一种基于眼动追踪的产品用户需求获取方法

为提高用户需求获取的准确性,提出一种基于眼动追踪的产品设计用户需求获取方法。通过设计眼动实验,分析人眼对不同风格产品形态观察时的运动轨迹并得出实验数据。从心理学角度研究眼动实验参数与用户消费心理的联系,选出首次注视持续时间、首次注视时间、注视总次数、平均瞳孔直径四项参数构建用户需求获取指标评判体系。使用综合赋权法确定参数的权重,加权各样本并比较,最终确定用户需求。以手机设计的用户需求获取为案例对该方法进行了验证。     

Eye tracking as an MT evaluation technique

Eye tracking has been used successfully as a technique for measuring cognitive load in reading, psycholinguistics, writing, language acquisition etc. for some time now. Its application as a technique for measuring the reading ease of MT output has not yet, to our knowledge, been tested. We report here on a preliminary study testing the use and validity of an eye tracking methodology as a means of semi-automatically evaluating machine translation output. 50 French machine translated sentences, 25 rated as excellent and 25 rated as poor in an earlier human evaluation, were selected. Ten native speakers of French were instructed to read the MT sentences for comprehensibility. Their eye gaze data were recorded non-invasively using a Tobii 1750 eye tracker. The average gaze time and fixation count were found to be higher for the “bad” sentences, while average fixation duration and pupil dilations were not found to be substantially different for output rated as good and output rated as bad. Comparisons between HTER scores and eye gaze data were also found to correlate well with gaze time and fixation count, but not with pupil dilation and fixation duration. We conclude that the eye tracking data, in particular gaze time and fixation count, correlate reasonably well with human evaluation of MT output but fixation duration and pupil dilation may be less reliable indicators of reading difficulty for MT output. We also conclude that eye tracking has promise as a semi-automatic MT evaluation technique, which does not require bi-lingual knowledge, and which can potentially tap into the end users’ experience of machine translation output.     

Can eye movements be effectively measured to assess product design?: Gender differences should be considered

This study investigates the relationship between eye movements and user emotional response to product features using eighteen product images as stimuli. The stimuli are composed of unpleasant, neutral and pleasant images. Regarding the emotional design, gender difference could be a major factor that should be taken into consideration. A task-free eye-tracking experiment was conducted in which forty participants (20 males and 20 females, mean age = 35.6, SD = 6.38, range 21–48 years) looked at randomly displayed product images. The eye movements of participants were measured while viewing product images. After viewing stimuli, participants rated immediately their emotional response to the product images on a seven-point scale. The results revealed that stimuli category and gender difference, caused different variations in fixation count, fixation duration, pupil diameter, and hit ratio. For stimuli category, participants have larger fixation count, fixation duration, pupil diameter, and hit ratio in response to pleasant and neutral product images than unpleasant product images. For gender difference, the results indicated that females provided larger scores in fixation count and fixation duration, but a smaller score in hit ratio in all stimuli than that provided by males. However, the measurement of pupil diameter yielded different results. The results showed that females provided larger pupil diameter in pleasant and neutral product images but a smaller pupil diameter in unpleasant product images than that provided by males, which is consistent with the result of subjective ratings.Relevance to industryThese findings could enable industrial counselors, product designers, and academics to categorize emotional response that can be subsequently incorporated into final product design. An understanding of gender-based processing differences of product features is important to designers since it enables them to communicate with these different market segments and to produce effective products for each segment.     

Can eye-tracking data be measured to assess product design?: Visual attention mechanism should be considered

Eye tracking probes user's perception of real-time reaction to products, while conventional methods (i.e. interviews, focus group, questionnaires and so on) have generally failed because they depend on users' willingness and competency to describe how they feel when they are exposed to a product. Two tasks were designed to explore the indexes of eye movement that can reflect user experience of product, and analyse the attention captured by product attributes and goal-oriented. In task one, participants just browsed two smart phone pictures and evaluated the whole user experience. Binary choices were used in task two to ask participants to select the smart phone picture with higher user experience and then click the mouse. The results showed that in the browsing task, participants had shorter time to first fixation for the smart phone picture with higher level of user experience than the lower. And pupil dilated significantly when participants browse smart phone picture with lower level of user experience. In goal-oriented task, participants' attentions were dominated by visual perception of task driven, mainly reflected on longer fixation time and larger pupil diameter when looking at the smart phone with higher level of user experience. These results support the notion that we cannot assess product design just by several eye-movement indexes without considering the effects of visual attention mechanism.Relevance to industryThe appearance of product plays an important role to attract user's attention and stimulate their intention to experience. And vision is the main channel for users to obtain product information. Hence a thorough research on the inherent mechanism of vision perception can provide technical support for product designers, which in turn can attract more consumers to experience the product, even buy it. Moreover, the seller can find out the real buyers and predict their desired products by tracking user's eyes.     

