Eye tracking the user experience – should you?
summary
Company builds eye-tracking rigs and runs a home panel of >1,000 users to capture natural browsing gaze, finds 80% of loaded ads never looked at. Uses screen recording plus gaze replay and a retrospective think-aloud to surface comprehension breakdowns and to build stakeholder empathy. Positions eye tracking as a tool — best for natural-context tests, safety-critical workflows or when passive attention matters — and warns it adds complexity compared with lab tasks.
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chapters (10)
- 0:00Introduction to eye tracking
- 2:06The attention economy
- 4:27Ad effectiveness and design
- 6:46Attention versus action
- 8:39The science of eye movement
- 11:13The importance of user tasks
- 13:58When to use eye tracking
- 15:40Natural user environment
- 18:22Retrospective think aloud
- 20:13Insights for better design
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