Sentient Services
User Experience
Eye tracking is the science of understanding and improving the user experience through measuring eye movements – this state-of-the-art methodology shows us what users pay attention to and how they process the information they see in real time as they interact with a visual stimulus (e.g., a website, commercial, product, or software application). The basic idea behind eye tracking is that where people look indicates what they are paying attention to – which determines how they will use or interact with it. Thus, by analyzing a user’s eye movements, we can identify what aspects of the stimulus they find important, interesting, or confusing, and we can make adjustments and improvements as necessary.
Eye-tracking analysis typically yields two types of output: Heatmaps and Gaze Timelines.