Behavioral and Physiological Metrics - Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics - page 172

seconds relative to the last few seconds. Conversely, AOI 2 (gray) received more
visual attention in the last few seconds compared to the first few seconds. This is a
useful way to see the relative prominence of each AOI, not just expressed as a total
amount of time. Figure 7.10 is a gridded
AOI that shows the amount of visual
attention given to equal-sized cells. This
is a helpful visualization to see the visual
attention across a page, particularly when
the elements are not consistent across all
pages. For example, the researcher may
choose to aggregate data from more than
one web page into a single gridded AOI
to see generally where users are looking.

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AOI 3
AOI 1
AOI 5
AOI 4
AOI 2

7.2.4 Common Eye-Tracking
Metrics
There are many metrics associated with
eye-tracking data. The following are
some of the most common eye-track-
ing metrics used by UX researchers. It's
important that all of these metrics are

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Time [s]

Figure 7.9 Example of a binning chart of the same Amazon Movies website.
The binning chart shows the percentage of time spent looking at each AOI
during each 1-second interval.

Figure 7.10 Example of a gridded AOI for the Amazon Movies website. The gridded AOI shows the amount of visual
attention given to equal-sized cells on the page.