Eye Tracking in Qualitative Research

Eye Tracking in User Experience: Understanding User Attention and Behavior (Sponsored by Tobii)

Course Overview

This course provides a comprehensive introduction to eye tracking technology and its application in user experience research and design. Participants will learn how to utilize eye tracking tools to gain insights into user attention, visual behavior, and interaction patterns. The course covers the theoretical foundations of eye tracking, experimental design, data collection, and analysis techniques. Through hands-on exercises and case studies, students will develop the skills to leverage eye tracking data to enhance user interfaces, optimize content layouts, and create engaging digital experiences.

Course Syllabus

Here’s what you’ll learn

Module 1: Introduction to Eye Tracking in UX

– Understanding the principles and applications of eye tracking technology
– Exploring the benefits and limitations of eye tracking in user experience research
– Overview of eye movement patterns and their significance in understanding user attention

Module 2: Experimental Design and Eye Tracking Setup

– Designing eye tracking experiments to address specific research questions
– Selecting appropriate eye tracking hardware and software
– Setting up eye tracking equipment and calibrating participants

Module 3: Eye Tracking Metrics and Data Analysis

– Identifying and analyzing eye tracking metrics, such as fixations, saccades, and gaze plots
– Interpreting visual attention patterns and heatmaps
– Conducting statistical analysis on eye tracking data

Module 4: User Attention and Visual Design

– Applying eye tracking insights to inform visual design decisions
– Optimizing content layouts, typography, and information hierarchy
– Evaluating the effectiveness of visual elements and call-to-action buttons

Module 5: Navigation and Interaction Design

– Examining user attention and gaze behavior in navigation and interaction scenarios
– Utilizing eye tracking to assess menu designs, icon placement, and button affordances
– Improving usability and efficiency of user interfaces based on eye tracking findings

Module 6: Mobile and Multimodal Eye Tracking

– Exploring eye tracking on mobile devices and wearables
– Considering gaze behavior in responsive design and mobile interactions
– Combining eye tracking with other biometric sensors for holistic user research

Module 7: Eye Tracking in User Research

– Integrating eye tracking with other research methods, such as surveys and interviews
– Conducting user studies and usability testing with eye tracking
– Analyzing eye tracking data in conjunction with qualitative feedback

Module 8: Ethical Considerations and Future Trends

– Addressing ethical considerations in eye tracking research
– Ensuring participant privacy, informed consent, and data protection
– Exploring emerging trends and advancements in eye tracking technology

Course Certificate

Upon completion of this course, participants will receive a certificate recognizing their proficiency in Eye Tracking in User Experience. This certificate acknowledges their ability to design eye tracking experiments, analyze eye tracking data, and apply eye tracking insights to improve user interfaces and digital experiences. Graduates of this course will be equipped with the skills to conduct meaningful eye tracking research, uncover valuable user insights, and create visually compelling and engaging user experiences.