Eye-tracking technology makes it possible to identify, in a natural and non-invasive way, a person’s points of visual attention while performing an activity. Using a portable or fixed device, eye movements are recorded and visual attention indicators (maps) are generated.
Having visual attention maps allows for more precise strategic decision-making: which design works best, where to place key information, which areas of a space generate greater visual impact, and where advertising is most likely to be remembered.
Eye-tracking technology can be applied to multiple types of interaction, such as the following.
PANELS
An excess of panels, combined in some cases with the visual load of the design itself, prevents the core message from being delivered in a timely manner.
SIGNAGE
The layout of a physical space generates areas with a high probability of being seen. As customers move through the space, they use these visual zones to gather information. Knowing where to place messages ensures they are delivered at the right moment with minimal effort.
TOUCHSCREENS
Allowing customers to decide when and how to complete procedures or make inquiries also implies doing so quickly. However, without a proper interaction design, touchscreens can produce the opposite effect: frustration.
It is very important to understand customers in their natural mode of inquiry and align screens and system orientation with their needs. Click speed, the number of interactions required to reach the desired information, and even the display format can improve or negatively affect usability in transactional processes.
CONSUMER TOUCHPOINTS
Stores and packaging directly influence consumer attention and purchase decisions. Shelf placement, spatial layout, and packaging design determine how a product stands out, differentiates itself, and is selected.
This analysis makes it possible to evaluate packaging performance at the point of sale, compare new designs, and measure product acceptance in existing or new markets.
INTERACTION CHANNELS
Catalogs and websites are key channels for product presentation and customer conversion. Their analysis makes it possible to validate design visibility, identify the elements that capture the most attention, and evaluate how promotions are interpreted.
Thus, user experience testing helps optimize e-commerce processes, improve online customer service, and increase the effectiveness of websites and mobile applications.
TV ADVERTISEMENTS
If you are going to showcase your product, do it in the best possible way. Knowledgeably calibrate your product’s exposure in each purchased media slot. Know what percentage of viewers will see it.
Ratings express the percentage of households within the target audience that are watching a television program. When product placement within a program is complemented by placement requirements, the opportunity to be seen is maximized.
SPORTS
Concepts such as behavior, memory, sensation, cognition, and emotions have taken on a new dimension in sports performance. Understanding the decision-making process of high-level athletes makes it possible to develop strategies that positively impact their performance.
PROFESSIONAL SKILLS & PRODUCTIVITY
Eye-tracking glasses technology makes it possible to understand work activities from the perspective of employees themselves. Understanding these processes helps identify insights and plan more effective strategies.