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.
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.
Understanding the customer journey through eye tracking
If you want to improve your customers experience in complex facilities like an airport, train station or shopping mall, wearable eye tracking allows you to see things from your customer’s perspective, so you can make better business-critical decisions.
In conjunction with Munich Airport, Tobii Pro ran an eye tracking study to better understand and improve wayfinding inside the facility. In this webinar, Erik Siwkowski, Senior Research consultant at Tobii Pro, will guide you through this case study and share knowledge on:
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.
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:
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:
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:
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.
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.
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.
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
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?
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:
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:
Learn more about heat maps.
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:
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:
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: