Eye Tracking

Eye tracking is a UX method that tracks eye movement using an eye camera to analyze users' visual attention on web pages and applications.


Eye Tracking is a research method that uses technology to monitor where, how long, and in what sequence a person looks at different areas on a screen or in a physical environment. It's instrumental in understanding how users visually interact with content, websites, advertisements, or products. Eye Tracking reveals areas that attract or distract attention, guiding design optimization and usability testing. It's widely used in UX research, marketing, and human-computer interaction to enhance visual communication and user engagement.

Suitable for

  • Quantitative testing of web pages and applications,
  • Testing the visibility of communication elements or products in marketing,
  • Experienced researchers.


Eye Tracking Study Plan

A detailed plan outlining the research objectives, target audience, test scenarios, and timeline for the eye tracking study.

Participant Screenings and Recruitment

A list of participants who meet the defined target audience criteria. This also includes the recruitment process and consent forms to ensure their involvement in the study.

Test Environment Setup

A description of the hardware, software, and environment setup used for the eye tracking study, including any potential variables or controls.

Test Moderator Guide

A step-by-step guide for the moderator to steer participant interactions and collect consistent data during the eye tracking sessions.

Raw Data Recordings

A collection of raw eye-tracking data, including gaze plots, heatmaps, and other visualizations captured during the test sessions.

Data Analysis and Interpretation

A comprehensive analysis of the gathered eye-tracking data, identifying patterns, trends, and problem areas within the user interface.

Participant Feedback

A summary of verbal and written feedback collected from participants during and after the eye tracking sessions, providing additional insights and context to the quantitative data.

Eye Tracking Report

A detailed report summarizing the findings of the eye tracking study, including key insights, recommendations, and potential areas for improvement within the user interface.

Presentation of Findings

A visual presentation (e.g., slides or video) showcasing the key findings, conclusions, and recommendations from the eye tracking study to stakeholders and team members.



Define research objectives

Clarify the goals of the eye tracking study, including desired insights, user behaviors, or attention areas that need to be measured. This will help in designing the right test scenarios and defining key performance indicators.


Identify target users

Determine the demographics, behaviors, or needs of the target users that represent the intended audience. This information will be used for participant recruitment and to better understand the users' context while interacting with the product.


Design stimulus material

Create realistic test scenarios or materials like mockups, prototypes, or live versions of websites or applications. Ensure the stimuli are representative of the actual product and relevant to the specific research objectives.


Set up eye tracking equipment

Choose the appropriate eye tracking device based on the research objectives and study environment, such as a screen-based eye tracker, glasses, or VR headsets. Calibrate the equipment according to the manufacturer's instructions, ensuring accurate data collection.


Recruit study participants

Select a representative sample of target users based on the established criteria. Make sure to include participants with diverse demographics, experiences, and preferences to capture a comprehensive understanding of user behavior.


Conduct the eye tracking study

Invite participants to interact with the stimulus materials using the eye tracking equipment, and provide them with tasks and instructions relevant to the research objectives. Monitor and control the test sessions, addressing any technical issues or participant questions.


Collect and preprocess data

Gather the raw data from the eye tracking equipment, converting it into a usable format. This includes information such as gaze point, fixation duration, and saccade paths. Remove any noise or inaccuracies to ensure data quality.


Analyze eye tracking data

Examine the eye tracking data and derive patterns and insights related to the research objectives. Visualization tools like heatmaps, gaze plots, or clustered gaze data can help in understanding user behavior during the interactions.


Report and present findings

Summarize the key insights and recommendations based on the eye tracking data analysis. Present the findings in a clear and actionable manner, using visualizations or illustrative examples as needed to support the identified patterns.


Implement and validate changes

Apply the insights from the eye tracking study to modify and improve the tested product. Evaluate the impact of these changes through additional testing, ensuring that the modifications lead to better user experience and meet the original research objectives.

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