Using eye-tracking in UX research – a practical guide for UX specialists

Eye-tracking is a powerful method in UX research that uncovers how users visually engage with a product. It tracks where users look, how long they focus on specific elements, and what captures their attention first. Thanks to this, UX specialists gain rich, behaviour-driven insights that can improve digital products to meet specific user needs. In this article, we will delve into how eye tracking can elevate your UX research and how you can leverage this tool – whether you have access to expensive equipment or not.

The technology behind eye-tracking

As we already explained the basics of eye tracking, it is time to dive into details and explain how it works. Eye tracking technology uses cameras and sensors to monitor users’ eye movements, pinpointing where they focus their attention. It works by detecting infrared light reflected off the cornea and pupil, which is then analysed by algorithms to provide a point of gaze on the screen – a technology straight from science-fiction movies.

For UX researchers, this technology provides a window into users' unconscious behaviours – what they focus on first, what elements are ignored, and how they navigate through a digital product. Often, what users say doesn’t fully align with their actions. Eye tracking helps bridge this gap by offering objective, real-time data on how users naturally interact with an interface.

How does eye-tracking work?

You now know what eye tracking is and what technology stands behind it. Now, it is time for some more advanced knowledge. Ready? Let’s dive into what eye tracking brings to the table for UX specialists.

This method (if used correctly) generates two primary types of data that help to improve the final digital product:

• Heatmaps – these visual representations show which areas of the interface users focus on the most. Colours – ranging from blue to red indicate the level of attention, with red marking areas that held users' attention the longest. This helps identify high-traffic visual zones or neglected areas of the interface. To learn more about heatmaps, visit our Digital 101 and read the article about this matter.
• Saccade Pathways – these diagrams map out the sequence of a user’s eye movements, showing how they transition from one element to another. Red circles represent focus points, while lines trace the eye’s movement between them. Saccade data is invaluable in understanding the flow of attention and how users interact with key elements.

The accessibility challenge

As you probably know, accessibility is an integral part of everything related to user experience. The same goes for eye tracking, but slightly from a different perspective. When we talk about accessibility, we often think about improving the digital product to meet the needs of everyone – no matter their age, abilities, or disabilities. In this case, accessibility means money and time. However, to learn about the accessibility in user experience, and discover why it is so important, check out our dedicated article on this matter. 

Now, let's get back to our main topic. Despite the potential of eye tracking, many UX researchers face challenges in adopting this method due to the cost and setup required. High-end eye-tracking devices are expensive, and setting up a dedicated environment for usability testing (UT) sessions takes time and resources. Live sessions with these devices often require specialised labs, which makes widespread use challenging for UX teams without significant financial backing.

But do not worry – there are workarounds! Even without premium equipment, you can still integrate eye-tracking-like insights into your UX research. Now, let’s explore how exactly you can do that.

How to implement eye tracking with limited resources

Eye-tracking is an excellent method for your organisation, but you are still determining if you can afford specialised hardware. Do not worry – in our digital era, technological advancements have made it possible to run eye-tracking studies in alternative ways. While these alternatives might not be as precise, they can still provide valuable insights. Here are some options:

• Webcam-Based Eye Tracking Software: Some tools utilise standard webcams to estimate eye movements. While these solutions are not as accurate as dedicated eye-tracking hardware, they can give you a rough sense of visual attention and are much more accessible.
• Behavioural heatmaps with tools like HotJar: If you cannot access eye-tracking technology, you can still leverage tools such as HotJar to generate heatmaps based on user behaviour. HotJar records interactions like clicks, mouse movements, scrolls, and rage clicks. Though this doesn’t directly track eye movement, these interactions often align with where users look, providing a valuable proxy for understanding attention.

HotJar features for UX specialists:

• Click heatmaps to show where users engage the most with your interface.
• Mouse movement heatmaps highlight areas that capture attention based on cursor behaviour.
• Scroll heatmaps reveal how far down users scroll and which content gets the most attention.
• Engagement zones help identify areas where users spend the most time interacting.
• Rage clicks highlight areas of frustration where users may click repeatedly in confusion or frustration.

This type of data offers crucial insights into user behaviour, such as:

• Understanding user attention: Identify areas of high engagement and overlooked elements.
• Improving usability: Detect where users struggle and streamline problem areas.
• Enhancing navigation and design: See how users move through your platform and learn which layouts work best.

Summary

Integrating eye tracking into your UX research arsenal offers a unique opportunity to observe users’ behaviour. By understanding what captures their attention and how they navigate a product, you can make more informed decisions about design and usability improvements.

However, it’s essential to complement eye-tracking data with other research methods like usability tests (UTs), in-depth interviews (IDIs), or surveys. Combining methods will give you a holistic view of user behaviour, motivations, and needs – enabling you to create more intuitive and user-friendly products.

Whether using sophisticated eye-tracking equipment or simpler behavioural heatmaps, UX specialists can harness these insights to create more effective, user-centric designs.