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
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Smartphone eye tracking allows UX research in natural user environments without the need for expensive lab equipment.
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System zero is iSquare’s approach to capturing user experience realistically as the foundation for better system one (implicit) and system two (explicit) insights.
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Eye tracking data reveals not only what users see but also what they overlook, which can explain behavior and improve question framing.
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Combining eye tracking with qualitative and behavioral methods yields a more comprehensive understanding of user experience.
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Modern smartphone cameras, together with AI-driven algorithms, achieve surprisingly accurate eye tracking without specialized hardware.
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Clear research hypotheses must precede choosing eye tracking; it should answer specific questions not easily addressed by simpler methods.
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Mobile eye tracking increases stakeholder confidence in UX findings by providing objective, measurable evidence of user attention.
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Analysis metrics include fixation duration, visit frequency to screen areas, order of attention, and time to first contact.
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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.
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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."
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