Remote eye tracking

WHAT IS EYE TRACKING?

Eyetracking Eye tracking (ET) is a process of tracking eye motion which has been used in different areas for over 100 years. Various methods are used to track what the research participant is looking at: there are eye attachments, electric potential measurement and contactless methods.

At s360, we use technology developed by RealEye, a Polish company, which makes it possible to conduct remote eye-tracking research using a webcam of the research participant (e.g. their laptop webcam). The technology developed by RealEye won the Hotjar XAward for “Best Tech Achievement” in May 2017.

WHEN IS EYE TRACKING USED?

ET is used when we want to get to know how users use websites and applications, whether navigation and messages work properly and which elements influence users’ decisions. ET is used at various stages of UX research: from testing mock-ups, to clickable prototypes, to the evaluation of existing websites and applications.

WHAT ARE THE BENEFITS OF EYETRACKING?

Tracking eye movements makes it possible to determine which elements of the website or application attract the attention of research participants, what catches their eye.

ET makes it possible to record the gaze path and shows how the research participant scanned the website or application. The technique itself does not answer the question of why the participant looked at specific elements and why it took a given amount of time.

Only if we pair ET with qualitative methods, such as IDI or UX testing, can we get additional information that will allow us to verify the declarations of participants.

RESULTS OF ET RESEARCH:

• heat maps
• fixation maps
• order of priority for website elements
• catalogue of rational and emotional benefits
• list of errors and weaknesses
• list of advantages and strengths
• catalogue of recommendations: what should stay and what should be changed