The value of eye tracking – UsableWorld

Recently, I watched a usability test, with no eye tracking, and this happened:

The participant, describing an issue, said – ”You can see here how … “.

In the observation room my client and I had absolutely no idea what he was talking about! We couldn’t see where his finger was pointing at the screen!

If we had the eye tracker running we could have easily seen what he was talking about, because, as he described the issue, he would have been looking at that exact spot on the screen.  Seeing this real time video footage would have added so much more value to our experience as observers.

I can’t understand how people can do usability testing without eye tracking!

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About Objective Experience

Objective Experience is your partner for customer experience strategy, research, design and usability testing. Our team of passionate Customer Experience Consultants uncover insights from your customers to optimize customer journeys across all digital and physical channels – mobile apps, websites, systems, shopper and retail. We research on how customers interact with products, services and environments through interviews, surveys, focus groups, desk research, eye tracking and usability testing. Actionable recommendations are developed from our in-depth observations and testing. Our partners and clients come from a wide range of businesses and industries - from large financial institutions and government organisations to technical consultancies, Universities and not-for-profit businesses. Objective Digital Holdings Pty Ltd has offices in Sydney (Objective Experience Sydney) and Singapore (Objective Experience Singapore). Eye Tracking, CX, UX, Usability Testing, Shopper Research & Design Thinking across Australasia and South East Asia.

25 thoughts on “The value of eye tracking – UsableWorld

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