: have the experience and then the interview, subjective self- report, influenced by the interviewer. Video A

8. User First, LLC 1-800-910-1877 UserFirst.com © 2011 All Rights Reserved eye tracking…drivers behind behaviors? Why use eye tracking: Eye tracking will identify the drivers behind user behavior. What a user looks at or doesn’t look at drives their perceptions about a product or website and influences their decision. It is a quantitative measure that explains qualitative component of the user experience.

9. User First, LLC 1-800-910-1877 UserFirst.com © 2011 All Rights Reserved eye tracking…drivers behind attitudes? Eye tracking will identify the drivers behind user perceptions and attitudes. RTA with cues elicit cognitive comments from the participants to gain additional insights. RTA provides both qualitative information in the form of the interview comments, and quantitative data that could be analyzed in the context of qualitative feedback provided by the participants.

10. User First, LLC 1-800-910-1877 UserFirst.com © 2011 All Rights Reserved eye tracking…simplicity in output Data is fun Gold nuggets are better

11. User First, LLC 1-800-910-1877 UserFirst.com © 2011 All Rights Reserved the big picture Design for Behavior Change? Yes We Can.

12. User First, LLC 1-800-910-1877 UserFirst.com © 2011 All Rights Reserved Every Research method has a unique strength and limitations. Gather new insights with each method. Greater confidence when observing similar finding through multiple methods. the power of triangulation

13. YOU CARE ABOUT PERFORMANCE WE HELP YOU DRIVE EXCELLENCE Questions? Contact us Leslie Chacon p: 1(800) 910-1877 e:contactus@userfirst.com twitter:@userfirst

14. who we are 10+ years experience in data collection, project management, and research and analysis 10+ years experience in Eye-tracking Methodologies Single source research company to manage the research project(s), data analysis, as well as provide on- going direction regarding research best practices A process-driven company culture which lends to transparency, flexibility, candor and asking tough questions User First, LLC 1-800-910-1877 UserFirst.com © 2011 All Rights Reserved