User experience - Tobii Pro Spark
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.


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.

A person driving a car using Tobii Pro Glasses 3

Access the report

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.

Tobii UX research report

What you can learn and do

Benefits of eye tracking

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

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

Related products



  • 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

    Avanza logo
  • 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

    GFK logo

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.