Eye-tracking research

We use eye-tracking research to investigate what part of your product users pay attention to and how effortless it is to use. Test users perform tasks with the product on a specially-designed computer screen that tracks eye movements. Our experts produce illustrations of how visual attention is distributed and provide suggestions for effective designs.

Benefits

We recommend eye-tracking research when you want to find out

• whether users miss important elements, and how to place them more successfully
• which of a number of layout options is the most suitable
• if your interface is disorganised or contains elements that are hard to understand
• how your website compares with competitors.

Methodology

Eye-tracking is transparent to the user and does not require wires, helmets or special goggles as the infrared technology is embedded in the computer monitor. We conduct the eye-tracking either separately or as a part of a regular website or computer application usability test. We recruit the test participants and conduct the testing either at our high-quality research facilities or in the actual use environment of the product. You can observe the tests on-site if you want to and see in real time  how the user’s gaze moves on the display.

Results

By analysing the exact numeric results of eye-tracking we chart the visibility of different parts of the product and identify elements that are distracting or hard to understand. In addition to text and numbers, we use heat maps and gaze plots to illustrate how users see your product. We also provide suggestions for interface element placement to efficiently guide the user’s attention as wanted. We present the findings and suggestions in a workshop, where we can also discuss alternative ways for improving your product.