Evaluating the User Experience
Eye tracking has the capability of greatly deepening our understanding of the user experience. It is possible to combine eye tracking with existing usability metrics (i.e., accuracy, efficiency, satisfaction) to learn something that we would not know without it.
How can we use eye tracking as an evaluation tool?
When determining the placement of links, navigational tools, written content, input fields, link labels, images, slogans, and other features, usability practitioners often wonder: Do users notice this feature? Do users understand what they need to do to accomplish their goals? Eye tracking data can help the UX team make recommendations based on a deeper understanding of the problem.
When determining the placement of links, navigational tools, written content, input fields, link labels, images, slogans, and other features, usability practitioners often wonder: Do users notice this feature? Do users understand what they need to do to accomplish their goals? Eye tracking data can help the UX team make recommendations based on a deeper understanding of the problem.
Eye tracking Measures & Possible Interpretations
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Eye tracking heat map shows how most participants do not read important instruction text that tells them to skip this section. (From Olmsed-Hawala & Quach, 2012.)
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