EyeTrackUX 2010

Leuven
Wednesday, 02 June 2010
 
Program

Pre-conference course: 1 June, Tuesday

(Click here to download the pre-conference course agenda in pdf file.)

10:00 – 18:00 Pre-conference course on eye tracking in web usability. Read more here.

18:00 - 19:30 Guided tour and beer tasting at the Stella Artois beer brewery in Leuven. Bus transportation from Parkstraat 45 (conference venue) 

EyeTrackUX Day 1: 2 June, Wednesday
(
Click here to download the conference agenda in pdf file.)

9:30 Registration and breakfast

10:00 Welcome and introduction (Room A)

10:30-11:30 How and why Google uses eye tracking in user experience research
By Dr Anne Aula, Senior User Experience Researcher at Google Inc, USA.

11:30-12:00 Why You Absolutely Positively Need Eye Tracking for Usability Testing
By Robert Stevens, Director, Think Eyetracking, UK

12:00-13:00 Lunch

13:00-13:30 Usability Testing on Mobile Devices
by Sebastian Goldstein, Alexander Juergens, useye.de, Duesseldorf, Germany

13:30-14:15 Absolutely Retro – How we go confidently deep with eye tracking.
By Guy Redwood, founder of SimpleUsability Ltd, UK

14:15-14:45 Combining and comparing is key
By Prof. Dr. Guido Ellert, Macromedia hochschule für medien und kommunikation, Germany.

14:45-15:15 Coffee Break

15:15-16:45 Practical parallell sessions

•   15:15-16:00 Meet Tobii staff (Room A)
•   15:15-16:00 Studio 2.1 training (Room B)

•   15:15-16:00 Using eye tracking to test mobile devices workshop (Room C)
•   15:15-16:00 Tour in the CUO Lab (Meeting point by the stairs)


•   16:00-16:45 Meet Tobii staff (Room A)
•   16:00-16:45 Studio 2.1 training (Room B)
•   16:00-16:45 Using eye tracking to test mobile devices workshop (Room C)
•   16:00-16:45 Tour in the CUO Lab (Meeting point by the stairs)

16:45-17:15 Making sense of dynamic scenes – a 3D maze user study
By Jeroen Vanattenhoven, Centre for User Experience Research (CUO), IBBT / K.U.Leuven

17:15-18:00 Overcoming the German Angst – or how to Implement the Implicit and become the Champion of Hearts
By Michael Schießl, Psychologist and Managing Partner of eye square, Germany

18:00 Mingling, Belgian beer and snacks

20:00 Dinner at Restaurant Improvisio, Brusselsestraat 63 B

Afterparty at Café Manger, 29 Oude Markt

EyeTrackUX Day 2: 3 June, Thursday

8:45-9:15 Breakfast

9:15-10:15 Why do they zig, when you want them to zag?
By Joan Treistman, President, The Treistman Group, New York, USA

10:15-10:45 Man Beats Machine: Why Usability Research Should Value Quality over Quantity
By Sofie Vanophem, Senior Project Manager, Human Interface Group, Belgium

10:45-11:30 Coffee break, demos, and Tobii Studio Q&A session (Room B)

11:30-12:00 Official Movie Websites:  Exploring the Impact of Interaction with Online Movie Collateral on Moviegoing Metrics
By Lance Porter, PhD, USA

12:00-12:30 Usability and Eye tracking case studies from the University of South Africa
By Marco Pretorius, Usability & Eye Tracking Consultant

12:30-13:30 Lunch

13:30-14:00 Using collaborative techniques to streamline analysis and presentation in eye tracking studies
By Mårten Angner, Usability & Interface Designer, Sweden

14:00-14:30 Attention allocation in natural traffic environments (children 6-12 years old)
By Kristof Nevelsteen, KU Leuven,Belgium

14:30 – 15:00 Findings from a large cross cultural eye tracking study on e-commerce websites.

By Robert Stevens, IUTP

15:00 Conclusions

15:10 Coffee break

15:15-16:00 International Usability Testing Partnership (IUTP) annual meeting (optional) (Room A)
By Robert Stevens and Anne Jansen, IUTP 

Abstracts

How and why Google uses eyetracking in user experience research
By Dr Anne Aula, Senior User Experience Researcher at Google Inc. 

In this talk, I will talk about the various ways in which we use eyetracking at Google. I will highlight the reasoning behind key methodological decisions - such as using eyetracking as a qualitative supplement to think aloud studies or running more controlled experiments where eyetracking is the main source of data. I will also give examples of more controlled experiments we’ve run to explore how changes in pupil size predict the relevance of search results and how eye and mouse movements are coordinated when users are scanning search results. Throughout the talk, I will focus on the main question: in a fast paced product development environment, when is eyetracking worth the trouble?

