Interpretation of Eye Tracking Findings in Usability Evaluation

The eye tracking technique has been widely used in usability evaluation of screen-based user interfaces. Eye tracking collects user's visual scanning behaviors during task performance (e. g., shopping holiday gifts on an online store). While eye tracking data contain rich information about user's performance, meaningful use of eye tracking requires accurate recording of eye movements which has been a challenge to usability practitioners. In the present paper, we will (1) analyze the structure of a saccadic eye movement and its association with cognitive processes, (2) describe today's most commonly used eye tracking technique, and (3) propose a systematic approach to improving spatial accuracy. The approach includes 6 steps: (1) test design, (2) participant's seating, (3) test instructions, (4) manufacturer-provided calibration, (5) customer-tailored calibration, and (6) statistical adjustment to calibration.