Using multiple data sources to get closer insights into user cost and task performance

This pilot study explores the use of combining multiple data sources (subjective, physical, physiological, and eye tracking) in understanding user cost and behavior. Specifically, we show the efficacy of such objective measurements as heart rate variability (HRV), and pupillary response in evaluating user cost in game environments, along with subjective techniques, and investigate eye and hand behavior at various levels of user cost. In addition, a method for evaluating task performance at the micro-level is developed by combining eye and hand data. Four findings indicate the great potential value of combining multiple data sources to evaluate interaction: first, spectral analysis of HRV in the low frequency band shows significant sensitivity to changes in user cost, modulated by game difficulty—the result is consistent with subjective ratings, but pupillary response fails to accord with user cost in this game environment; second, eye saccades seem to be more sensitive to user cost changes than eye fixation number and duration, or scanpath length; third, a composite index based on eye and hand movements is developed, and it shows more sensitivity to user cost changes than a single eye or hand measurement; finally, timeline analysis of the ratio of eye fixations to mouse clicks demonstrates task performance changes and learning effects over time. We conclude that combining multiple data sources has a valuable role in human–computer interaction (HCI) evaluation and design.     

Study of image quality using event‐related potentials and eye tracking measurement

The image quality was investigated using electroencephalography and eye‐tracking measurements simultaneously. Different image qualities were obtained by changing σ values in the Gaussian kernel function. The experimental results illustrated that the measurable event‐related potentials and eye‐tracking parameters varied with the change of the image quality. The more blurred the image, the higher and earlier the P300 (event‐related potentials at latency about 300–550 ms) was elicited. Meanwhile, the visual fixation duration decreased and the detection rate increased with the increase of σ. The blurred image quality could be evaluated based on the synthetic results of the reciprocal of P300 latency and the visual fixation duration. The result showed a good correlation with the subjective rating scores, which proved the feasibility of utilizing electroencephalography and eye‐tracking technology to evaluate the blurred image quality.     

阅读眼动追踪语料库的构建与应用研究综述

阅读文字时眼球的运动反映了人类的认知过程。阅读眼动数据是认知心理学、应用语言学、计算机科学等领域中重要的基础数据,而我国在阅读眼动研究的基础数据方面较欠缺。针对这一现状,首先介绍了阅读眼动追踪语料库产生的背景以及国内外的相关文献;然后从影响阅读眼动的低水平视觉因素和高水平视觉因素角度介绍了阅读眼动追踪语料库的内容及所使用的各项眼动指标,如单一注视时间、首次注视时间、凝视时间、总注视时间、回视出次数、回视入次数等,并分析了使用语料库研究法进行阅读眼动研究相比传统阅读眼动研究具有的3个优势;最后从语料库眼动指标变量、语料规模、语料内容、语料语种、被试规模、被试特征、采集设备等方面介绍了国外已经建成的较有影响力的若干阅读眼动追踪语料库,以供阅读眼动研究者参考。在眼动追踪语料库应用研究方面,对认知心理学、应用语言学和计算机科学等相关领域已开展的主要研究进行述评,重点介绍了在计算机科学的眼动可计算模型、自然语言处理、模式识别3个领域中基于阅读眼动追踪语料库开展的典型研究。在中文阅读眼动追踪语料库的构建与应用研究方面,介绍了我国相关研究的开展现状,分析了我国在眼动基础数据方面欠缺的原因,并从国家、科研机构、科研工作者3个层面提出了解决此问题的对策和建议。     

