Download - Eye tracking - Seminar 6 dec 2013
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Eye-trackingvärdefulla verktyg för att
förstå dina användare
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08.30 Vad, varför och hur
08.50 Live test
09.10 Hur du kommer igång
09.20 Koffein
AGENDA
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Virtuellt är inte digitaltPhoto credit: Martin Cathrae http://www.flickr.com/photos/suckamc/ License: CC BY-NC-SA 2.0
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Tips
virtuellt deltagande
Planera ochbli påminddebattera ochtipsa
LandningssidaVad tjänar jagpå att delta?
Passar tid/platsmin agenda?
Hur övertygarjag minaöverordnade?
RESAN HIT IDAG
Boka ochbetala
Startsida
DeltaFörtjänad
media
Ägd media
Material, debattoch utvärdering
Kalendarium
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- Vad är eyetracking
- När används det
- Vad kan testasVAD
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Eye-tracking 101Photo credit: SMI Eye Tracking http://www.flickr.com/photos/smieyetracking/ License: CC BY-SA 2.0
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Ögat avslöjar tankenPhoto credit: Matt Furlined http://www.flickr.com/photos/furlined/ License: CC BY-NC-SA 2.0
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Varför ska vi testa?Photo credit: Eunice Chang, http://www.flickr.com/photos/ejchang/ License: CC BY-SA 2.0
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VEM SOM TESTAS
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Behov & önskanPhoto credit: Garry Knight, http://www.flickr.com/photos/garryknight/ License: CC BY-SA 2.0
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HUR MÅNGA SOM TESTAS
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Källa: nngroup.com, Illustration: Anna P Johansson, Cloud Nine
Usa
bilit
y Pr
oble
ms
Foun
d
Number of Test Users
0 %0 3 6 9 12 15
25 %
50 %
75%
100 %
FEM TESTPERSONER RÄCKER
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VAD VI TESTAR
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Copy
Design
Användarflödet ☜onsdag 11 december 13
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HUR EYE-TRACKING FUNGERAR
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Illustration: Anna P Johansson, Cloud Nine
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Illustration: Anna P Johansson, Cloud Nine
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MOBILA ENHETER
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Inte
rnet
Use
rs (M
M)
400
2007
0
2008 2009 2010 2011 2012 2013 2014 2015
800
1200
1600
2000
Mobile Internet Users
Desktop Internet Users
Källa: Morgan Stanley Research Illustration: Anna P Johansson, Cloud Nine
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TEST PÅ HALLON.SE
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prioriteringåtgärdande förslag
HUR VI TESTAR
prövninghypotes scenario rekrytering test
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”På väg hem från jobbet ser du en annonskampanj från mobiloperatören hallon i tunnelbanan.
Annonserna visar hallons nya mobila bredbandsabonnemang som nu lanseras till ett reducerat pris. Du blir mycket intresserad.
När du kommer hem går du in på hallon.se för att köpa abonnemanget. Fullfölj köpet.
Men kom ihåg, du har lite bråttom – om några minuter ska du iväg och spela bowling med dina polare.”
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SLUTSATSER
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Direkt åtgärd!
Hög prioritering
Låg prioritering
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Ingen såg bannern
Inmatning av uppgifter
För mycket copy
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ATT KOMBINERA EYE-TRACKINGMED ANDRA TYPER AV TEST
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MANUELLA MASKINLÄSBARA
VideoinspelningIntervjuEtnografi
EnkäterMousetracking (script)GA/Omniture
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NÄR VI KAN TESTA
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Se vad konkurrenterna gör
INNAN
Photo credit: Nick J Webb http://www.flickr.com/photos/nickwebb/ License: CC BY 2.0
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Håll rätt kurs
UNDER
Photo credit: Robert Faulkner http://www.flickr.com/photos/robef/ License: CC BY 2.0
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Loppet är aldrig över
EFTER
Photo credit: Terry George http://www.flickr.com/photos/30974608@N02/ License: CC SA 2.0
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FEM LÄRDOMAR
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1. enkelt
Photo credit: Chen Zhao http://www.flickr.com/photos/livepine/ License: CC SA 2.0
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2. insikter
Photo credit: Martin Cathrae http://www.flickr.com/photos/suckamc/ License: CC BY-SA 2.0
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3. ofta
Photo credit: Brian Legate http://www.flickr.com/photos/60882028@N08/ License: CC BY-SA 2.0
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4. prio
Photo credit: Anthony Quintano http://www.flickr.com/photos/quintanomedia/ License: CC BY 2.0
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5. hög utdelning
Photo credit: Antana Coins http://www.flickr.com/photos/105644709@N08/ License: CC BY-SA 2.0
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HUR DU KOMMER IGÅNG
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Utformande av test
Genomförande, dokumentering
Presentation av beslutsunderlag
Produktion
Hos oss
Hos digIdentifiera problem
Schemaläggning
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TACK!@AnnaPJohansson@d0pp13r
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