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For UX designers working in hectic, agile environments, rapid and informed design decisions are often difficult to make. Many tools and methods for testing users help discover the "what" behind user actions, but the "why" no, so that decisions are subject to expressions of opinion and prejudice. This makes it difficult to keep stakeholders and members of the design and development team on a single page, ultimately slowing down the design process. When you conduct user tests, you know where someone is, how they interact with your project and find out what attracts the user's attention in the user interface or on the website. Eye-tracking user testing provides immediate and objective information on customer behavior and accelerates design and decision making. You can find out about design issues early in the UX construction process, saving time and money for companies spent on navigation or placing after launch. An entire UX prototype can be optimized based on how people interact visually with a site: what they see, what they do not see and what they should see. Recently we spoke with Jonas Eifrém Strinnholm, Marketing Manager of Tobii Pro, to find out what role UX plays in app development and how the new eye-tracking technology can change your approach to designing user interfaces. ADM: what role does UX play for the success of a digital application? Strinnholm: the user experience is more important than ever to determine the success or failure of an application or digital website. Current online consumers and digital service users are picky and more willing to make a brand decision in the field. With more options to choose than ever before, every second that a user is lost, confused, or unimpressed by experience is greater than the probability that he will fail and possibly use a different service. About 40% of consumers leave websites because of the user's poor experience. An ideal user experience is no longer a choice, but a prerequisite to accompany the end user on a purchase path and to make the self-service functions simple and intuitive. ADM: What is ocular tracking? Strinnholm: Eye Tracking is a technology that closely traces where, when and what a person looks at, and is widely used as a research tool. An eye tracking device contains near-infrared lights, advanced algorithms and up to four cameras to keep track of where a person's attention is focused on a screen, a virtual reality, a store, and more. By understanding a user's visual attention model, UX experts and researchers can draw conclusions about what factors determine user behavior and decision making. ADM: who needs ocular tracking when tracking users? Who are some of your users / clients? Strinnholm: Eyetracking in user testing is an essential method for any UX or design team that understands the reasons behind user actions and eliminates the presumption of UX design and product development. Ocular tracking provides implicit measures that bypass distortion and access the user's subconscious as it is not possible with other traditional test methods. This helps teams make quick and informed design decisions, saving time and money wasted by interesting and engaging stakeholders. Tobii Pro Sprint is our new plug-and-play eye tracking application that allows UX professionals to gain real-time insights, valuable and hidden in agile and hectic environments without interrupting the ongoing test process. Users include H & M, Avanza, Mr. Green, one of the world's largest online household goods sellers, and many others for all companies. ADM: what limitations do you see in current UX test tools? Strinnholm: It is important to use a variety of UX test tools during user testing, including interviews, surveys, click and floating point metrics, unmeasured tests, and more. However, many of these tools are subject to distortion, with users often remembering what they saw or did during a session. Click-and-Hover data is valuable, but acts as an invalid proxy for the place where users actually search and often do not tell the whole story. For example, after 10 seconds, when a user scrolls a web page or application, he or she can click on a CTA. If you are using the mouse, you will see that you have clicked on the CTA. However, they do not see the text they read as they flow along the page, the images that have attracted their attention and attention have not been noticed and many other actions that have been taken in those 10 seconds and the countless effects on having the design . Adding eye tracking to user testing practices gives UX experts a high level of information that current UX test tools can not access. ADM: what insights can app developers get by applying eyetracking to team user tests? Strinnholm: With our tool, UX experts can get detailed eye tracking information through an interactive simulation or version of a mobile application through a mobile simulator or a design platform such as InVision. Participants can be assigned specific tasks similar to those of a desktop website, such as: For example, "Access the app", "Choose your preferences", "Search the menu and go to the settings page", " Access your favorites "," Buy the product X "and so on By looking at the application, UX experts can determine if the menu is too hard to find, it distracts the color scheme and the icons do not clearly represent what they should represent , in particular the access process is confusing and much more. Visit the one of the best website”

Mobile App Developers