viernes, 14 de febrero de 2014

Measuring UX with eye tracking

Until now, I used the book of Holmqvist et al (2011) as the guide for eye tracking measures.
The Aga Bojko's book "Eye tracking the User Experience" brings me now a more accurate group of measures specifically though for UX. Here you are:

1) Measures of attraction for an area
- Noticeability measures:
   - % of users who fixated an area
   - Fixations done before looking to that area
   - Time to first fixation since the stimuli is presented until they fixated into that area
- Interest measures:
   - Number of fixations done in that area
   - Total fixation duration of the gaze in that area
   - % of time that that area is fixated
- Emocional arousal measures:
   - Pupil diameter

2) Measures of performance for an area
- Mental work measures:
   - pupil diameter
- Cognitive processing measures:
   - Duration of the fixations on that area
- Target findabiblity measures:
   - % of users who fixated in that area
   - Fixations done before looking to that area
   - Time to first fixation since the stimuli is presented until they fixated into that area
- Target recognizability measures:
   - Number of ocular visits until clicking that area
   - Time from the first fixation in that area until it is clicked


References:
Kenneth Holmqvist, Marcus Nyström, Richard Andersson, Richard Dewhurst, Halszka Jarodzka, and Joost van de Weijer, Eye Tracking: A Comprehensive Guide to Methods and Measures. London: Oxford University Press, 2011.

Bojko, Aga. Eye tracking the user experience. Rosenfeld Media, 2013.

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