​User Experience and Interaction

Eye tracking provides compelling objective data that reveals the human behavior behind usability problems. User Experience (UX) and Human-Computer Interaction (HCI) researchers use this methodology to evaluate interfaces for the optimal user experience.

Why use eye tracking in Usability and HCI?

Usability and design are profound influences on user satisfaction and, ultimately, business success. Diagnosing usability problems is simple by integrating eye tracking into your product development cycle. Applying these actionable insights can improve your users' experiences and your website or application's performance.

Eye tracking helps you discover

  • What attracts attention?
  • What is seen and not seen?
  • Why do users fail at certain tasks?
  • How hard do your users need to work to complete certain tasks?

Get the complete picture

Traditional usability methods and performance measurements might indicate that there's an efficiency issue, but often do not answer why or how to fix it. Eye tracking uniquely provides information about tasks that aren't articulated by participants and that might otherwise pass unobserved by the researcher. It captures natural, unbiased user behavior and produces objective data to allow effective recommendations to be made.

Eye tracking is a flexible technique that works with a variety of research methods, including observations, interviews, and retrospective think aloud (RTA).

Advancements in wearable eye tracking open the door to new types of studies that have not been possible previously due to cumbersome technology. Now researchers can equip subjects with eye tracking glasses and better understand how a person interacts with different messages and channels in any environment.

Since we integrated eye tracking into our method mix, we have become much more accurate and efficient in illustrating user experiences and proving usability problems.

Tim Bosenick, CEO, GfK SirValUse Consulting

Instant insights and decisions

Observing what your users see, as it's happening, is a compelling and persuasive experience. By adding eye tracking to your testing, you can reveal the mechanisms behind usability issues to convince stakeholders about what does and doesn't work. Engaging developers and clients in this research helps them truly understand the user experience.

A person sitting in a simulator and a test leader follows the gaze live.

Products and services

Tobii Pro offers eye tracking solutions for usability testing in the lab or in the real world. For many projects, a controlled environment, such as a testing facility, offers a consistent setting and the ability to monitor the experience. Other studies, where the context of use is critical, benefit from being conducted in authentic environments.

We offer hardware and software, along with a portfolio of training and support for customers who wish to develop in-house testing capabilities and own their eye tracking systems.

For researchers who would rather purchase this methodology as a service, we have a team to conduct eye tracking-centered usability studies, from design and recruitment to execution and analysis.

Tobii Pro Glasses 2

Bring your research into the real-world and understand what attracts visual attention while driving, operating machinery, using a mobile device, or performing virtually any other natural task. Pro Glasses 2 allows you to study user behavior wherever it occurs - at the airport, in a car, in the office, at home, in the shopping mall, etc.

  • Ethnographic studies
  • User experience testing of mobile web, apps, games, and devices
  • Looking at simulators or real-world vehicles, control panels, and machines
  • Research into signage, architecture, and safety
  • Investigating workplace ergonomics

Learn more about Tobii Pro Glasses 2.

Tobii Pro X2 and X3

This family of screen-based eye tracking systems is suitable for a broad spectrum of UX studies. The compact form-factor allows you to collect eye tracking data wherever your subjects are. Get instant, cost-efficient insight into what attract users' visual attention.

  • Mounts directly on laptops or monitors for studies of web, software, and computer games
  • Works with research into TV, video games, projections, virtual environments, industrial design, and in-field info kiosks
  • Combined with the Mobile Device Stand, can be used for looking into the usability of mobile web, apps, games, and devices
  • Ideal for quantitative studies involving aggregated data

Learn more about Tobii Pro X2 and X3.

Tobii Pro Mobile Device Stand.
Tobii Pro Mobile Device Stand

Tobii Pro Studio

Software for analysis and visualization of data from our screen-based eye trackers, in both qualitative and quantitative research. Pro Studio supports the entire workflow, from study design and live viewing to generating heat maps and analyzing data.

Our software options range from an easy-to-use live viewing capability that gives designers a rapid way to integrate eye tracking insights into their work, to more advanced solutions that include a full spectrum of qualitative and quantitative analysis.

Learn more about Tobii Pro Studio.

Training and expertise

Our experts produce webinars, courses, training programs, and instructional videos to help you learn about all the facets of conducting eye tracking research. The offered topics span the entire process, from experiment design and managing participants to data analysis and reporting. Our team will get you up to speed quickly and successfully as you enter the world of eye tracking research.

If you are looking to establish in-house eye tracking competence, we can help. Whether you want help developing research methods using eye tracking or assistance in setting up a completely new user experience lab, our consultants bring practical experience to the challenge.

Learn more about Tobii Pro Services

Tobii Pro Insight Research Services

Let our eye tracking experts run your usability testing for you. Our experienced team has performed hundreds of user experience studies in areas such as web, mobile, and wayfinding to enhance visibility and attention. We provide full-service eye tracking research, which ranges from study design and data collection to analysis and reporting.

Learn more about Tobii Pro Insight Research Services.

A person in front of a PC with Tobii Pro X3-120 mounted on it.


KLM Valsplat

For the redesign of their electronic booking tool, KLM adopted a user-centered approach in their testing. The usability research was boosted using eye tracking. Despite the economic downturn at the time, their new online travel ticket system increased KLM's conversion rate by about 30%. Read more

Stiftung Lesen

Wearable eye tracking was used in an innovative ethnographic study by Stiftung Lesen (German Reading Association) in order to understand how young people function in today's media-driven society. Read more

University of Birmingham

The University of Birmingham used eye tracking to examine how different operators perform road traffic control tasks and make decisions based on noisy data streams from various sensing technologies and historical data. Read more

  • Lenzner, T., Kaczmirek, L., & Galesic, M. (2014). Left Feels Right: A Usability Study on the Position of Answer Boxes in Web Surveys. Social Science Computer Review. http://doi.org/10.1177/0894439313517532
  • Wolpin, S. E., Halpenny, B., Whitman, G., McReynolds, J., Stewart, M., Lober, W. B., & Berry, D. L. (2014). Development and usability testing of a web-based cancer symptom and quality-of-life support intervention. Health Informatics Journal. http://doi.org/10.1177/1460458213495744
  • Alley, S., Jennings, C., Persaud, N., Plotnikoff, R. C., Horsley, M., & Vandelanotte, C. (2014). Do Personally Tailored Videos in a Web-Based Physical Activity Intervention Lead to Higher Attention and Recall? – An Eye-Tracking Study. Frontiers in Public Health, 2. doi:10.3389/fpubh.2014.00013

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