Okay, we're back at analysis time, and we brought together a team of usability experts to help us take a look at what's going on on screen. Why don't we just do a quick tour around, and say, introduce yourself, or a quick word about what you do, so that our class can know who are we talking with? >> Sure, I'm David Rosen and I'm a user experience analyst at the University of Minnesota. And I work with teams to help them find usability issues in the products that they're making. >> Hi, I'm Priyanka, I'm a usability analyst with the University of Minnesota and I do something, somewhere to what David does. >> Yeah, and I also do something similar. My name is Nick Rosencrantz and I'm a user experience analyst here at the university. I work with teams big and small on covering issues related to their products and services. >> So let's take a look at what happened when we had Lauren try to buy tickets. The first thing we would typically do is just watch the video, both live and then afterwards. And we're seeing the web browser come up, and folks, chime in as you see things that might be interesting here. >> So the first thing that you notice, is that the ad tracking went away for a little bit as he's looking around. But eventually, it comes back and you can see a little bit of where the focus goes. And focusing on details in this case because he's looking for something in particular. And so it's not so much maybe quite as. It's not as exploratory so much as it's task driven. So he's looking for hockey. He's looking for Wisconsin. These things that. >> Looking for cues. >> Yeah, but cues as opposed to necessarily what you might imagine that somebody might fixate on like. Look at all the time we spent on this imagery and he's not looking at it, at all. >> Although, he did always bounce to images first. >> Yeah.. >> He just relatively quickly determined that, that wasn't it. >> And I can say I sort of barely consciously noticed the images. I was searching for hockey, that's really what was driving me. And yet I guess unconsciously even if an image came up my eyes would light on it for a little while. >> Yeah. >> One of the other things that we're seeing, maybe two other things is one this page clearly has some usability problems. And he's jumping trying to figure out how the heck do I get it to sell me tickets, which we wouldn't have needed itracking to figure out. But you can see the sequence of what was the obvious place to look first and that would be a thing we could fix on this page. >> And I was out of page and it said select your seats and I guess I figured I should be able to select my seats there and yet I couldn't. And I actually couldn't quite tell if that was what was selected, so I don't know if you can tell on the brief point. But I tried to click on Select Your Seats but I was already on that and still I couldn't select seats. And so I changed that just to see what would happen. >> If we could just bring up the other recording that we did which was me doing the same task. We're not going to go through every painful piece of this I hope. If we can fast forward in a couple of pages to when we got to the same issue of how do you select your seats. >> You can also use the fast forward capability, it might work out for you. >> I think we're getting to the right point right here. >> We're getting close. >> And so, after finding this and saying buy tickets, >> Which you would have probably imagined would have taken you to the page for buying tickets. >> You would've thought that might be the case, but this is the same issue that it's very much I see what I want. I can't click it. >> You're bouncing around. >> And I just maybe was more stubborn and thought well if I can select my seats maybe I can select my seats. And yet what I kept finding consistently was even though the seats were there, I never figured out [LAUGH] how to select them and this isn't play acting. I still, at the end of the time of doing this recording, don't know how to select the seats. Though I do know if I were really desperate, I could look at the seats online and call the 800 number to order tickets. But you get some of that sense, of how long somebody's willing to stop, how much they want to go through. And do we have a static visualization, we'll go back to the >> Joe I should say it's interesting, you actually did select those seats. >> Well I clicked on them. >> But if you go back David, >> Sure. >> You can see, there's a small thing at the bottom that says, your selection. >> Not your selections >> And then you would have to click add to order. And you- >> And my eyes never went there. >> Yeah, so if you go backwards, David, under your selections, at some point, you start to see what Joe had actually selected. So now you did it. And we see under your selections there they are. You saw it, your eyes lit up [CROSSTALK] >> I never realized that was what that was because 10 16 17 confused me. >> Yeah it just didn't make any sense. >> Wow >> And not the other seats. >> And if you would have said add to order, you would have gone in, but again you did not notice it. >> Not even 20 minutes passing, you refused to believe that you even saw that stuff. >> Yeah, but