Eye-tracking: necessary equipment and set-upДЄs already mentioned, the procedure for carrying out Eye tracking can be expensive. Furthermore, eye tracking is a technique that alone is not enough to provide all the necessary insights for a complete usability assessment and it is necessary to associate this type of analysis with other qualitative methodologies. However, while it is a highly specific and expensive test, it is necessary to carefully evaluate when it is actually useful.

Going even deeper, neuromarketing professionals, in recent years, have begun to study the psychological developments related to eye movements, which would see a connection between movements and emotional responses. Once the data has been collected, it is possible to build a behavioral pattern that helps us identify problems and improve the UX of our interface.ДЇor example, it has been found that users often avoid banners perceived as advertisements with their eyes, or that elements with an extremely flat and not very evident UI require a greater effort of attention. Finally, the test helps us understand how much time the user is able to reach a certain usage goal. The test allows us to identify which are the areas of greatest interest (AOIs), to understand if users have not grasped the important UI elements, or if there are components that disturb or distract. It is estimated that for the human eye about 3-4 saccades per second occur since vision is in focus only in the central part of the retina.Д®ye-tracking is a test that returns important data on the userвЂ™s conscious and unconscious movements during the experience of using our interface.

Saccades: the movements that occur between one fixation and another and which in a certain sense correspond to the userвЂ™s journey to get to the points of interest.Fixations: that is the moments in which the gaze is fixed on a specific element, which has completely captured the userвЂ™s attention.The two main movements analyzed are defined as: Thanks to infrared technology, it is now possible to track the dilation and contraction of the pupils and eye movements while the user is looking at a screen. If today, eye tracking is a technologically sophisticated type of test, the first attempts date back to the beginning of the twentieth century, when Edmund Huey built the first Eye tracker in 1908 to track the movement of the eyes during reading.ДЄlthough technology has made great strides, the intent of the test has remained the same: to analyze eye movement. The results are not only quantitative, but also qualitative: it is not important to simply understand which components (buttons, texts, images, icons, etc.) catalyze the userвЂ™s attention, but it is essential to understand why an element is more effective than another and come to identify areas for improvement.ДЄnalyzing user behavior and preferences can also be a starting point for identifying new needs that were not considered in the design phase. The goal of an Eye-tracking test is to track the movement of the userвЂ™s eyes placed in front of the interface to be tested, in order to understand which elements capture their attention or not. Eye-tracking: necessary equipment and set-up.

Eye tracking testing