Dynamic User Interface Layout Based on Eye Tracking Focus
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Solution Overview
Problem
Users become desensitized to advertisements over time, making them 'invisible' and reducing engagement, which is undesirable for Internet advertising companies seeking to maximize revenue.
Innovation Solution
A method that creates a user model based on user movement and behavior during a learning session to dynamically modify the graphical user interface, prioritizing important elements like advertisements by determining the user's focus and adjusting their placement for optimal engagement.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If advertisements are placed in prominent positions in the user interface, then advertisement visibility and revenue are improved, but user attention is reduced as users become desensitized and ignore advertisements
Solution Approach 1:
The patent applies dynamics by making the user interface layout adaptable and changeable based on real-time detection of user focus. Priority elements like advertisements are dynamically repositioned within the interface according to where the user is currently looking, allowing the system to optimize advertisement visibility without requiring permanent prominent placement that users would ignore
Solution Approach 2:
The system implements feedback by continuously monitoring user eye movements and focus points, then using this information to adjust the interface layout in real-time. This closed-loop approach allows the system to respond to user behavior patterns and maintain effective advertisement placement based on actual user attention rather than static positioning
2Productivity
If the user interface layout is modified dynamically based on user focus, then user engagement with priority elements is improved, but device complexity and processing requirements increase
Solution Approach 1:
The patent applies local quality by making only specific portions of the interface (priority elements) subject to dynamic repositioning, rather than redesigning the entire interface. The system selectively adjusts the placement of important elements like advertisements based on user focus, leaving other interface elements unchanged, thus reducing the overall complexity burden
3Measurement precision
If eye tracking technology is implemented to detect user focus, then precise user attention measurement is improved, but cost and device complexity increase
Solution Approach 1:
The patent applies universality by designing the eye tracking system to serve multiple functions: detecting user focus for interface modification, analyzing user behavior patterns for personalization, and potentially other analytics purposes. This multi-functionality justifies the added device complexity by extracting maximum value from the eye tracking capability across different application scenarios
Data Source
AI summary
A method, apparatus and computer program product for modifying a user interface in a web browsing session is described. During a learning session with a first user, a user model is created. The user model includes associating user movement of the first user with a set of user focus types. During the web browsing session with the first user, the system determines that a first user focus of the set of user focus types in the user model is appropriate to modify a web application user interface to present a priority user interface element in the user interface. The web application user interface is modified according to the first user focus.