Usability Test-Eye Tracking

Eye tracking is simply the observation and recording of eye behavior such as pupil dilation and movement. It has applications in many areas, including psychological research and packaging design, but with regards to screen-based media, it’s primarily used by researchers to identify where users are looking.

Eye tracking allows you to:

1. Find out what is attracting users’ attention

2. Know what they are ignoring or not finding

3. Observe what is distracting them from their user journey

Examples of Heat maps and Gaze Plots: