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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
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
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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
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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
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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
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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
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
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.
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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
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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.