What do our users think about when they browse our website, explore our e-Commerce, or interact with our digital products and services?
We could ask them in structured interviews, but we know that often what catches our attention does so even outside our own awareness and we don't always realize what might have distracted or slowed us down while completing a task 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.
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.