Eye tracking helps you understand how users experience mobile websites and apps or how they interact with advertising on mobile devices and tablets. Using this methodology, you can quickly identify details to be adjusted in order to optimize the mobile user experience.
Using eye tracking to test and understand the mobile user experience in apps, games, advertising, and e-commerce provides unique insights into the design and function of your products.
You can discover:
With eye tracking, you can invite different stakeholders to observe the test in real time by using the live view functionality. This is a fast and intuitive method revealing exactly what the user sees as it happens. The live view function immediately gives the development team ideas on how to make it easier for the user to complete key tasks.
Check out this video clip to understand how live viewing works. The red dot indicates where the user is looking.
Studying their award-winning game, Infernus: Verse 2, Motalen used eye tracking to add advanced options to their usability testing suite for mobile gaming. With the mobile device testing solutions from Tobii Pro, the development team was able to immediately identify patterns in the players' eye movements that allowed them to improve gameplay. Read more
Mediative, a leading digital marketing company in Canada, used Tobii Pro's solution for mobile device testing in this eye tracking study to understand the full reach and impression of different ad formats on an iPad vs. a desktop PC. Eye tracking enabled researchers to study not only page views and clickthrough rates, but also the visual impact of different ad formats, measuring to what extent these were seen, how fast and for how long. Read more
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. Read more