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Eyetracking Web Usability (Voices That Matter) (Englisch) Taschenbuch – 4. Dezember 2009

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Eyetracking is a hot new field in user interface design. What better way to explore this growing field than with master usability expert Jakob Nielsen showing the way? Jakob and his coauthor Kara Pernice train thousands of people each year on Web usability, and in this book they demonstrate what can be learned from users' eye paths over a broad variety of Web designs. Readers learn how much a user's goal or task influences the way they read and traverse a Web site, which parts of a page users attend to first, how readers react to advertising and design elements that look like ads, where people look first for common page elements and navigation, how they respond to text, pictures, and multimedia, and so much more. With all this data in place, readers come away with practical and effective information about designing their Web sites.


Eyetracking Web Usability is based on one of the largest studies of eyetracking usability in existence. Best-selling author Jakob Nielsen and coauthor Kara Pernice used rigorous usability methodology and eyetracking technology to analyze 1.5 million instances where users look at Web sites to understand how the human eyes interact with design. Their findings will help designers, software developers, writers, editors, product managers, and advertisers understand what people see or don't see, when they look, and why.
With their comprehensive three-year study, the authors confirmed many known Web design conventions and the book provides additional insights on those standards. They also discovered important new user behaviors that are revealed here for the first time. Using compelling eye gaze plots and heat maps, Nielsen and Pernice guide the reader through hundreds of examples of eye movements, demonstrating why some designs work and others don't. They also provide valuable advice for page layout, navigation menus, site elements, image selection, and advertising. This book is essential reading for anyone who is serious about doing business on the Web.

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Amazon.com: 4.3 von 5 Sternen 19 Rezensionen
7 von 8 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen A Very Academic Book - Not for Beginners 4. September 2010
Von Sheldon Chang - Veröffentlicht auf Amazon.com
Format: Taschenbuch Verifizierter Kauf
As one of the other reviewers said, there's not a lot here that will break new ground and most of the points made are things that experienced UI designers already understand. Two exceptions for me were the findings about the attractiveness of text as a design feature and the exact degree that banner blindness can affect a user's experience.

Although a lot of the findings in this book will be more profound for those with less experience, it doesn't mean that this book is ideal for beginners. Quite the contrary, I think the people who can make the most use of this book are people who already understand just about every UI guideline in this book. I say this because this is a book that's all about data and evidence of things a lot of us already know, but can't convince others of. It's a book that might help you persuade someone who's insistent that things need to be done a certain way that perhaps a different approach would be better.

This book really covers a niche topic and will probably bore anyone who doesn't have a high level of academic curiosity to tears. For rookies looking for design tips, there are far more concise and easier to understand volumes of work. In many ways this is a very long research journal article produced in the form of a book. The tomes of data and explanations overwhelm the scattered number of important design points in the book. If you just want to skim the big take away lessons from this book, you can do it in one sitting. Just look at the pictures and read the captions. If you need more background info, then read a few pages around the illustrations for more info.

My one critique of the book and one that might knock half a star off my rating if Amazon did half stars was that the book was difficult to follow in some stretches. The way they wrote the narratives about their subjects' behaviors and motiviations were often hard to understand and in many cases, it may have been better to simply use more bullet points and illustrations instead of full text narratives of how the subjects were navigating. They often mention their subjects by first name and it gets hard to keep them apart in your memory.
2 von 2 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Essential reading for web and ecommerce designers, but overly verbose and onerous at times. 21. Februar 2012
Von Michael Brenner - Veröffentlicht auf Amazon.com
Format: Taschenbuch Verifizierter Kauf
Many of the web usability observations presented in the book will be helpful, if not essential, to web and ecommerce designers.

However, the book under delivers in the sense that much has been left out which was researched but was not adequately covered in the book, such as usability issues as they pertain to ecommerce sites. Nevertheless, ecommerce designers will still find this quite a useful work.

On another point, the authors could have said much more using far fewer words. For example, many pages were spent going into minute detail on how a particular user utilized a given web site rather than summarizing and following with concise conclusions, making the book a bit onerous to get through. Concise summaries, preferably with bullet points would have been my preference.

There is a lot of good usability information in the book, and I would recommend the book on that basis alone, but be forewarned that the information must be ferreted out from the excess prose.

