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幫你搞清楚用戶在瞅啥的眼動追蹤是怎么回事？
時(shí)間：2019-08-07 17:53:55
文章發(fā)布：李陽
原創(chuàng)作者：未知
來源：互聯(lián)網(wǎng)

在如今的UX設(shè)計(jì)領(lǐng)域，基于線框圖、原型和用戶訪談的傳統(tǒng)可用性測試毋庸置疑是有著突出優(yōu)點(diǎn)的，但是越來越多產(chǎn)品團(tuán)隊(duì)開始使用新的方法了，比如眼動追蹤技術(shù)。在過去的10年當(dāng)中，眼動追蹤技術(shù)在產(chǎn)品設(shè)計(jì)和測試領(lǐng)域獲得了越來越多的認(rèn)可。那么在UX設(shè)計(jì)和測試上，使用它又有何不可呢？

根據(jù)UX Magazine 的說法，眼動追蹤技術(shù)，讓用戶測試不再需要現(xiàn)場的測試人員，從而讓UX設(shè)計(jì)師可以更好地捕捉參與測試的用戶在測試過程中，無意識和有意識的行為，從而通過這些真實(shí)的反饋來洞悉影響用戶行為的根本。不過眼動追蹤技術(shù)雖然從某種意義上頗為有用，但是設(shè)計(jì)團(tuán)隊(duì)在如何使用這一技術(shù)上，還是需要仔細(xì)推敲投入和產(chǎn)出的比例。

今天的文章是關(guān)于眼動追蹤技術(shù)的快速指南，如果你的UX團(tuán)隊(duì)準(zhǔn)備采用它，不妨閱讀這篇文章。


眼動追蹤是什么

眼動追蹤技術(shù)聽起來很先鋒，實(shí)際上它已經(jīng)存在100多年了。

在20時(shí)機(jī)初，Edmund Huey創(chuàng)建了第一個(gè)可以用來追蹤眼球運(yùn)動的閱讀設(shè)備，Huey 所設(shè)計(jì)的這款眼動追蹤設(shè)備采用的隱形眼鏡+鋁制指針來追蹤眼球的運(yùn)動軌跡。這款設(shè)備幫他發(fā)現(xiàn)了閱讀過程中造成眼睛緊張和閱讀疲勞的原因，并且提出了許多關(guān)于閱讀流暢性的問題。

幫你搞清楚用戶在瞅啥的眼動追蹤是怎么回事？-藝源科技

在此之后，眼動追蹤技術(shù)開始逐步投入應(yīng)用，并且逐步演化到今天?，F(xiàn)在的眼動追蹤技術(shù)是依靠紅外線最終被測試者面對屏幕時(shí)眼球的運(yùn)動和瞳孔的擴(kuò)張收縮。最終搜集到的數(shù)據(jù)將會提供給UX研究人員分析和研究，通過分析來了解用戶到底是怎么想的?，F(xiàn)在，當(dāng)UX設(shè)計(jì)和研究人員在提及眼動追蹤的時(shí)候，其實(shí)他們指的是借用眼動追蹤技術(shù)來記錄和觀察用戶查看單個(gè)頁面時(shí)候的眼球聚焦點(diǎn)和運(yùn)動軌跡的……用戶測試。

如果要深入了解更多細(xì)節(jié)，眼動追蹤技術(shù)的專家，會在測試過程中，特別關(guān)注用戶視線固定聚焦（Fixation）的時(shí)刻和掃視（Saccade）的軌跡。

  • 固定聚焦：指的是測試參與者視線長時(shí)間聚焦、固定于某個(gè)特定UI元素上的時(shí)刻

  • 掃視：指的是測試參與者視線并不固定于特定區(qū)域和元素，而是不停來回掃視的時(shí)刻

所以，視線的固定聚焦點(diǎn)就像車站，而掃視則是連接不同車站之間的線路。


眼動追蹤技術(shù)對于UX流程的好處

眼動追蹤技術(shù)所能搜集到的信息是獨(dú)特而無可替代的。對于UI設(shè)計(jì)師和UX設(shè)計(jì)師而言，清楚的知道用戶會看哪些地方不會看哪些地方，比猜測來的有價(jià)值得多。眼動追蹤能幫設(shè)計(jì)師搜集支撐設(shè)計(jì)的證據(jù)，也能讓設(shè)計(jì)師通過分析更了解用戶的行為和規(guī)律，確定設(shè)計(jì)的問題，甚至是潛在的隱患。包括眼動追蹤在內(nèi)的可用性測試，最終能夠幫UX設(shè)計(jì)師了解：

  • 測試參與者是否會錯(cuò)過關(guān)鍵性的UI元素，讓設(shè)計(jì)師知道哪些元素在屏幕上，但是用戶幾乎不會去注意

  • 哪些UI元素會讓用戶分心，UI元素在用戶視野中的權(quán)重（吸引眼球和鼠標(biāo)點(diǎn)擊的決定性因素）有多少，而這一特征也是符合費(fèi)茨定律的