一种融合视觉决策理论预测用户选择的方法

为有效解决在眼动人机交互环境中由于难以判断用户决策而导致的米达斯接触问题, 结合视觉决策理论, 通过融合眼动指标与时间序列来预测用户行为。先记录用户浏览目标页面时的眼动数据及进行选择时的点击数据, 并对数据按时间轴进行采样, 得到注视序列; 然后根据注视序列拟合用户进行决策时的注视似然曲线, 确定相关参数与触发阈值。眼动实验结果表明, 单凭注视阈值预测准确率就可以达到78. 3%, 在人机交互环境中拟合的似然曲线与视觉决策理论耦合。方法的实施无须用户进行额外的配合, 不依赖预设的固定阈值; 相对于设置固定触发阈值, 或要用户进行眨眼、按键等操作的传统方法, 交互过程可更顺畅、自然。     

设计与审美——基于产品外观设计与大众审美情趣关系的研究

一提到设计就不可回避审美,产品设计有外观设计与内在结构及产品理念等内在的文化层次上的设计,而产品的外观设计是产品设计中直接与消费者的审美情趣相联系的,产品外观设计的风格特点受大众审美情趣的影响,而它又直接或间接的引导大众审美情趣的发展与变化。本文就是分析产品外观设计与大众审美情趣的关系,提倡一种"和谐美"的设计理念,探讨在产品外观设计方面设计师如何更好的迎合与引导大众审美。     

An approach to user knowledge acquisition in product design

As the world increasingly moves towards a knowledge-based economy, user requirements become an important factor for enterprises to drive product collaborative design evolution. To map user requirements to the product model, user requirements are generally extracted into knowledge that can be used for design decisions. However, because users are interest-driven participants and not professional design engineers, the effect of user knowledge acquisition is not ideal. There are significant challenges for rapid knowledge acquisition with dynamic user requirements. This paper presents an approach to user knowledge acquisition in the product design process, which obtains the tangible requirements of users under the premise that users are adequate for participation. In this approach, the typical information flow is divided into four stages: submission, interaction, knowledge discovery, and model evolution. In the submission stage, natural language processing technology is used to transform text form solutions into data, so that computer technology can be applied to manage large-scale user requirements. In the interaction stage, users are helped to improve their solutions by the iterative recommendation process. In the knowledge discovery stage, after less concerned partial solutions are removed and vacant items are predicted to be supplemented, the final collection of user design information is obtained. Finally, based on rough set theory, design knowledge can be extracted to support the decision of the product model. The washing machine design project is used as a case study to explain the implementation of the proposed approach.     

基于眼动技术的TMA界面评估及优化

利用眼动追踪技术对胶原纤维热形变分析仪TMA用户界面进行可用性评估,提出一种优化设计方案。以现有的胶原纤维热形变分析仪TMA界面为原型,通过专家指导,选定4个设计要素,重新设计了2款风格不同的用户界面,进行眼动实验,采集眼动数据,利用SPSS进行数据分析,结合问卷调查,对用户界面的背景颜色和布局类型进行可用性评估。胶原纤维热形变分析仪的用户界面背景颜色和布局类型均会影响受试的用户体验,T型布局在各方面均优于上下框架型布局。该方案提出了实验仪器用户界面的设计原则,优化了设计师依靠经验主观设计原版界面的不足,可为实验类仪器界面设计提供参考思路,进一步提升设计方案的科学性、合理性。     

基于集成化知识的产品概念设计技术研究

从用户知识出发，通过对用户内隐性知识的获取、表征、传递、运用的研究，探讨了“用户意象与设计知识”的映射以及“特征基、特征和风格”三层表达体系；建立了用户内隐性知识的获取、表征与运用模型，设计知识的表达模型，用户知识与设计知识的整合模型；提出了基于集成化知识的产品概念设计理论，以手机设计系统为例进行了验证，支持用户和设计师在同一个平台上协同工作，为产品协同设计、网络化设计提供一致的知识体系。     

Visual scan patterns reflect to human-computer interactions on processing different types of messages in the flight deck

