9- Eye Tracking

Question 1

How do we look?

Answer 1

The pupil must focus on a point in order to perceive color, faces, writing, etc.

Question 2

When is our pupil in motion? How does eye-tracking work?

Answer 2

Constantly in motion. Eye-tracking measures the speed of the pupil and can detect when a fixation is happening.

Question 3

What do these fixations tell us?

Answer 3

• Fixations are linked to attention.
• Moving pupil means moving attentions means less focus.
• Fixation does not mean that the participant definitely perceived an element.

Question 4

What are the measured variables in eye-tracking tech?

Answer 4

1- Fixations: The eye maintains a stable position. A number of fixations and duration indicate the level of difficulty with the display.
2- Saccades: Rapid eye movement from one point of interest to another.
3- Scan paths: Moving straight to a target with a short fixation at the target is optimal.

Question 5

How can eye tracking help designers?

Answer 5

• Provides insights into user’s behaviour.
• Answers questions like “Will users see/notice this?”
• Evaluates effectiveness of a design
• Reveals what the users’ attention is drawn to.