​User Experience and Interaction

Usability and design are profound influences on user experience and satisfaction and, ultimately, business success. Eye tracking provides compelling objective data that reveals the human behavior behind the interaction with interfaces or products and uncovers optimization potential. User Experience (UX) and Human-Computer Interaction (HCI) researchers have been recognizing the unique value of eye tracking for a long time and it is now more than ever available to be easily integrated in innovation processes.

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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

Upcoming webinar

Eye tracking the user experience in and outside the lab

Technology is rapidly changing the way brands interact with consumers. Their journey is now much more complex, combining the use of smartphones, laptops, tablets and the physical world. This is a challenge for businesses, as creating and maintaining a high-performing user experience across multiple touchpoints is not easy.

During our webinar on April 21, we will introduce eye tracking as a tool to better understand and improve how users interact with different devices.

Sign up for the webinar

Products and services

Tobii Pro provides a range of eye tracking based solutions for UX studies of customer experiences, may it be digital, physical, mixed or even virtual experiences. They are equally applicable for usability testing in lab facilities or out in the field and homes, depending on what your research question demands.

All our solutions contain software and hardware together with support and training in how to successfully apply eye tracking as a method in UX studies.

Screen-based eye tracking on website

Digital Experiences

See how users interact with your website, app, software or platform in more detail and understand the 'why' behind their digital behaviors. 

For UX Designers in need of testing or validation in a fast-paced or agile setting, we recommend our solutions for doing quick user testing:

For User Researchers in need of deep analysis of user behavior in a projects-based setting, we recommend our solutions for advanced user research:

A man wearing Tobii Pro Glasses 2 looks at the timetable display

Physical Experiences

Measure real-world interaction in a natural way no other method can provide. With our real-world solution, you can understand what attracts visual attention in-store to track consumer journey, during wayfinding or when using a physical product. This includes: 

TV Insight

Mixed Experiences

Assess the complete lifecycle of your customer experience strategy across channels and devices. Understand how the various elements of your products, advertising and sales work together and in isolation to shape your customers experience.

For both qualitative and quantitative analysis of user interaction with digital and real-world assets our solution includes:

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.

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

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Why digital agencies use eye tracking for UX testing


We all know a user’s experience is subjective; what’s obvious, what’s appealing, what’s convenient, what’s confusing all differ between people. Eye tracking helps find answers to questions surrounding usability and design which can be tricky to get via other means. This method of accurately recording and measuring someone’s gaze can reveal what test participants don’t say, alerting you to moments of confusion, features that are misinterpreted, designs that go unnoticed, and things that function perfectly. It’s an ideal tool for almost any user experience designer! We asked the UX team at a global digital agency why they use eye tracking, and this was their response.

Other customer cases

Bookingsweden customer case

Embarking on a new project to take on the highly competitive sector of online accommodation booking meant Bookingsweden needed to launch with confidence. Using eye tracking allowed the team to identify and fix usability issues with the site before it went live. Read more

Munich Airport Wayfinding Study

Munich Airport wanted to optimize wayfinding within its terminals to improve passenger experience and create an even distribution of business across all shops and restaurants. Eye tracking was used to examine signage along several key routes to answer questions about visitor engagement that data on footfall could not. Read more

Avanza Customer Case

Avanza is Sweden’s leading platform for savings and investments. Their website is the sole location of their business to consumers, so ensuring it’s not only reliable but also intuitive is essential for customer satisfaction and continued growth. Read more


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)?
  • Ioannidou, F., Hermens, F., & Hodgson, T. L. (2017). Mind Your Step: the Effects of Mobile Phone Use on Gaze Behavior in Stair Climbing. Journal of Technology in Behavioral Science. https://doi.org/10.1007/s41347-017-0022-6
  • Gwizdka, J. (2018). Inferring Web Page Relevance Using Pupillometry and Single Channel EEG. In F. D. Davis, R. Riedl, J. vom Brocke, P.-M. Léger, & A. B. Randolph (Eds.), Information Systems and Neuroscience (Vol. 25, pp. 175–183). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-319-67431-5_20
  • You, F., Li, Y., Schroeter, R., Friedrich, J., & Wang, J. (2017). Using Eye-Tracking to Help Design HUD-Based Safety Indicators for Lane Changes (pp. 217–221). ACM Press. https://doi.org/10.1145/3131726.3131757