Anne Aula is a Senior User Experience researcher at Google in Mountain View, CA. Her research has mainly focused on web search interfaces, but she has also co-authored papers on eye-typing, affective computing, and user research methods. Currently, she is the lead researcher on Google AdWords. She received her PhD in Interactive Technology from the University of Tampere, Finland.


Why do they zig, when you want them to zag?
By Joan Treistman, President, The Treistman Group, New York, USA

With the advantage of over 30 years of eye tracking expertise, Joan Treistman shares learning from website usability studies which use eye tracking. Case histories will demonstrate how the intersection of content and execution along with visitor expectations and consumers’ varied experiences using  the Internet influence an individual website experience.  
The presentation will show how eye movement behavior in terms of involvement and clicks, along with capturing attitudes and opinions connect the dots between…

- design
- navigation
- visitor reactions
- website outcomes ...

 

Joan will provide examples of how to use this understanding to create and maintain website engagement and return visits.
 

The Treistman Group, is focused on assisting clients’ marketing efforts through the creative integration of research tools such as EyeValue™ which aligns behavioral metrics of eye tracking with verbal input.  The Treistman Group reflects Joan Treistman’s expertise in developing quantitative and qualitative methodologies that deliver decisive information with analyses and reports to help marketers achieve their business goals. Joan’s career encompasses more than 30 years of understanding consumer behavior and providing valuable insights to some of the world’s most successful brands.  Through her extensive experience in brand communications, package design, website optimization, advertising, direct mail, new product development and her creative instincts and impassioned style, Joan has earned the respect of her clients and colleagues and become an admired leader in the marketing research industry. She is an active member in a number of industry organizations including the American Marketing Association where she is President Elect of the Market Research Council. Joan served as Senior Vice President at Gfk/NOP World, President of Treistman and Stark Marketing, Inc. and has held senior positions with Quaker Oats in addition to other marketing research firms.  She earned a Bachelor of Arts degree from the City College of New York and an MBA from the University Of Chicago Booth Graduate School Of Business.


Man Beats Machine: Why Usability Research Should Value Quality over Quantity
By Sofie Vanophem, Senior Project Manager, Human Interface Group, Belgium

 


In usability research, eye tracking as a quantitative research method has become more popular than ever. But what does eye tracking really reveal? Do we really know why a usability problem pops up, why it persists and how it should be solved, just by tracking the user’s eye movements? To make eye tracking really work for usability research, usability practitioners must equally rely on their usability experience, they have to consider using additional ‘qualitative’ research methods, and take into account a number of practical recommendations.

Making sense of dynamic scenes – a 3D maze user study

By Jeroen Vanattenhoven, Centre for User Experience Research (CUO), IBBT / K.U.Leuven

In contrast with static display analysis, the focus in the field of Human-Computer Interaction is more on dynamic scenes. Parts of the user interface, such as drop-down boxes, are dynamic; in the case of video and game even the entire display is dynamic. Current eye tracking research explores several techniques on how to make sense of these dynamic scenes. This presentation will discuss the use of one such techniques to analyze eye tracking data from a 3D maze application user study. The 3D application represents a city in the form of a maze; participants were asked to find a certain target in this 3D maze.

Usability Testing on Mobile Devices
by Sebastian Goldstein, Alexander Juergens, useye.de, Duesseldorf, Germany

The increasing mobile usage of websites and the physical limitation of the mobile devices requires rising efforts in mobile usability testing. One of the most frequently used methods for evaluating usability problems in a mobile environment is tracking the eyes of the participants. Although, eyetracking delivers one of the highest outputs, analyzing data is in many cases time and cost intensive. In order to reduce the barriers of mobile eyetracking tests, we developed a new possibility for cost-efficient mobile website usability testing with Tobii eyetrackers. With this price effective mobile usability testing method it is possible to use the implemented tools of Tobii Studio for analyzing data.

Overcoming the German Angst – or how to Implement the Implicit and become the Champion of Hearts
By Michael Schießl, Psychologist and Managing Partner of eye square, Germany 

It is the primary mission of researchers to open up for new trends and to bring the latest and best methodologies to their company. Nevertheless researchers alike UX specialists serve as information guards to prevent their organizations from meaningless data, marketing bubbles and senseless recommendations. Hence, there is a general appetence-avoidance-conflict related with the implementation of innovative research methods such as Eye Tracking, GSR or EEG. The symptoms of this conflict are similar to a phenomenon formerly known as the German angst: a complex of fear, doubt, and an excess of scepticism towards the new.

