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 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."

Ask the Rosenbot
Mark Templeton
Creating a Legacy: the ultimate experience
2017 • Enterprise Experience 2017
Gold
Bria Alexander
Opening Remarks
2021 • DesignOps Summit 2021
Gold
Aras Bilgen
Research Democratization: A Debate
2023 • Advancing Research 2023
Gold
Tatyana Mamut
Opening Keynote: Breaking Conway's Law--or How to Work Differently and Not Ship Your Org Chart
2019 • Enterprise Experience 2019
Gold
Jon Fukuda
Storytelling for DesignOps (Videoconference)
2023 • DesignOps Community
Erin Weigel
Real-world lessons to improve your conversion rates (Videoconference)
2024 • Rosenfeld Community
Caroline Jarrett
Have fun with statistics?
2024 • Rosenfeld Community
Prayag Narula
Dialing for Research: How to Reach the Unreachable
2022 • Advancing Research 2022
Gold
Fisayo Osilaja
[Demo] The AI edge: From researcher to strategist
2024 • Designing with AI 2024
Gold
Kate Stern
Scaling Learning for the Future
2022 • DesignOps Summit 2022
Gold
Bob Baxley
Theme 4: Discussion
2024 • Enterprise Experience 2020
Gold
Louis Rosenfeld
Welcome / Housekeeping
2023 • Enterprise UX 2023
Gold
Rittika Basu
Age and Interfaces: Equipping Older Adults with Technological Tools (Videoconference)
2023 • Advancing Research Community
Kristin Skinner
Theme 1 Intro
2021 • DesignOps Summit 2021
Gold
Ellie Krysl
Planned Right. Managed Right. Designed Right.
2023 • Enterprise UX 2023
Gold
Sarah Barrett
AI in Real Life: Using LLMs to Turbocharge Microsoft Learn
2025 • Rosenfeld Community

More Videos

"You’re born on third base but think you hit a triple — that’s the enterprise software delusion."

Standardizing Product Merits for Leaders, Designers, and Everyone

June 15, 2018

Simon Wardley

"I realized I was just making it up despite the company’s growth."

Simon Wardley

Maps and Topographical Intelligence (Videoconference)

January 31, 2019

Sandra Camacho

"There’s a gap between intentions and impact; humility is needed to close it."

Sandra Camacho

Creating More Bias-Proof Designs

January 22, 2025

Darian Davis

"I held Jeff accountable by expecting criticism to come with rationale and intentional improvement."

Darian Davis

Lessons from a Toxic Work Relationship

January 8, 2024

Fisayo Osilaja

"My goal today is to showcase how generative AI can go beyond just speeding up our processes and actually catapult us in our career."

Fisayo Osilaja

[Demo] The AI edge: From researcher to strategist

June 4, 2024

Uday Gajendar

"The seven-foot-wide diagram showed the product’s true complexity, sparking necessary conversations with leadership."

Uday Gajendar

The Wicked Craft of Enterprise UX

May 13, 2015

Davis Neable

"Experience vision is a powerful tool because it gives everyone a tangible goal to work towards."

Davis Neable Guy Segal

How to Drive a Design Project When you Don’t Have a Design Team

June 10, 2021

Eniola Oluwole

"People were very adverse to changes because a small 0.5% conversion increase meant millions in revenue."

Eniola Oluwole

Lessons From the DesignOps Journey of the World's Largest Travel Site

October 24, 2019

Aurobinda Pradhan

"The operational glue that binds strategy, execution, and measurement in design is often missing, and that’s critical for scaling."

Aurobinda Pradhan Shashank Deshpande

Introduction to Collaborative DesignOps using Cubyts

September 9, 2022