Evaluation of the TV Customer Experience Using Eye Tracking Technology

Shuai Zhang,Andrew Ennis,Bryan Scotney,Ian Kegel,Sally Mcclean,Michael Milliken,Gaye Lightbody,Aygul Garifullina

doi:10.14236/ewic/hci2018.88

Abstract

As the TV experience evolves to provide customers with a richer, more interactive experience across multiple devices, it is increasingly important to make the best use of subjective and objective techniques to inform the development of TV user interfaces. This paper describes the design of a new experiment to evaluate the TV customer experience using eye tracking technology, focused on the BT Player, a visually-rich Video-on-Demand application. Eye tracking provides an objective assessment which does not interfere with the natural interaction of the user with the system. The evaluation will capture a unique data set through the observation of test subjects exposed to a prioritised set of test conditions presented within a controlled environment. The paper presents the design of the experiments, including requirements capture, hardware and software setup, experimental protocol, data collection and analysis. The paper also outlines the challenges posed by the dynamic nature of the content and user interaction with the TV interface.

Highlights

There is growing evidence that the TV experience is evolving from the traditional linear into an ondemand multi-device interactive experience
As the TV customer experience gains more features and inherent complexity, it becomes more important to make the best use of both subjective and objective techniques to evaluate how existing products are used and to enable the creation of new TV experiences which measurably improve customer engagement. Insights gained from such evaluations can be used to inform the design and analysis of data captured by TV platforms to improve service delivery. This position paper describes the design of a new experiment to evaluate specific aspects of the TV customer experience using eye tracking technology
It is focused on the BT Player, a Videoon-Demand application which is available in the UK to customers of BT‟s TV product

Summary

Introduction

There is growing evidence that the TV experience is evolving from the traditional linear into an ondemand multi-device interactive experience. The emergence of Internet Protocol TV (IPTV) has created a situation where the end devices and platforms used to view video content possess far more processing, data storage and communication capabilities than previously existed These capabilities allow customers to have more control of their entertainment experience and provide TV service providers with a much richer source of data on both the preferences of users and the overall operation of their TV services. As the TV customer experience gains more features and inherent complexity, it becomes more important to make the best use of both subjective and objective techniques to evaluate how existing products are used and to enable the creation of new TV experiences which measurably improve customer engagement Insights gained from such evaluations can be used to inform the design and analysis of data captured by TV platforms to improve service delivery. A range of different user interface metaphors and dynamic elements are employed with the objective of showcasing both content range and application features

Methods

Results

Conclusion