Mostrando entradas con la etiqueta measuring. Mostrar todas las entradas
Mostrando entradas con la etiqueta measuring. Mostrar todas las entradas

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.