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Eye Tracking in User Experience Design

Book Description

Eye Tracking for User Experience Design explores the many applications of eye tracking to better understand how users view and interact with technology. Ten leading experts in eye tracking discuss how they have taken advantage of this new technology to understand, design, and evaluate user experience. Real-world stories are included from these experts who have used eye tracking during the design and development of products ranging from information websites to immersive games. They also explore recent advances in the technology which tracks how users interact with mobile devices, large-screen displays and video game consoles. Methods for combining eye tracking with other research techniques for a more holistic understanding of the user experience are discussed. This is an invaluable resource to those who want to learn how eye tracking can be used to better understand and design for their users.



  • Includes highly relevant examples and information for those who perform user research and design interactive experiences
  • Written by numerous experts in user experience and eye tracking. 
  • Highly relevant to anyone interested in eye tracking & UX design
  • Features contemporary eye tracking research emphasizing the latest uses of eye tracking technology in the user experience industry.

Table of Contents

  1. Cover image
  2. Title page
  3. Copyright
  4. Dedication
  5. Acknowledgments
  6. About the Editors
  7. List of Contributors
  8. Foreword
  9. Section 1: Overview of Eye Tracking and Visual Search
    1. 1. Introduction to Eye Tracking
      1. Abstract
      2. What is eye tracking?
      3. How eye tracking works
      4. What eye trackers can and cannot tell us
      5. Eye tracking past and present
      6. Eye tracking can empower your design team
      7. Conclusion
      8. Acknowledgments
      9. References
    2. 2. Visual Search
      1. Abstract
      2. Introduction
      3. How do we visually search for information on web pages?
      4. What does visual search look like?
      5. Are there different types of visual search?
      6. Visual search behavior of serps
      7. Can images of faces impact our search behavior more than other types of images?
      8. What is banner blindness, and why is it important?
      9. The road ahead for designing visual search experiences
      10. References
  10. Section 2: Evaluating the User Experience
    1. 3. Usability Testing
      1. Abstract
      2. Introduction
      3. Incorporating eye tracking in usability testing
      4. Eye-tracking data provides a comprehensive picture of users’ experience and can help inform the design
      5. Communicating usability results more effectively with clients
      6. Considerations and drawbacks with eye tracking in usability studies
      7. Conclusion
      8. Acknowledgments
      9. References
    2. 4. Physiological Response Measurements
      1. Abstract
      2. Introduction
      3. Dimensions of physiological response measures
      4. Practicality of incorporating biometrics
      5. Physiological response measurement in ux
      6. Measuring valence
      7. Conclusion
      8. Acknowledgments
      9. References
  11. Section 3: Eye Tracking for Specific Applications
    1. 5. Forms and Surveys
      1. Abstract
      2. Introduction
      3. Forms and surveys have a lot in common
      4. Some examples of what we can learn from eye tracking forms and surveys
      5. When Eye Tracking of Forms and Surveys Works (and When It Does Not)
      6. Conclusion
      7. Acknowledgments
      8. References
    2. 6. Information Architecture and Web Navigation
      1. Abstract
      2. Introduction
      3. Eye tracking to evaluate navigation in context
      4. Why users should not spend much time looking at navigation
      5. Subnavigation
      6. Breadcrumb navigation
      7. Contextual navigation
      8. Utility navigation
      9. Dynamic menus
      10. Evaluating the visual hierarchy of navigational elements
      11. Conclusion
      12. References
    3. 7. Web Content
      1. Abstract
      2. Hunting and gathering: information foraging and information scent
      3. How many words do users see?
      4. How do users read online?
      5. Writing for the way we read
      6. Designing effective web content
      7. Conclusion
      8. References
    4. 8. E-commerce Websites
      1. Abstract
      2. Introduction
      3. Measuring interactions
      4. Conceptual models for designing, analyzing, and interpreting eye tracking
      5. User types and models
      6. Design of eye-tracking studies for e-commerce
      7. So how does this help me sell socks?
      8. Conclusion
      9. References
    5. 9. Social Media
      1. Abstract
      2. Introduction
      3. Facebook
      4. Google +
      5. Youtube
      6. Linkedin
      7. The future for social media
      8. Ten things every community manager should know
      9. Conclusion
      10. References
    6. 10. Mobile
      1. Abstract
      2. Introduction
      3. What can eye tracking tell us about mobile design?
      4. The mobile user experience
      5. Mobile device eye tracking in action
      6. The technology behind eye tracking mobile device usage
      7. Conclusion
      8. References
    7. 11. Gaming
      1. Abstract
      2. Introduction
      3. Relevant game design elements for ux eye tracking and challenges
      4. Common eye-tracking research questions and analysis techniques in video games
      5. Conclusion
      6. References
  12. Section 4: Eye Tracking with Unique Populations
    1. 12. Older Adults
      1. Abstract
      2. Introduction
      3. Website navigation and search behavior of older adults
      4. Conducting ux research with older adults
      5. Conclusion
      6. References
    2. 13. Low Literacy Users
      1. Abstract
      2. Introduction
      3. The impact of literacy on web use
      4. Conclusion
      5. References
  13. Section 5: Conclusion
    1. 14. The Future of Eye Tracking and User Experience
      1. Abstract
      2. Integrating eye tracking into user-centered design methodology
      3. The future of the eye-tracking technology
      4. Taking the next step
      5. References
  14. Glossary
  15. Index