Instagram eye tracking
The combination of usability testing and eye tracking is a powerful one, giving you an extra layer of insights into the behavior of your users.
#Instagram eye tracking how to
You might also like: How to Build Usability Testing Into Everything You Do. So rather than just using eye tracking to optimize for attention, we also want to learn about comprehension-as we shorten the user journey, do users still know what’s going on? Typically, this can be investigated with usability testing. One-click checkout buttons are super smooth and great for business, but they also increase the risk of having your users buy products without being sure, or even worse-buying things by mistake. The problem is that if we shorten the distance between attention and action too aggressively, we begin to take away user control. Predictably, business stakeholders want to get their users to take action as quickly as possible. The challenge in ecommerce is that driving users to take action (which typically means buying a product) is directly tied to the success of an ecommerce company. Our users want to be in control and want to know what’s going on. The same can be applied to UX within ecommerce. Tools that limit screen time or snooze functions suggest that users no longer want to be controlled by their devices and digital services. People are becoming aware of how digital experiences impact them, and (sometimes unhealthy) digital behavior is being questioned. Recent UX trends suggest that allowing this sense of control is something we’ll see more of in the future. A more general way of putting it is to say that this is where the users make a choice.Īllowing users freedom of choice means allowing them to be in control. This is where we examine and decide that this is what we want. In the AIDA model, the steps between attention and action are described as interest and desire. The AIDA model is commonly used to describe the steps between attention and action.
This is where we commit by purchasing a product or signing up to a newsletter. Marketing models like the AIDA model suggest that attention is the critical entry point to the journey towards buying a product. Giving users controlĪs you might have heard, we’re often said to be living in the attention economy. You might also like: Why, How, and When to Utilize Usability Testing. But there’s more to it-eye tracking can provide deeper understandings, too. People most commonly associate eye tracking studies with understanding what captures user attention, and that is a common outcome of a study. Regardless, fixation serves as an insight into human behavior, and tells us what what kind of features grab our attention. This can happen both consciously (when we’re looking for something specific) or unconsciously (when we’re surprised by something). The longer the fixation, the bigger the circle.Ī fixation occurs when we find something interesting and we look at it. In eye tracking research, fixations are often visualized by circles. In user research, fixations are what interest us the most. Our brain then patches together those fixations to create a smooth image.
#Instagram eye tracking series
What was discovered is that the movement of the human eye is not a smooth path instead, it consists of a series of short stops, which are known as fixations. Back in the 1800s, studies of eye movements were made through direct observations of people-for example, as they read books. Studies of human eye movement have been around for a very long time. You might also like: 9 Tools for Website Accessibility Testing. "Eye tracking can also help highlight user behavior in the dreaded situations where users tell you they ‘just don’t get it.’" No matter what it is, that “why” can be explained with eye tracking technology that highlights where the user is looking. It might be that the user is confused, looking for something, or just stuck. Thanks, Netflix!Įye tracking can also help highlight user behavior in the dreaded situations where users tell you they ‘just don’t get it.’ If no physical interaction has taken place, it can be hard to identify what went wrong. And, if we think about it, these user patterns are pretty common.
But things become tricky when there is no physical interaction, such as when someone is reading a text or watching content. These patterns are a valuable source of information about our users. Most user interactions take the form of clicking, swiping, or scrolling on devices. This technology provides a layer of insights into your users that used to be out of reach, and allows for a new level of understanding of the interaction between users and interfaces. What is eye trackingĮye tracking is the process of measuring what area on a website or app someone is looking at, or (more specifically) how the eyes move in relation to the head.