Visual design Theory: Eye movement Research and data analysis

Designers often have this confusion:
How do you know the user's habit of browsing the web?
How to design a Web page that conforms to the user's usage habits?
How to bring more traffic from the search engine?

Eye movement Research can help us to record the fast changing eye motion data of the user browsing the Web page, including: Gaze point, gaze time, eye jump direction, eye jump distance and pupil diameter and other parameters, but also can draw eye movement trajectory map, intuitive and comprehensively reflect the temporal and spatial characteristics of eye movements.

In this issue, "The eye is not moved, the heart has moved" the sharing, the light Hou takes the classic case of Taobao as an example, lets us personally realize the eye movement instrument experiment process and the data result analysis, at the same time detailed introduced:
1. The physiological and psychological structure of the eye

Our eyes have two axes, one is the optical axis, the other is the visual axis of sight when observing. Simply put, the retina and the visual axis at the intersection from the inside out can be divided into: central fossa, near fossa area, edge vision. The central fossa is the most concentrated visual area, and the resolution drops sharply as it leaves the central fossa, and the distance is lower. The information of the central Fossa was read in the near Fossa area, and the edge vision was good at capturing movement and contrast.

We browse the Web primarily by looking at and scanning the eyes, the eye is relatively old "fixed" in a particular area, the main information is obtained through the central fossa. The eyes are scanned quickly and briefly, and the main information is obtained by near-fossa and edge vision.

2. The history and significance of eye movement research

The main principle of eye movement experiment is: In the experiment, the main test uses a small beam of harmless to the human body, shoots at the test person's eye, this beam from the eyeball surface reflects back light to record the eye movement. Its significance is that through the analysis of the results, we can understand: how users look at an interface and explore the impact of the design factors behind the viewing behavior, so as to identify the interface has yet to improve, provide objective data to guide the design.

Eye movement Research in the early stage mainly has the observation method, the mechanical recording method, the current recording method and so on.

The observation method is to observe the eye movement of the subjects directly with the naked eye, which is a comparatively primitive eye movement experiment method. In the experiment, a mirror is placed in front of the subjects, and the main test station is behind the subjects, and the eye movement of the subjects is observed in the mirror. Later there was a peep-COMFA, which was to wear a small round hole of 0.76cm diameter in the middle of the material being read. The main test can observe the eye movement in the subjects ' reading through the keyhole. The observation method is simple and easy to make people understand the eye movement knowledge without the instrument. But it can only look at the motion of a relatively rough study, the results are not accurate. As a result, this approach was quickly replaced by a new approach.

The mechanical recording method is realized by coupling the eye with the recording test device by mechanical transmission method. Mainly has the head fulcrum lever method, the pneumatic method, the corneal adsorption annulus method and so on type, the eye movement mechanical recording method installment is complicated, the adjustment is very troublesome, its experiment result's accuracy is also low.

Current recording method principle is: The eye movement may produce the biological electricity phenomenon, the cornea and the retina exists a potential difference, when the eye stares at the front motionless, may record to the stable datum potential. The change of potential is shown on the oscilloscope by an electric current meter which is placed in the corresponding position of the skin electrode into the amplifier. It can also be recorded by the recorder on the record of the current changes in the waveform diagram. This method can be recorded to leave the gaze point 70° eye movement, its accuracy is 1.5°~2.0°.

3. Eye Movement Research FAQ

Q: Hot map is more red = the better, no color = useless?

Answer: not necessarily. Need to combine the scene, the user's subjective interpretation and other (click) analysis, color represents a relative trend, no color does not mean absolutely invisible.

Q: The longer the gaze, the more attractive it is?

A: Not necessarily, a long gaze may also indicate that the area is difficult to understand.

Q: My project is not directly with the eye-moving instrument on the line

A: Eye movement data can not solve all problems, and eye movement research on the sample number of high requirements, test design requirements more rigorous.