Rosenverse

This video is only accessible to Gold members. Log in or register for a free Gold Trial Account to watch.

Log in Register

Most conference talks are accessible to Gold members, while community videos are generally available to all logged-in members.

Eye Tracking Gamechanger: Why Smartphone Eye Tracking will Revolutionize Your UX Research

Gold
Friday, March 11, 2022 • Advancing Research 2022
Share the love for this talk
Eye Tracking Gamechanger: Why Smartphone Eye Tracking will Revolutionize Your UX Research
Speakers: Jeff Ephraim Bander , Ariane Rahn and Philipp Reiter
Link:

Summary

The synergy of smartphone eye-tracking and user experience research allows a combination of behavioral insights and in-depth answers. eye square's standardized experimental approach provides the ideal setting for large-scale eye-tracking research. This helps to understand how your end-users interact with your product, their mental model, and how information architecture and UI design can be improved.

Key Insights

  • Smartphone eye tracking allows UX research in users' natural environments, increasing data realism and accuracy.

  • iSquare's 'system zero' refers to contextual eye tracking as the foundational layer beneath explicit and implicit user responses.

  • Eye tracking captures not only what users look at but also what they ignore, revealing critical blind spots.

  • Modern smartphone cameras combined with AI algorithms enable highly accurate eye tracking without specialized hardware.

  • Eye tracking data helps generate new hypotheses by making subconscious attention patterns visible and measurable.

  • Integrating eye tracking with traditional UX methods strengthens stakeholder confidence in findings.

  • Users often inaccurately report their experiences; eye tracking reveals discrepancies between perceived and actual behavior.

  • Calibration using users’ own phones ensures personalized and precise eye tracking results remotely.

  • Aggregate heatmaps and visit metrics enable quick identification of UI elements that attract or lose user attention.

  • Eye tracking is best used when research goals are clear and when it is the simplest method to answer key questions.

Notable Quotes

"Eye tracking lets you see the world from the point of view of another person."

"Eye tracking can show you what people see, in what order, for how long, and crucially, what they don't see."

"The foundation to getting good insights is system zero – the realistic, natural environment."

"People just use their normal mobile smartphone, no special devices needed, as long as it's less than three years old."

"Sometimes it is hard to articulate what you looked at, but eye tracking makes it measurable and objective."

"Eye tracking helps to generate instant new hypotheses by revealing what a user noticed or missed."

"Only 38% of people actually looked at the company review information, even though it was crucial."

"Subjective user ratings said a task was fine, but eye tracking showed they didn’t see important information."

"You should always have your research questions first before deciding to use eye tracking."

"Eye tracking is not the holy grail, but it’s an awesome method to understand what the user is thinking."

Ask the Rosenbot
Suzan Bednarz
AccessibilityOps for All
2024 • DesignOps Summit 2020
Gold
Jules Monza
Use These Words and Count These Things
2024 • DesignOps Summit 2024
Gold
Sha Hwang
The First Fifty Years of Civic Design
2022 • Civic Design 2022
Gold
Katie Hansen
Experimental research: techniques for deep, psychology-driven insights
2025 • Advancing Research 2025
Gold
Sara Asche Anderson
Not Your Ordinary Re-Brand: Design's Path to Driving Customer Obsession at Best Buy
2024 • Enterprise Experience 2020
Gold
Nicole Aleong
Future Orientations to Everyday Life: Futures Anthropology as a Methodology
2024 • Advancing Research 2024
Gold
Ali Jeffery
How DesignOps Helped Enable Wall Street to Work Remotely
2020 • DesignOps Summit 2020
Gold
Sheryl Cababa
Expanding Your Design Lens with Systems Thinking
2023 • Enterprise Community
Samuel Proulx
From Standards to Innovation: Why Inclusive Design Wins
2025 • Advancing Service Design 2025
Gold
Feyikemi Akinwolemiwa
Play to innovate: How curiosity and experimentation transform UX
2026 • Advancing Research 2026
Gold
Mike Brzozowski
UX in everyday products: Empowering climate conscious choices
2024 • Climate UX Interest Group
Karen Pascoe
Developing Experience Teams and Talent in the Enterprise
2016 • Enterprise UX 2016
Gold
Jacqui Frey
Scale is Social Work
2020 • DesignOps Community
Sarah Brooks
Theme 3 Intro
2021 • Civic Design 2021
Gold
Jake Burghardt
Stop wasting research: Create new value with insight summaries
2025 • Rosenfeld Community
Sarah Rink
Remote User Research: Dos and Don'ts from the Virtual Field
2020 • Advancing Research Community

More Videos

Taylor Jennings

"If we wanted to scale and continue to grow, we were going to need something to help us."

Taylor Jennings Joe Nelson Alex Knoll

Repository Retrospective: Learnings from Introducing a Central Place for UX Research

March 9, 2022

Nicole Aleong

"Anticipation involves preparatory actions to manage uncertainty about future conditions."

Nicole Aleong

Future Orientations to Everyday Life: Futures Anthropology as a Methodology

March 26, 2024

Jeff Gothelf

"Nordstrom decided that innovation needed to be a corporate value, not a lab value."

Jeff Gothelf

Innovation Studios: the Engines of Enterprise Experimentation

May 14, 2015

Saara Kamppari-Miller

"If you don't have dedicated accessibility people, start grassroots by building empathy and rallying teams around user stories."

Saara Kamppari-Miller

DesignOps for Inclusive Design and Accessibility

May 26, 2022

Tess Dixon

"You can’t make your team happy, no one can ever make anyone else happy ever, ever."

Tess Dixon

C'mon Get Happy

September 29, 2021

Liam Thurston

"Building a great culture means caring for individuals and creating rituals like recognition and shared learning."

Liam Thurston

Why Your Design Team Is Quitting, And How To Fix It

June 10, 2022

Ian Swinson

"Careers as ladders are what HR wants, but careers aren’t linear; they should be a jungle gym."

Ian Swinson

Designing and Driving UX Careers

June 8, 2016

Leisa Reichelt

"My kids know everything. If you listen to conversations with them, they say I know, Ma, I know."

Leisa Reichelt

Opening Keynote: Operating in Context

November 7, 2018

Rachael Greene

"Over-enforced design system adoption bred resentment and low morale, despite good adoption metrics."

Rachael Greene Alison Davis

Building a Design Ops Practice that Really Works (Most of the Time)

October 2, 2025