Reseller Usability

Outside of academic research Usability/UCD/UX is the largest purchaser of eye tracking. Tobii is the undisputed market leader thanks to its powerful hardware and flexible software.

Experiencing a website or software application through the eyes of your users helps you to understand their motives and behaviour in a revolutionary new way. Eye Tracking is a unique means for evaluating user experiences and usability. It can counteract some of the negative effects of using conventional usability methods. Eye movements accurately reflect visual attention and cognitive thought processes, meaning you get clear and objective results.

In addition to the commonly used heatmaps, gaze plots and cluster analysis tools, new features are being added specifically for this market, for example the Retrospective Think Aloud (RTA) tool due in the next major release.

How does it add value?

The added value from eye tracking in this area is simple to demonstrate - we can either watch the test live or replay it later, and actually see the challenge from the users' point of view. When combined with an RTA, you can start to learn granular detail about the how and why participants make their decisions.

"Clients love seeing the participant's eye gaze live - It adds so much to the eye
tracking viewing experience and they get immediate insights. I always see
them calling the dev team during the sessions!"
James Breeze, Chief Experience Officer at Objective Digital.

Many users in the usability community use screen capture software to record what a participant is presented with - this shouldn't be confused with what people actually see. Our clients know the added value of the gaze overlay. This data, backed up by proper planning and follow up questioning, is the most reliable way of truly, deeply understanding user behaviour in a qualitative manner.

The same technology is ideal for more quantitative studies. Take an example of multivariate testing i.e. where multiple, different homepages are deployed on a site and data collected about which versions convert. From analysing the gaze behaviour of a representative sample, the eye tracking data allows a scientific analysis of the results. The client can recommend the most effective layout - good data feeding into the decision making process should ensure the right choices during development.

We're finding that the consultancies and Brands we work with love the objectivity of this feedback - it helps to keep the design process honest and has demonstrably proved the value of eye tracking week in, week out.

Eye tracking allows you to:

  • Assure specific design elements are seen by the segments they are intended for
  • Identify deadwood elements that divert the online customers' attention in the buying process
  • Test almost anything
  • Test radical design changes and create a base for redesign decisions. Ensure that the design layout is optimised.


For more information about how we can help you to add value and maximise ROI for you and your clients call us or email us via the contact form.