The UX laboratory consists of an observer room and a participant room separated by a one-way mirror. It is equipped with the Tobii X3-120 eye tracker used with highly sophisticated analysis software. This equipment allows for eye tracking on any screen size, from large television screens to a small mobile device.
Clients and their designers can observe the eye tracking evaluation process from the observer room. This allows them to get immediate feedback and identify specific areas that they want us to probe further.
What is eye tracking?
Eye tracking provides an objective way to determine whether interface elements attract users’ attention, what they miss, and what confuses them. Using sophisticated Tobii eye tracking equipment, we capture users’ eye movements across an interface to identify successful elements and shortcomings in the design. Eye tracking data are presented in the form of gaze plots, heat maps and cluster plots, or gaze videos that provide an animated view of the users’ eye movements across the screen.
During user evaluation of interactive systems, users often find it difficult to express their opinions and they lean towards the positive when put on the spot. Eye tracking overcomes this bias by providing objective evidence of user preferences. Still, we combine our eye tracking tests with retrospective interviews to ensure that we accurately represent the users’ experiences. During these interviews, users are shown their eye tracking videos and questioned about aspects where their eye movements indicated uncertainty or where they focused on elements for longer than should be necessary. Without this tool users find it difficult to recall their perceptions and will mainly remember the latter part of their interaction.