the evidence is here. So cool. So let's just show, just so we can get a couple of vocabulary terms down. Let's show a static visualization. >> And through our initial one person? >> We'll start with one person, if we have that handy. >> So I'll try [CROSSTALK] [INAUDIBLE] >> That's fine. This one will do. If we can make this as large as we can capture. >> You can full screen that window too. >> That'll help a little, good. Just go away. >> [LAUGH] >> And it keeps getting bigger. Great, so let's talk about these circles. These circles represent something called fixations. >> [INAUDIBLE] >> Cool. And these fixations are points at which the eye stops and rests for a certain amount of time. >> To capture information and interpreted semi-lock. >> And I actually don't know what time this thing is configured for. Do you folks know how long that he uses as minimum to extract a fixation? >> I mean we're looking at It's a one 100th >> Of a second? >> I think it's a, is that what it is? Or is it a tenth of a second? I'm trying to figure out which one is [INAUDIBLE] >> From back here, it looks like 0.100. >> It's even worse. >> It's not very long. >> Yeah, it's small. >> [INAUDIBLE] shortest 0.333 seconds >> So it might be one or two one-hundredths of a second. But it's enough for your eye to have paused to suggest you were looking at something. The lines represent something as well. They represent the eye movement in order, referred to as a saccade, a movement of the eye from one place to another without pausing. >> Even the scrollbar in blue at the bottom, can pull it back. >> Cool. >> How much did the participants see in the first five seconds? >> Exactly and so you can see that this picture was pretty compelling at the beginning. Even if it was jumping around and looking and seeing, there's all sorts of interesting stuff that you get by watching where somebody is. I wish it would at least look at one other thing, and I should say these circles can be set to reflect the period. So that the bigger circles say that you stayed there longer. >> And I think they do if they were actually, there is a difference in size. >> Yeah. >> So, you can see this one is like a 0.433. >> I see, yes. It's slightly larger than, this one's slightly larger. >> Yeah, we were pretty quick in jumping around from thing to thing. We don't like to waste time, but you can overlay that. >> Yes, yes. Here's one that has some larger dots on it. You can see where the fixation, like this was over almost two seconds on one spot. >> Which feels like it could very well have been a, what the heck is happening here. And not even looking really, so much as not moving your eyes. >> Right. At a certain amount of time it's unlikely you're still acquiring information. >> It's blank so- >> [CROSSTALK] >> Well the thing that you're missing from this and there's a drawback is that it doesn't capture overlays. >> [CROSSTALK] >> One thing that's changed that- >> [CROSSTALK] >> There was a pop up there. That said you were looking at this seat, do you want this price. >> Right. >> Classic eye-tracking is intended to be used as a slide show. You can imagine presenting an image. Taking that image out, presenting a new image. Interactive stuff isn't odd, operable. >> The system. >> It works via URL. >> And so if there's not a URL change, there's something that shows that, it doesn't recognize it as having added. >> I should say, we have the ability to record this as a movie, but it in order to get some of the data pulled out separately, we decided to record these as web pages. Let's look at one more thing which is the heat map, which is a visualization technique that shows where time is spent on a page and we have this page where we can put in two different user views. And we have both of them in there? >> Yeah. >> And I can take one out. So this would be one. >> And that was probably mostly the fact that he, >> Was out of range. >> Was not being tracked effectively, but we can see one of the parts of the screen where they're getting attention. You can think about putting this together for 15 people. It starts to open up some really interesting ideas. >> Yeah. When we did our tracking studies in the past, we would recommend no fewer than 30, right, or was it 40? >> You'd have to have 30 valid calibrations on a page. >> Working at the same [INAUDIBLE] >> Be predictable. [CROSSTALK] >> And not thinking out loud. Yeah, so. >> And that's worth reflecting on why did we not have people think aloud while we were doing this? >> Right and as we were saying you just do things differently when you think through them. And as you're deciding what to say, your eyes probably move. >> What's the interest that region wide people recommend? Think out loud if you're working through something difficult. It changes the way we make decisions. >> Exactly. >> It also slows you down. If you're looking at something that's dependent on fixation length and how long people are spending on a page, anything that slows you down from your standard use is going to skew the results. >> So great, well thank you. We're going to adjourn to our other room and just talk a little bit through the bigger lessons about eye-tracking.
