Human Factors
SAFEYE (TM)
As part of his on-going research at the University of Auckland, Urie has developed a new efficient and scientifically robust method to evaluate our road systems using eye tracking technology. This enables road authorities to efficiently assess a road section for:
- environmental clutter
- driver distractions
- how visible signage is
- how drivers experience a road
- do they miss important signs or warnings
- how to make regulatory and warning signs more conspicuous
Below is a sequence of a number of drivers evaluating the same scene showing the gaze fixations which can be displayed as
Figure 1: Fixation points
and also aggregated into heatmaps to see which features are fixated on the longest between various drivers.
Figure 2: Gaze Heat Maps
WEBeye
Webpage design:
We can determine if information on the webpage is easily understood and that searching for information is easy to find. Given that our attention span is seldom extended beyond 30 seconds, before moving on to a competitors webpage, it is vital that the information is presented in a manner that is clear and easy to find. Eye tracking shows visually how well your webpage is designed and if not , we can improve it for you to get the vital information to your visitors before they get bored with your page.
3 clicks and they gone…
Our eye tracker analyses how many clicks and the sequence they used to get to the vital information users are looking for. If your customer has not found the information within 3 clicks , they move on. So keeping them interested and having the information presented in an interesting and layered format is very important if you want them to stay hooked on your product.
We use a cross-section of users under controlled conditions in our lab, we can see where the webpage design is flawed and provide you with advice on how to improve the effectiveness of your page.
If you need an assessment of your webpage let us know, we can help you keep your customers interested.