A, B, or C? Comparing Layouts and Graphic Treatments Using Eye Movement Measures

By Aga Bojko, Managing Director
Abby Stephenson, User Experience Specialist

Abstract

Eye tracking can benefit user experience research by providing additional measures to assess and compare designs. This evaluation method can help us choose the design which ensures that users notice all key areas, facilitates the most efficient search and information processing, and/or poses the lowest cognitive resource demands on users.Using case studies as examples, this paper discusses how to design a comparative study, choose appropriate eye movement measures, and make recommendations based on complex findings.

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