Besides learning more about your own area of expertise, part of going to conferences like Search Engine Strategies (SES) is learning new technologies. For those of you who have not had the pleasure to meet Da Li Social’s own Kim Krause Berg and what she does with regards to Usability (UX), you are missing out. At SES New York, Kim was asked at the last minute to cover for Shari Thurow on the subject of Eye Tracking.
UX, for those of you who do not know, is the industry abbreviation for usability and while I didn’t know it at the time, it may be one of the more essential skills needed in industry.
What is Usability
“The effectiveness, efficiency, and satisfaction with which users can achieve tasks in a particular environment of a product. High usability means a system is: easy to learn and remember; efficient, visually pleasing and fun to use; and quick to recover from errors.” — Dictionary.com
Now, on to Eye tracking which is defined as,
“…is the process of measuring either the point of gaze (“where we are looking”) or the motion of an eye relative to the head. An eye tracker is a device for measuring eye positions and eye movements. Eye trackers are used in research on the visual system, in psychology, in cognitive linguistics and in product design.” — Wikipedia.com
Moderated by Kate Kaye, Senior Editor, Clickz News, the Placement Matters: How Eye Tracking Helps Improve Display Advertising session featured speakers, Kim Krause Berg, SEO/UX/IA, Cre8pc.com, SEO/UX Manager, Da Li Social Integrated Marketing and Leslie Chacon, Founder, User First. The session began as all do with the audience booting up their respective devices and logging on to the Wi-Fi, which on this day was barely crawling.