Eye Tracking and Web Experience

Abstract

User experience research aims to understand a user’s point of view. Because eye tracking allows us to literally see through a user’s eyes, it can serve as a valuable tool in web studies, particularly in web design and development. To understand how eye tracking can be pivotal in website studies, this paper scientifically explains how the human visual system works and how eye tracker technologies can record what we register with our eyes. It then explains how web design can benefit from the data that eye tracking studies deliver. Finally, the paper discusses trends for eye tracking in future web experience research.