Aga Bojko (User Centric- USA)
Eye Tracking Crimes and Misdemeanors
As eye tracking becomes an everyday addition to UX studies, many questionable research practices are taking place, decreasing the usefulness of the method and giving it an undeserved bad reputation. This talk will focus on the current trends in the eye tracking crime, including the “we just want to know where users look” study objective, overreliance on visualizations, underutilization of eye tracking as a quantitative method, and preoccupation with hard-and-fast rules (e.g., the infamous “rule of 30 participants”). Aga will also expose a few of the emerging eye tracking imposters, such as webcam eye tracking, “mouse eye tracking,” and computer simulations of human attention.
More About Aga
Responsible for establishing the eye tracking practice at User Centric, Aga has been focusing on integrating eye movement analysis into traditional UX research to obtain actionable insights used to improve products and make business decisions. Aga has more than ten years experience with various types of eye trackers that she has used to conduct studies with software applications, websites, instructional material, pharmaceutical labels, and product packaging. Aga is currently writing the first how-to book about eye tracking for UX practitioners, Eye Tracking the User Experience, A Practical Guide, to be published by Rosenfeld Media in 2012. She is also an Associate Managing Editor of UPA’s User Experience magazine and an adjunct faculty member at DePaul University, where she teaches a graduate-level class on usability evaluation methods. Aga holds an MS in Human-Computer Interaction from DePaul University and an MS in Human Factors from the University of Illinois.
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