Chapter 9 Vision: Are You Looking at Me
Now that we’ve discussed how to conduct contextual interviews and observe people as they’re interacting with a product or service, I want you to think about how those interviews can provide important clues for each of the Six Minds.
I’d like to start by looking at this from a vision/attention perspective (Figure 9-1). In considering vision, we’re seeking to answer these questions about their customers:
We’ll discuss not only where customers look and what they expect to see when they look there, but also what this data suggests about what is visually salient to them. We’ll consider whether users are finding what they are hoping to find, what their frame of reference is, and what their goals might be.
Vision and visual attention in the Occipital cortex
When it comes to improving interfaces or services, we start with where participants are actually looking. If we’re talking about ...