Eye tracking process
How do we approach eye tracking?
Eye tracking is carried out similar to a usability testing session where participants complete tasks as they normally would on an interface while the eye tracker records their eye movements. Behaviours such as exhaustive review (where people look repeatedly at areas that seem as though they’d be helpful but are not) and selective disregard (where people purposefully tune out areas of the website at given times) will be observed and analysed. A heat map is extracted to present aggregated views of where users looked during a specified period of time on a page or other stimuli. Also we will review which interface items are miscues (erroneously calling attention) and which areas trick users and are dropped.
Why do we use eye tracking?
Eye tracking is instrumental in understanding user behaviour and interaction with digital interfaces. By tracking eye movements, we gain precise insights into what elements attract the most attention and how users navigate through a design. This method is invaluable for uncovering usability issues and optimising the design for a more intuitive and engaging user experience.
When do we use eye tracking?
Eye tracking is integrated into usability testing when a product is in market and is particularly good when supporting the identification of areas for enhancement from existing products and systems.