  • 主要問題在哪里

  • 哪些內(nèi)容吸引人，哪些是不必要的存在

  • 用戶如何達(dá)成目標(biāo)

幫你搞清楚用戶在瞅啥的眼動追蹤是怎么回事？-藝源科技


分析數(shù)據(jù)

使用眼動追蹤軟件，UX設(shè)計(jì)師能夠?qū)崟r(shí)觀看用戶在測試期間眼動的軌跡，這也為測試團(tuán)隊(duì)提供了更有價(jià)值的信息，幫助他們深入地分析用戶的行為模式，這也使得他們可以由此對用戶有更深的了解，甚至為個(gè)性化定制和交互模式的優(yōu)化提供信息支撐。

那么，我們?yōu)槭裁床淮笠?guī)模地使用眼動追蹤來做測試呢？

了解了它的優(yōu)勢，在奔跑著歌頌眼動追蹤之前，我們必須充分地了解它的缺陷。

首先，現(xiàn)在的眼動追蹤技術(shù)并不便宜。專業(yè)的眼動追蹤系統(tǒng)價(jià)格高達(dá)10000美元，相比于我們所常見的UX研究所花費(fèi)的成本，這確實(shí)是一筆不小的開支。

幫你搞清楚用戶在瞅啥的眼動追蹤是怎么回事？-藝源科技

其次，眼動追蹤的數(shù)據(jù)并不是那么容易獲得的。和許多技術(shù)不同，眼動追蹤的數(shù)據(jù)流非常之大，沒有經(jīng)過培訓(xùn)的UX測試人員是無法從中提取出可用的數(shù)據(jù)。

最后，雖然眼動追蹤能夠幫我么更容易洞悉用戶行為，但是它實(shí)際上只是追蹤用戶眼球所聚焦的中心視角，實(shí)際上人眼視野中98%的視覺信息，并不會被它所關(guān)注或者捕捉到。眼動追蹤并不會追蹤這些信息。


眼動追蹤是如何融入U(xiǎn)X流程的

如果你和你的團(tuán)隊(duì)打算使用眼動追蹤來進(jìn)行UX設(shè)計(jì)，那么你應(yīng)該將眼動追蹤數(shù)據(jù)不可用的情況納入考慮，這個(gè)時(shí)候，你的團(tuán)隊(duì)只能沿用平常的UX設(shè)計(jì)流程。

眼動追蹤和用戶測試有著天然的親和性，你可以在不同的階段使用，確定用戶和UI之間的視覺交互是怎么進(jìn)行的。但是值得注意的是，眼動追蹤并不能替代常規(guī)的用戶測試，兩者拿來互相印證倒是不錯(cuò)。眼動追蹤所輸出的數(shù)據(jù)能夠幫你推動設(shè)計(jì)的迭代優(yōu)化，從某種意義上也算是“數(shù)據(jù)驅(qū)動下的設(shè)計(jì)”。

幫你搞清楚用戶在瞅啥的眼動追蹤是怎么回事？-藝源科技

當(dāng)然，定性測試和定量測試要結(jié)合起來進(jìn)行。眼動追蹤是可用性測試當(dāng)中的一個(gè)方式，將它和原型設(shè)計(jì)結(jié)合到一起，迭代優(yōu)化，可以讓后期開發(fā)少走彎路。在項(xiàng)目的前期、中期和后期不同階段加入眼動追蹤的用戶測試，能夠不同程度地優(yōu)化UX設(shè)計(jì)的效率和效果。早期你可以使用低保真線框圖來做測試，中期可以拿高保真原型來測試，后期進(jìn)入開發(fā)階段了你可以直接拿產(chǎn)品來做測試。


使用眼動追蹤的建議

如果你確定了要使用眼動追蹤來進(jìn)行測試，那么可以參考一下我們下面的建議：

  • 拓展可用性測試的測試范圍。眼動追蹤測試通常需要一個(gè)漫長的過程，如果你進(jìn)行的是定性的眼動追蹤，那么你需要手動審核每一個(gè)記錄，這個(gè)時(shí)候通常需要5個(gè)測試人員參與到數(shù)據(jù)的審核工作當(dāng)中來。對于其他的用戶測試，比如熱圖，按照 Usability Geek 的經(jīng)驗(yàn)，你需要招募至少39名測試對象來進(jìn)行測試，才能得到效果明顯的結(jié)果。

  • 同專家聯(lián)系。眼動追蹤測試確實(shí)很昂貴，從設(shè)備、人員培訓(xùn)到測試用戶招募和實(shí)際測試，都需要時(shí)間和經(jīng)驗(yàn)。如果你的團(tuán)隊(duì)有足夠的資金和時(shí)間又熱衷于嘗試，那么為什么不同相關(guān)的咨詢公司取得聯(lián)系呢？讓專家也參與進(jìn)來，其實(shí)是能夠少走彎路的。

  • 讓參與測試的人員不間斷地完成任務(wù)。過多的交談和大聲說話會影響測試的結(jié)果。

  • 確保參與測試的人員一直在監(jiān)視器范圍以內(nèi)。

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