In traditional usability testing without eyetracking there are many cues our test users give us that help us evaluate designs, such as the time a person spends on a page, the action he takes there, what he reads aloud, what he hovers the mouse over, whether he smiles or grimaces, and what he comments on. These user behaviors comprise, in our opinion, the most important aspects of learning about usability. But eyetracking (ET) adds another dimension. Watching what people are looking at adds a level of interest to usability studies. Following the eye at work makes you feel as though you are in the user’s head, thinking with him. If nothing else, the ET studies are more interesting and hold observers’ attention more easily.

Eyetracking technology also helps test facilitators avoid a major blunder: interrupting the user when he is quiet for a long time. This is a huge benefit since interrupting the participant too much or inappropriately is one of the greatest challenges for even seasoned usability professionals.

Conducting valid usability research calls for good planning and experience. But conducting valid usability eyetracking research is on another plane, adding insight into the mind of the user.  The end result is increased preparation, facilitation and analysis of true user experience.