Eye-Tracking for l'UX
Let's understand your users' experience
What do our users think about when they browse our website, explore our e-Commerce, or interact with our digital products and services?
Potremmo chiederlo loro con interviste strutturate, ma sappiamo bene che spesso ciò che coglie la nostra attenzione lo fa al di fuori della nostra stessa consapevolezza e noi stessi non ci rendiamo conto di cosa potrebbe averci distratti o rallentati mentre portiamo a termine or when searching for information.
The introduction of eye-tracking technology among the tools available to us in the user experience (UX) toolbox allows us to take on the user's point of view,to observe where they are looking, to realize whether or not the elements that are supposed to capture their attention are working, and then intervene.
Observe your users' experience
Classic methodologies such as interviews, surveys and participatory observations can give us very interesting information, but sometimes are not enough to understand all the factors that drive human behavior.
With eye-tracking measures, we can record accurate information on the user's journey, identifying usability issues and details that would escape even the user's own awareness.
Information can then be discussed a posteriori through the retrospective think-aloud technique, where participants reflect on their own activities - providing an example of virtuous combination of classical methods, implicit methods, qualitative and quantitative data.
Optimize your users' experience
Learn to empathize with your users.
Thanks to the output obtained through eye-tracking recordings and eye-tracking data, you'll be able to observe not only the final outcome of users' behavior, but the whole visual path that led to such behavioral outcome.
Recording a navigation or interaction experience provides detailed insight into usability issues, elements that can cause confusion, and uncover design opportunities that may be missed in the design phase.
Anticipating user choices, eliminating elements of friction, and increasing those elements that facilitate information search and quality interaction allows you to create a pleasant browsing experience that reflects positively not only on the individual session, but on your brand image.
What can we do, in detail?
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We measure the objective difficulty experienced by the user while performing a task
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We detect elements of the task that increase the cognitive load
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We identify, consequently, room for improvement in every area
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We compare more than one possibile solutions - as it happens with A/B testing
Why choose an eye-tracking study?
Because it is a flexible tool that can be adapted to be used non-invasively in real-world settings.
The tools we use are developed by Tobii, the leading company that develops both eye-tracking hardware and software.
The design of Tobii's glasses for eye-tracking research is optimized to ensure the highest quality of the acquired data and eliminate its intrusiveness.
In addition to wearable eye-tracker (Tobii Pro Glasses), we also have screen-based eye trackers (Tobii Pro Nano), which are specifically used for research where user interacts or is exposed to stimuli delivered through a screen.
FAQ: Le metriche di eye tracking sono affidabili quando i partecipanti sono in movimento? Leggi l’articolo.
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Let's make the most of your users' experience.