As a side note, these guys have been in the industry for quite awhile, and I believe serious web/ecommerce designers will find their work quite informative and actionable. In particular, check out their more recent publications as well as their web site, which is quite rich in additional usability guidelines. I'm happy to say, based upon the Alert articles published on their web site, they have learned how to summarize and be concise, and I look forward to seeing whether these habits have propagated to their more recent books. Also, by checking out their web site, you will have the opportunity to see many of their recommended guidelines in action.
2 von 2 Kunden fanden die folgende Rezension hilfreich
2.0 von 5 Sternen Not a lot of actionable conclusions for web designer/developers 21. Mai 2012
Von Nora Brown - Veröffentlicht auf Amazon.com
Format: Taschenbuch Verifizierter Kauf
I agree with another reviewer who mentioned that the in-depth, step-by-step descriptions of specific users' fixations on a web page are tedious to read, and do little to support any actual design guidelines. At times the conclusions the authors draw seem contradictory, or so general as to be obvious. ("In sum, a combination of layout and content almost always dictates what draws or repels users eyes. (p. 58). I did not need a $40 book to tell me that.)

The examples in this book demonstrate that eyetracking data is too specific to each context (user, task, website, environment) to be able to draw many widely applicable conclusions from it. Though a few interesting phenomena that have design implications are revealed through eyetracking (banner blindness and gaze following, for example), the tool seems better suited to diagnosing specific website problems.

I was definitely disappointed by the scarcity of practical design recommendations in this book.
1 von 1 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Another great book from the guru 5. August 2010
Von Cool Freak - Veröffentlicht auf Amazon.com
Format: Taschenbuch Verifizierter Kauf
There are many designers out there that hate Jakob Nielsen with a passion. They don't like the fact that he "gets in the way" of their creativity. You know what? He only says what he says because he and his staff have observed way more web users using websites than probably anyone else in existence.

Those that hate the guy need to grow up and read this book, and his others, to ensure they aren't one of the many designers that continues to propagate the web with designs that frustrate users.

What I like about this book is that most other usability books have what some people would call "subjectivity". However, this one talks about where users' eyes fixated and traveled on a page. There isn't much subjective about that. For example, when someone doesn't even take a peak at one of those huge images a designer put on a page to make it look cool, you can pretty much say that image is useless.

Some may think the material repeats suggestions from his past books or other books, but I think it is nice to now see even more backing/support for those suggestions.
5.0 von 5 Sternen excellent analysis of web pages 3. Januar 2010
Von W Boudville - Veröffentlicht auf Amazon.com
Format: Taschenbuch
There has been one recent prior book about the use of eyetracking, Eye Tracking Methodology: Theory and Practice. It came out in 2007 and its author spent considerable time explaining the hardware and the usages. The latter included the design of web pages and websites. However the current book by Nielsen and Pernice specialises to this very important case. It does not spend much time on what types of hardware you might need to do your own testing. Instead, it goes into a lot of details about the merits and flaws of web pages, as indicated by studies they made using eyetrackers.

It should be said that almost certainly, somewhere in the bowels of eBay, and probably Amazon and Google, there are eyetracking data. Those websites have a well deserved reputation for scientifically analysing their websites, and no doubt others as well. However, little if any of that research has been publicly released. Unsurprisingly, as this could be regarded as a core competence, to be closely guarded.

So in the absence of such disclosures, this book makes a good alternative. If you do want to run eyetrackers on your website, you still need to find the right hardware, and then use this on test subjects. All of which takes time and money.

A quicker way is to look at the many topics of web page layout that the authors summarise. They analysed many existing webpages, across numerous websites, using humans wearing eyetrackers. Take the recommendations and apply them to your pages. Granted, you cannot directly assess how visitors to the pages will react, but this is the cheapest and quickest way to benefit from the book.

You might think, why do I have to do any of this? Can't I just use test subjects and analyse their surfing on my website? Well one of the first things the book teaches is that that method has its limitations. The web server with its logger only tells which links a user clicks on, and which pages she goes to. For people who run websites, we've all been conditioned to think in such ways, and use such results. But those results cannot distinguish between a user spending a long time on a page because she is reading it, or because she is confused about the options that it offers.

The simplest instance of this is where a page has items that look like buttons, but are not clickable. Perhaps an item has a background colour different from the page's background, and, even worse, has a bevelled appearance, so that it looks like a button. When she tries to click on it, and cannot, it increases the frustration level and the odds that she gets confused and simply abandons the page and the site. This sounds obvious. But the authors provide real life examples of websites that make this elementary mistake.

In response, perhaps you might say that you can install software on the client machines, which your human test subjects use. This software could track the mouse movements, giving you more to analyse. Such code exists, possibly even as free open source. But this is still less [useful] than eyetracking data. After all, if your user just sits there and reads a webpage, then mouse data will be minimal.

The web is indeed held together by links. But an even more basic feature of a webpage is the textual and image content. You want the visitor to read the text and look at the images. So by carefully studying the eyetracking data in the many webpage examples, you can get vital advice about how to optimally layout your own pages.
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