From 10 years of experience in implicit research, we want to show how new methodologies could be implemented successfully and how they could bring their full value and the full joy to the client. Our humble aim is to give some tips to help the industry to overcome their Angst as Germany did in 2006 soccer championship when their team became the Weltmeister der Herzen. 

Using collaborative techniques to streamline analysis and presentation in eye tracking studies

By Mårten Angner, Usability & Interface Designer, Sweden

This presentation by Mårten Angner describes how the use of collaborative publication techniques based on wiki technology can enable the eye tracking test data analysis process and lead to a more profound understanding in the test results. By applying a tree level data presentation model, Raw data, findings and conclusion, the analysis becomes easier for the consultant to perform and each finding becomes easier for the client to understand, evaluate and use in their operations. 

Combining and comparing is key

By Prof. Dr. Guido Ellert, Macromedia University of Applied Science for Media and Communication, Germany

Let’s cut to the chase: nowadays there’s nothing remarkable about carrying out an eye-tracking study. Market research institutes, universities, research departments of commercial organisations; many have found their way into eye-tracking research as a way to explore user experience. So how does our approach stand out? The Macromedia University of Applied Science (MHMK) combines basic research with applied research, joins data from mobile eye-tracking equipment with stationary equipment and studies media worlds as well as live experience worlds. Furthermore, the MHMK combines eye-tracking data with GSR (Galvanic Skin Response) measurements, providing information on the user’s involuntary response and allowing for a more objective insight into psycho-physiological relationships in user experience. Over the past four years, the MHMK has carried out a multitude of research projects generating a great amount of data, analysis and interpretation of which has led to the development of a theoretical psychological model on experience. We would like to share with you how our integrative approach has gradually brought us closer to unravelling the enigma of user experience.

Official Movie Websites:  Exploring the Impact of Interaction with Online Movie Collateral on Moviegoing Metrics
By Lance Porter, PhD, USA

I will present the results of a year-long study examining the effects of interaction with various types of movie marketing materials commonly featured on movie websites.  Using eye tracking of six different movie sites with approximately 200 subjects, I will measure the effects of different levels of interaction with both informational (trailers, synopses) and experiential content (games, quizzes, polls) on bottom-line movie metrics such as website liking, intent to see the film and perceived interactivity.


Absolutely Retro – How we go confidently deep with eye tracking.

Guy Redwood, founder of SimpleUsability Ltd, UK

In this session I will share, in detail, how we run our research sessions using a retrospective protocol and it’s embedded in most aspects of our UX research at SimpleUsability. I hope to inspire more practitioners to use more RTA in their research and dispel a few myths about what retrospective techniques achieve. I will also take this opportunity to share my thoughts on why we need to promote retrospective eye tracking research over traditional research techniques.

International Usability Testing Partnership (IUTP) annual meeting
By Robert Stevens and Anne Jansen, IUTP

IUTP is an international network, established in 2008, in which approximately 70 usability companies and educational institutes collaborate. IUTP aims to promote the expertise and understanding of HCI, to promote the quality of services in the field of HCI, and to advertise the commercial opportunities of Usability and User Centered Design.
In the past year IUTP conducted one research study (see previous presentation by Robert Stevens) and formalized IUTP into a foundation. During this meeting Robert Stevens and Anne Jansen will present the IUTP foundation by-laws and discuss future steps to further formalize the IUTP. All those who are or want to become a member of IUTP are welcome to join this meeting.

Guided tours in the User Experience lab at Centre for User Experience Research in Leuven. 

See and try out equipment for measuring psychophysological responses, face reader for analyzing facial expressions and emotions, and more.
By CUO Staff

 

 

 

 

 

Visit to Stella Artois beer brewery on 1 June

The evening before the conference (directly after the pre-conference course) on 1 June, between 18-19:30, it is possible to visit the Stella Artois beer brewery in Leuven for a 60 minute guided tour plus beer tasting. If you wish to participate in the tour please send an email to eyetrackux@tobii.com

 

Contact Details

Payment Instructions

  • We accept payment by credit card, wire transfer and cheque

    Upon registration, you may choose your preferred payment option. Accepted credit cards are VISA and MasterCard.

    For the options of wire transfer or cheque, Tobii Technology will invoice your university or organization. The invoice must be paid in full within 30 days payment from the invoice date.

    Cancellations can be made via email to
    audrey.wang@tobii.com before May 5, 2010.

    Cancellations made after May 5, 2010 or no shows at event will be charged 65% of the total participation fee per participant.







     

     

     



     

     

     

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