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What is Eye-tracking?

Eye tracking in design refers to the process of measuring and analyzing eye movements and gaze patterns to understand how users visually perceive and interact with a design or interface. It involves using specialized equipment, such as eye-tracking devices or software, to track and record the movement of a person's eyes as they engage with a visual stimulus.

Why is Eye-tracking important?

Eye tracking can provide valuable insights into user attention, visual focus, and interaction patterns.

How to use Eye-tracking?

Designers utilize eye tracking in various ways:

Usability Testing: Eye tracking helps identify areas of a design that capture or fail to capture user attention. It reveals which elements or content users focus on, how they navigate through a design, and how they interpret visual hierarchies.

Heatmap Analysis: Eye tracking data can be used to create visual heatmaps that show areas of high and low user attention. Heatmaps help designers understand which parts of a design attract the most interest and which areas may be overlooked.

Interaction Evaluation: Eye tracking can assess how users interact with specific design elements, such as buttons, menus, or call-to-action areas. It helps identify usability issues, such as difficulty in locating or activating interactive elements.

Visual Design Optimization: Eye tracking data can guide decisions regarding visual design elements, such as layout, typography, color, and imagery. Designers can analyze eye gaze patterns to ensure optimal visual flow, readability, and engagement.

Comparative Analysis: Eye tracking can be used to compare and evaluate different design variations or prototypes. By tracking users' eye movements and responses to different versions, designers can identify which design options perform better in terms of user attention and engagement.

Accessibility Assessment: Eye tracking can help assess the accessibility of a design by identifying potential challenges for users with visual impairments. It helps ensure that visual information is appropriately communicated and that important elements are easily discernible.

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About Akendi

Akendi is a human experience design firm, leveraging equal parts experience research and creative design excellence. We provide strategic insights and analysis about customer and user behaviour and combine this knowledge with inspired design. The results enable organizations to improve effectiveness, engage users and provide remarkable customer experiences to their audiences.