The flight deck of commercial aircraft is sophisticated and searching for the necessary information at the right time is sometimes challenging. This research investigates pilot's visual parameters while interacted with two different designs of crew alerting system by eye tracking technology. There are 24 aviation professionals that participated in this experiment including commercial pilots, private pilots and avionic engineers. Compared with traditional design, the new integrated design applied proximity compatibility principles to assist pilots in searching necessary information to deal with urgent situations. The results demonstrated that the integrated design is superior to traditional design in providing accurate instructions as determined by visual behaviors. However, the integrated design increases pilot's situation awareness by redirecting attention from current task to the most critical task with the cost of a longer total fixation duration time. Pilot's visual parameters demonstrated significant differences while interacting with PFD mainly numeric, ND mostly by symbols and EICAS with presented text messages. Therefore, flight deck design has to adopt a holistic approach as pilot's visual attentions is shifting among all types of different displays to gain situation awareness rather than focus on only one display. The design of integrated EICAS can provide detailed instructions to deal with urgent situations which induced higher cognitive loads as pilot's pupil dilation is significant bigger than interacted with traditional design. By eye tracking technology, it is applicable to design human-centred flight decks to improve safety and human performance in aviation.     

Mixed reality environment for learning sensing technology applications in Construction: A usability study

Mixed reality is gradually becoming ubiquitous and significant in education owning to the inherent benefits of active participation and tacit knowledge development in a safe and engaging environment. However, limited studies have explored design features that facilitate its use as a pedagogical tool in construction education, particularly in equipping students with experiential skills that are otherwise challenging to obtain due to resource constraints and limited access to construction sites. By evaluating eye tracking, usability questions, and think-aloud protocol data and verbal feedback, this study investigated the usability of a mixed reality environment designed for equipping construction engineering students with competencies for deploying sensing technologies on construction projects. Results revealed features such as accuracy of represented construction activities, quality of animations, and easy access to information and resources as important for designing efficient mixed reality learning environments. While the usability data suggested that the user interface was usable, eye tracking provided profundity on encountered difficulties with the user interface. Through concise outline and sequential design of the user interface, this study revealed that knowledge scaffolding can improve task performance in a mixed reality learning environment. This study adds value to existing literature, in particular by providing insights into the affordances of mixed reality environments that address the technological gap between the construction industry and construction engineering education. The mixed reality learning environment contributes to the cognitive apprenticeship theory through the use of game objects to develop procedural knowledge for addressing construction industry challenges with sensing technologies.     

Tracking learners' visual attention during a multimedia presentation in a real classroom

The purpose of the study was to investigate university learners' visual attention during a PowerPoint (PPT) presentation on the topic of “Dinosaurs” in a real classroom. The presentation, which lasted for about 12–15 min, consisted of 12 slides with various text and graphic formats. An instructor gave the presentation to 21students whose eye movements were recorded by the eye tracking system. Participants came from various science departments in a national university in Taiwan, of which ten were earth-science majors (ES) and the other 11 were assigned to the non-earth-science group (NES). Eye movement indicators, such as total time spent on the interest zone, fixation count, total fixation duration, percent time spent in zone, etc., were abstracted to indicate their visual attention. One-way ANOVA as well as t-test analysis was applied to find the associations between the eye movement data and the students' background as well as different formats of PPT slides. The results showed that the students attended significantly more to the text zones on the PPT slides and the narrations delivered by the instruction. Nevertheless, the average fixation duration, indicating the average information processing time, was longer on the picture zones. In general, the ES students displayed higher visual attention than the NES students to the text zones, but few differences were found for the picture zones. When the students viewed those slides containing scientific hypotheses, the difference in attention distributions between the text and pictures reduced. Further analyses of fixation densities and saccade paths showed that the ES students were better at information decoding and integration.     

How colour similarity can make banner advertising effective: insights from Gestalt theory

This study used Gestalt theory to examine the effects of colour similarity on blurring the boundary between banner advertising and web page content, as well as how colour similarity can elicit unconscious scanning behaviour and improve attitudes towards brands advertised using banner advertising at the pre-attention stage. An eye tracking device was used to record and analyse participants’ eye movement, and a psychological scale was used to measure the participants’ brand attitudes. The results suggested that using banner advertisements with background colours similar to those of the web page content increases the fixation time and fixation count. In addition, the results revealed that a longer fixation time and a higher fixation count increase positive attitudes towards a brand advertised in a banner advertisement. The results clarify the relationship between unconscious exposure and brand attitudes and provide physiological information relevant to e-commerce.     

