To begin this post, I’ll familiarize you with terms that are going to be used repeatedly in this post. Eye tracking is the process of measuring the point of gaze (where we are looking) or the motion of the eye relative to the head. Usability on the other hand, is the ease of effectiveness/efficiency at which people can use a product, website or anything to achieve tasks. Take this test, this l feel will help provide a foundation to better understand the authors reasons to construct this post. Ok, the reason for the test above is to demonstrate why one would want to track and analyze the movement of the eye in relation to usability. What were the first things you noticed and why?
This article goes into detail in discussing the various types of eye tracking devices, hardware and software. Although the devices and methods used in collecting eye movement data defers a great deal, the purpose remains the same – calibration and tracking. According to the article, “Both systems measure the corneal reflection of an infrared light emitting diode (LED), which eliminates and generates a reflection of the surface of the eye.”
The Hardware system, which is mounted on the person’s head,
like the one seen on the side is known as a head-mounted system. This head-mounted system uses multiple data points to record eye movement. This eye tracking device allows movement of the head, therefore to differentiate eye and head movement the system measures the pupil glint from multiple angles for accurate results.
Another hardware system is the remote system, which measures the orientation of the eye relative to a fixed unit. In contrast to the head mounted system a persons head must remain motionless during task performance, because remote units do not measure the pupil glint from multiple angles.
Digressing to software systems, eye tracking is done in two ways. Data can be stored in video format; which uses a small x to represent eye movement that is useful for observing such movement in relation to external factors such as user verbalizations. On the other hand, data is stored as a series of x/y coordinates related to specific grid points on the computer screen. An example of this software includes the Studio Analysis Software.
Interesting right? Something to ponder …Now for a question that hasn’t been answered – In reference to the hardware system specifically for the head mounting system are results actually accurate. This is because, by the look of that head mounting system the equipment seems pretty uncomfortable, like an object that is impeding parts of your face. Therefore, in my opinion by having that object placed on my head l wonder, will l view a website the same way I’ll view the same website without the object on my head? Just the thought of the object on my head might influence the way I normally will be viewing the website. I speak for myself when l say l get distracted easily, so coupled with that and an object sitting on my head, makes me skeptical on if the results will be the same? Listed below is an article called “Trials and Tribulations of using eye-tracking system” that l feel is a must read by Susan K Schnipke and Marc W. Todd.
Coupled with research and this article it shows that information generally obtained from using the eye tracking system varies. The main information obtained goes without saying that results show that users/visitors spend a significant amount of time at the upper left of the page before focusing downwards. Also, advertisements perform better in the upper left hand corner of the page. Font types that are smaller in size encourages focused viewing, larger fonts promotes lighter scanning. Dominant titles draw the eye’s attention – especially if positioned on the upper left corner of the page. Most users only look at a sub headline if it engages them. Navigation placed at the top of the page usually performs better. The eyes generally scan the page looking for something to grab their attention. Of course, shorter paragraphs are usually read in comparison to longer ones. Also, clear, clean faces in images attract more attention.
This process l feel is an intelligent method to use for web designing and user interface design. This is because like the first external link used in this post, it gives web designers, editors, writers, programmers and the likes the ability to know where, when and why users are directed to those places. Knowing this, can easily make them understand where to place tools, tabs or navigation aids they want their visitors to immediately notice. Finally, this article has not only expanded my reasoning, but has served as some sort of pointer for future web designs, blog designs, print designs, searching/scanning and reading.
Discretion advised some content is taken directly from the article: Eye Tracking: “Eye Tracking: How It Works and How It Relates to Usability” Applied Research. Pp 456-463.
