Download - Eye tracking New Zealand's banks
![Page 1: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/1.jpg)
Trent Mankelowand Annika Naschitzki (she did all the real work)
Eye tracking New Zealand’s banks
![Page 2: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/2.jpg)
![Page 3: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/3.jpg)
What is eye tracking?
![Page 4: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/4.jpg)
What is eye tracking?
![Page 5: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/5.jpg)
From http://usableworld.com.au/2009/03/16/you-look-where-they-look/
![Page 6: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/6.jpg)
From http://www.ojr.org/ojr/stories/070312ruel/
![Page 7: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/7.jpg)
6 participants looked at the public websites of ANZ, ASB, BNZ, Kiwibank, National, and Westpac.
Each participant had 2 tasks:
� Participants were taken to the home page and told to “take a moment to look around”
� After 30 seconds, we asked participants to “find out what kind of credit cards this bank offers”
What we did
![Page 8: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/8.jpg)
National
![Page 9: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/9.jpg)
Q: Which element on this page gets the most attention?
a) Top navbar
b) Online services
c) Canterbury earthquake
d) 2.99%
e) Small pictures
![Page 10: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/10.jpg)
� The ‘Canterbury Earthquake Information’ draws a lot of attention within the first 30 seconds. Current buzzwords often have this kind of effect.
� Participants pay a lot of attention to the balance transfer box. Banners placed next to a buzzword are more likely to be perceived by visitors.
� The small central navigation options gets relatively little attention.
![Page 11: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/11.jpg)
� The home page offers a large number of options and boxes, it is possible that the users eye isn’t guided through the page.
� The participant in this example skims over the entire page, with very little structure to their gaze pattern. There are very few long fixations, and the fixations move in different directions.
![Page 12: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/12.jpg)
� The home page offers a large number of options and boxes, it is possible that the users eye isn’t guided through the page.
� The participant in this example skims over the entire page, with very little structure to their gaze pattern. There are very few long fixations, and the fixations move in different directions.
Tip 2: Create a clear visual hierarchyTip 2: Create a clear visual hierarchy
Tip 1: Minimise noiseTip 1: Minimise noise
Tip 3: Design based on visual saliencyTip 3: Design based on visual saliency
![Page 13: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/13.jpg)
Cards Overview
� On the credit card overview, participants behaved in two ways: Some participants started reading through the list of credit cards, skimming over some details. After a few items, they turned to the left-hand navigation and looked for other sections.
� Some participants started looking for sub-sections in the navigation straight away.
� Participants didn’t seem inclined to read through the list of credit cards.
![Page 14: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/14.jpg)
Cards Overview
� On the credit card overview, participants behaved in two ways: Some participants started reading through the list of credit cards, skimming over some details. After a few items, they turned to the left-hand navigation and looked for other sections.
� Some participants started looking for sub-sections in the navigation straight away.
� Participants didn’t seem inclined to read through the list of credit cards.
Tip 4: Design for scanningTip 4: Design for scanning
Tip 5: Use picturesTip 5: Use pictures
![Page 15: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/15.jpg)
Tip 1: Minimise noise
![Page 16: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/16.jpg)
126 42vs.
![Page 17: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/17.jpg)
![Page 18: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/18.jpg)
24 jams versus 6 jams
24 jams• 60% of customers stopped for a taste
• 3% made a purchase
6 jams• 40% of customers stopped for a taste
• 30% made a purchase
Photo from http://caterwauls.ca/new_page_15_files/berry%20jams.JPG/
![Page 19: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/19.jpg)
![Page 20: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/20.jpg)
![Page 21: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/21.jpg)
“No matter how cool your interface is, less of it would be
better.” – Alan Cooper
From http://usableworld.com.au/2009/03/16/you-look-where-they-look/
![Page 22: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/22.jpg)
From http://www.smashingapps.com/wp-content/uploads/2010/08/rescue-princess-usability-engineer.jpg
![Page 23: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/23.jpg)
Tip 2: Create a clear visual hierarchy
![Page 24: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/24.jpg)
![Page 25: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/25.jpg)
![Page 26: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/26.jpg)
Tip 3: Design based on visual saliency
![Page 27: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/27.jpg)
![Page 28: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/28.jpg)
We are attracted to:
1. People and faces
2. Movement
3. Familiarity
4. Brightness
5. High contrast
6. Vivid colour
7. Strong pattern
![Page 29: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/29.jpg)
From http://usableworld.com.au/2009/03/16/you-look-where-they-look/
![Page 30: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/30.jpg)
From http://usableworld.com.au/2009/03/16/you-look-where-they-look/
![Page 31: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/31.jpg)
![Page 32: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/32.jpg)
From http://www.valentinemoore.co.uk/trv/Attractive.pdf
![Page 33: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/33.jpg)
Tip 4: Design for scanning
![Page 34: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/34.jpg)
40,000,000
![Page 35: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/35.jpg)
40,000,000
![Page 36: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/36.jpg)
![Page 37: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/37.jpg)
Tip 5: Use pictures
![Page 38: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/38.jpg)
Research participants remembered more than 2,500 pictures with 90% accuracy
![Page 39: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/39.jpg)
Hear a piece of information, and three days later you’ll remember 10% of it
![Page 40: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/40.jpg)
Add a picture and you’ll remember 65%
![Page 41: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/41.jpg)
The rest: Home pages
![Page 42: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/42.jpg)
![Page 43: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/43.jpg)
![Page 44: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/44.jpg)
![Page 45: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/45.jpg)
![Page 46: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/46.jpg)
![Page 47: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/47.jpg)
![Page 48: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/48.jpg)
The rest:Credit card landing pages
![Page 49: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/49.jpg)
![Page 50: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/50.jpg)
![Page 51: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/51.jpg)
![Page 52: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/52.jpg)
![Page 53: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/53.jpg)
![Page 54: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/54.jpg)
In conclusion
![Page 55: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/55.jpg)
National Bank - Findings
� The number of boxes and options on the home page, together with the saturated colours, may cause users to miss important navigation options.
� Using buzzwords such as ‘Canterbury Earthquake’ draw a lot of attention, which may potentially pull visitors away from other important elements.
� Users may find the list of credit card too long for an overview. The participants showed a tendency to look for overview options, possibly in a shorter, more table-like format.
![Page 56: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/56.jpg)
Overall
Based on the participant’s rating and the findings from the single pages, a banking website appears to be favoured if:
� The homepage is visually clean, offering only a limited number of options at first glance
� The main navigation is clear and visually prominent at the top
� Second-level landing pages use clear tables or tools instead of lists
![Page 57: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/57.jpg)
Eye tracking advantages
�We can tell exactly where people are looking
� Gives some insights into behaviour
� Sexy deliverables!
![Page 58: Eye tracking New Zealand's banks](https://reader033.vdocuments.us/reader033/viewer/2022051110/54c78e354a7959f7208b45b8/html5/thumbnails/58.jpg)
Questions?@[email protected](021) 389-494
Next steps:
• Attend How to Design a Seductive Website on 28 June
• Winter expert review special - $4,995 till 15 June• Sign up to our newsletter at
optimalusability.com!