Cognitive load influences Wristwatch's legibility and purchase Preference: An eye tracking study

Design style may influence time-reading efficiency and user buying preference. To determine the relationship between wristwatch legibility and user buying preference, we performed an eye movement experiment on four types of wristwatches. We recorded the total fixation duration and frequency of incorrect time reports. Participants were invited to tell the precise time and rank the legibility of each wristwatch and their buying preference. Results showed the total fixation duration of the four types of wristwatches was significantly different. Similar results were found for the legibility scores, the error frequency of time reports and the buying preference scores. We found the legibility score was negatively correlated with total fixation duration and error frequency but positively with the buying preference score. These results demonstrated that legibility should be prioritized when designing wristwatches, and better legibility leads to greater popularity. This research elucidates the importance of watch design, especially for wristwatch designers.     

儿童对人性化产品的影响力

现在的产品设计与开发,不再以成人世界为主流,市场趋势逐朝向更年青的消费者为主。在儿童成长的过程中,除了家人、亲友陪伴,伴随成长的产品扮演了不可或缺的角色。我国对少年儿童产品设计仍存在些主要问题:设计创新能力不足、造型美感能力薄弱、对使用者的人性角度关怀不够、使用材质与安全性欠缺考虑和考虑角度不够人性化。设计者应在儿童产品设计上,添加更多人性化角度,在产品中应强调细节开发、色彩等,从中建立儿童个人独特个性和发展。     

Relationship between eye fixation patterns and Kansei evaluation of 3D chair forms

Understanding how to induce Kansei (emotion or affect) in consumers through form is critical in product design and development. Conventional Kansei evaluations, which involve subjectively evaluating the overall form of a product, do not clarify the effects of the individual parts of a product on people’s Kansei evaluation. A microscale analysis of eye movement of people looking at product form may redeem this flaw in subjective evaluation. However, simultaneously recording eye movement when people making Kansei evaluation is challenging, previous studies have typically investigated either the relationship between form and eye movement or the relationship between form and Kansei separately. The eye movement of people while performing Kansei evaluations on product forms still has not been clarified. To address this issue, the present study used an eye tracking system to analyze the changes in the fixation points of people performing various Kansei evaluations. Twenty participants were recruited for 8 Kansei evaluations on the form of 16 chairs by using the semantic differential (SD) rating, while their eye movements on these evaluations were tracked simultaneously. Through factor analysis on the data of Kansei evaluations, two principal factors, valence (pleasure) and arousal, were extracted from the 8 Kansei scales to constitute a Kansei plane which is compatible to Russell’s circumplex model (plane) of affect By adopting the factor scores of the 16 chairs as coordinates, the 16 chairs were mapped into the Kansei plane. Further analysis on the eye fixation on the chairs located in this plane concluded the following results: (a) Pleasure had a more significant effect on the participants’ visual attention compared to arousal; the participants required more fixation points when evaluating the chair form that induced displeasure. (b) The participants typically fixated on two parts of the chairs during their Kansei evaluations, namely the seat and the backrest, indicating that seats and backrests are the two primary features people consider when evaluating chairs. The results clarify the effect of various Kansei on eye movements; thereby enable predicting people’s Kansei evaluations of product forms through analyzing their eye movement.     

Attention for Web Directory Advertisements: A Top-Down or Bottom-Up Process?

Web directories have attracted many advertisers with their special advantages in their large user base. Until recently, attention mechanism of advertisements (ad) on web directories is not well understood. To investigate how the ad location and color of web directories influence users’ attention, this study uses eye tracking to measure the participants’ search time, total fixation duration and the location of the first fixation. Results reveal that visual attention on the ad area of a web directory is user-driven and follows a top-down process. The location of users’ first-fixations is the center of the screen. Ad links that place in the center area and on the top-left corner would increase users’ notice. Ad links that change color in the center area have the advantages of attracting user attention. Our findings suggest that ad links should be placed in the center area or on the top-left corner to increase users’ notice. Ad links placed in the center area should be designed using salient color to catch users’ visual attention.