​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.

Live viewing

Live viewing allows you to quickly and easily learn where users look and how they behave while interacting with a website or software.

This method gives offers you a quick way of detecting and explaining usability issues that will engage designers, developers, and clients in the process of your research.

What questions can you adress with live viewing? 

  • How does the user behave when interacting with your website?
  • Where do they expect to find information?
  • Do users understand how to interact with your interface?
  • How do the users interact with the dynamic content on your website?


Eye tracking can be used in storytelling to support your recommendations in usability and user experience research contexts.

The replay or visualization of gaze data is perfect for showing your customer the actual user behavior and describing problematic points. This data can be used to illustrate a story or express findings in order to help prove a point.

You can use eye tracking in storytelling to:

  • Illustrate typical user behavior
  • Illustrate problematic points and support your recommendations
  • Illustrate the behavioral findings

Heat maps

Heat maps are an easy way to visualize how people look at a webpage or interface, which key elements they look at, and what areas attract the most attention.

This data visualization method can communicate the important aspects of visual behavior clearly and powerfully.

Heat maps will help you in answering the following questions:

  • What attracts your participants' attention?
  • How do people typically look at a website when doing a task?
  • How do users distribute their attention over a stimulus?
  • What areas of the website or design are visually omitted?

Learn more about heat maps.

Metrics per task

Eye tracking metrics are valuable tools that can be used to uncover insights regarding participant behavior and their mindset during various situations.

This method aims to look at the participants' interactions with a website, in terms of metrics for a single webpage, and is usually dependent on the context of the task.

Metrics per task can address the following questions:

  • How do the different parts of a page or different aspects of several pages compare to each other?
  • How well does this iteration of the site score, usability-wise, compared to previous iterations?
  • Which are the bottlenecks on the website?
  • How well do the different elements on the website score, usability-wise?

Learn more about eye tracking metrics.


Benchmarking compares the competitive offerings of already established websites. This method uses metrics per task and enables researchers to statistically compare page performances.

By doing the same task or tasks on several different websites, the data can be compared, and each page is able to be benchmarked in comparison to its competitors.

Benchmarking helps in answering the following questions:

  • How well does your client’s website score, usability-wise, compared to competitors’ websites?
  • In what way does the client’s website outperform its competitors?
  • What are the good and bad points of your client’s and their competitors’ websites?

A/B testing

A/B testing is a popular method in both market research and usability studies. It is ideal for evaluating different versions of the same website.

Using this method, researchers commonly make comparisons between the current version of a website and a proposed redesign version or between two different redesign options. This can be done both qualitatively and quantitatively and, sometimes, comparing more than two options.

A/B testing helps to address the following questions:

  • Which design option performs the best?
  • How does your current design compare to the new design suggestion?
  • Which parts of the old design should be kept in the new version?
  • Which parts of the new design score lower than the current design (and need to be redesigned)?

Why use eye tracking in Usability and HCI?

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

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 packages together with training from simple live-viewing tools to advanced user experience solutions.

UX testing with eye tracking

Tobii Pro Sprint

Live view, record and replay

  • View user behavior in real-time
  • Get immediate, qualitative feedback
  • Learn what catches attention
  • Remote observation and collaboration
  • Requires little time
  • Requires few participants
Tobii Pro Glasses 2 Ticket machine

Tobii Pro Glasses 2 Premium package

Record, replay and analyze

  • Bring your research into the real-world
  • Understand what attracts visual attention while driving, operating machinery, or using a mobile device
  • Compare behavioral patterns
  • Deep insight
  • Requires more time
  • Allows for both qualitative and quantitative analysis

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

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 Pro Insight and watch this video to learn more about how they can help bring you actionable information.


Eye tracking in reading behavior and media consumption research

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 and how they interact with enormous amount of information they are exposed to. Tobii Pro Glasses 2 was used to study how young adults use written language in their everyday lives, including their reading, writing, media usage, and active participation in online media.

Other customer cases

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

Airport Navigation

Researchers at Queensland University of Technology in Australia used eye tracking glasses to understand how people intuitively navigate around airports. 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

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