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Data Visualization

Incorporating eye tracking in usability research provides more insights that can be used to optimize UI designs, work flows, and understand what customers really do. The eye tracker is a 17- inch monitor with two unnoticeable infrared sensors that tracks and records eye activity (gaze points). This helps to identify the areas on the website that caught the viewer's eye and present results visually. Combining traditional research methods and Eye Tracking we get the most complete picture of customer's experience by:

• Ensuring that specific design elements are seen by the segments they are intended for
• Identifying elements that distract the online customers' attention
• Testing of radical design changes

The eye tracker represents 3 types of data visualization and complete statistical analysis that can help improve any design. Intensify your usability studies with powerful data visualization with the following reports.

Gaze Replay

It has been shown in a number of studies, that replaying the participant’s gaze after the task, will in fact lead to the uncovering of significantly more usability problems than using other known usability methods. Gaze Replay shows the gaze path for an individual respondent as shown below:

Gaze Plot

Eye movements are typically analyzed in terms of fixations (a pause of the eye movement on a specific area of the visual field) and saccades (rapid movements between fixations). This data is usually illustrated using gaze plots (or scan paths) which show saccades and fixations which show the amount of or length of fixations. Eye tracking enables you to determine if some areas are attracting too little attention while others are attracting too much. Some examples below:

Heatmap

With eye tracking you can measure what elements grab and keep attention, which visual cues drive users effectively, how decisions are made, and much more. Heatmaps are a graphical representation that displays the most attractive elements of the website for consumers in the form of "hot" and "cold" spots. Example below: