Eye tracking

Learn by seeing the experience through your users’ eyes.

What is it all about?

Each year, companies spend millions on re-designing their digital channels without knowing whether this has made things easier. Eye tracking is as close as you can get to reading your users’ mind.

It lets you see how they navigate, interact with the content and find the information they need.

In addition to traditional websites on desktop environments, eye tracking technology is fully portable and can also be applied to:

  • TV adverts, video and film
  • Mobile devices
  • Intranets / Extranets
  • Printed material
  • Stores and physical environments

The objectivity of eye tracking means it helps to choose between design alternatives and optimise the calls to action to improve performance and conversion.

How do we help?

Eye tracking is non-obtrusive and applied during usability testing to show which sections of your app, website or mobile site are drawing users’ attention and which parts are being overlooked.

Eye tracking can be applied formally to show areas of interest and other metrics, or we can simply run eye tracking in the background during standard usability testing so that clients can see the viewing behaviour in real time.

Following testing and analysis, we provide a thorough report, including a series of heat maps which highlight the areas that attracted most attention and gaze trails that trace the user’s visual path on each page.

These help form the rationale for our detailed design recommendations which we include in our reports and presentations.  The video examples from these sessions also help to bring to life the user experience issues to help you better understand the user’s strategy throughout the test session.

Eye tracking can be a controversial user experience method but don’t worry – we’ll only recommend eye tracking when it truly adds value and provides useful insight so that you get the best value for money for your project.

What next?

To learn more about how eye tracking can help you contact us to discuss your specific requirements and individual opportunities.

Airport Eyetracking from User Vision on Vimeo.