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Humanizing your user experience with eye tracking
UX research

Humanizing your user experience with eye tracking

Humanizing your UX design means seeing through the eyes of your consumer and feeling what they feel. By measuring attention and intent you access implicit insights that often go unnoticed, allowing you to create products and services that people love to use.

Illuminating the insights that shape interaction

Eye tracking reveals the subtle shifts in attention and navigation that define how users experience, understand, and engage with digital interfaces.

  • 74% 

    of users abandon websites or
    apps due to poor navigation
    or unclear interfaces.

  • 68%

    of UX decisions are based on assumptions or indirect feedback.
     

  • 62%

    of digital products fail to
    meet user expectations due to
    overlooked design flaws.

Benefits of eye tracking

Woman looking at instagram on mobile

What can I learn?

  • How users experience your product

  • What your users struggle with

  • What engages users for long periods

  • What creates confusion

  • What gets ignored

  • How users make decisions

Tobii Pro Spark laptop

What can I do?

  • Share video documentation of real user behavior

  • Optimize the design of important features

  • Design based on objectively captured behavior

  • Validate design performance with real data

Our products and services for UX research

Trusted by leading companies and brands

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We use a range of tools… and now eye tracking is a huge complement to these. It answers a lot of questions which come up from the other testing methods and even highlights some questions we weren’t aware of.

UX Lead at Avanza

Since we integrated eye tracking into our method mix, we have become much more accurate and efficient in illustrating user experiences and proving usability problems.

Tim Bosenick

GFK Sirvaluse consulting

Tim Bosenick
This eye tracking PoC gave us a data-driven view of issues that were previously vague. It was exciting to use this new technology, and we see great potential for improving UI/UX across the entire Dai-ichi Life Group.

Aki Matsuura

Chief Section Manager of the DX Design Planning Group, Dai-ichi Life Technocross

Aki Matsuura
With eye tracking we can pinpoint exactly where passengers face confusion in their journeys and what signage is being ignored or misinterpreted.

Wesley Lang

Research and Insight manager (Operations), Heathrow

Wesley Lang

Access hidden data

Consumers want every interaction with you to be smooth and swift, but human centered design requires unique behavioral data. By measuring attention, previously hidden insights become clear and you can optimize websites, apps, and games, as well as navigation in public spaces.

No more guesswork

Eye tracking allows you to visualize the areas of the human machine interface that block intuitive behavior, in industrial and automotive settings. By seeing where users look, you can identify areas of hesitation, frustration, as well as flow. Deep and reliable data allows you to make design decisions that you know will pay off for your interface and your user experience.

No more guesswork
Empowering UX design with attention data 

Empowering UX design with attention data 

An example report of eye tracking insights for UX research

Want to see what the results of an eye tracking UX study look like?
In this sample report, you’ll see data and insights from a range
of UX studies focusing on mobile app design, web design,
prototype testing, and in-store navigation.

Uncover the insights of UX Research

Contact us

Our team are experienced in applying technology and research expertise for effective UX research studies.

Let’s talk about how your study might look.