OPTIMIzing the interaction
As a usability professional, ergonomist or HCI researcher, you often need to study people interacting with products or interfaces in a natural environment. Optimizing such interaction calls for precise and unbiased assessment based on objective data in the areas of:
- Website usability
- Usability testing of mobile devices
- Software usability
- Man and Maschine interaction
Eyetracking - your method of choice
- Find out what users are looking at on an interface.
- Get quick results with meaningful visualizations and statistical data
- Validate and complement other traditional user-testing approaches; e.g. interview techniques
In both traditional testing scenarios and natural environments, eye tracking tools make people`s interactions easier, more comfortable and intuitive to observe.
Web Design: Usability tests help you evaluate ease of use and logical navigation – both of which are essential for keeping the user on your website for as long as possible, increasing customer loyalty and ensuring the success of your marketing, news or e-commerce materials.
Online Marketing: Eyetracking supports the effective development of landing pages, advertising, purchase paths, the assessment of e-mail campaigns, etc. By producing objective data, eyetracking decreases design iteration, increases efficiency of development and ultimately creates higher conversion rates.
Usability testing of mobile devices
With the emergence of "the app" for smart phones, there is a growing demand to use mobile eyetracking devices to understand frustrations in navigation and quickly enhance development.
See this video on the SMI YouTube Channel
Eye tracking helps to evaluate whether software guides the user to complete a routine task or to achieve a learning goal in an intuitive way. Eyetracking is used to improve human computer interaction (HCI) in the fields of commercial software for personal computers or internet based applications, e.g. learning games for children.
Man and Machine Interaction
Today the ability to measure and analyze eye movements becomes even more important for the on-task assessment of man-machine interfaces in such vehicles as aircraft, cars, trains, ships, as well as in other areas, such as air traffic control, power plant control, operating rooms.
Historically, a strong application of eye tracking research has been in the field of automotive design. Research is underway to improve the usability of cockpit instrumentation, such as navigation and entertainment systems, to reduce the level of distraction and thus enhance driver safety. Here, eye tracking can be used to monitor drowsiness, inattention, and the cognitive engagement of the driver.
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Influence of light situation at VDU work stations
Researchers from the Center for Organizational and Occupational Sciences of the ETH Zurich in Switzerland study the photometrical situation and eye movements at VDU work stations. They found out that data on exposed light for vision and non-visual biological effects correlated to pleasure, arousal and sleep quality.
In three different buildings the eye movements of 24 subjects were observed during daily office work routines using the iView X™ HED system. Each participant was subjected randomly to four different lighting situations: daylight with diffuse sky, daylight with sunlight, artificial light and artificial light with closed Venetian blinds. The subjects worked each time for approximately 40 minutes on daily work routines until they were interrupted by a 5-minute standardized telephone quiz. The subjects subsequently filled out questionnaires concerning the work trial during the measurements as well as a set of questions concerning the illumination.