The science behind UX: eyetracking

eyetracking visualizes how our eyes view information

Eyetracking can produce heat maps to visualize how we view content. Source: Nielson Norman Group;

Design is not just an art, there is hard science behind it. Googling the term UX comes up with the following definition: “User Experience (UX) involves a person’s behaviors, attitudes, and emotions about using a particular product, system or service. User experience includes the practical, experiential, affective, meaningful and valuable aspects of human–computer interaction and product ownership.” The science behind design and UX can be studied using eyetracking devices to help scientists better understand how we view and consume content online.

Did you know that there is an eyetracking lab at Clemson? I didn’t until a few weeks ago when I met with Dr. Andrew Duchowski, Clemson Computer Science professor and eyetracking expert.

My interest in eyetracking is focused on how we can best design websites. We all know that they do A/B testing on websites to see what images, fonts, colors, etc. produce a higher rate of sales, but some of the “rules” of website design and UX can be inferred prior to launch a new site using eyetracking capabilities to infer how a user navigates a site and to increase the likelihood that they will perform certain user-tasks. For instance, does placing ads in the middle of our Facebook feed create more click-throughs than placing the same ads along the right sidebar? Using eyetracking we can find out.

With this technology, what questions would you explore?

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How the human eye reads a website | UX | Creative Bloq

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