I was in charge of almost all the eye-tracking usability testings in Visa. Our team added eye-tracking research as a complementary to the usability testing based on clients’ requests. The eye-tracking usability testing gave customers more visual evidence for the study.
Visa user experience lab bought three Tobii eye-tracking equipment in 2015: eye-tracking glasses (Glasses 2), eye-tracking monitor (T60XL), eye-tracking mobile bar (X2). Eye-tracking research helped answer many questions including, but not limited to:
- What was looked at first? How long did it take participants to get a particular area of interest (AOI)?
- Which UI elements attracted/distracted their attention? What did the participants ignore
- How did users accomplish goals? What was looked at just before a usability issue occurs?
- Which design option performed the best?
Our team used features of the software to show how our eyes work on the screens. There were three metrics we usually use: heat map, gaze plot, area of interest.
Heat map: heat map is a map that illustrates where your visitors eyes are most focused. It displayed as a color gradient overlay on the presented image. Usually, red represents the area where the maximum time and attention is spent; yellow indicates less time; green or blue means least duration of fixations.
Image1: a heatmap of V.me page.
Gaze Plot: Gaze plots show the location, order, and time spent looking at locations on the web page. This shows what is prioritized by a testing participant when he see a visual scene.
Image 2*: Gaze plot of a financial webpage
Area of Interest: researchers draw a boundary around a feature or element of the website or application. The software calculates the desired metrics within the boundary over the time interval of interest so that the researchers would know the fixation or time spent on these areas of interest.
*these images come from internet