UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 Eye Tracking The Mobile User Experience Andrew Schall SPARK Experience

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Andrew Schall. Vice President of UX, SPARK Experience Co-Author, Eye Tracking in User Experience Design President, UXPA of Washington DC

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Mobile vs. Desktop UX.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 4 MOBILE UX IS UNIQUE Dynamic environments short attention spanmulti- taskinginterruptions smaller screen

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 5 WHY TRACK MOBILE? What can we learn from eye tracking mobile user experiences?

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Fixation A single instance of where the eye momentarily stops Saccade The rapid eye movement from one xation to the next Scan path A series of sequential xations and saccades Eye Tracking Terminology.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Tracking Mobile.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Tracking Mobile.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Tracking Mobile.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 0 Tracking Mobile. Understanding the aspects of a mobile user experience Sustained Attention ! How often do they look away from the screen? ! How long does it take them to reacquire what they were focusing on? ! How elements the appropriate size for a mobile device? Guided Direction ! What do they look at while completing a task? ! Do their eyes follow the intended sequence? ! Are they distracted by elements not critical to their task? Engagement ! What features do they notice? ! How much content do they consume? ! Do they notice any ads?

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 1 HOW DOES IT WORK? How do you conduct eye tracking on a mobile device?

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 2 Mobile Eye Tracking Lab.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 3 Mobile Eye Tracking Stand. VARIETY OF SETTINGS CONSISTENT CONFIGURATION EASY TO COMPARE DATA BETTER FOR QUANTIFYING UX PROS LESS NATURAL EXPERIENCE NOT VERY PORTABLE CONS

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 4 LIVE DEMO Lets try it out!

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 5 REAL WORLD TRACKING How do we evaluate mobile experiences outside the lab?

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 6 Eye Tracking Glasses.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 7 Eye Tracking Glasses. MORE NATURAL USER BEHAVIOR TOTAL FREEDOM OF MOVEMENT HIGHLY PORTABLE BETTER FOR QUALITATIVE PROS DIFFICULT TO COMPARE EXPERIENCES MANUAL DATA ANALYSIS NO GLASSES CONS

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 1 8 PIGS VS ADS How do we evaluate ad eectiveness in mobile games?

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Games Played.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 iPhone 4 iPad gen3 Devices Used.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 2 1 RESULTS What did we learn from tracking 60 participants as they played Angry Birds?

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 That must be an ad ...ignore it. Banner Blindness is a Result of Peripheral Vision.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 However, Recogni8on can Take Place Very Quickly It only takes one or two direct xa8ons combined with the peripheral eect for a person to iden8fy the subject of an ad. Many par8cipants correctly iden8ed the ads with few direct xa8ons on them.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Our Brains are Wired to Detect Change Small movements in your peripheral vision cause you to reexively turn and look.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 The animated ads ini8ally aNracted aNen8on The ock of birds and Lightsaber anima8ons ini8ally caught the aNen8on of par8cipants. However, this does not necessarily always mean that the ad content was viewed.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 All ads received signicantly more aNen8on on the iPhone than iPad

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 It is much easier to avoid ads with the iPads larger screen 3.5 9.7

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Ads were looked at many more )mes on the iPhone than the iPad 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 iPhone iPad NumberofVisits

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Ads were looked at signicantly longer on the iPhone over the iPad 0 0.5 1 1.5 2 2.5 iPhone iPad Seconds

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Ads were oRen in the way during gameplay on the iPhone

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Ads were always no8ced when they interfered with gameplay Ads inadvertently aected the par8cipants line of sight and became unavoidable to look at.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Ads were always no8ced when they interfered with gameplay This occurred most frequently with the iPhone, but there were situa8ons where ads inadvertently interfered with the par8cipants line of sight during iPad gameplay.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Those in the zone completely ignored the ads Par8cipants that were fully engaged in gameplay while the ads were shown oRen completely ignored the ads, regardless of whether they were rich media or sta8c.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 Op8mizing the Ad Viewing Experience Hit them at the idle points Players oRen sit idle and their eyes tend to wonder immediately aRer comple8ng a level. Display ads when a player is si7ng idle wai8ng for the level to end a:er all pigs are dead.

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 3 5 Take Aways. Eye tracking can help you to better understand what your users are looking at and what they are (or are not) paying attention to. Mobile eye tracking can help identify subtle changes in attention that are important in a mobile experience. Be aware of the current limitations and challenges of using this technology. 01 / 02 / 03 /

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 3 6 The Book. Eye Tracking in User Experience Design ! Real-world examples from over twenty leading UX professionals ! Tips on everything from getting the most value out of your eye tracking research to incorporating eye tracking methodology into your organizations user-centered design process. ! Actionable ndings and recommendations based on eye tracking research ! Insights into cutting-edge applications of eye tracking, including use in mobile, gaming, and emotional design

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 3 7 Q & A What questions do you have about mobile eye tracking?

UXPA Boston Eye Tracking the Mobile User Experience | May 15, 2014 3 8 CONTACT Andrew Schall andrew@sparkexperience.com www.sparkexperience.com 7979 Old Georgetown Rd. Suite 801 ! Bethesda, MD 20814 ! 301-294-3340! info@sparkexperience.com !