Eye Tracking
Experience your product through your users’ eyes
Eye tracking or gaze tracking is a scientific method for capturing a person’s eye gaze. Eye tracking can be used to evaluate interactive applications, mobile applications or digital products.
Our Approach to Eye Tracking
Eye tracking is a valuable instrument to measure in which sequence and how long users look at certain parts of a user interface. This makes it visible which elements receive attention – and which may remain unnoticed. Before carrying out an eye tracking study we support you in formulating specific research questions and examine whether these questions can be answered reliably with eye tracking.
Usability Test with Eye Tracking
Eye tracking is especially powerful when it is used in combination with a traditional usability test. While the test participant is working on a realistic work task, such as ordering a product, we capture the user’s eye gaze with our eye tracker. The statements of the participants and our observations of their behavior complement the eye tracking data and provide a comprehensive picture of how users experience an application. Based on the combination of qualitative and quantitative data, our team of UX professionals develops concrete recommendations for optimizing your product.
Wondering if Eye Tracking can help your project move forward?
In a short conversation with our Consulting Team, you can quickly find out how we can best support you. Alternatively, feel free to send us a short message, and we will get back to you.
We are happy to advise you - free of charge and without obligation.
What Can We Test with Eye Tracking?
Our modern eye tracking systems enable us to test almost every interactive interface. Eye tracking tests are possible for:
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Web
Web Apps, E-Commerce, (internal) Portals, ...
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Mobile
Apps, Smartphones, Tablets, ...
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Software
Application software, ERP, including AI
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Vehicles & Machines
Driver cabins, control systems, in-car, HMIs, cockpits, ...
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Medical Technology
Diagnostic devices, DiGA, hospital technology, ...
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Entertainment
Smart TV, Gaming, Streaming, Audio Systems, ...
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Household Appliances
Washing machine, oven, smart kitchen devices, ...
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Self-Service Systems
Physical & digital: kiosk, terminal, POS, ...
Eye Tracking Results
Heatmaps
Heatmaps visualize which areas receive the most attention. The longer or more frequently an element is viewed, the more intense the red coloring. Areas that are less observed are shown in green.
Opacity Maps
The opacity map is the counterpart to the heatmap. Areas that were not viewed are darkened, while the lighter areas show the elements that actually received attention.
Gazeplots
Gaze plots or scan paths make the entire gaze path visible. Numbered circles show the order in which users viewed an interface. The size of the dot represents the length of a fixation.
What Can We Find Out with Eye Tracking?
- Which elements of an application are perceived by users and which are ignored altogether?
- Which elements distract the users from the parts that are actually important?
- Which content elements are being read and which are only scanned?
- How long and how often are elements like menus, navigation, or advertising banners viewed?
- In which sequence do users perceive elements in an interface?
- Does the site's structure enable users to find required information or does it make the search more difficult?
When Do We Recommend Eye Tracking?
Pictures, colors and design elements have a strong influence on human perception. That is why we recommend eye tracking as soon as the first graphical designs are available.
It is also useful to combine eye tracking with a traditional usability test. While participants from your target group work on real tasks, their gaze movements can be followed live. These data complement the observations and enable an even deeper analysis of perception processes and decision-making.
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Detect visual attention
Eye tracking can reveal where a user's attention is focused while performing a specific task.
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Answer qualitative questions
In addition to observations in the usability test, eye tracking makes it clear how users actually proceed.
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Live observation possible
In the observation room or via livestream, you can directly follow the gaze patterns – and see your product through the eyes of the users.
Which Technology Do We Use for Eye Tracking?
To evaluate screen-based applications we use the remote eye tracking systems of Tobii Technology, the world leader in eye tracking. The technology is almost invisible to the test participants and runs unobtrusively in the background after a short calibration. This enables a natural test situation in which participants can fully concentrate on their task.
In addition to traditional screen-based tests, eye tracking is also possible in mobile contexts. Using Tobii Glasses, gaze patterns can be captured in non-screen contexts – for example, when using apps on smartphones or tablets, in retail environments, or when interacting with physical products.
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