Eye Tracking

What is Eye Tracking? 


Eye tracking refers to the ability to follow the path and patterns the eye takes when looking at a user interface. 

Using leading edge technology, sensors detect eye movement and can precisely locate the user’s focus. The technology and software record the results of in-person, moderated one-on-one user testing, and provide quantifiable visual data of user behaviour to augment observation and interview-based user testing

Why use Eye Tracking?


  • Optimize paths to complete tasks and the tasks themselves.
  • Optimize menu and navigational elements including wording, location and sequence.
  • Optimize in-page content and visual elements including location and sequence.
  • Quickly iterate to the most attention-grabbing headline and imagery for important announcements.
  • Optimize software application interfaces to reduce user frustration, task completion times and calls to the help center.
  • Quickly iterate mobile interface designs for the optimal user experience.

What can Eye Tracking do?

Using eye tracking technology, user interfaces such as web pages, forms, software applications, video, and digital imagery can be tested.

The clear quantitative and qualitative research findings lead to more traceable analysis and conclusions/recommendations. These findings can help provide more certainty towards methods to refine and improve user interfaces.


Eye tracking helps identify:

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

What other UX research services do we offer?

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