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 natural user environments without the need for expensive lab equipment.
-
•
System zero is iSquare’s approach to capturing user experience realistically as the foundation for better system one (implicit) and system two (explicit) insights.
-
•
Eye tracking data reveals not only what users see but also what they overlook, which can explain behavior and improve question framing.
-
•
Combining eye tracking with qualitative and behavioral methods yields a more comprehensive understanding of user experience.
-
•
Modern smartphone cameras, together with AI-driven algorithms, achieve surprisingly accurate eye tracking without specialized hardware.
-
•
Clear research hypotheses must precede choosing eye tracking; it should answer specific questions not easily addressed by simpler methods.
-
•
Mobile eye tracking increases stakeholder confidence in UX findings by providing objective, measurable evidence of user attention.
-
•
Analysis metrics include fixation duration, visit frequency to screen areas, order of attention, and time to first contact.
-
•
In a case study on Indeed’s job search app, eye tracking revealed users frequently missed key company details despite reporting the task as easy.
-
•
Eye tracking can uncover small moments of user hesitation or confusion that are difficult for users or moderators to articulate or observe.
Notable Quotes
"Our hope is that by the end of this presentation you will see the value of integrating eye tracking into UX research so you can see what your customers see, think, feel, and do."
"System zero is the foundation to get good insights, because the more realistic the environment, the more accurate the insights will be."
"Eye tracking shows what people see and what they don’t see, what attracts attention and what doesn’t."
"Many people cannot articulate what they looked at or missed on a screen, but eye tracking makes it measurable and objective."
"You have to be very clear about your study goals first and check if eye tracking really is the simplest method to answer your questions."
"People just use their normal smartphone — any phone not older than about three years, iOS or Android."
"The algorithm learns how my eyes look when I look to the top, bottom, left, or right of the screen — that’s the calibration."
"Users often don’t notice important info even though they say the task was fine — subjective data can differ from objective data."
"Eye tracking helps us make instant new hypotheses by seeing where a user’s attention went and how they interpreted the interface."
"It’s not the holy grail, but it’s an awesome method to understand what the user is thinking beyond what they say."
Or choose a question:
More Videos
"Share everything, own nothing but credit everyone."
Zariah CameronReDesigning Wellbeing for Equitable Care in the Workplace
September 23, 2024
"Priorities aren’t priorities until they’ve been prioritized with attributes and values."
John Cutler Harry MaxPrioritization for designers and product managers (1st of 3 seminars) (Videoconference)
June 13, 2024
"Treat every conversation as an opportunity to learn and to make connections."
Nick CochranGrowing in Enterprise Design through Making Connections
June 3, 2019
"Documentation helps explain the rationale and revisit decisions in the future, preventing repeated mistakes."
Deanna SmithLeading Change with Confidence: Strategies for Optimizing Your Process
September 23, 2024
"Germany is at the confluence of several factors that constrain digital services: large population, federal government layers, and strong data privacy concerns."
Magdalena ZadaraZero Hour: How to Get Far Quickly When Starting Your Digital Service Unit Late
November 16, 2022
"I’ve never done this before. I’m going to be learning as I go and I’m going to share everything I learn with you."
Nova Wehman-BrownWe've Never Done This Before
June 4, 2019
"By identifying the triggers that lead customers to ask questions, I was able to help data scientists figure out what training data to access and explore."
Liwei DaiThe Heart and Brain of the AI Research
March 31, 2020
"The arrival of workers during COVID lockdown meant coordinating across government ministries, airport authority, federal border services and public health – this was a design problem."
Gordon Ross12 Months of COVID-19 Design and Digital Response with the British Columbia Government
December 8, 2021
"Ruthless prioritization tells us to be more efficient, but it feeds into a punishment culture."
Tutti TaygerlyMake Space to Lead
June 12, 2021
