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Website Eye Tracking Usability

https://www.nngroup.com/books/eyetracking-web-usability/

This week we got to analyze gaze and heat maps from an eye tracking data from a usability study. The data was very valuable in conjunction with the videos of the participants to identify their challenges and opportunities that we have. The videos were also great as you can hear some recommendations and frustrations during the think out loud sessions. I learned this week if you simply look at the data it could lead you one direction, however, if you use both resources together (video and map data) it will take you into the correct path for making your design decisions and recommendations. It is vital after doing the usability eye tracking sessions to have a retrospective with the participant to gain further qualitative data from the study. Sometimes the data can show the participant seeing something on the screen, but they may not perceive it at all, ie. the ketchup bottle effect.